In the world of social media, “What have you done for me lately?” is always the big question. And losing page views is not a good answer.
LinkedIn, after reporting that it slid in page views for the second consecutive quarter, needed a game-changer. Facebook's newsfeed and Twitter hashtags come to mind.
In the coming months, everyone will be able to publish their own full-length content, like blogs, in the “update” box. Before, this space was limited, and you couldn’t garner metrics on your post. Now every Jane and Joe has the ability to publish great content, not just big players like Richard Branson or Bill Gates.
Another development regarding the update is the big kahuna. If your post is well read and garners good feedback, likes, shares or comments, LinkedIn will post it to other areas of the sight relevant to the topic, without you having to pay for it. This means a post has the ability to go viral. Conan O’Brien wrote a piece last week about turning down the Microsoft CEO job. The post already has 350,000 views. LinkedIn just made this a possibility for all of its 277 million members.
Why did LinkedIn do this? Simple: to get your eyeballs on their website more than once a week. Monitoring and posting needs to be done several times a week when this new update takes hold. Everyone wants to go viral and LinkedIn just leveled the playing field. Play ball before your competitors do.