In recent months I have read comments and personally experienced the turn LinkedIn is taking in terms of the use that its users are giving it. Specifically, I am referring to publications that have little or no relationship to professional topics.What is happening? Why is the essence of Linkedin beginning to dilute?Why Linkedin is becoming the new Facebook The reasons are varied, but in my opinion most can be attributed to growth and its consequences.The VP Risk Email Lists growth of a social network implies that the user profile is increasingly generic It is inevitable In the early years, social networks are able to maintain their essence. The users that form them are influenced or allowed to be influenced by the guidelines that the social network itself sets and this is developing in a more or less stable way. But with the passage of time the influence of the competition, and especially the need to grow the user community to make the business profitable, means that measures are taken to accommodate new profiles (from new functionalities to new formats). Some changes enhance the initial essence and others not so much. Tests are being carried out and while the social network is increasing in size. This inevitably makes the profile of its users increasingly generic and, therefore, it is very difficult to maintain the same spirit. The social network becomes a mirror of society What makes the social network change? The decisions of your CEO or the need to retain an increasingly generic user profile? Who most influences its evolution? I think that, in the long run, they share the role equally.
Social media needs to evolve to adapt Another undeniable fact, beyond the dilution of profiles, is that social networks must be constantly changing to adapt to the new needs of their audience. As I said before, this can have positive or negative consequences, but change is imperative. A while ago the competition was between Facebook and Google +. One, starting from a social network, was adding functionalities until it became something more than a social network. The other added a social network to a very strong ecosystem of tools . The first is still standing and growing, the second has been dying for years. Now it is Linkedin that seems to be turning from the professional worldtowards a more generic one. It started almost as an online curriculum and has been adding dozens of features that have led it to be the social network for professionals of reference.
But in recent months the changes are becoming more visible, due to the increasingly common non-professional content. My feeling is that the change started with the inclusion of video and the greater visibility that Linkedin gives to these publications. This new format has accommodated users from other social networks closer to the posture, to users who take advantage of the moment to gain a foothold (whether they come from another social network or have been looking for their moment on Linkedin for some time). What consequences does this change have for Linkedin? In the short term, it is causing some discomfort in users who have been actively participating for a long time. The contents are no longer relevant to them, certain uses seem inappropriate, etc. Inevitably it will make one party look for another social network more akin to their needs. But this is not entirely worrisome. It is part of growth. In my opinion, the problems will come when it starts to compete directly with Facebook. This is when the lurching is going to be strongest and its consequences most important. This is the time when user churn can be much higher, and therefore profitability problems.Benefits of posting on Linkedin When I speak of posturing I mean publications that have little or nothing to do with the professional world (those that generate the greatest discomfort today), such as those that show a personal achievement of doubtful value (with greater or less dissimulation) . In both cases the goal is the same: visibility at all costs.Here you have an interesting debate that was generated on Linkedin around this topic (which finally caused me to write this article).In my opinion, success (in this case reach, clicks or recommendations) is again confused with real results (new opportunities, job offers, etc.).
Obviously, success is defined by the goals you have set for yourself, and therefore these people will be happy. But from the point of view they are the wrong goals for a professional social network like Linkedin.Beyond the objectives of each one, what does the posture contribute to your professional profile? (in the context of Linkedin), how does it qualify you for possible opportunities? (business, new jobs, etc.)
Can we fix Linkedin? must?
In our power is to ignore this type of publications (even report them as inappropriate), better choose who to contact … these are some of the measures.But would we really be able to stop this phenomenon? In my opinion, no.We would be fighting a force much greater than ourselves. This is a trend that is part of our society, and for the moment it seems that it will continue.It is one of the consequences of the evolution of the use of social networks and the imitation of wrong social references. Meanwhile, what can we who want to maintain Linkedin as a professional social network do? At the moment the measures that I commented at the beginning of this section are our only way out. And of course, when the time comes to look for an alternative social network or other options.Create your own community or participate in that of third parties?Thinking about the other options outside of social networks has led me to this question: what is better? Create a user community or participate in the community of third parties? Or rather (adapting to the end user), where should we concentrate our efforts? In being “successful” in a social network or in creating our own space? (on our blog , for example).
In the case of companies, it is a decision that many companies face. Do I sell on Amazon or do I promote my own ecommerce? Do I invest in advertising or do I generate my own content? The examples are very diverse. In all of us, we must decide how to balance both extremes, think about the dangers of dependence on another source of traffic and that that source eats up part of our business (I am thinking especially of Amazon and similar models).For many companies the alternative to dependence on other sources is in the creation of their own community. Much smaller than the social network, but much more effective and profitable for business . It takes more effort , but it’s worth it.What makes up this community? We talk about inbound DE Phone Number and associated techniques: web, email marketing, content, SEO and social networks .What changes with respect to the digital strategies of many companies is how we define success and what we use each channel for (not the channels themselves). That is, the objectives and associated metrics and the marketing strategy defined to achieve them.To generate this community we must transfer the echo of our marketing actions (the earned media) to our website (our own media).That is, instead of strengthening our position in third-party channels, try to do it on our website: enhance our database, content generation, forums, etc. (the online marketing of a few years ago) and support us with the rest of the media to make it grow and evolve.What is the future of Linkedin and the rest of the big social networks?
If we look at the cases of Facebook, Google+ and Linkedin (to name the current ones), they are or are evolving towards a generic community, towards a multipurpose social network where the largest number of profiles can be accommodated.In this sense, the strategy of social networks is to generate a community of users as large as possible and ensure that they spend as much time as possible in it to be able to make their activity profitable in the form of advertising, sale of services, etc. etc.
Do social networks tend towards the same multipurpose model? Does growing up mean losing the essence and becoming a generic social network? The objective of all is the same, to make profitable the community created. But the paths are different.