If you ask William Arruda, LinkedIn Corp (NYSE:LNKD) may very well be the next budding media giant.
In a post on Forbes, Arruda argues that LinkedIn Corp (NYSE:LNKD)’s long-form blogging program has grown to be more than just a way for the social media company to keep its users engaged daily, it has become an area which could prove to be a key driver for the platform.
According to the contributor, LinkedIn Corp (NYSE:LNKD) has over 330 million members which means that its long-form blogging platform called LinkedIn Today has a potential 330 million authors and 330 million readers at the same time.
“Not even the largest and most respected online media sites have this many potential authors and pairs of eyeballs to view content. As LinkedIn appears poised for explosive growth in content distribution, they are likely to become a major media player – or at least a major disruptor,” Arruda writes.
The program was launched in the spring of 2011, Arruda writes. Next in line in the company’s publishing programs were influencers which counted industry leaders like President Barack Obama, Richard Branson and Arianna Huffington as early adopters. This Influencers program has been so successful, the contributor writes, that influencers have gained massive followings on LinkedIn.
After the success of the Influencers program, LinkedIn Corp (NYSE:LNKD) allowed members of their social network to apply for the program. Eventually, they opened up the program to everyone last year.
The key to the success of the publishing program of the social network lies in the business-focused audience the social network has, Arruda argues. After all, people have been blogging for ages. Most, however, either abandon blogging or just sporadically do it since they don’t really make an impact on that person’s brand and reputation. With an audience that reads, sharing thoughts, advice and opinion can have the impact that people are looking for.
Philippe Laffont’s Coatue Management owned about 3.41 million LinkedIn Corp (NYSE:LNKD) by the end of December.
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