Building social engagement
with LinkedIn Targeted
“ When we send interesting Targeted Status Updates
to narrower audiences, and when they respond to Challenge
these updates by sharing or commenting on them, • Present Company Page followers with more relevant
we create a more engaging and lively Company news
Page for all of our followers. The targeted updates • Target news by company divisions and products
helped us more than double the social interaction • Increase social interactions
• Gain insights on where and how followers engage
on the page, and that increased interaction created
more value for our followers.”
Stephanie Charron Solution
Corporate Communications Officer, Philips Healthcare • LinkedIn Targeted Status Updates
• Target updates by professional interests
• Include employees and media to increase sharing
Tailoring messages for social media audience
Royal Philips Electronics of the Netherlands is a diversified Why LinkedIn?
health and well-being company, focused on improving • Precisetargeting helps reach desired audience
people’s lives through meaningful innovations. “We are • Relevant status updates increase engagement
continually communicating to multiple, varied audiences
• Detailed analytics help drive content development
about our activities in the healthcare, consumer lifestyle,
and lighting sectors,” explains Clive Roach, social media
strategist in Amsterdam for Philips Healthcare. “We need Results
to reach everyone from the C-suite, to clinicians, to • 106% increase in engagement by followers
design professionals. However, we know that not all of • More social activity helps build audience for
these groups are necessarily interested in everything we Company Page
have to say.”
• Insights on social engagement can inform new
products and services
Roach and his social media colleagues post weekly
news-related updates to the Philips LinkedIn Company
Page. However, Roach wanted to explore the impact of
delivering updates to specific groups.
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