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Chapter 9: Marketing with LinkedIn

LinkedIn is different than most other social media platforms. Unlike ones such as Twitter and Facebook, LinkedIn is purely a professional networking and career site. Being on the older end of social media sites founded in 2002, LinkedIn has had time to ingrain itself deeply in social media marketing trends.

The primary audience using LinkedIn are young professional between 25 and 34 years old. Where the platform really stands out is its user base. Instead of marketing towards customers, advertisements on LinkedIn are directed towards whole companies and other industry professionals. This makes it a central hub for business-to-business marketing, or B2B marketing. No other platform has this reputation because LinkedIn has cornered the market on interprofessional advertising.

The algorithm they use interesting to me. Instead of using solely number of views and people you follow, the LinkedIn algorithm shows users things based on interaction and activity of who they follow. So if two companies a person follows are collaborating, their post will come before other ones. This means that advertisers have to cooperate with one another to make the most of the platform. In a world of independent agendas and media this is a unique way to encourage this style of interaction that I do not believe any other platform has tried. 

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