We all recognize names the big SNS that have change the way to communicate with each other like Facebook, Twitter, Linked in ect.. but is Linked in one of those SNS that will be around in the future to stay? will this become the most valuable tool for getting a job in the future? Will it dominate the global market like FB or is it going to left in the dark like any other fad ??
So Why or Why wouldn't make it five years from now? Let's examine the strengths and weakness of LI.
First, is LI really a SN? well we could yes and no, for example most of the social media tools that we know about is meant for couple purpose show off the things that we like to brag about like: who has the most friends, partying, vacations, being funny, having babies, new cars... you get my point. So in other words LI is not really competing with FB or Twitter in that sense, but it is still a SN that is targeted to a specific niche business professionals and corporations. LI is known as a professional social network PSN and that is one of their competitive advantage because they have a more serious approach to social networking.
Second, LI is tools that many people and corporations are using to do reference check, find expert advice and of course network with other professional in and out of your industry.
Now even though that it is a great tool for marketing your brand or yourself in the virtual market it has some disadvantages that could jeopardize its future. Number one, as we all know business etiquette and cultures are quite diverse in this global professional market. Is easier to become friends or follow people because they are friends or family with someone that you know, but in the business environment is different specially if when cultural barriers are present.
Also, let's face it professional networking is not as fun as becoming friends with people that know your friends. Lastly, they have a low time spent per session per user LI is 6.5 minutes a day FB 55+ minutes a day so this means that they have less time to sell their advertisings and attract new unique visitors.
If LI really want to stay on top of as the PNS it needs to work on overcoming cultural barriers and increasing its audience. For example, LinkedIn recently acquired Mspoke a company that provide its members with more relevant insight from professionals. Also, I think getting companies or professional to offer discounts and giveaways will increase sharing within the network, people are more willing to share content if there are incentives. So being the among the websites with the most traffic
( number 12 in the world ) can it really stay there without making the necessary changes?
Will have to wait to find out...
References:
Miyasaki, Anthony (2012)”Will Twitter, LinkedIn, and Tumblr Really Matter Five Years from Now?” E-Marketing for sensible Folk (February 14) http://www.sensibleemarketing.com/
Wikipedia (2012) LinkedIn http://en.wikipedia.org/wiki/LinkedIn
Mashable (2010)LinkedIn gives brands a platform to promote themselves http://mashable.com/2010/11/01/linkedin-company-product-pages/
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