If you hadn’t heard, LinkedIn is removing the ‘Products & Services’ tab from Company Pages on 14 April 2014 with significant implications for companies that have invested time and effort in building their presence on the professional social network. They recommend that firms use their existing Company Pages to update followers on products and services, or use the new Showcase Pages feature.
However, before you rush in to start creating Showcase Pages, here are 6 things you need to know.
1. Showcase Pages might not be the best solution
If your products and services are aimed at different industries, markets or customer segments, then Showcase Pages make a lot of sense. They appear as ‘children’ of the main Company Page, with their own branding, updates and followers. But because they are so separate, they don’t always make sense for smaller single-product or service companies or those that don’t have the resource to manage/maintain them. In my opinion, they’re not really ready for prime time yet either. Let’s hope LinkedIn addresses that before April 14.
2. There’s a limit to the number of Showcase Pages you can have (kind of)
LinkedIn lets Company Page administrators create 10 Showcase Pages. If you want more than that, you have to contact them. And remember you can’t currently delete Showcase Pages you have created – you have to submit a support request.
3. Company Pages and Showcase Pages must be managed and edited independently
Showcase Pages work well when you need to devolve administration to others in the organisation. A Showcase Page is essentially a completely separate Company Page and must be managed and updated separately by multiple different administrators. It also has separate analytics data, so you won’t be able to see aggregated insights.
4. You can’t migrate your followers
You cannot migrate your existing followers to a Showcase Page though, so you will be starting from scratch.
5. Any product/service recommendations you currently have will disappear
Although it isn’t answered specifically in LinkedIn’s FAQs, it would seem that any product/service recommendations will disappear when LinkedIn turns the feature off.
6. The name of your Showcase Page is important
The name you choose for your Showcase Page forms part of its URL and hence has an impact on SEO. All Showcase Page names must also be unique, so you can’t choose a page name that another company is already using.