LinkedIn Expands Blogging Capability - InformationWeek

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2/19/2014
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LinkedIn Expands Blogging Capability

LinkedIn plans to open its publishing platform to all users who want to share career insights and advice.

If you have career advice to share, LinkedIn wants to be the place you go. It announced Wednesday that it is gradually opening up its publishing platform to all users, giving everyone the opportunity to blog.

LinkedIn launched an Influencers platform in 2012 for big-name businesspeople to share their career insights. It showcased posts on topics such as leadership, innovation, successes, and failures from people such as Bill Gates, Richard Branson, and Deepak Chopra.

Since then, the number of Influencers has grown to around 500. LinkedIn said that it will add 25,000 members who will have the ability to publish content to LinkedIn. That capability eventually will be expanded to all members in the coming months.

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"The valuable Influencer posts and the wide range of professional content from millions of publishers that we currently aggregate on LinkedIn are powerful, but only the tip of the iceberg," Ryan Roslansky, director of product management at LinkedIn, wrote in a blog post. "Combined, our members have extremely valuable and varied experiences; however, their knowledge and expertise has not yet been captured and shared."

Once you receive publishing capabilities, you can start writing directly from your LinkedIn homepage. To begin, click the pencil icon in the "Share an update" box. This will take you to the writing tool, which also lets you add images and other media.

When you publish a post, anyone can see it. It's visible to your connections and followers through the news feed on their homepages. Members who are not in your network can follow you from your posts, too, LinkedIn said. People don't need a LinkedIn account to read your posts, either.

According to a LinkedIn FAQ page, your activity will affect your posts' distribution. "The more you engage with the platform the more reputation you'll build, and the more likely members will follow you and your posts. Liking and commenting on other posts are good ways to engage."

LinkedIn gives you access to analytics to gauge the reach of the content you publish. You'll receive an emailed report on page views, likes, and followers, which you can also access from your profile.

Expanding its publishing platform is another move to keep more users on LinkedIn's site longer. In other words, it wants to be your destination for career content -- not just a place you visit when you're looking for a job.

In November, LinkedIn announced that it integrated the social news reader app Pulse into mobile and desktop versions of the site. The app replaced the LinkedIn Today news-creation feature that launched in 2011. LinkedIn acquired Pulse in April for $90 million.

Most recently, LinkedIn launched Showcase Pages, a spinoff of Company Pages. While Company Pages are high-level resources for company news and job postings, Showcase Pages promote content specifically about companies' brands and products.

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Kristin Burnham currently serves as InformationWeek.com's Senior Editor, covering social media, social business, IT leadership and IT careers. Prior to joining InformationWeek in July 2013, she served in a number of roles at CIO magazine and CIO.com, most recently as senior ... View Full Bio

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Ariella
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Ariella,
User Rank: Author
8/15/2014 | 1:14:35 PM
Re: Your thoughts?
LinkedIn sent me an offer to blog on its platform a few months back. I wanted to submit something close to what I had published elsewhere and asked the publisher for permission. I never heard back from her, so I didn't submit. 
Kristin Burnham
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Kristin Burnham,
User Rank: Author
4/16/2014 | 11:18:17 AM
Re: LinkedIn blogs
It represents the number of people who have clicked the link to your blog post (not those who have seen the link in their feeds).
Kristin Burnham
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Kristin Burnham,
User Rank: Author
3/18/2014 | 2:57:25 PM
Re: LinkedIn blogs
I got access to its blogging platform last week and have been playing around with it. As far as I can tell, the only analytics it gives you is the number of people who have viewed and liked your post (and it appears those stats are public, so anyone can see them).
Kristin Burnham
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Kristin Burnham,
User Rank: Author
2/21/2014 | 8:34:50 AM
Re: LinkedIn blogs
Ha, I have to agree with you there. I'm not sure that's where they're headed (or would want to head).
WKash
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WKash,
User Rank: Author
2/20/2014 | 5:14:55 PM
Re: LinkedIn blogs
Interesting question about whether LinkedIn will merge w/ a media company some day. I'd be surprised. I believe LinkedIn already sees its self as a new age media company: It has the executive audience, it's pulling in all kinds of content already -- and now creating more; and it has an interesting advantage in seeing the metrics behind the scenes to offer advertisers.  But I think they still have a ways to go to get the level of reader engagement good media companies offer through content thoughtfull created for readers rather than counting on them to generate their own content.

 
Kristin Burnham
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Kristin Burnham,
User Rank: Author
2/20/2014 | 8:49:37 AM
Re: LinkedIn blogs
Exactly. LinkedIn wants to be more than a site you visit when you're looking for new jobs, and it's doing a decent job of trying to be that. Pulse, Influencers, Company pages, etc -- all those were launched to keep people onsite longer. Like you said, I think those who already actively market themselves on LinkedIn will be more apt to pursue this feature than the average user.
WKash
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WKash,
User Rank: Author
2/19/2014 | 11:19:37 PM
Re: LinkedIn blogs
LinkedIn has been looking for ways to increase content and give members more reasons to pay attention to their pages on a daily basis. So this seems like a logical move and it's evident LinkedIn put some thought into incentivizing members to participate. For those who really use LinkedIn to market themselves, and for whom content marketing makes sense, this will be a welcome addition.
Ariella
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Ariella,
User Rank: Author
2/19/2014 | 7:10:31 PM
Re: Your thoughts?
@Thomas good point. There seems to be no shortage of those. What's more annoying is that some are not upfront that their invitations to "write for us" mean "write for us for free" with nothing other than "bragging rights" and "exposure" for compensation. A writer on one of the LinkedIn writer groups liked to say, "you can die of exposure."
ChrisMurphy
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ChrisMurphy,
User Rank: Author
2/19/2014 | 5:12:57 PM
Re: LinkedIn blogs
People are writing for the exposure, so it's all about an audience compared with a personal blog -- where is the best chance of this getting passed along and going viral, or even semi-viral. It'll be interesting to see how much data LI shares on views, since that can be both addictive (I'm a star) and discouraging (no one cares).   
Thomas Claburn
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Thomas Claburn,
User Rank: Author
2/19/2014 | 5:07:18 PM
Re: Your thoughts?
Yet another company encouraging people to work without getting paid. Social media FTW (for the wages).
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