Leveraging LinkedIn: a guide for media companies
How to grow and engage with audiences on the ‘business’ social network
Published in
8 min readMar 21, 2024
In the rapidly evolving digital landscape, content producers constantly seek new ways to engage with audiences and promote their brands. That’s especially important right now as traffic continues to fall from sites such as Facebook and Twitter/X.
One weapon in their arsenal with some powerful potential is LinkedIn, a site that may offer a higher likelihood of referrals and engagement than some publishers have historically considered.
Three reasons why media companies shouldn’t overlook LinkedIn
1. LinkedIn has a bigger user base than you might realize
The site, which was purchased by Microsoft for $26.2 billion in late 2016, has more than one billion users globally, including over 200 million in the USA. (about a third of which are active). The U.S. is comfortably LinkedIn’s biggest single market, although 75% of its audience is outside of the States.
