On-going changes on the social media site and how they will impact your professional brand
Ryan Roslansky, well-known content guru of LinkedIn, announced in the site’s blog that they will be opening their publishing platform beyond the so-called “Influencers” like Bill Gates, Richard Branson, and other publishers currently aggregated on the site. Starting with 25,000 members last week, the blogging platform will be opened to all 277 million members “over the next few weeks and months to come”.
LinkedIn is “Content King”
Content is king, and as John Hall wrote in Forbes, “it’s no secret that LinkedIn is turning into a content king.” Hall goes on to enumerate the four core areas in which LinkedIn provides content relevant to professionals.
- The Influencer program, which, as previously mentioned, provides expert insight from big names like Deepak Chopra and Meg Whitman;
- LinkedIn Today, which provides the latest news personalized according to its relevance for each member;
- Content sharing through SlideShare; and
- The widespread use of rich visual media.
LinkedIn is expanding the Influencers program both to include more and more new Influencers such as the CEO’s of Nissan and AOL, as well as “to include only the most engaged, prolific and thoughtful contributors and to ensure that their expertise matches up with our members’ interests.” With the site opening up its blogging platform to all members, Roslansky and his team aim to tap the vast and varied knowledge and expertise of its members with the idea that “every professional has valuable experience to share.”
In the Era of Paid Social, It’s Time to Build Your Own Network Lists
In Social Media Examiner’s predictions for 2014, several contributing authors focused on the growing pressure from social media sites for payment in exchange for visibility. However, as another contributor, Paul Colligan, points out regarding the vast reach of Facebook, Google, Apple, and Twitter: “We’ve built their networks, and we did a good job.” Put together, it seems as though the huge success of these networks was built by us, their members – and now they’re thanking us by forcing us to pay. But Colligan offers an obvious yet often overlooked solution: while still “playing nice” with the mentioned social networks, it’s time we put our efforts into our own lists. And “when social media marketers realize that they can reach their entire list without paying extra for the honor, the tide will quickly turn.”
For LinkedIn specifically, the opening up of their publishing platform will allow us users to publish posts that will show up on our professional profiles as original content. This creates great potential for our content to be shared and to reach “the largest group of professionals ever assembled.” Members can now also follow others and be followed themselves. All in all, it is clearly no empty boast by Roslansky to call LinkedIn’s blog “the definitive professional publishing platform.”