Glossary: LinkedIn Company Pages

Every key term from the course, in plain English. When a lesson says a word you don't know, it lives here.

The Advocacy Engine

Your team as a coordinated distribution network: notified when the page posts, equipped with sharing starter lines, and running on a weekly rhythm. The page creates; the people distribute. The highest-ROI tactic in the course.

The Page-Profile Split

The division of labor between your page and personal profiles: the page converts trust, profiles generate reach. Stop expecting the page to go viral — make it undeniable when visited, and let people carry the message.

The Credibility Stack

Page + people + content, each reinforcing the others. Buyers check the page (is this real?), the people (are they capable?), and the content (do they know their stuff?). Build all three and trust compounds.

Dwell time

How long someone spends on your post. The feed's strongest quality signal — a ten-second read outranks a drive-by like. Every post should be built to earn a pause, not a glance.

Invite credits

The 100 monthly invitations each page admin gets to invite their own connections to follow the company page. Replenished monthly, non-rollover — the most underused free growth lever on LinkedIn.

Employee advocacy

Team members sharing and engaging with company content from their personal profiles. Because personal reach dwarfs page reach, advocacy is how page content actually gets seen.

Repost with thoughts

Sharing a post with your own added commentary, rather than a bare repost. Dramatically outperforms empty reposts — the feed treats it as original content worth showing.

Dark reach

The invisible spread of your content: profile views, DMs, website visits, and opportunities that never show up as likes or comments. Much of a page's real impact lives here.

Content mix

The deliberate balance of post types on your page: thought leadership (~30%), proof (~25%), people (~25%), product and news (~20%). Keeps the page from reading as a press release feed.

Tagline

The 120-character line under your company name. Formula: what you do + who it's for + proof. The most wasted real estate on LinkedIn — make it specific.

Specialties

Up to 20 keywords describing what your company does. They feed LinkedIn search — list the actual terms buyers type, not internal jargon.

CTA button

The action button under your cover image (Visit website, Contact us, Learn more, Register, Sign up). Match it to your real next step and point it at the page built for that action.

Page analytics

LinkedIn's built-in reporting for pages: visitors, followers (with demographics), content performance, and competitor tracking. Review weekly in 15 minutes; audit quarterly in depth.

Competitor pages

Similar pages you track inside LinkedIn analytics for calibration — their follower growth and posting frequency. Not for copying; for knowing whether your pace is competitive.

Thought leadership

Bucket one of the content mix (~30%): your take on your industry — lessons from the work, ideas, opinions. The bucket that makes a page worth following.