When LinkedIn’s new publishing platform is fully rolled out, you no longer have to be considered an “influencer” to have a voice on the network. Any LinkedIn member will be able to observe, offer advice, reflect or sound off. Members get the rights to their posts but LinkedIn retains the right to use them as they see fit. And LinkedIn will soon be swimming in the sea of knowledge since all posts will be in the public domain. By opening up its publishing platform, LinkedIn is pushing strongly into the original content market.
Until now, only selected “influencers” such as Virgin Group founder Richard Branson, Martha Stewart Living chair Martha Stewart and President Barack Obama were allowed to use the long-form publishing tools to craft posts. Only well-known figures could offer professional inspiration, insights and advice to other users. LinkedIn began its influencer program in the fall of 2012 and, according to LinkedIn, each post had over 31,000 views, more than 250 likes and 80 comments on average.
LinkedIn states that its 277 million members have a wide range of valuable experiences and wisdom to share and is encouraging all users to publish longer-form. They wish to create professionally focused content on the network through articles, SlideShare presentations, videos and images. Posts will be shared through the news feed on their LinkedIn home page, with their followers and connections, and will be searchable through LinkedIn’s Articles search.
They will appear below the top section of the user’s profile, which includes a photo and headline as well as featured in the Posts section of profiles. Interactions will also be posted including shares, comments and likes. All posts will be publicly available beyond the immediate network of the user as distributed content. LinkedIn may also distribute posts beyond the network itself such as on partner sites, through aggregations and on Best of LinkedIn posts
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