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Brian Pember of UPS: LinkedIn’s Targeting Tools Lead to Better ROE – Return on Engagement
UPS has over 1.5M liking their Facebook page. And it’s not out of the ordinary for them to receives thousands of likes, comments and shares on content they post. But, according to Brian Pember, Director of Customer Communications for UPS, the company can get more meaningful engagement from their LinkedIn activities – even though their following is only a fifth of what it is on Facebook.
Brian shares how the company uses LinkedIn to narrowcast messages to targeted audiences, rather than broadcast to people who haven’t shown interest in a particular subject. And how through a mix of thought leadership, organic optimization and ad placement, UPS has found higher return on investment (ROI) and engagement (ROE) with LinkedIn.
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By Brent Leary and Small Business Trends
5
66 ratings
UPS has over 1.5M liking their Facebook page. And it’s not out of the ordinary for them to receives thousands of likes, comments and shares on content they post. But, according to Brian Pember, Director of Customer Communications for UPS, the company can get more meaningful engagement from their LinkedIn activities – even though their following is only a fifth of what it is on Facebook.
Brian shares how the company uses LinkedIn to narrowcast messages to targeted audiences, rather than broadcast to people who haven’t shown interest in a particular subject. And how through a mix of thought leadership, organic optimization and ad placement, UPS has found higher return on investment (ROI) and engagement (ROE) with LinkedIn.