B-to-B marketers and LinkedIn are seemingly inseparable. So Wednesday’s news from Mashable, “LinkedIn's New Facebook-like App Arrives on iOS and Android,” was greeted with a bit of excitement.
Among numerous tweets of the story link comes this from @directagents: “#Network just got a little easier.”
Perhaps that’s because of the functional aspect of the tool that Mashable’s Karissa Bell summarizes immediately.
“Like Facebook, LinkedIn's new app is centered around a central feed,” she writes, “which shows you updates from people in your network and content they are sharing on LinkedIn.”
So here are a few bits of advice for marketers from Target Marketing about the app LinkedIn released on Monday:
- Look Closer at Targets’ Profiles. Pay special attention to these categories: industry, function and skills. Updates from connections used to rule the feed, now it’s topics, Bell says.
On Google Play, LinkedIn says the updated app will feature a home page that has “the news and info that matter to your professional day.” Bell says the app will also learn from user behavior, so the items presented to accountholders won’t remain static. PCMag.com shows slides from LinkedIn saying the network’s users will control their feeds: “Your home feed is now in your control; see only the shares and posts that you want.”
Target Marketing found on Wednesday that users could click on the upper-right-hand corner of the posts in their feeds to find these options: A circled X sits aside the words “Hide this update,” which appears above “Remove this update from my feed”; a forward-slash is to the left of “unfollow Sean M.,” which is atop “Stop seeing updates from Sean M.”; and a flag icon appears beside “Report this update,” which needs no further explanation.
A refresh shows a trending LinkedIn Pulse post in “Marketing and Advertising” from Simon Kay, managing director of EMC Advertising Gifts. [Editor’s note: Kay is not my connection and he’s three degrees away from me, as well as not someone I follow, so I probably wouldn’t have seen his posts before Wednesday.]
- Monitor Extended Networks, Or Become Part of Them. Targets may see posts from members of their extended networks in their home feeds, as well as articles people with similar jobs find interesting, Bell reports. [Editor's note: See the first bullet point.]
- Users May Search More Often. That’s because of the “overhauled search feature that LinkedIn says is 300 percent faster than the previous app,” Bell says.
- Email Is Out, Messaging Is In. Marketers may have already noticed this on the desktop version. This may change the way marketers reach out, considering shorter and more informal missives may work better. “We have already seen a double-digit percentage increase in the number of messages sent between members, and a significant lift in one-day reply rates,” says LinkedIn CEO Jeff Weiner of Q3.
- Mobile Will Transform Desktop. Weiner says in 2016, the desktop version of LinkedIn will look more like the mobile version. On a related note, he says: “Mobile continues to grow at double the rate of overall member activity, and now represents 55 percent of all traffic to LinkedIn.”
How will marketers use this new tool?
Please respond in the comments section below.
Related story: Linking in to Sales