It’s not personal, it’s just business. Actually, it’s a balance of both. The whole point of LinkedIn is to be a social network for business, yet, in the fifteen years since its inception, detractors have been chipping away at everything from its design, to UX and lack of products like trolls on one of those other big social networks.

Profile pics all wrong. Pushy direct selling. Spamming. Bugs, glitches & downtimes, interface/usability issues, users who don’t quite get it. Random connection request from random people, stalking, sexism (in business? Surely not) fails, poorly written headlines & summaries… the list goes on.

However, the negative tide is turning. Might just be because of the $26 billion buyout by Microsoft last year. But the question is: what’s the difference between the company that made a loss of $166 million in 2015 and this cash fuelled behemoth that’s growing at an exponential rate?

Well, at I.F we keep our finger on a steady (sometimes frantic!) social media pulse, and just because it’s more ‘corporate’, doesn’t mean we ignore Linkedin’s place in the social world.

There’s been a steady trickle of updates to make LinkedIn a much more…useful place to be.  Recruiters & employers form the backbone, but it’s also becoming more of a playground for marketers, especially those content specialists thoroughly exploiting its publisher platform potential.

Native video, much more personalised feed, insights & demographics, direct messaging and inmail tweaks. Ad & sales tools, a career advice hub where you can find a mentor , integration with Microsoft products…it’s all become less hit & hope, and more, hit the target.

It’s a go to destination for B2B marketers to reach that c-suite tier, whether it’s through targeted (and retargeted) content, or to engage in business discussions like a corporate intellectual salon.

And, oh my, the data. The mountain of personal data that’s accrued is a very healthy prospect for brands to mine. It is looking to improve and share its analytics data with big brands, but when it does…

So, it’s not as dry a business meeting place it might have been, it’s become more, well, social really. As long as it maintains its sensibility, keeps innovating for the platform and has a little bit of fun along the way, it’s a rosy looking future for recruiters, employees & B2B employees across the boardroom.



One thought on “LinkedIn? Hot property? Amazing what a few tweaks can do

  1. IMHO I’d say it’s about relevance – when isn’t it?

    I had the dubious pleasure of working for back in the day when they were nearly put out of business after their US office bunged a YouTube movie up full of corporate cheese of them fist bumping, ‘rolling big when we roll’ and talking of corner offices during a pitch, while the UK office cringed in a corner as they went public with the sort of language and bullshit bingo we don’t really want our friends and family knowing we use (or in this case know people who do).

    But the biggest barrier to LInkedIn’s growth to me has been their complete inability to enable the delivery of the perfect user experience at the most intimate moment in their user journey – when you ask someone to connect with you.

    If you weren’t careful and just hit the connect button they spammed your old colleague or cold call prospect with a default ‘As you’re a person I trust…’ message that some engineer had probably put in in an early alpha test of the system before they hired a UX person and never bothered to change again.

    I mean who the hell (that you really want to connect with) would connect with you for sending them such a wooden message.

    If you were careful or lucky enough to approach the connect button via one specific crumb trail you got the chance to type a personal message, if you could be bothered.

    My multi million dollar UX tip 5 years go to them (ignored obviously) was to allow us to create and save our own (heaven forbid) introductory message that we could edit if required, after all no one would ever see it twice.

    I just read Jeff Bezo’s ‘Everything Store’ story on the beach. I’m pretty sure he’d have “ripped someone another arse hole” (his words) years ago for such a UX fail and now have another multi zillion dollar assett in his portfolio not what you call a ‘dry business meeting place’ Katy.

    Thank god for good old web 0.1 connection apps like alcohol or I’d have never been able to count you as a shit hot connection, let alone a ‘friend’! 😉

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