Social Media Marketing Awards 2010: LinkedIn

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Program: To enrich selected Control Engineering North American edition articles with LinkedIn- generated content
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Why we chose it: B-to-b magazine Control Engineering wanted to expand the reach and relevance of the educational content generated by its writers and editors. This demographic, the magazine found, already was on LinkedIn but was not being served by a relevant group. Instead of a fan page, Control Engineering created a community for engineers, called Automation & Control Engineering, that focuses on members' needs for specific expertise and in-depth advice, both from peer interaction and easy access to editorial content. More than 100 deep discussions have been posted by consultants, engineers and industry vendor representatives, as well as editors, with the most interesting gathered and presented as articles in the print publication, which expanded the discussion further and encouraged print subscribers to find and use the group. As of Feb.1, the group had 4,949 global members.
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