Updated December 3, 2021
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Social Engineering
If you’ve worked in digital marketing, or social media, for any length of time you’ve probably been asked to help curate content to share on a company’s social media platform. Running an effective Facebook, or Twitter account isn’t all about creating your own top class content, but it’s also about finding other voices you think your customers will appreciate and sharing them too. But, thinking of what else to share can sometimes be pretty tough, so LinkedIn have come up with an idea, that might solve the problem.
Automate It
LinkedIn have decided to take some of the workload away from your new social media intern, by creating a “content suggestions” section which will, you’ve guessed it, suggest content that you can share on your company’s profile page.
Much like a related posts plugin, the section promotes a mixture of trending articles, and content that is related to your business. No word on if it will also be suggesting paid content, but I think it’s fair to assume that they probably will.
Echo Chamber
As mentioned above, the pain of trying to find interesting, well written content to share on behalf of your company is real. There are a number of different content aggregation websites out there, Feedly being one that we use at Spectrum. But having a tool like this embedded in LinkedIn itself takes away any heavy lifting from the process.
However, it might have an adverse effect on the LinkedIn news feed. The LinkedIn newsfeed is already a bit of a mess, with a mixture of Facebook esque virtue signalling and generic Business Insider lite content. LinkedIn suggesting what content is shared may help solve this problem, if LinkedIn are promoting a wide range of balanced, high quality, articles. However, if they’re not, it could create an echo chamber. Where users see the same post again and again promoted by different companies they follow.
Give It Time
Time will tell if content to share will have any effect, positive or negative, on LinkedIn’s news feed. But one thing’s for sure, your social media intern is going to love it!
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