Tired of searching easier and easier ways to connect to their employers and employees, many companies and prospects have found Linkedin and have used it for the specific  purpose of professional interaction. But that was in 2003, when the social network had only over 40000 users - looking to employ or being employed.

This is 2012: two new accounts are created every two seconds and more than160 millions are using the network. It is only logical that looking for a job is not the main LinkedIn purpose. Not anymore.

The better part

Makes sense that promotion through LinkedIn has become more and more popular and that each campaign has to appear in front of this, thought to be, “educated” audience. Yes, it's that simple. LinkedIn is known to gather communities sharing the same interests in a business, product or activity. Whether sharing news with your industry fellows or creating links with your business partners is what you're looking for, being active on LinkedIn has some obvious advantages:

Has great search results

Which can sometimes turn out to be a little too much. After creating a LinkedIn profile to advertise a small family business, I just got a bit overwhelmed by the exposure, as the firm I was promoting wasn't ready to handle all the attention. Using a LinkedIn profile as a destination is a good idea, but be ready to respond promptly to customers or business partners' requests.

Recommends users

Through their own network of connections, which can only mean, to a third party viewer, that the appreciations offered are truly sincere. LinkedIn has narrower rules (than Facebook or Twitter) for adding contacts. Trying to connect to people and profiles you don't really know, can get you kicked out. As in your professional offline world, the only way to connect to a potential business partner, is by getting introduced.

Through LinkedIn's system of recommendations, any company can create complete testimonial pages to be promoted in a familiar manner with the rest of the network's users.

Links applications

To the main profile so that you can exchange work related documents such as Slide Share presentations, legal updates, lawyer ratings or reading lists. Depending on the type of business advertised, the chosen LinkedIn applications can create connections in between sites and provide valuable in site information.

Provides validity

If used properly, this network can be the business suit you wear at work and make a total difference from your summer cocktail outfit presented on the other social media.

Instant activation

As you've already noticed, LinkedIn is now part of Jentla's multichannel content options. Articles can be published rapidly from the Content Administration menu but can be also integrated in a campaign. Stephanie Sammons of Social Media Examiner states that posting through Linkedin at least 3 times a day is recommended, showing an active company profile and an interest towards connections' reactions.