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LinkedIn Launches New Group to Provide Insights and Tips for LinkedIn Marketers

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LinkedIn Launches New Group to Provide Insights and Tips for LinkedIn Marketers


LinkedIn groups can be hit or miss, with many of them over-run by spam, and most approving a little more content than most members would like, which can then flood your notifications and/or home feed.

But LinkedIn may be about to demonstrate how, exactly, LinkedIn groups should be run, with the launch of a new group through which the platform will look to provide community support and guidance for digital marketers.

LinkedIn’s refreshed Marketing Partner Community Group will focus on sharing industry knowledge and relevant conversations, while also hosting discussion around new and coming updates, and insights from the platform itself, to help improve approaches to LinkedIn marketing.

As explained by LinkedIn:

The group is designed specifically for marketers who want to take their efforts to the next level. We want to increase the synergy and collaboration between our marketing partners, customers, and internal experts to help everyone involved reach new heights. If you’re interested in getting the most out of LinkedIn for your marketing, and learning how various third-party connections and enhancements can improve your results across a variety of focuses — from content and creative to targeting to lead generation and beyond — this group is for you.”

That could be great for those looking to take their LinkedIn marketing to the next level, and stay in touch on the latest updates. And while I hate the term ‘synergy’ in almost any context, the description does sound promising in terms of highlighting new tools and options that you can potentially build into your LinkedIn marketing approach.

In the new group rules, LinkedIn has also sought to establish clear parameters around what will and won’t be accepted.

No network marketing or MLM (Multi-level Marketing) of any kind is allowed to be promoted in this forum. This is not the forum for that type of business. NO SPAM or DIRECT SALES PITCHES ARE ALLOWED.

Which should probably be basic parameters of every functional group, but it’ll be interesting to see how LinkedIn looks to action this, and ensure that its own group doesn’t end up getting shredded by self-promotional posts and other rubbish, which can prompt users to switch off their notifications entirely.

LinkedIn has had an up and down relationship with groups over the years. Once considered a key connective tool for many professionals, the influx of spam ended up turning most people away, and rather than address the rising problems with its groups product, LinkedIn sought to de-emphasize them by reducing reach and notification capacity, essentially putting them out of sight and out of mind for many.

But there is a lot of potential in LinkedIn groups, and LinkedIn has, at times, seemed intent on refreshing them, with presentation updates and management tools to help cull the spam, and re-engage users.

Thus far, those updates haven’t really been able to get LinkedIn group engagement back on track, but maybe, there could still be potential there, and maybe, through this group, LinkedIn will show how group management is done, and will generate more engagement benefits as a result.

Though the key, inevitably, is manual intervention. If you want to ensure that your LinkedIn group is valuable, you need to moderate it, and reject off-topic posts, in order to maintain focus. That takes more and more of your time the more members you have join up, and the question then comes down to how much value you’re gleaning from the effort that it takes to manage such.

Still, LinkedIn’s new group could provide some valuable insights into key platform approaches, and it could be worth joining up to see what kinds of internal discussion it shares, along with case studies, interviews, etc.

It might be nothing, but it might also be the start of a new beginning for LinkedIn groups. Because one way or another, LinkedIn, through re-focusing on its own group, is about to learn the challenges of maintaining and maximizing group engagement in its app.



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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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Meta ‘Year of Efficiency’ call from Zuckerberg was what Street needed

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Meta 'Year of Efficiency' call from Zuckerberg was what Street needed

Mark Zuckerberg, chief executive officer of Meta Platforms Inc., center, departs from federal court in San Jose, Calif., on Dec. 20, 2022.

David Paul Morris | Bloomberg | Getty Images

With one simple slogan, Meta CEO Mark Zuckerberg temporarily quelled investor discontent with his company’s multibillion-dollar investment into the futuristic metaverse.

“Our management theme for 2023 is the ‘Year of Efficiency’ and we’re focused on becoming a stronger and more nimble organization,” Zuckerberg said as part of the release of Meta’s fourth-quarter earnings report.

Following a 64% plunge in Meta’s share price in 2022, Wall Street cheered the report, sending the stock up almost 20%, extending a rally that began late last year. Based on after-hours pricing, Meta is trading at its highest since July.

Growth is not what’s getting investors excited. Meta reported better-than-expected revenue in the fourth quarter, but sales still sank 4% from a year earlier, marking the third straight quarterly decline. And the forecast range for the first quarter suggests that year-over-year revenue could increase, but it could also fall again.

Rather, Zuckerberg’s commitment to cost cuts and efficiency is a sign that increasing profitability is important to Meta, which was known as a growth machine prior to last year’s slump.

“The first 18 years I think we grew it 20%, 30% compound or a lot more every year,” Zuckerberg said on the earnings call. “And then obviously that changed very dramatically in 2022, where our revenue was negative for growth, for the first time in the company’s history.”

In looking to the future, Zuckerberg struck a realistic tone.

“We don’t anticipate that that’s going to continue,” he said, regarding the recent drop in revenue. “But I also don’t think it’s going to go back to the way it was before.”

Meta lowered its estimates for total expenses in 2023 to be in the range of $89 billion to $95 billion, down from its prior outlook of $94 billion to $100 billion. In November, the company announced it would lay off over 11,000 workers, or 13% of its staff.

Zuckerberg said Meta will be more “proactive on cutting projects that aren’t performing or may no longer be crucial” and that it will emphasize “removing layers of middle management to make decisions faster.”

Meta is also reducing spending as it builds new data centers that are intended to be more efficient while still able to power the company’s various artificial intelligence technologies. Capital expenditures are now expected to be in the range of $30 billion to $33 billion for 2023 instead of $34 billion to $37 billion.

Zuckerberg is selling investors on a story they want to hear, acknowledging that the company got bloated and needed more financial discipline. One of Zuckerberg’s top deputies, technology chief Andrew “Boz” Bosworth, wrote a personal essay just a few days ago echoing that sentiment.

Still, Meta has plenty of challenges ahead, in terms of both costs and reviving its core ad business.

Meta’s Reality Labs unit, which is responsible for developing the nascent metaverse, lost $13.7 billion in 2022. Finance chief Susan Li told analysts that the company isn’t planning for any reduction in that unit anytime soon. Zuckerberg still sees it as the company’s future.

Digital advertising, meanwhile, is suffering from a struggling economy, and Li gave no indication that companies are planning to dramatically increase their spending in 2023.

Meta has also yet to recover from Apple’s 2021 iOS privacy update that made it harder to target users with ads. Li said the company has been improving its online advertising system, but Apple’s update is “still certainly an absolute headwind to our revenue number.”

During the question and answer part of the call, Zuckerberg was asked about Meta’s progress in generative artificial intelligence, which has become the latest hot thing in Silicon Valley. His answer indicated that Meta is pursuing opportunities there, but will be cautious in how quickly it proceeds. Running these programs is expensive, and Meta needs to ensure it can develop them affordably, he said.

Zuckerberg said that while Meta is researching how best to incorporate the new technology, he wants “to be careful not to get too ahead of the development of it.”

Correction: Meta’s earnings report and CEO Mark Zuckerberg’s comments occurred after the market close on Wednesday. An earlier version misstated the day.

WATCH: Meta grows in daily active users, shares pop on revenue beat

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