Is LinkedIn becoming the new Insta?
When LinkedIn started out in the living room of co-founder, Reid Hoffman in 2003, its aim was to link and network professionals on a digital platform. Fast forward nearly 20 years and it states its vision is to “create economic opportunity for every member of the global workforce” and its mission to “connect the world’s professionals to make them more productive and successful.”
With almost 740 million members, over 55 million registered companies in 200 countries and regions globally of which 40% clock in daily, there is no doubt it has met, if not over exceeded these expectations.
So why the worry? The devil is in the detail of course with the pertinent phase being “making them more productive and successful.” How many posts have you read recently that far from talking about what a person or company is doing in the workplace, or even what they want to achieve or have achieved are bordering on the world of personal, rather than professional? “I don’t normally post personal stuff…”, “I’m not one to boast about my daughter/uncle/sister, but needed to share…”, “As I sit at my desk homeworking, thought I’d share my view…”
Now don’t get me wrong, I am all for bringing your whole self to work. If lockdown has taught us anything it is how multi-faceted we all are, with pets sleeping under our desks, babies bouncing on our knees and workmen outside our windows as we slave to the work rhythm. Yet, how many of these ‘person-fessional’ posts really help oil the wheels of industry? And how many of them should really be saved for friends on family on Instagram and Facebook? So, why are the boundaries of personal social media reaching out to our professional social platforms?
As I write this, the beauty brand, Lush has just announced it is going to close down its Facebook, Instagram, Snapchat and TikTok until “platforms take action to provide a safer environment.” We know that the likes of social media play a massive part in the lives of most of us today. We also know it can have some negative effects on some users as well as a positive impact on others. But this is in the personal sphere not the professional social media sphere.
Or is it? Isn’t some of the personal sharing of environment – look at my great view, how great is my network? Check out what my daughter has done – the same fuel that feeds our personal social networks? And what are those who are sharing these posts trying to achieve? Familiarity, credibility, a profile of a shiny version of themselves? Is LinkedIn becoming the new Insta?
Looking at trends and analysis around content as we do every day here at Antelope, it is interesting to see those companies who do it well and finding their common thread. It is of course authenticity. They might share their homes, parts of their founders’ lives or even less company focused activity such as other brands/projects they like. However, it is part of their brand story, about what they are doing, why they feel you should be engaging with their brand, their brand values and their ethos.
And this is where I think we have become confused and those using professional networks are struggling. With many working for companies that have a brand, yet operating in a network like LinkedIn that is about their own brand, they are trying to create sub brands for themselves with their own ethos, personalities and values. However, this is of course what they are doing on personal social platforms. And hence the confusion and cross over in posts.
So, what should professionals be posting and how can they build their credibility when it comes to their own personal brand? To me it is about showing what they are passionate about and what they believe good looks like – in their work environment. So, for example, if they are passionate about the planet, what initiatives are they supporting to help the net zero agenda? Or if you really want to support the next gen talk about your thoughts on how companies in your sector can do this (or yes maybe it is relevant here to share a talk you did at your son’s Uni/school).
Obviously, there is nothing wrong with sharing personal accolades and accomplishments in a professional environment – but surely it should be with people that you know rather than thousands of contacts that have connected to “create an economic opportunity”?
Picture courtesy of Alexander Shatov on Unsplash