Thankfully, I've already highlighted a majority of the most powerful features on LinkedIn in a previous iMedia article, "Advanced LinkedIn strategies for marketers." That being said, I do have a few noteworthy updates to share.
Company pages: While company profile pages have been available for some time now, LinkedIn continues to evolve features. Most recently, status updates were added (replacing the optional Twitter feed). Until social management platforms like HootSuite perfect the API plug-in, companies must manually post updates via login.
Another cool feature is the Recommend API, which is a snippet of code added to your product and service pages on your website, which then link to an associated description on your LinkedIn profile. The feature allows customers to review or recommend specific products or services from either location, which are then displayed in the company page. See the Dell example below.
Advertising: Far too few companies have taken advantage of LinkedIn's ad platform. But our initial tests clearly demonstrate the potential ROI. A few months ago, Anvil developed a LinkedIn ad campaign for Axway that generated a 25 percent conversion rate and the lowest cost per conversion in the history of the company. When building a campaign, make sure you have compelling content (white papers, research, demos, trials, etc.) that direct to an optimized landing page, or expect low conversion rates.