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How to Take Control of Your LinkedIn Company Page
By: Christine Geraci
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If your company has been around for a while, and any ONE of your employees uses LinkedIn, then chances are you've got a LinkedIn company page. Just an FYI.
Many businesses are beginning to unlock the potential of their company pages on the 50-million-users-strong social network for professionals. But many more businesses likely don't even realize they even have a presence on LinkedIn.
Here's the deal: When someone lists your company as their employer on their LinkedIn profile, LinkedIn automatically creates a page for that company. 
What the company does with the page is the company's prerogative. But here are some suggestions:
Claim it. Now. Since company pages are automatically created when someone lists an employer for the first time, the content on these pages is controlled by EVERYONE who has listed the employer. This also means that ANYONE who manages to list a "valid e-mail address" can make themselves an administrator of that page and control what's posted there. Better to make sure the administrators in charge of page content are trusted company employees.
Get your departments "on the same page." Now that you've claimed your page, you've got some decisions to make. Yes, you should fill out the basic information as thoroughly as possible. But there are also other tabs to consider, namely the "careers" and "products and features" tabs. Is your human resources department going to help you keep the careers tab up to date? What products and features should take center stage? Make sure you speak with the right people in your organization to make them aware of, and involved in, the content possibilities.
Fill in your "products and features." This public tab on your company page can be a powerful means of showcasing what your company is known for, as well as what's new. Fill it out as thoroughly as possible, and update it as necessary. (The "careers" tab, although highly useful, is optional at this point. Showcasing jobs on this tab is up to human resources. But don't be afraid to call a meeting with them and discuss all the benefits of posting career opportunities to your company page.)
Keep track of your analytics. The private analytics tab, only visible to page administrators, will show you the number of views your company page receives, as well as how your unique visitor numbers compare to companies of similar size and type. Watch what happens to these numbers after you post tab content and your company begins to engage more frequently on LinkedIn.
Post company updates. Just like individuals to their connections, companies are able to make updates that appear in the feeds of people who follow the company. Take advantage of this opportunity to engage and connect with others on your company's behalf. Unfortunately, you currently cannot schedule LinkedIn company updates in advance via a social dashboard for free. But hopefully LinkedIn will enable this handy feature in the near future. 

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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