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Commercial Education Society of Australia

LinkedIn
Paula Casey


LinkedIn is a social networking website for people in professional occupations. Founded in December 2002 and launched on May 5, 2003, it is mainly used for professional networking. As of June 2013, LinkedIn reports more than 225 million acquired users in more than 200 countries and territories.

In January 2013, LinkedIn introduced a new focus on development of new and more engaging ways to share and discuss professional topics.

One purpose of the site is to allow registered users to maintain a list of contact details of people with whom they have some level of relationship, called Connections. Users can invite anyone (whether a site user or not) to become a connection. However, if the invitee selects ‘I don’t know’ or ‘Spam’, this counts against the inviter. If the inviter gets too many of these responses, the account may be restricted or closed.

In January 2013, LinkedIn introduced a new focus on development of new and more engaging ways to share and discuss professional topics.

Features

Users can no longer upload their resume, a feature that was made redundant in late 2012.

The ‘gated-access approach’ (where contact with any professional requires either an existing relationship or the intervention of a contact of theirs) is intended to build trust among the service’s users. LinkedIn participates in the European Union’s International Safe Harbor Privacy Principles.

Another LinkedIn feature is LinkedIn Polls. In December 2011, LinkedIn announced that they were rolling out polls to their one million groups.

In mid-2008, LinkedIn launched LinkedIn DirectAds as a form of sponsored advertising.

In October 2008, LinkedIn revealed plans to open its social network of 30 million professionals globally as a potential sample for business-to-business research. It is testing a potential social-network revenue model—research that to some appears more promising than advertising.

On July 23, 2013 LinkedIn announced their Sponsored Updates advertising service. Individuals and companies can now pay a fee to have LinkedIn sponsor their content and spread it to their user base. This is a common way for social media sites such as LinkedIn to generate revenue.

Paula
November 2013


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