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Business web network takes new direction ; SPONSORED COLUMN JOHN BONNEY ONLINE MARKETING SPECIALIST [Herald Express (UK)](Herald Express (UK) Via Acquire Media NewsEdge) LINKEDIN is changing - for the better. LinkedIn has had what some people have described as an identity crisis in recent years, after pushing itself for so long as the world's main 'professional social network'. A lot has changed for the network in the last five years or so, and LinkedIn has slowly begun to break the mould it has built around itself. In April, LinkedIn announced that it had reached 300 million users. Even more recently they announced a collection of mobile apps that will make it easier for users to look for work - proving they are passionate about helping the job market. They have also been increasingly focusing on allowing users to share content from leading names such as Bill Gates through its newly-dubbed 'influencer programme'. The change in structure has led to some criticism of LinkedIn, with many people feeling like the network is going after Facebook, and losing its identity in the process. Jeff Weiner, the chief executive has heavily defended the strategy, claiming its users differ greatly from the general user of Facebook. So far, the influencer programme has been an allround success. Mr Weiner says this is down the high quality of content that is shared, and the users who digest the content. "If you share something that's not professionally oriented, on LinkedIn you're not going to get any engagement, and the feedback you get may not be very positive." LinkedIn, so far, has proved itself to be a popular network among professionals, and has quickly evolved into the new online CV. Mr Weiner addressed what stops people exaggerating their skills on social media, saying: "It's available for all the world to see - the stakes are so high if people find out that you exaggerated. "That's going to do damage to your career and your prospects." Business pages have become even more popular on LinkedIn than previously thought, and works best for those in the B2B industry. With all the recent changes on the network, you can't afford not to be a part of LinkedIn anymore, whether it be professionally or personally. If you have a question for John Bonney, please email [email protected] (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |