LinkedIn Needs to Mean Business
By Sam Gregory, MD B2B, Tangerine PR I?love LinkedIn. It?s come a long way since it was founded in 2002. It was a successful social network before most marketers were even using the phrase and it was the first to raise $350m through an IPO in May 2011. But over the last 10 years it has become much more than the simple online networking group it started out as. For the individual, its functionality as a networking, recruitment, reputation-building, information-finding, new-business, PR and advertising tool is excellent. But its company pages, for want of a better word, suck. And for the leading B2B social network that is crazy. While individuals have the functionality to converse and discuss with professionals all over the globe, sharing and gaining knowledge and insights to their heart?s content, company pages offer little more than a static profile and jobs board. When in October 2011, LinkedIn added functionality to allow companies to broadcast ?status updates? to its so called ?followers?, we were all very excited about what would come next. With $350m stuffed in the bank (and making profits) surely there was much more to come? Apparently not. Where is all the interactivity, sector discussion groups etc available to the individual LinkedIn user? Yes, the reputation of individuals is very important in B2B, but so is corporate reputation. And the current Company Page functionality makes building on it a slow and restricted process. The danger for LinkedIn is that the more traditionally consumer-focussed social networks, Facebook, Google+ and Twitter to some degree, have grasped this and are putting a lot of effort into their brand pages. In fact, Google+ offered brand profiles almost at launch. A B2B version of Google+?s hangouts and Facebook?s offers could also prove invaluable for brands looking to get more sophisticated with their social media engagement. LinkedIn, if you want to retain your position as the world?s leading B2B social network you had better sort this quickly. Or you could become B2B?s first MySpace.?
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