LinkedIn's FB-like makeover

WISDOM OF THE CROWD: LinkedIn is encouraging all members to generate a steady stream of shareable articles - a perk once available only to well-known business personalities - in a bid to pull in users and boost advertising revenue.


    Feb 21, 2014

    LinkedIn's FB-like makeover


    LINKEDIN is attempting to become more like Facebook by encouraging all members to generate a steady stream of shareable articles, a perk once available only to well-known business personalities.

    The move, which the company hopes will generate more interest in the site, comes two weeks after LinkedIn disclosed that page views slipped for the second consecutive quarter.

    The professional networking site said on Wednesday it will algorithmically distribute career-related articles written by any users on its "Influencer program", a blogging platform previously available only to business people who were invited to contribute, including well-known names like former New York City mayor Michael Bloomberg and billionaire Richard Branson.

    By opening the programme to everybody, LinkedIn hopes its users will generate a steady stream of shareable content, providing a white-collar twist on how Facebook supplies its users a continual stream of pictures or links from their friends.

    With Influencers now broadened to many more writers, LinkedIn will use algorithms to identify articles that gain traction with readers and distribute those more broadly, said Mr Ryan Roslansky, the company's head of content.

    In recent years, LinkedIn has moved away from its roots as a dormant resume library for headhunters and job-seekers, instead positioning itself as a social hub that aggregates news, links and status updates from members.

    The company has viewed the transition towards a more lively, Facebook-esque offering as a way to pull in users on a regular basis and boost advertising revenue.

    LinkedIn, which saw its market capitalisation double over the past year to US$23 billion (S$29 billion), closed 3 per cent higher on Tuesday at US$191.92 a share.