If there was one social network that transformed itself in 2012, it would have to be LinkedIn. The social networking site for business professionals has become way "stickier" and recently surpassed 200m users worldwide (read about it here).
But what direction is LinkedIn heading in and why is it so much more than just a site for jobseekers and recruiters? Jennifer Van Grove has written an interesting piece on CNET about its new direction.
LinkedIn spent much of 2012 transforming itself into a place where workers could stay and play a while -- a strategy that paid off handsomely. But the year ahead will be all about making the site the preferred destination for professional content, a transition that could make Wall Street's darling even more bewitching.
The professional network today reported earnings that blew the Street's socks off, so to speak. LinkedIn's stock is trading up close to 10 percent on the after-hours market because the company floored everyone with fourth-quarter adjusted earnings per share of 35 cents, revenue of $303.6 million, and net income of $11.5 million.
Then in a call with investors and analysts, CEO Jeff Weiner upped the company's long-term sex appeal with this statement: "One of the things that we're increasingly focused on in 2013 is going to be the opportunity to support content marketing."
Wait, what? What's sexy about content marketing, you ask? Money -- and potentially lots of it.
Here's what happening: LinkedIn is ready to put on its big boy suit and become more than a second-tier social network where you go to add and maintain connections. Instead, LinkedIn wants to take its best assets -- you, your 200 million peers, and the 2.4 million companies using the service -- and connect them through one big knowledge exchange.
You've seen this deliberate strategy partially play out with products such as LinkedIn Today, the professional e-zine that aggregates and features top news items for you, and LinkedIn Influencers, or anointed experts like Richard Branson who contribute exclusive content to LinkedIn. Weiner said the service has appointed 200 professional celebs to influencer status, and he talked about their contributions as being crucial to LinkedIn hitting 9.8 billion page-views, excluding mobile, in Q4.
Expect even more content in 2013 because, as Weiner put it, LinkedIn sees its future as a professional publishing platform.
"One of the areas where we're making strong traction in is LinkedIn as a professional publishing platform... read the full article on CNET.
