Few people really make the most of their personal LinkedIn page, never mind get their company one right. That’s a pity, because both can be really productive in business. The reason that some people evangelise about the platform is that they’ve looked into their own statistics and realised how hard their content on LinkedIn is working for them.
To help get make a company profile page into a real asset, LinkedIn has produced The LinkedIn Pages Playbook, and I’d recommend reading it (free, no registration required). There’s an element of US business-speak (“deep dives” and “pain points”) and some hilariously ambitious recommendations (“post 3-4x a day”), but you’ll see the good stuff straight away too. Above all, the guide will show you how to elevate your page to being a dynamic marketing tool, rather than a static “About Us” page.