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LinkedIn Redesigns Site to Boost Interaction, Advertising

LinkedIn Corp., the biggest professional-networking website, revamped its tools and services for users, adding features that make it easier for them to track each other, find connections and share content.

The latest changes follow an upgrade to LinkedIn’s home page in July to highlight the activities of a member’s professional connections, including articles read and work profile changes.

Chief Executive Officer Jeff Weiner has lured 175 million users and increased revenue from hiring services, which generate nearly twice the sales compared with advertising. The first among social-media companies to hold initial share sales since early 2011, LinkedIn has done a better job than consumer-focused peers Facebook Inc. and Zynga Inc. at wringing sales from a growing user base.

More activity means more targeted advertising and richer profiles, Deep Nishar, senior vice president for products and user experience, said in an interview.

“We want brands to have conversations with their target customers,” Nishar said.

Businesses will be able to use company pages to gather insight on their customers and then market to them, he said. Some 175,000 new profiles are created each day and nearly a third of visits are via mobile, the company said.

Among the newer features are the ability to change information directly on a profile page, enhanced visual tools to discover what others are sharing and communicate within a professional network.

Shares of Mountain View, California-based LinkedIn rose less than 1 percent to $111.18 at the close in New York, and are up 76 percent so far this year.

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