That is about the most suitable reaction to the news that Twitter has ended its syndication deal with LinkedIn. The agreement, which allowed posts made on Twitter to appear automatically on LinkedIn, made managing both accounts very simple. All you had to do was write your tweet and the post would appear on the professional networking site. You got twice the coverage for the same piece of content.
Twitter has pulled the plug on the syndication deal in the name of a more “consistent user experience.” Now, if you’re not making a special effort to stay visible on LinkedIn, you’re going to be forgotten.
That has always been the real problem with LinkedIn. While both Twitter and Facebook are dynamic and used daily, LinkedIn is much more static. We might check in occasionally to see who has been looking at us, but it is the site you use to find a job. It is not so much a site you use when you already have a job.
The site has more than 161 million members, over a million groups, two million company pages and is expected to perform more than 5.2 billion professional-oriented searches in 2012. That makes it a hugely valuable place not just to win a new position, but to make, cement and begin deals with the sorts of professionals you need to know to grow your business.
Twitter had helped with that. Every time you posted on Twitter, your message would appear on the home page of a contact. Whenever they checked their LinkedIn account, they’d see you. They’d remember who you are and they’d wonder, once again, what you can do for them.
It was an easy way to maintain visibility. Now you’re going to have to make an effort.
Two Ways to Stay Visible on LinkedIn
Fortunately, you’re not going to have to make too much of an effort.
If you want to keep your LinkedIn presence dynamic and your profile visible, you have a couple of options.
The first is to reverse the flow. You can no longer post on Twitter and expect your tweet to appear on LinkedIn, but you can post on LinkedIn, press the Twitter icon and see your LinkedIn post appear on Twitter.
That is one easy option, but posting a tweet on LinkedIn is always going to feel a little counterintuitive. When you’re reading Twitter content, you’re going to want to post on that site directly.
That is why the other option is likely feel more comfortable and could be more rewarding.
It is not just status updates that appear on your network’s home pages. It is also news. Be aware that every time you edit your profile, add a new connection or join a group, you give a nudge to your contacts whether you meant to or not (You can fix that when you need to).
Now that you cannot rely on your tweets to give you visibility, you should make a point of doing something with your LinkedIn profile at least once a week, spending close to an hour:
- Update a skill.
- Join a professional group. Comment in the group.
- Make a new contact.
- And most of all, write a blog post. It is posted right at the top of your page. (See my page at http://www.linkedin.com/in/danenbarger)
All of those things might just help you to close a new deal. And without Twitter, they’ll help you to stay visible on the site. LinkedIn is the serious business site. Tweeting is for the birds.