By Maximilian Clarke

LinkedIn have announced two new updates presenting new ways for brands to engage with users, evidencing a shift within the world of marketing to a more interactive practice that focuses more on ‘relationships’.

The first of the changes gives users the ability to share direct updates with their Company Page followers via Company Status Updates; and the second lies in the LinkedIn Certified Developer Program, which connects marketers and agencies with experienced developers who can develop custom social programs and applications leveraging the LinkedIn platform.

Marketing has moved away from the world of ‘transactions’ towards a world of ‘relationships’; the latter being based on a two-way interchange between the brand and its community,” commented Joshua Graff, Director, Marketing Solutions EMEA; “Today’s enhancements to our Marketing Solutions portfolio will help brands build even deeper and longer lasting relationships with them,” says Joshua Graff, Director, Marketing Solutions EMEA at LinkedIn.

Company Status Updates allow administrators of Company Pages to share professionally relevant updates directly with their Company Page followers, including content such as company news, videos, jobs, industry articles, and more. In an environment where millions of professionals are turning to their networks for help making critical business decisions every day, giving companies a vehicle to communicate and engage with their followers will allow them to strengthen those relationships, build brand advocacy and attract new and repeat customers.

The LinkedIn Certified Developer Program is a best-in-class network of developers to help marketers, agencies and companies leverage the LinkedIn platform to drive engagement with their audiences. Launch partners - which include AKQA, Buddy Media, HootSuite Media, Inc. and Wildfire - have a range of social media marketing capabilities, including campaign management, social promotions, enhanced analytics, custom applications and more.

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