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LinkedIn Shares Insights into Platform Usage and Audience in New Guide for Wealth Planning Marketers

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LinkedIn Shares Insights into Platform Usage and Audience in New Guide for Wealth Planning Marketers


Looking to get a better handle on the marketing opportunities on LinkedIn, and how many business decision-makers you can potentially reach with your LinkedIn ads and posts?

This week, LinkedIn has published a new, 25-page guide to LinkedIn marketing for wealth marketing firm marketers.

Which, of course, is fairly niche, but it does provide some great tips for brands in the wealth management space, while also highlighting the potential for connection among the broader LinkedIn audience.

In addition to this, however, the guide also includes some more universally valuable notes on LinkedIn usage, including this graphic:

LinkedIn financial services marketing guide

This is the first time I’ve seen these insights from LinkedIn, showing total members reached by company posts, increases in usage and paid media, total impressions, connections and more.

LinkedIn engagement data is fairly difficult to come by, especially since LinkedIn was acquired by Microsoft back in 2016, which eliminated the need for LinkedIn to keep publishing platform performance stats. Now, LinkedIn’s usage data has been reduced to a few dot points in Microsoft’s quarterly updates, and while we do have access to the platform’s overall member numbers, ‘members’ and ‘users’, and usage, are very different things.

LinkedIn member map

Which is why these notes are interesting, while LinkedIn has also shared insights on how its members value insights from business leaders.

LinkedIn financial services marketing guide

And other demographic information, comparing LinkedIn’s audience to other social platforms.

LinkedIn financial services marketing guide

Those are some potentially valuable notes, which could help in your strategic planning, and mapping out a process for connecting with the right audience for your brand and products.

In addition, there’s also this note on cryptocurrencies which may also relate to evolving trends:

LinkedIn financial services marketing guide

The data provides additional perspective on the broader LinkedIn audience, and the potential value in targeting and connecting with these users through the app’s various tools.

Of course, the main focus of LinkedIn’s new guide is financial services firms and wealth planners, and if you’re marketing for these sectors, it’s definitely worth a look. But even beyond this niche, the notes here do provide some value for LinkedIn planning.

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You can download LinkedIn’s wealth management planning guide here.



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Fresh fears after Facebook’s role in US abortion case

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Facebook's role in an abortion prosecution has raised fresh worries from advocates

Facebook’s role in an abortion prosecution has raised fresh worries from advocates – Copyright AFP/File Javed TANVEER

Glenn CHAPMAN

Facebook sparked outrage by complying with US police probing an abortion case, boosting simmering fears the platform will be a tool for clamping down on the procedure.

Criticism built after media reports revealed the social networking giant had turned over messages key to a mother being criminally charged with an abortion for her daughter.

Advocates had warned of exactly this kind of thing after America’s top court revoked the national right to abortion in late June, as big tech companies hold a trove of data on users locations and behavior.

Jessica Burgess, 41, was accused of helping her 17-year-old daughter to terminate a pregnancy in the midwestern US state of Nebraska.

She faces five charges — including one under a 2010 law which only allows abortion up to 20 weeks after fertilization.

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The daughter faces three charges, including one of concealing or abandoning a corpse.

Yet Facebook owner Meta defended itself Tuesday by noting the Nebraska court order “didn’t mention abortion at all”, and came before the Supreme Court’s highly divisive decision in June to overturn Roe v Wade, the case which conferred right to abortion in the United States.

“That sentence would seem to imply that *if* the search warrants mentioned abortion, there would be a different result. But of course that’s not true,” tweeted Logan Koepke, who researches on how technology impacts issues like criminal justice.

When queried about handing over the data, the Silicon Valley giant pointed AFP to its policy of complying with government requests when “the law requires us to do so.”

Nebraska’s restrictions were adopted years before Roe was overturned. Some 16 states have outright bans or limits in the early weeks of pregnancy in their jurisdictions.

– ‘Can’t release encrypted chats’ –

For tech world watchers, the Nebraska case surely won’t be the last.

“This is going to keep happening to companies that have vast amounts of data about people across the country and around the world,” said Alexandra Givens, CEO of the non-profit Center for Democracy & Technology.

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She went on to note that if companies receive a duly-issued legal request, under a valid law, there are strong incentives for them to want to comply with that request.

“The companies at a minimum have to make sure that they’re insisting on a full legal process, that warrants are specific and not a fishing expedition, searches are very narrowly construed and that they notify users so that users can try to push back,” Givens added.

Meta did not provide AFP the Nebraska court’s order. The police filing asked the judge to order the company not to tell Burgess’s daughter about the search warrant for her Facebook messages.

“I have reason to believe that notifying the subscriber or customer of the issuance of this search warrant may result in the destruction of or tampering with evidence,” police detective Ben McBride wrote.

He told the court he began investigating “concerns” in late April that Burgess’s daughter had given birth prematurely to a “stillborn child”, which they allegedly buried together.

Advocates noted that apart from not using Meta’s products, one sure way to keep users’ communications out of government hands would be for them to be automatically encrypted.

Meta-owned WhatsApp has end-to-end encryption, which means the company does not have access to the information, but that level of privacy protection is not the default setting on Facebook messenger.

“The company has never said it would not comply with a request from law enforcement in a situation related to abortions,” said Caitlin Seeley George, a campaign director at advocacy group Fight for the Future.

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“If users could rely on encrypted messaging, Meta wouldn’t even be in a position where they could share conversations,” she added.

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