LinkedIn is finally trying to capitalize on the positioning of social networking for business by releasing LinkedIn Today. LinkedIn Today is a news service designed to pick out the most relevant stories for business users. LinkedIn hopes the service will turn its site into a daily destination.
Unfortunately for LinkedIn, this service is coming along far too late to encourage people to change behaviors. Historically, LinkedIn didn’t offer enough information to warrant a daily check-in. The search isn’t as powerful at Twitter and the overwhelming majority of information updates are about new connections to others in your network. With products like Flipboard, there is already a personalized social magazine that incorporates the power of Twitter search, delivers industry news that your connections are recommending, tweeting or posting on Facebook.
Currently, LinkedIn Today only offers 22 industry news feeds. Eventually it will expand to include 115 LinkedIn industries, if new content merits expansion. For example, “The agriculture industry is not sharing enough content to build a compelling product, but we hope over time it will,” explains Liz Walker, product manager of LinkedIn Today.
However, LinkedIn Today may have a couple of advantages for marketers even if I don’t think I’ll personally use it.
- LinkedIn Today is free to advertisers
- The service has also launched a LinkedIn Today share button. Having this button on your content makes it much more convenient to share content with their LinkedIn network.
- Can’t be on the sidelines. Now that news and blogs can more conveniently reach another social network, there is even more reason to be active on LinkedIn.
Tell us if you think LinkedIn Today will be successful or if it’s just another news aggregator – and you already have your favorites. Share your ideas with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.