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Social media is increasingly changing the way individuals discover and consume the news. From Facebook to Twitter, some find that following what their friends and colleagues are liking and tweeting is more than enough to stay informed.

Professional social network LinkedIn has in many ways largely been absent from this shift in news discovery and consumption. But that changed yesterday when the soon-to-be publicly traded company launched LinkedIn Today.

LinkedIn Today "delivers the day’s top news, tailored to you based on what your connections and industry peers are reading and sharing." To surface news that's most relevant, LinkedIn is taking a three-layered approach.

It can personalize news based on what an individual's connections are sharing, what's being shared by folks in the same industry, and what's popular in other industries.

Not content with simply developing a content aggregation/curation service, LinkedIn is also trying to add context to shared content:

Within any story that’s being shared, you can drill down to see who’s shared a given headline.  We’ll show you the professional identity of the users who shared the story, along with what they are saying to get a sense of the conversation happening around a given article.  

You can even narrow your results with filters like industry and company.  Only LinkedIn gives you this layer of professional identity and search capability on who’s sharing or tweeting an article.

If users find LinkedIn Today to be useful, it could boost engagement on the site. While the professional social network is one of social media's biggest success stories, it isn't nearly as 'sticky' as popular services like Facebook and Twitter.

That's to be expected, of course, given the nature of the network, and it's not necessarily a problem. But when it comes to content, there may be a larger role for LinkedIn to play in the content sharing universe.

This, of course, has implications for both publishers and marketers, many of whom already use Facebook and Twitter to drive meaningful traffic.

As Mike Volpe at HubSpot notes, LinkedIn Today creates new opportunities for publishers and marketers. If you run a finance website, for instance, or are responsible for marketing a B2B company, LinkedIn could be an ideal platform worth investing in.

Late last year, LinkedIn rolled out its own share button, which may be an appropriate addition to a professional or business-oriented blog, and marketers may want to consider whether it deserves a little attention alongside Facebook and Twitter.

Patricio Robles

Published 11 March, 2011 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2419 more posts from this author

Comments (5)

Chris Lake

Chris Lake, CEO at Empirical Proof

It's an interesting move, and not unlike an industry news aggregator idea we have, but the issue I have is that it's less about curation and more about volume.

The big sites like Mashable win big, because they attract the most 'shares', and as such are plastered all over my 'curated' version of LinkedIn Today. Which is a) perfectly reasonable and b) not especially useful (simply because I already see these same links all the time via Twitter, TechMeme, Facebook, etc). The last thing I need is more duplication and repetition.

What I think are needed is a news site that mines the gap, which remains on-topic, and which has filters / personalisation tools. I don't see any evidence of this on LinkedIn Today, at least not yet...

over 5 years ago

John Courtney

John Courtney, CEO and Executive Chairman at Pay on Results SEO, Content Marketing, Social Media, Digital PR, PPC & CRO from Strategy Digital

I find LinkedIn very useful, but I don't go there every day unless I am running a recruitment campaign. They are trying to address this, but I am not sure that rehashing the news is the way to do this.

over 5 years ago

Michael Harris

Michael Harris, Freelance consultant at Private company

An interesting move granted, but there are far more important things LinkedIn needs to be focusing on with the site before adding new features - specially those which I can already get through any number of other channels.

One of the key sources of news and engagement provided on LinkedIn, the groups feature, doesn't have a way to easily see everything (from news, discussions, post and links) across all the groups you might be a member of in a single 'dashboard' style view. You have to go look in each group, or receive a digest email from each to see what's going on.

I don't have the time for that, specially when I'm a member of 30+ groups of interest on LinkedIn, to go through that many steps to keep up to date with what's going on.

over 5 years ago


joão carlos

{sorry for the English}
I'm not sure if it is new as a "new" behavior or just the same "old" behavior on new media at a much faster pace.

I don't remember in the last 30 years having many persons around me and other social groups "really" well informed and most of them have a university degree, MBAs and good jobs. Every group I remember before internet and social networks had central people who where better acquainted with the world and spread news, the vast majority is somehow "lazy" about to get news and know the facts: "they have stuff more important to do".

I suppose that the main difference is the speed, media and a broader range for the same social phenomenon.

over 5 years ago


Mark@ Make Them Click

I didn't find Linkedin News very useful at all.

It just seems to serve up cr@p, and I'm at a loss to understand who in my network is sharing all the stuff that appears on the frontpage.

I mean none of the stuff on the frontpage appears in my updates screen so I know my contacts aren't sharing it.

At the moment it is completely useless.

IF they can fix it so that is actually does show what people in my network are sharing, then maybe it will be of some use.

PS get rid of the unreadable captcha codes please. I mean even the audio ones are unlistenable. Why have all that background noise in there? Who are these things designed for, certainly not human beings.

over 5 years ago

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