The Inkstained Mind: Is Linkedin changing for the worse?

26 Dec 2012

Is Linkedin changing for the worse?

I've noticed lately that Linkedin has stepped up its game of catch-up with the other social networking platforms – by becoming increasingly pushy, intrusive and diverging from simple profiles (and external links) into a sprawling tangle of embedded media.

As part of this plot, Linkedin seem to be concealing or eliminating external links on the Profile page.

The "new & improved" Linkedin layout has hidden blog ids and websites, which earlier appeared immediately below one’s name and designation on the Profile page. It is now relegated under the ‘contact info’ dropdown panel. This makes a big difference to people who maintain a blog or website as the primary repository of their work and thought. Instead, Linkedin now offers the option to upload images, videos and documents directly onto Linkedin. And I feel the new ‘endorse skill’ option does nothing more than building tighter links within a network.

Personally, I don’t take kindly to being locked-in to any platform – perhaps I am cyber-claustrophobic. (By the way, the Amazon-sponsored Reading List has vanished as well.)

Linkedin’s game-plan is possibly two-fold: one, encourage richer profiles to create narrower and more niche audience segments for marketers / advertisers to target; and two, increase dependence and frequency of engagement by corralling more of one’s professional life onto a single platform.

YOU AND I ARE PRODUCTS. WHAT’S MISSING IS A BARCODE ON OUR FOREHEADS AND RIGHT ARMS.

This is the age of the Splinternet – where “ownership” of the Internet's most valuable content is consolidated between giant corporations with elitist shareholders.

Between the various technology platform owners, the lives, likes and thoughts of Internet-users are being aggregated, divvied up, packaged and sold in the cyber bazaar of our Brave New Digital World!

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.