LinkedIn Elevate will be an app – when rolled out to all users – intended to turn company employees into brand ambassadors by making it easier to share company content.
At Relevanza, we’ve long encouraged companies to do just that – and for smaller companies or nonprofits to grow a loyal band of followers willing to share content posted on company or organization websites. It’s a natural and essential element in any online strategy.
Give credit to LinkedIn for making this process a bit easier – if it all works correctly – by introducing Elevate as a product to help employees curate, share and measure the effectiveness of company and organizational content.
It’s available only by invitation at this point but LinkedIn’s Will Sun said in the company’s announcement it will be available to all users by the third quarter of 2015. And when it does fully roll out it will be available in Android, iOS and desktop versions.
“Our research shows that only 2% of employees share content their company has shared on LinkedIn,” Sun wrote in the LinkedIn blog post. “Yet they drive tremendous value. They’re responsible for about 20% of the overall engagement – clicks, likes, comments, and shares – that content receives. That’s not surprising given employees have 10 times more connections than their company has followers, and people tend to be considered more authentic than companies.”
The drawback? Yea, um, Elevate will share content to LinkedIn streams (of course) and Twitter. That’s it. To be truly effective LinkedIn will need to work out deals with Facebook, Google, Pinterest, Tumblr and all the other major social channels.
But, hey, it’s a start we suppose and anything empowering employees, fans & friends to share a company or organization’s content is a step in the right direction. Of course, employees and companies have long had a complete content-sharing toolbox available to them. If only they use the tools.