LinkedIn’s new look can be positive.
In an effort to get more people to sign up for paid, premium tiers and linger on the site longer, LinkedIn has updated its profiles for Premium users with bigger pictures, expanded data and more features for being found on the site. While the look is certainly refreshing, most can’t help but notice that the new design looks strikingly similar to Facebook and Twitter. Both sites have also rolled out new profile updates in the past 12 months with less text and more visual. These changes are geared toward profits and ROI for the Facebook and Twitter investors. Here are my thoughts on this.
Does Imitation = Profits?
In my opinion, yes. LinkedIn assures users that their goal is to make better connections, not copy Facebook or Twitter, but the fact is that all social networks must learn from one another. Even though each one is a unique platform with something special to offer, there are similarities between them that keep users connected and engaged. For B2B businesses, this interaction and engagement is essential, as this is what builds brand awareness, increases traffic and promotes sales. B2B companies should realize by now that, while the content they create is multi-platform usable, it benefits the brand to be consistent in look and feel across these platforms. Keep in mind that a confused mind is resistant to take action.
Danger – Proceed with Caution
In addition to offering less text and more visuals, LinkedIn is also including profile optimization by means of suggested keywords. This is a way for B2B businesses to boost their company name in the search results and be contacted easier. The danger with this new feature comes when you rely too much on what LinkedIn’s software suggests and less on your own understanding of your business. Not every keyword is your friend. These reminders are given to encourage filling out your profile to maximize the search results, which is a positive thing. The challenge comes when the keywords are based off of past experience or interests that are not currently relevant to your immediate success. So, to borrow from an old construction acumen, “Think Twice, Click Once.”
Embrace the Change
On a good note, LinkedIn’s route will create new opportunities for B2B businesses thanks to targeted connections, more ways to be found and new options for generating leads. We can expect social networking sites to follow the trends they set forth, and while this may mean that B2B businesses will have to invest more money in their social media marketing strategies, it will also lead to improved, targeted campaigns, increased reach and positive brand awareness. Change can be a positive thing when we understand that life is a process, but not all change is needed. In this case I am excited about the changes.
I Love Great Quotes
“It may be hard for an egg to turn into a bird: it would be a jolly sight harder for it to learn how to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must hatch or go bad.” C. S. Lewis