LinkedIn: You've lost your place and your looks are fading too

There was a time when we loved you, LinkedIn. For news, research, sharing updates and getting access to thought leaders, you were a qualitative thought-leadership content and networking platform.

Linkedin, we're lost that loving feeling, writes Ilona Hitel
Linkedin, we're lost that loving feeling, writes Ilona Hitel
These days, though, we’re more likely to be shouting at you in frustration than rushing to post to your site. 

To be blunt, LinkedIn, your entire platform feels tired. The way you serve information seems messy and we’re unsure whether you want us to network, share, promote, connect, or any combination of the above. 

You’ve lost your place, your exclusivity, your leadership, your technical functionality - and your looks are fading too.

But we can work it out - we loved you once and, with a little work (maybe eight small steps…), we could love you again.
  1. Firstly, you’re slow to respond. It takes an age to access your homepage and we have to reload it at least once. We don’t do this for other social platforms - it diminishes your credibility instantly.
  2. When you do load, my newsfeed seems to be full of irrelevant, sponsored posts. Why don’t your content standards apply here? The increasing sharking from recruitment people is tiresome too.
  3. You’re not looking good these days. If the functionality were there, I would be happy that you have stuck with your old design, not prioritising form over content. But as the content is shaky, maybe you need a less techy look?
  4. There’s no newsfeed on our individual profile pages to easily view recent actions.
  5. Your timeline seems to be organised at random – it’s not chronological, so new/old posts appear together. Hit refresh, you change what you’re showing us again. Frequently, a post that I’ve just seen is lost five minutes later.
  6. The suggestions for ‘people you may know’ seem random. I’m not impressed with the data analytics – I want to feel you understand me better than you do.
  7. I can’t share posts if I’m an admin – so if I have great news about my company, I can’t engage without cutting and pasting. For a company with senior admins who want to get involved and share across their valuable networks, it’s frustrating.
  8. You don’t let us publish posts on a company page – so thought-leadership must come from an individual. I appreciate spam-restricting measures, but surely I can make the call to unfollow a company that posts self-serving content?
You’ve still got a lot of good points, LinkedIn, we really hope this lovingly offered advice helps get us back on track. 
As once the business equivalent of a child prodigy with the future at your feet, you’ve grown up feral and in need of a good clean. 

We want you to keep your central place in the professional social scene – but you just might need to go travelling and find yourself first.

Ilona Hitel is MD of The CommsCo

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