LinkedIn has seen huge growth in engagement on people’s home pages due to targeted content, according to its CEO Jeff Weiner.
The business-focused social giant spent 2013 refining its network suggestions and content ecosystem to ensure it is “delivering the right content to the right member, at the right time”.
Discussing LinkedIn’s 2013 Quarter 4 results, Mr Weiner said the groundwork was part of the site’s “efforts to become the definitive professional publishing platform”.
In a transcript published on Seeking Alpha, he said: “We improved the accuracy and relevance of network suggestions with revamped “people you may know” algorithms, driving significant increases in member signups and connections.
“More connections leads to more meaningful and fresh content in the member’s feed, thus driving greater engagement.
“Our content ecosystem, which consists of news from pulse, influencer and company posts, presentations on SlideShare, and groups would rank as the number one digital business publisher based on unique user metrics.
“The impact of content on LinkedIn is seen in the growth of traffic to our home page, where we saw nearly 50% growth in organic engagement in Q4.”
This focus on content has been a huge win for the social network – with huge gains in new audience figures.
And the work hasn’t stopped there. Indeed, Mr Weiner has previously hinted at the possibility of LinkedIn entering the social network enterprise market too.
But the progress to date has already been impressive as Mr Weiner is more than keen to emphasise.
Mr Weiner added: “The value we deliver to members remains consistent. We enable professionals to build and manage their identities, create and leverage their professional networks, and gain the knowledge they need to be more successful in their careers across multiple screens and devices.
“We also made significant progress connecting the world’s professionals and helping them build their networks. LinkedIn added nearly 75 million members in 2013, the largest single year gain in the company’s history.
“More than 70% of them came from outside the US, bolstering our status as a truly global network.”
To read the full transcript, visit Seeking Alpha here…