Without Twitter Stream, LinkedIn Promotes Thought Leaders to Follow

By Karla Robinson
October 4, 2012

LinkedIn previously had a deal with Twitter that allowed tweets to appear in LinkedIn streams. That partnership has since ended, but LinkedIn hopes to continue a more relevant type of engagement on its platform with the launch of promoted accounts.
“Yes, it’s sort of like Twitter — if Twitter were only for following bigwigs like Sir Richard Branson, Tony Robbins, even President Barack Obama. And instead of reading what these guys are having for breakfast, LinkedIn says they’ll share things that you actually care about,” Mike Isaac writes for AllThingsD, suggesting users could access valuable business tips and advice.
While the previous Twitter feeds “weren’t always germane to what users were visiting LinkedIn for in the first place,” the promoted accounts have noticeably less (but more targeted) content now, the article notes.
“It’s a small beginning, mind you; the product kicks off with only so many launch partners,” notes Isaac. “If the idea works, though, I imagine the product will scale and become available to more over time. More people to follow means more content flowing through the pipes, which could result in increased engagement on the site.”
The success of the venture relies on these promoted people sharing quality content, he adds.
The promoted accounts allows users to “follow” influencers without requiring a LinkedIn connection request, much like the “Subscribe” feature on Facebook.

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