A company page on LinkedIn provides the distinct advantage of using an established voice in the discussion surrounding your business. In other words, you have more control over the content, since the page is set up more for ‘pushing’ rather than ‘pulling’. It’s one reason why your company page on LinkedIn is better suited for customer acquisition than a business page on Facebook is (and because Facebook is better suited for customer retention).
Regarding your posts, LinkedIn is good for an in-bound/content marketing strategy. That means you should post blog articles, white papers, registration pages for events and the like. A visitor wanting to read more would click a link that redirects them to your website. You also can post photos and videos; in fact, LinkedIn reports that content with an image achieves a higher comment rating 98 percent of the time than those without.
Of course, as is a common theme across social media platforms, LinkedIn has its own set of analytical tools, so you can track the effectiveness of your posts in reaching your target audience(s).
Update: Google+ allows you to connect stories across the web
Earlier this month Google introduced expansions to its Authorship program, making it easier for individuals and businesses to link directly their written work between a Google+ account and their website or blog. Previously, you would have to manually post your article on your Google+ page, but now it can be done automatically. To get started, sign in to your Google+ account, and head to Google’s Authorship program.
From there, submit your official email address from your website or blog (meaning your email address domain must match your website’s domain), and make sure your name on the article byline matches your Google+ account. After that, open the verification email sent to your address and you’re ready to go.
Social Media Tip of the Month: Link shorteners are good for tracking, too
Sharing attention-grabbing content with your followers is a must when using social media, and one way to free up space when tweeting or posting is to use free link-shortening services. This way, instead of space-hogging links filling your tweet or update, your followers will be greeted with a short link. For example, experiencerevelation.com/Links/
DesignShopImages/Arrowpointe_AR.jpg becomes bit.ly/19jqQpq after it's shortened.
Many websites offer this service, including Google, Bitly and Owly. Copy and paste your URL into the text box on any of the websites, and it will shorten it for you. These sites also offer the ability to track how popular your links were with your followers, so you can see which links your audience has been clicking and how many times.