LinkedIn announced today that the site will now provide notifications informing users when a person likes what they’ve shared, viewed their profile, accepted an invitation, commented on a post, confirmed a connection, and much more. For B2B marketers, the new notification feature has the potential to foster increased engagement with clients and prospects.
The notifications will be given in real time much like those of Facebook and Twitter and will appear as a red flag at the top of the homepage. Of the professional engagement tools LinkedIn offers its members, the addition of notifications “… is all part of [LinkedIn’s] ongoing effort to make it easier to keep engaging discussions going with your network,” stated the LinkedIn announcement.
According to a B2B marketing and sales blog, LinkedIn allows marketers to “gather insights on prospects; give insights [about an] organization’s capabilities, goals, and internal culture; become source of business information to attract connections,” and much more. For B2B marketers who currently use LinkedIn for social media marketing, the notifications could further support lead generation initiatives and foster brand awareness by informing marketers of connection requests and confirmations, likes and comments, conversation engagements, and client questions and interaction.
LinkedIn asserts the changes are intended to better able users to share insights and information with their connections. According to the announcement, LinkedIn is in the process of implementing the changes to its mobile site, which would allow users to maintain engagement on the go.