Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
LinkedIn Open Publishing and the Rise of the Borrowed Platform
Posted on February 27th 2014
- Owned: content your blog or website
- Earned: earned mentions or guest posts on external blogs and websites
- Borrowed: third party platform hosting user-generated content
The Rise of the Borrowed Platform
The borrowed platform has roots in online message boards and early social networks. They're places where users could write and publish content online (anonymously, if they so wished) without the responsibility of having to build the platform or attract an audience.
Today, dedicated user-generated content hubs are allowing thinkers and writers to become online influencers like never before. With LinkedIn's annoucement, it joins the big three:
Quora allows experts to show off their knowledge directly with users who are asking questions. Medium is the "it place" to publish personal essays, musings and observations. Now, all LinkedIn users have the chance of seeing their posts go viral within the network.
Saavy marketers can use borrowed platforms to increase brand awareness and equity, but only with a clearly defined strategy in mind.
Where To Publish?
The inevitable question is now "where should I place my content?" Owned platforms provide the most control and leads to an audience of your design, while bearing the burden of promotion. Earned media mentions carriy with it many SEO benefits and exposes your brand to new audiences. Borrowed platforms do the same with a lower barrier to entry, but place the onus on content creators to deliver on quality.
Experts seem to agree that owned platforms should take precedent, with earned and borrowed actitivies sprinkled in. Quora represents an excellent opportunity for internal thought-leaders (non-marketers) to share their knowledge on behalf of the brand, while LinkedIn and Medium may be best suited for personal thoughts from the c-suite.
Exclusivety Breeds Quality
Blogs and new media outlets like Social Media Today, Search Engine Journal and the Huffington Post thrive off of external authors, but maintain strict editorial control over content. Search industry blog YouMoz does the same, with the added element of gamification, allowing users to promote content it deems worthy to the main Moz blog.
This modus operandi inevitably leads to only the highest quality content seeing the light of day - which is after all what we want, given that there's no shortage of content online.
There will always be a question of content quality on public, borrowed platforms. If you're asking yourself how LinkedIn will police content, the answer is: it won't. The community will. However, high-quality posts from little-known authors may still languish unread.
It's no surprise that the most popular posts and threads on Quora, Medium and LinkedIn were penned by titans in the industry like Dharmesh Shah, Gary Vaynerchuk and Pete Cashmore. Their already-established brands benefit from the additional exposure on heavily-trafficked borrowed platforms. Though a few unknowns may hit a home run occasionally, but you should resign to building up your brand up over the long haul. While the medium can boost an author, it can't always make one.
What about you? Will you try your hand at publishing on LinkedIn? Have you ever written for Medium? Let me know in the comments below.