March 2011
By Todd Graff

A link to linked

I like LinkedIn. A lot. Wonderful tool for business.

But it has a problem, one not necessarily unique among social networks. There simply isn’t enough fresh information to be useful in daily life. With so many social networks (and other media sources) vying for our attention, LinkedIn easily gets neglected, and statements in its recent IPO application only confirm that: “… a substantial majority of our members do not visit our website on a monthly basis, and a substantial majority of our page views are generated by a minority of our members.”

That’s one of the reasons I’m so intrigued by the release of LinkedIn Today. It just may transform the channel from something affiliated with my professional life into one that’s a central piece of it.

Essentially it’s a social newspaper for my business interests, delivering those stories that are of interest to me, those stories that are of interest to those business contacts I trust. It cuts through information overload by sorting through the stories that my connections are interested in, the industries I choose and stories that have been recommended.

I expect and need segmentation among news sources, and LinkedIn Today seems to fill one void.  Is it compelling enough to drive increased daily interaction? Is it differentiated enough from the streams of other social networks? Remains to be seen. But it begins to address a significant reason why I’ll go days without visiting LinkedIn.

March 2011
By Todd Graff