LinkedIn vs. Facebook
LinkedIn vs. Facebook
It's time to talk about it! We can’t hide the truth any longer!
LinkedIn is not what it used to be: a clear, business-focused social platform.
A disturbing trend is happening right before our eyes: more and more people are discovering LinkedIn and switching their activity from Facebook. The problem is, they are using LinkedIn in the same way they use Facebook.
I call this phenomenon Facebookation.
Since its inception, LinkedIn has been a unique platform in the world of social networks. It has focused on professionalism, correctness , and clarity. It has been the go-to platform for the business world, hi-tech, English language and professionals in all fields. The feeds were always characterized by knowledge, professional jargon, and value.
Users didn’t dare to insert Facebook content into LinkedIn; frivolous posts were unacceptable. You could say that LinkedIn was "disengaged;" not ideal for a social network, but better than dog and cat videos shown in the other social platforms.
Until recently, LinkedIn activity was part of the daily routine of many professionals. They surfed the site throughout the work day, making business connections. Everyone knew: if you’re looking for professional content, go to LinkedIn—the feed is professional, always correct, without distractions.
In the past year, there has been a revolution in the network: more and more users are discovering LinkedIn and migrating from Facebook. And, like every wave of migration, they bring their customs, language, culture, etc. I even saw a post on LinkedIn this week about Spaghetti Bolognese!
As the number of new social users increases, as well as their interactions, the algorithm reacts accordingly and floods LinkedIn with Facebookation. LinkedIn veterans lament that the feed isn't what it used to be. And this is where the clash of civilizations begins!
Why do I call it a clash of civilizations?
Each side wants to take over LinkedIn, to influence the algorithm, to have impact, to be the new King of the Arena!
The way I see it, if this trend continues, nobody will pay to join LinkedIn. Paying subscribers will soon leave, saying: “We didn't come here for that, we came for business. If we wanted a Facebook-like network, we could have it for free!” LinkedIn will lose the professional content (written mostly by paying subscribers), and that will be the beginning of the end of LinkedIn. It will become just another platform with nothing to distinguish it from other social media.
And that would be a real shame. I call on LinkedIn leaders to sit up and take notice. A decision must be made: Facebookation or LinkedIn!
If they choose Facebookation, soon they will have to face the next challenge: Tik Tokation.
The solution might be to find a balance between a professional but exceedingly dry platform, and a lighter-spirited, more engaging social network that more and more users want. Otherwise, we will see a mass exit of serious subscribers and, correspondingly, a shallower level of business content.
What will be the new face of LinkedIn? Will it be able to restore and maintain its professional orientation? Or, will LinkedIn become Facebook 2? Only time will tell.
