LinkedIn–professional network, or growing media company?
Launched in May 2003, LinkedIn’s popularity has skyrocketed over the last decade. In January, it hit a staggering 200 million users–massive growth when we consider it held just 22 million five years ago, and one million just a year after launch.
LinkedIn shows no signs of slowing down. But in today’s competitive landscape, companies that want to succeed have to continually rebrand if they want to stay afloat–and LinkedIn is doing just that.
Throughout the years, the company has rolled out a number of new featuresto bring it to where it is today. While LinkedIn began as an online resume service, it now includes career pages, recruitment ads, company search filters, and job analytics. In 2012, it optimized for mobile.
In March 2011, LinkedIn introduced LinkedIn Today. It uses an algorithm to tailor content to users’ needs, based on who they’re connected to and what information is relevant to them right now. The content is multi-pronged, and allows users to share content, engage other professionals through commenting, and utilize options such as SlideShare (acquired by LinkedIn in 2012) and company pages.
But LinkedIn’s more recent features indicate the site may be moving in a new direction.
In September 2012, the site launched LinkedIn Endorsements, which allows professionals to endorse each other for their areas of expertise. Users can get as specific as possible, choosing to endorse contacts for anything from strategic planning to finance to blogging to gymnastics. Since launching LinkedIn Endorsements, 58 million professionals have been endorsed, and 18 million have given endorsements. The big numbers show LinkedIn has become a driving force for connecting with and promoting people in your online networks–professional or otherwise.
The LinkedIn Today feature was made even more significant when LinkedIn introduced Influencers in October 2012. With this feature, LinkedIn selected Top Influencers, or users who drive the most participation in discussions made via threads, comments, and likes, and invited them to begin sharing content on the new social news feature. (Disclaimer: I was chosen as one of those influencers.) Users can follow Top Influencers to gain insight on industry trends, further expanding their use of LinkedIn Today as a primary platform for discussion and content sharing.
Finally, as recently as April 4, LinkedIn announced its newest addition to the site: a Twitter-like mention feature. LinkedIn users can now acknowledge other professionals or companies by tagging them in updates and conversations. Though it’s limited to first-degree connections, the ability to mention colleagues has huge implications for the future of information-sharing on the site.
The addition of features like original content creation and user mentions shows LinkedIn is becoming much more than just a resume service or professional networking site. Sure, the core value of LinkedIn’s strategy will always occupy the niche of professional networking. But as the site continues to churn out great new content and allow professionals to connect in new ways, it stands to become a powerhouse for intellectual blogging and content sharing, as well.
As LinkedIn continues to update and improve its features, we can see the affect it will have on LinkedIn’s brand. It’s my belief that LinkedIn will become a major source for industry news and information within the next few years. It stands to majorly impact the way professionals of any background or influence use the site, and could potentially launch the site into becoming a major media company.
Time will tell if LinkedIn takes this route, but for now, one thing is clear: LinkedIn’s new features stand to majorly impact the future of this social and professional giant.
No comments:
Post a Comment