... I believe that LinkedIn is a totally different animal from Facebook and from other SNS.
I also believe that SNS in general are very different from other traditional digital and non-digital forms of advertising media.
I think for LinkedIn to be successfully used in a social media campaign, it needs to do more and be more.
One thing that it does NOT have to be: A Facebook for the pros.
It does not need to compete for ad dollars by proving that it delivers "more traffic, more awareness, more engagement" - more than Facebook, MySpace, Friendster, or any other SNS.
In and of itself, LinkedIn is a totally different medium - and social media strategists ought to take note of this significant difference of LinkedIn from the traditional SNS.
[Anyone who uses LinkedIn (or any SNS for that matter) to drive brand awareness and who measures its success trough "awareness changes" is misguided.]
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