Change comes with the territory.
If you participate in social media at all, you experience more than your fair share of change.
LinkedIn (LI), the platform that promotes its site as the World’s Largest Professional Network, has introduced a boatload of changes.
You’ll never please all your users, but is LinkedIn losing its identity?
Let’s take a look at some of the changes.
Twitter Dump
Twitter said good-bye to the networking platform.
- You can send LinkedIn updates to Twitter
- You can no longer automate Twitter feeds to LI – even with a #LI hashtag
For me, this was a welcomed change. I hated the constant Twitter streams of those who chose to share everything.
Company Pages
LI launched a redesigned Company Page.
- Companies establish information pages about their business
- You can feature products, services, upload YouTube videos
- Members can follow your Company Page
- Now, you can add updates to your Company Page (similar to your personal updates)
New design options include adding logo banners and targeting selection for your updates.
Thumbs up for me for the Company Page.
Profile
Your profile has taken several hits in the change parade.
- The top limits information to Current position, previous 3 employers, education
- Links to your sites you carefully renamed are hidden under tiny Contact Info link
- Projects recap what you’re working on with options to links
- Endorsements were added under Skills & Expertise
As a writer, the Projects option is an opportunity to link to samples of work, such as case studies, white papers, articles. etc.
Endorsements (in my view) are a silly Klout-like validation of your skills and expertise.
Thought Leaders
LI’s twist on a Twitter idea allows you to follow select “thought leaders.”
Previously, members could not receive updates from individuals unless that person approved a connection.
- Members can now follow and receive updates of a select few leaders
- Updates include videos, slideshows, photos
- You can also request specific leaders be added
I haven’t really explored this, but why is it I bristle at someone else defining thought leaders?
Growing Pains
Competition leads to change.
Too often changes are copying the idea of another platform rather than creating something new.
- Facebook Likes
- Twitter follow
- Klout endorsements
Just as you work to establish what is unique about your business, so too, should social media.
I have been a long-time fan of LinkedIn.
- LI’s professional networking was appealing
- Its platform for sharing credentials was unique
Have you ever worked for a small company that suddenly exploded in size?
- You may feel like you lost that personal connection
- Suddenly, there are more people – more rules – more change
Businesses that retain the identity that made them a success, thrive with change.
One reader commented on the Endorsement post ~
“Linkedin is going the way of spamming… and they are coming dangerously close to blowing it.”
- I do find it more difficult to find spam-free Groups
- I wish endorsements were not shoved down your throat when you access a profile
I still support LinkedIn, but I hope it does not lose its professional networking identity.
What do you think?
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You know, I kind of dig the endorsement thing because there are lots of people I want to vouch for, but I am HORRIBLE about finding the time to write out full recommendations. The endorsements don’t feel Klout-ish to me…yet. But I think that’s just because LinkedIn has the benefit of a history of professionalism in social media and the thought hadn’t occurred to me. Now that you mention it, though, it really does seem like a slippery slope for LinkedIn. Will be interesting to watch what happens.
As for the Twitter dump, I agree with you 100%. I think I actually cheered out loud when they announced that one. Love Twitter, just not on LinkedIn.
Hi Emily: Nice to see you here.
I agree that if I receive an endorsement from someone I know and respect, I am grateful. But, I will be very surprised if endorsements don’t turn into a click and run, diminishing its value.
I don’t write a lot of recommendations, but I do try to take the time to do them for someone whose work I know and admire.
I also hate having the endorsements slapped in my face. Hopefully, that’s just for the roll-out. I know they are there, so like recommendations, let me decide if I am going to use the feature.
Thanks for weighing in with your thoughts, Emily.
Cathy, I’ve also been dismayed by the new endorsements feature. It does feel like a popularity contest with little real substance to it.
I foresee some people turning this into a social-proof system, a lot like some people want to have many thousands of Twitter followers.
What’s to prevent someone with 300 LinkedIn connections from endorsing all 300 during a 90-minute blitz, even if that someone doesn’t really know much about 200 of those 300? Then some of those people will feel they need to reciprocate, and then — boom! — instant credibility from a bunch of endorsements.
Somehow I thought you might feel the same way, John. We’re both huge proponents of LinkedIn, but I think you’re right that this is going to snowball into another “meaningless” social proof system.
Thanks for sharing your thought, John.
Yes, that’s my issue with endorsements, too, Cathy. I think LinkedIn is messing up a good service.
The endorsements have become a joke. How can I endorse someone for a skill I have never experienced and yet every day someone endorses me for skills I wonder how they know.
I still think LinkedIn is professional and well moderated groups like Thought Leaders, Difference Makers and a few others are definitely spam free by and large. But LinkedIn is trying too hard to compete with Facebook perhaps instead of setting the path forward.
Totally agree, Sharon. I’ve sung their praises for years as being something different – something more professional.
I know what you mean, Roberta. I have social media friends whose work I don’t know. But, you know that won’t stop people from clicking that Endorse button.
And you’re right about the Groups, It depends largely on the manager of the group to keep it professional and relevant.
Thanks for sharing your thoughts, Roberta,
maybe if we all ignore li endorsements they’ll go away?
I thought it was a good thing for about 3 days…
We can try, right, Anne? 🙂
Nice Post Cathy. I think Linkedin needs to rediscover why people are networking on their site in the first place. Is it to find a different job? If so Linkedin should add features that aid in the recruitment process. Networking is done in a variety of ways too, not just via messaging and a connect button. Linkedin should really work to enhance its competitive edge, namely Networking. Some features to add could be video conferencing to their site, like Google+ already has. They could also host networking events. Its sad to see a company with so many members and money not having the laser sharp focus, utilizing their competitive advantages to garner more business and further set itself apart. Linkedin should really be less like Facebook and rediscover what made it great in the first place.
If anyone from Linkedin is reading this post feel free to email me about further thoughts.
Hi Brandon. Thank you for the kind words. One of my concerns (as illustrated in the title of this post) is that LinkedIn is losing its uniqueness to look to much like the Facebooks and the Google+s of the world.
LinkedIn has marketed itself as a professional networking site from the beginning. What I have found appealing is the opportunity to meet and share ideas with peers and my market niches. Like any good thing, the bigger you get, the more difficult it is to retain your identity.
Thanks for stopping by, Brandon, and sharing your view.