LinkedIn: Professional Network or Facebook wearing a Suit?

LinkedIn on the Digital World
LinkedIn on the Digital World

LinkedIn was born in late 2002 with a clear goal in mind: link professionals across the world and help them expand their carees. As simple as it looks, sometimes controlling the outcome of your mission and vision becomes more difficult than initially thought. It is true that LinkedIn has provided many advantages to its users in terms of extensive job listings, endorsements, connections,… and, in addition, statistics reveal that there is no other better platform for B2B advertisement, with a clear advantage over any other social media channel. Nevertheless, many would argue that it has recently deviated from its original purpose. Statistics reveal that there is no other better platform for B2B advertisement, with a clear advantage over any other social media channel. 

Because, what constitutes the base line and frontier between the professional and the daily content we see on any other platform such as Instagram and Facebook?

Certainly, one of the main differences in LinkedIn have been profile pictures. Oceans of suit up individuals with their arms crossed and smart looks that imply “professionalism” and dedication, have swarmed around each and every corner of the platform. Pictures aside, it is true that professionals have found a place where they can share their ideas, opinions and knowledge to a world which is more inclined and targeted to provide feedback and answers, basked in in-depth knowledge of the subject.

However, are this traits enough to provide a key difference in content and utility to its more than 260 million monthly active users?

The Users of LinkedIn and their content.

In the recent years, more than 40 million students and recent graduates have joined LinkedIn, accounting for some of the more than 87 million Millennials that populate the site as of today. 

Have this newcomers exported their way of communicating and see business to the platform? Well, the pictures we see below do show us an imitation tendency of content from Facebook to LinkedIn. Which of this pictures do you think are from Facebook and which ones from LinkedIn?

Actually, all of these are from LinkedIn, in a single day. One could even create a guide on how to rebrand Facebook Videos on LinkedIn, which would basically consist on changing the description text from:

  •   Adorable Puppies! 😀 

To

  •   Nature, how wise.

One could now argue again, where is the line between professionalism and just a social platform to sell products and collect impressions and social approval?

Because, has LinkedIn, perhaps, become just a rebranded platform for likes seeking individuals who just made the transition from adolescence into adulthood and recently entered the job market? 

The tie spammers of LinkedIN

“Thank you for the connection! I have an amazing deal to offer you in exclusivity…”

Familiar words? Well, this is because most of the sales that are directed through LinkedIn messages from “Sales People” are copy paste sentences similar to that one. Countless marketing offers and business improvement capabilities directed to the vast LinkedIn user reserve with empty messages that try to lure us into buying, buying, and buying. Why I this a problem? Well, when the line of privacy and basic networking is broken in order to include hundreds of messages standardised to reach and sell as many people possible, not only damages sales people reputation, but diminishes the privacy and initial utility of the platform as it is. Less people use it in order to avoid being spammed like everywhere else, and this would lead to its unavoidable demise. 

The average number of posts per day in LinkedIn has skyrocketed to 2 million a day and growing in the past 4 years, becoming a greater increase than its user acquisition. What does this tell us? As stated in LinkedIn, the base and optimal way to post in the platform starts from 2 to 5 posts a day, external data shows that there is an increasing number of individuals who are posting from 6 to 10 times a week. Is it possible to maintain this rate of posting with a relevant content for the platform? It seems that one could conclude that this increase is what generates the “low quality” content that could as well pertain to a social network such as Facebook or even Snapchat. However, more data needs to be analysed in order to fully understand the effects of such increases.

What is your opinion of LinkedIn? 

From Isaac Agency we are always open to debate and opinions, which we would gladly here from all of you in our comment section.

We will, however, continue to work with LinkedIn and all social media platforms that allow users to create content and reach a wide audience that is there, waiting for our marketing efforts and your useful products. Nevertheless, it is in our best interests (and everybody else’s in the platform) to maintain a clear and consistent message that does not deviate from the original purpose of LinedIn: professionally networking to the world.

Welcome to Tomorrow.

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