LinkedIn Corp (NYSE:LNKD) has put content as a major priority over the last year. The professional social network’s trajectory is emphasized by its latest product.
Elevate, a new tool empowers firm to curate content and push it to their personnel to share on Twitter and LinkedIn. The app has desktop, iOS and Android versions. Using it, businesses can disseminate relevant content for company personnel to share with their respective networks. The goal is to boost engagement and connections for their firms. The logic used is that content shared by employees are more credible than content emanating from companies.
More about the product
Elevate blends Newsle and algorithmic content recommendations originating from the firm’s Pulse news app with human curation. Newsle is the news alerts startup Elevate acquired the previous year. Elevate keeps tabs on audience activity to come up with the right times to share posts for maximum visibility.
The app includes analytics for both company and company personnel. This way they can view the number of likes, comments as well as reshares their content has got along with company page followers and job views.
Credibility at stake
In spite of having useful features, it is not necessary that the app will be a suitable fit for each organization. Strategies such as this hinge on a particular type of corporate culture and need thorough testing to find out its resilience. If company personnel are not on board the entire ‘authenticity’ gambit is rendered ineffective.
A possible risk factor is trespassing on employees’ liberty to express them. Courtesy the app it is significantly easier to recommend content, demand employees share it and link social activity to performance reviews.
Used in the right way, Elevate could drive up-selling and hiring in firms. LinkedIn Corp (NYSE:LNKD) Elevate is presently available only by invitation. It is scheduled to open to the public by 3Q2015.
