In an effort to encourage more relevant conversations between companies and their followers, LinkedIn has announced that Targeted Status Updates are now open to any company with a LinkedIn Company Page.

Targeted Status Updates originally launched in April with a limited number of participants. The feature enables companies to tailor content for specific audiences, making it easier than ever for members to receive important information about the companies they follow.

On your Company Page, you can click Share With and choose Targeted Audience from the drop-down list. In the box that appears, you can define your audience based on company size, industry, function, seniority, and geography. Followers that match your target will see your update on their homepage.

After your content has been live for 24 hours, you will have access to impression and engagement metrics. This is a good way to determine if you’ve accurately defined your target audience. You should also take a look at your Follower Statistics, where you’ll find more insights about your followers’ demographics, updates, and other engagement metrics.

According to a study conducted by LinkedIn, 67 percent of members follow a company to gain industry insights and 61 percent for company news. Although only a small percent of companies have been able to use Targeted Status Updates, the results appear to be positive. Philips, for example, saw a 106 percent increase in engagement after using this feature in its daily communication with followers.

You can see Targeted Status Updates in action in the video below:

[Image credit: smi23le]