Why is the utility of Linkedin being questioned?


A few days ago, the newspaper The Wall Street Journal consigned in an article a topic that is being seriously questioned among organizations, about the real usefulness of the LinkedIn social network, and gathers some of the most repeated arguments that support this trial.

The use of social networks (RRSS) has increased continuously and is expected to continue to grow. As of 2017, 71% of all Internet users use social media channels, and by 2021, the total number of users is expected to reach 3.02 billion.

It seems that the exception is LinkedIn, which is decreasing in use and interest. Among the most frequented RRSS in 2019 is in a fairly low position. Although it is also true that it is considered a professional social network and is used by a minority of companies or people interested in it, without a doubt, we are seeing that little by little users are losing (-2%).

Although LinkedIn has almost 675 million users, well below Facebook (2,320 million) or YouTube (1,900 million), if we consider that these last two are of general use, while LinkedIn is business specific, proportionally its number is Very respectable

However, according to Andrew Selepak, director of the graduate program in social networks at the University of Florida, Most people have an account (on LinkedIn) because they have been told that they should or that they need to have one, although they never use it or update it.

The arguments against it is that it is not fun or friendly with the user, it is not visually attractive and has been contaminated with invitations to connect from questionable provenance or even for commercial purposes.

There is also talk of being a place to feed vanities, since invitations are accepted simply by presuming the number of business networks, when in reality those networks produce little business, little activity and less interactions.

The average use of LinkedIn is only 17 minutes a week – Facebook is 35 minutes a day -, which results in little follow-up in conversations, lack of regularity in posts and perhaps most importantly, a careless updating profiles.

The point is that having a LinkedIn profile is not enough. It is essential to have a regularity that gives visibility, relevance, authority and recognition. Finally, the idea is to position oneself in the market or among professionals who share interests and desires, which increases the possibility of building contacts and followers of value and initiating one-on-one interactions with other professionals. This triggers reactions and is an excellent way to establish a relationship.

For most consumers, corporate social networks generate "trust" and are the main motivation for having a private conversation with a customer service. But for those who are in the B2B, for example, LinkedIn is one of the most popular and widely used platforms, as it gives professionals the opportunity to connect with other professionals in their industry to learn and grow together.

For a B2B company, LinkedIn is an ideal platform to launch new products. More than 90% of this type of companies prefer it for the marketing of their products, due to their characteristics that allow them to share content, interact with the public and recruit talents.

Among communication professionals, when a client or company insists on being exposed in social networks, it is repeated with insistence that not all social networks are for all companies. And that includes LinkedIn. Being of an eminently professional nature, it allows many companies to generate synergies, collaborations, meetings and business with other companies. But if its use lacks an appropriate action strategy that consistently addresses the company or sector profile that really interests us, it will surely become a waste of time.