The average American is exposed to over 3,000 advertisements per day. This number has grown exponentially over the years due to the Internet. While social media has created a lot of new opportunities for marketers, it has also made it more difficult for brands to be heard. Now a days, the Internet is flooded with content and advertisements, most of which you don’t even realize you are being exposed to. This has forced marketers to communicate more skillfully and strategically, like writing blogs and uploading photos and videos onto all social media platforms. Everyone on social media is trying to create relevant and meaningful content for an audience. Whether through a blog post or a tweet, we all want our voices to stand out and reach our targets. This is why LinkedIn has made the move to help everyone's voice be heard.
A few months ago, LinkedIn announced that it is going to open its publishing platforms to all members, allowing every single user to build their own personal brand. Now, when you publish something on LinkedIn, your original content becomes part of your professional profile, is shared to your network, and has the ability to reach the largest group of professionals online, more than 227 million monthly users to be exact.
Those in higher education use LinkedIn to reach a much different target audience than on Facebook or Twitter. If they want people to know about sporting events or campus news, they may post that to Facebook and Twitter. But, more academic news and technology advances are usually shared on LinkedIn. Prior to the news about the publishing platform, posting on LinkedIn was like walking into a room, shouting at the top of your lungs, and then walking out as Don Crow would say. It was not a conversation. Because of this, the only people that would see your posts would be you followers, making it very limited to reach a broad audience. Now, with the new publishing platform, anybody’s posts have the potential to get through to every LinkedIn user.
LinkedIn is probably the best tool for small business owners and smaller universities that may not have a household name. On LinkedIn, you build your own profile and company page for a very specific purpose and audience, which includes recruiters, media, competitors, job seekers, and industry colleagues. With this new publishing platform, it allows universities to build awareness of their name, the team, the product, the customer, and the industry.