Yes, LinkedIn is a very different social network with very different users and a very different purpose than the likes of Facebook, Twitter and Pinterest. But, that doesn’t mean it’s not a platform that’s always experimenting, evolving and changing like the others.
In the past few months alone, LinkedIn has made alterations that you, especially if you’re B2B, must be aware of in case they affect current strategy or serve as inspiration for new LinkedIn tactics for your brand.
Congratulations! You’re a Publisher!
Did you ever see a post from one of those LinkedIn Influencers and think to yourself, “Hey, that should be me”? Now it can be. If you can’t publish already, you can apply to do it sooner rather than later. Then you can get people to follow you who aren’t in your network and start building an audience for your content.
But just to give you an idea of how impressed people need to be with your content, the average Influencer post gets over 31,000 views, over 250 likes and around 80 comments. We guess that’s why they’re called Influencers, and we’re proud to count Oracle President Mark Hurd among them.
Hmm, That Didn’t Work, Part 1
In what LinkedIn described as a decision to focus on a few big bets, they shut down LinkedIn Intro. It had only been around less than 4 months, so the decision to stop focusing on it came pretty quickly.
Intro infused LinkedIn contact data into your iPhone email inbox. LinkedIn still likes that idea and will pursue it via partnerships, but to do what it did meant LinkedIn had to scan every email that came into your inbox, which raised security concerns and frankly, successfully scared many people off. Adding to the headache, those that did install Intro had to be sure to uninstall it or their email wouldn’t work properly after the shutdown.
Hmm, That Didn’t Work, Part 2
LinkedIn is shutting down Slidecast (which didn’t make the “we want to focus on this” cut either). That let LinkedIn-owned SlideShare users put up presentations complete with audio. That stops April 30.
I Don’t Have to Deal With You Anymore
LinkedIn provided something users had been asking for in large numbers, a way to block members. It’s called…are you ready for this…”Member Blocking.” But before going nuclear on someone and blocking them, LinkedIn encourages you to try other settings such as disconnect, change your profile visibility, use anonymous profile viewing, and be mindful of what activities you broadcast.
Hmm, That Didn’t Work, Part 3
Sell Hack thought its "Hack In" tool did a pretty cool thing. It let you go to any profile on LinkedIn and with the click of a button, get the email address of that person from LinkedIn’s database. Boy did LinkedIn not like that. After a cease and desist, the tool was removed, though Sell Hack said they’ll be back with something else that fits more in line with LinkedIn’s terms of service.
The Best Way to Get to People
The new “How You’re Connected” tool is right there on profile pages, and shows you not just who in your network knows them (which is pretty helpful in and of itself), but how they know each other. This way you can choose the person to make the introduction that makes the most sense given what you’re trying to accomplish.
How’s Your Content Doing?
Do you want an analytics resource that gives you insight into the impact of your paid and organic content on LinkedIn? Awesome, because that’s exactly how LinkedIn defines their Content Marketing Score. Take your unique engagement on LinkedIn, divide it by your total target audience and there you have it, along with tips on how to get your score up. It’s partner, Trending Content, shows you what stories are resonating best in a range of subject areas.
So Long Products & Services
Products & Services on Company Pages will be gone by April 14th. Who needs it when you now have “Showcase Pages,” which let people follow individual products without following the whole brand? That means more relevant content and communities. Updates still show up on the Company Page though, and show up there in search results.
LinkedIn is doing just fine, 277 million users and adding 2 per second. 40% of users check in daily. There are 3 million business pages and 2.1 million groups, with 8,000 more created weekly. With all that going on, be ready to stay on top of what the inevitable growth spurts might mean for you.