LinkedIn first announced their new paid-App in April of 2015. The content-sharing platform has since been used in a Beta-testing manner by Visa, Unilever and other large companies. LinkedIn is now beginning the process of rolling the platform out to more businesses and the App is available in the various App stores. It can be used on mobile devices and on desktop.
What Is Elevate?
Elevate is a content-curation and social sharing platform designed to make Social Selling and content marketing easier for employees and their employers alike. Many businesses are getting on board with the idea of Social Selling but the uptake amongst employees is often slow for a variety of reasons. One of the most common is employees being unsure of how to go about sharing, curating and commenting. Even if they’re sent on a training course knowing what to share, how to share and when to comment can be difficult. A many paged Social Media Policy document might lay everything out in minute detail, but in doing so it can put employees off sharing for fear of breaching protocol.
Elevate aims to eliminate this problem by having customisable guidelines and restrictions within the company level of the App. Businesses will also be able to input lists of approved internal and external sources, making social sharing and curating easier on their employees. The platform aims to take all of the difficult aspects of Social Selling and employee brand advocacy and simplify them as much as possible. Within the App content is automatically trawled through and catagorised.
Another selling point of the App is the ability to track the content shared, measure engagement and monitor all of the metrics associated with Social Selling. The Brand can incentivise employees to engage in Social Selling and sharing by showing them the increase in profile views, connections made and so forth from their actions. Obviously the content being shared by the employees from the approved lists in Elevate is going to reflect well on the Brand. This is a clever move on the part of LinkedIn and will be appreciated by the top heads in the businesses using Elevate, they’re helping them effectively turn their entire workforce into a low-key advertising and marketing team.
Is Elevate Anything New?
In a word? No. Elevate is really just a LinkedIn specific version of softwares like HootSuite and Buffer with a few modifications. All of the content curation and social monitoring aspects of the App can be had with other, free softwares. For small businesses with few employees Elevate isn’t going to be a game changer. However for large businesses features like the in-built Social Media Policy and LinkedIn specific metric measuring in greater depth will likely be a draw.
Intial figures from the closed Beta have proven encouraging with sharing amongst employees using the App up on average over 200%. That sharing also drove profile vists and vists to the company pages up by significant amounts.
Elevate is another arrow in the quiver of LinkedIn which is slowly growing it’s portfolio of associated Apps and businesses. Sales Navigator, Lynda.com and Pulse are all proving succesful. Elevate isn’t a game-changer but it shows LinkedIn’s continued commitment to creating their own solutions and keeping their brand evolving.