For those with a digital foot in the business networking platform LinkedIn, it’s time to dive into some crucial updates that might affect how you share, connect, and engage.
LinkedIn’s Quest for Quality Over Quantity
“When things go viral on LinkedIn, usually that’s a sign to us that we need to look into this, because that’s not celebrated internally,” Dan Roth, LinkedIn’s editor in chief, recently said. Quite the statement, right? But what does it mean for us?
The Evolution of LinkedIn’s Feed
LinkedIn has been making significant tweaks to how its feed works, redefining the winners and losers in terms of content reach. Result? Fewer viral posts, fewer selfies, and a stronger focus on valuable content.
What Drives the Changes?
The past few years saw a content boom on LinkedIn, with a whopping 42% increase in shared content and a 27% uptick in viewed content from 2021 to 2023. But as people’s posts got personal during the pandemic, users began complaining about the irrelevance of the content flooding their feeds. Enter LinkedIn’s new mission: make the feed more relevant and informative.
Key Changes in LinkedIn’s Feed
1. More visibility for your posts among followers
People want valuable content from those they follow, and LinkedIn is responding to this. Posts that share “knowledge and advice” are now being prioritized platform-wide.
2. Reach beyond your network
Your insightful posts can now reach users outside your network who are likely to find your content relevant and useful. Since the changes, LinkedIn has seen a 40% increase in people viewing such content.
Identifying ‘Knowledge and Advice’
How does LinkedIn’s algorithm distinguish genuine knowledge and advice? Roth offered some insights:
1. Target a distinct audience
When you create a post, think about your intended audience. LinkedIn does the same, analyzing each post’s relevance to different user groups.
2. Stick to your expertise
LinkedIn evaluates not just your post, but your authority on the topic you’ve posted about. So stick to areas you’re knowledgeable about if you want LinkedIn to give your content the green light.
3. Encourage “meaningful comments”
LinkedIn’s new system values genuine interaction over mass likes or generic comments. Meaningful discussions on your post, especially with relevant professionals, is a big plus.
4. Express your perspective
LinkedIn prefers posts that offer perspective and insight over generic information. Sharing your unique views on a topic can boost your content’s reach.
A New Advantage for OSINT and Social Engineering Pros
Understanding these algorithm shifts isn’t just for boosting legitimate posts. For those in Open Source Intelligence (OSINT) and social engineering fields, this can be invaluable intel too.
Sharpening Your OSINT Techniques
LinkedIn is a goldmine for OSINT professionals. The platform’s algorithm update can significantly bolster your research strategies. By understanding what content is prioritized, you can fine-tune your methods for mining data more effectively. The key here is relevance. Crafting posts that are industry-specific and grounded in your area of expertise can help you reach the right audience, enhancing your information gathering processes.
Social Engineering: Setting Up Attacks
While we’re advocates for ethical cybersecurity practices, it’s crucial to understand the potential misuse of these changes. Social engineers could leverage these new algorithms for sinister goals. By posing as authorities in a specific field and generating ‘relevant’ posts, they can engage targets more effectively. Meaningful comments and expert advice can help build credibility, making it easier to manipulate unsuspecting victims.
Being aware of these tactics equips us better to detect and prevent such attacks.
Research and Reconnaissance
For both OSINT and social engineering pros, this LinkedIn change can bolster your reconnaissance efforts. By following thought leaders and engaging meaningfully with their content, you can carve out a niche network. This can be pivotal in understanding industry trends, key players, and even your target’s interests or behaviors.