Advice for marketers on how to better use and understand LinkedIn

By our News Team | 2022

With marketers increasingly using LinkedIn as a business tool, an initiative to provide transparency into how it operates will be welcomed.

LinkedIn has become an increasingly important platform for African marketers to share content, promote B2B products and services, identify sales targets, and connect with key decision-makers.

But like all such platforms, the algorithms that determine what users will see in their feeds tend to be opaque and seemingly subject to random changes at the whim of the platform. The consequences for carefully planned campaigns can be dire, indeed.

Recognising this, LinkedIn has announced a new initiative to provide more transparency into how it operates and is working to improve users’ LinkedIn experience.

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Image by 3D Animation Production Company from Pixabay

“A resounding theme that we continue to hear is the desire for greater transparency and understanding of how the LinkedIn feed works, wrote Sabry Tozin, the LinkedIn Vice President of Engineering, in a recent blog post.

“We’ve also received questions about the types of conversations that are welcomed on LinkedIn, how content is distributed on the platform, how our algorithms serve certain communities, and what we do to address bias.”

New series of blog posts and on-platform content

To address this, LinkedIn has begun publishing ‘Mythbusting the Feed’, a series of blog posts and on-platform content that will tackle these and other questions. The aim to provide greater insights as to how the platform works, as well as address common misconceptions and assumptions.

The first two videos of the series expand on two questions: ‘What kind of conversations are welcomed on LinkedIn?’ and ‘What does it mean to be professional when it comes to content on LinkedIn?’ 

Additional videos in the pipeline include: ‘How the Algorithm Works and Personalising the Feed’ and ‘Content Distribution and How We Work to Address Bias’.

Notes the industry website Social Media Today: That’s interesting insight to have – but really, what LinkedIn users more likely want to know is what gets more traction on the platform and what’s likely to be penalised by its algorithms.

“LinkedIn hasn’t traditionally provided a heap of insight on this (hence this new initiative), but it has previously noted that:

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.