What is LinkedIn?
This platform is not a social network.
I'm not sure what it is. Years ago I called it a people and skills search engine, but searching for skills on this platform is crap. Unless you use the alumni tool, then it is awesome for one school. There was a time on LinkedIn when you could search all the English grads in the US and see where they worked. I often talk about LinkedIn in that way: there was a time when you could do awesome things on this platform.
Anyway, I think of it as a place people go to do their job better. Many people don’t know it can be that, but when you do figure that out, it can make your job better.
As a B2B company, we try and post between 9:00 am EST and 8:00 pm EST to get the basic work day of the east and west coast. We’ve experimented with posting on weekends, but the posts get little to no traction. This is mostly an at-work platform.
Still, this is not a place to have character. A post on a company page should explain to someone who is at work how you can help them with their work.
That's it.
We know how to get emails placed.
We built a nurture stream for prospective students.
We start with sophomores.
We have an agile team that employs plays to boost results.
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But a big question is "Who are we?"
That is interesting. So at 3E, I try and talk to people about creating something more than just content on this platform. I think this platform can be more than just business all the time. I think it can show off personality. As Twitter evolves into something else, something different, LinkedIn can be the business fun.
I'm just not sure what it can be.
The other day I posted:
"Turns out, LinkedIn stops showing a link to a webinar once the webinar starts.
Because of course it does."
This is a Twitter post on LinkedIn. It is also a frustration post on the platform. I thinking more and more about bringing the personality of Twitter to LinkedIn.
I'm also thinking about how both will continue to be tools for higher ed marketers.
What do you think? What is LinkedIn?