August 2, 2016
LinkedIn wants to be a social network you are visiting not just when you’re looking for a job. LinkedIn plans to reach this goal by opening the publication platform for all users in the…
LinkedIn wants to be a social network you are visiting not just when you’re looking for a job. LinkedIn plans to reach this goal by opening the publication platform for all users in the coming weeks and months.
LinkedIn has long offered this publishing power to a hand‐selected group of industry thinkers, leaders, and innovators, known as LinkedIn Influencers. But now practically anyone can access to its publishing platform to all users on its network.
“The influencer posts do well,” says LinkedIn’s Head of Content Products Ryan Roslansky, generating nearly 31,000 views and more than 80 comments on average. While the number of ‘Influencers’ on the platform has slowly grown, the vast majority of LinkedIn users have been unable to post their own thoughts and ideas in a similar format.
LinkedIn Influencer program was launched in late 2012 with 150 ‘thought leaders’, and has since grown that to around 500. Roslansky tells us the new open access to publishing on LinkedIn allows others to break into these more exclusive ranks by writing posts that find a wider audience engaging with and sharing their content.
“By opening the program to everybody, LinkedIn hopes its users will generate a steady stream of shareable content, providing a white‐collar twist on how Facebook supplies its users a continuous stream of pictures or links from their friends. With Influencers now broadened to many more writers, LinkedIn will use algorithms to identify articles that gain traction with readers and distribute those more broadly,” Roslansky said.
Roslansky, says the network tries to capture and share its “extremely valuable and varied experiences”. Giving the masses the ability to share content anytime also offers members more choices and more opportunities to share new content.
LinkedIn’s native content platform could trip over its other content efforts. The network also acquired news aggregation app Pulse. Offering members a choice is important, but unless LinkedIn can guarantee quality content from its members, the network runs the risk of courting content shock.
It will take some time before LinkedIn can call this move a success, but if the network can take advantage of its members’ eagerness to be heard, LinkedIn could position itself as an important and influential media force.
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