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Why LinkedIn is morphing from a social network into an online newspaper - Quartz

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Basically, LinkedIn needs something that will keep people coming back regularly.

That something is content:

“They would like guys like you and me to look at our LinkedIn newsfeed as part of our morning ritual, the same way some people look at Twitter” says Tom White, an analyst at Macquarie, an investment bank. Getting people to sign up is fine for one part of the business—selling database access to recruiters. But LinkedIn can’t capture ad dollars without a more captive, active audience. “Ads are probably the largest addressable market, a very high-margin revenue stream,” adds White.

“Content consumption is a daily use-case so we find more of our members visiting LinkedIn on a regular basis,” says Deep Nishar, who heads up LinkedIn’s product and user experience divisions. “When they are more engaged they are engaging not just with content on the site—they are engaging with all sorts of other things that we provide, including, but not limited to, recruiters trying to reach them and marketeers trying to pitch the right messages of their products.”

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