LinkedIn’s Weak Link

On balance, most people would agree that the LinkedIn social media platform has been a positive development in the field of business. Until LinkedIn came along, often it was quite challenging to make and nurture connections with like-minded industry or professional colleagues, or to find relevant contacts deep within corporations or other organizations.

I’m old enough to remember the “bad old days” of fruitless searches through the Corporate Yellow Book, Hoover’s and Dun & Bradstreet mercantile listings to try to find good company contacts. Often the information was far too “upper-level,” out-of-date, or simply wrong.  Industry, state and regional directory listings were even worse.

Invariably, any data ferreted out needed to be vetted through phone calls made to beleaguered front-office receptionists who were understandably disinclined to spend much time being helpful.

Of course, as with Wikipedia all LinkedIn “data” is submitted information, and subject to varying degrees of accuracy. As well, the data are comprehensive and accurate only to the degree that each LinkedIn member keeps his or her employment and related information current and complete.

But as a crowd-sourcing database of information – and often with “deep-dive” data on members available to view – LinkedIn is miles ahead of where we were before.

That being said, there is one negative aspect about LinkedIn that seems to have become more pronounced over time — and that’s the burgeoning volume of LinkedIn connection requests that are happening.

Speaking for myself, I’ve spent an entire career nurturing my business relationships. That this has resulted in being one of the LinkedIn members who are in the “500+ connections” club speaks to a lifetime of establishing “real” connections with “real” people – not mindlessly sending out connection solicitations to just anyone.

But that’s what’s happening with many of the incoming requests-to-connect on LinkedIn. These days, I’m receiving requests daily from people I do not know personally and have never even heard of before.

These are the folks who take advantage of LinkedIn’s higher cost”premium membership” programs to gain access to the more detailed information contained in member profiles that is normally off-limits to all except first-degree connections.

In what ways are these people actually interested in connecting with me?  Are they simply sending out a rash of “spray-and-pray” requests in the hopes of getting a nibble … or perhaps making an effort to build their own network and look more like an “authority” in their line of work?

When I click through to view the profiles of those people requesting to connect, it turns out that most them are in fields that relate to my line of work, however tangentially. Likely they’ve identified my name based on shared professional organizations and vocational interests.

But their reasons for requesting to connect — if they even bother to give one — are so generic (or so lame) as to be laughable.

Early on, I did a bit of “empirical” research to see how a few of these connections might actually evolve after I accepted their request to connect. Big mistake, that was.  Recently, freelance copywriter extraordinaire Ed Gandia described something very similar about his own personal LinkedIn experience, characterizing the typical follow-up communiqué from a new LinkedIn connection as “the business equivalent of a marriage proposal” – to wit:

“I’d like to get on the phone with you about [marrying me/having kids/opening a joint bank account]. Here are three times I’m available to talk.  I’m so excited to hear what you can offer me as [my new husband].”

If ever we needed reminding about how not to engage in business development solicitations, these sorry LinkedIn communications are it.

The bright promise of LinkedIn is the ability to identify people with whom we can potentially work or collaborate.  In that regard, the platform can be very valuable.  It’s just too bad that so many people are now using it for ill-conceived (or perhaps desperate?) shotgun attempts to sell themselves, their products or their services.

It won’t work. Communications technology may have evolved but some fundamental things never change.  At the top of the list:  No one wants to be pestered by unsolicited pitches for products, consulting services, employment opportunities and the like.  Not then, not now, not ever.

Hopefully, LinkedIn can calibrate its business practices to ensure that the benefits of interacting with the social platform always outweigh the detriments. We all recognize that this is one way LinkedIn can monetize the data that’s valuable housed on its platform.  But LinkedIn needs to get this just right, lest they turn off their most consequential members – or worse, drive them away.

Facebook attempts to clean up its act.

Is it enough?

Watching Facebook these days as it pivots from diffusing one “rude development” to another seems a little like watching someone perform a combination plate-spinning and whack-a-mole act.

We’ll call it the Facebook Follies.  The question is … is it working?

Last month, Facebook issued its newest Community Enforcement Report – a document that updates the world about improvements the social media giant is making to its platform to enable it to live up to its stated community standards.

Among the improvements touted by the latest report:

  • Facebook reports now that ~5% of monthly active accounts are fake. (Still, 5% represents nearly 120 million users.)
  • Facebook reports now that its ability to automatically detect “hate speech” in social posts has jumped from a ~24% incidence in 2018 to ~65% today. (But this means that one-third of hate speech posts are still going undetected.)

Moreover, Facebook now reports that for every 10,000 times Facebook content is viewed by users:

  • ~25 views contain content that violates Facebook’s violence policy
  • ~14 views contain content violating Facebook’s adult nudity and sexual activity policy
  • Fewer than 3 views contain content violating Facebook’s policies for each of these categories: global terrorism; child nudity, and sexual exploitation

The community enforcement information is being reported as “wins” for Facebook … but people can’t be faulted for thinking that Facebook could (and should) be doing much better.

zm
Facebook CEO Mark Zuckerberg

On a different type of matter, this past week it was reported that Facebook has agreed to settle a class-action complaint that accused the social platform of inflating viewing metrics on Facebook videos by up to 900%.

Although details of the settlement haven’t been revealed, this development appears to close the book on criticisms that were lodged as far back as 2016, in which advertisers charged that Facebook hadn’t investigated and corrected errors in its metrics — nor allowed for third-party verification of the metrics.

It’s yet another agenda item that’s now been ticked off the list – at least in Facebook’s eyes. But now another controversy has now erupted as reported over the past few days in The Wall Street Journal.

Described in a front-page article bylined by veteran WSJ reporters John McKinnon, Emily Glazer, Deepa Seetharaman and Jeff Horwitz, Facebook CEO Mark Zuckerberg appears linked to “potentially problematic privacy practices” that date all the way back to 2012, when Facebook signed a consent decree with the Federal Trade Commission but that it may have violated subsequently.

Contemporaneous e-mail communications retrieved from the time period suggest that Zuckerberg was more than merely passively involved in deliberations about a particular app that claimed to have built a database stocked with information about millions of Facebook users. Purportedly, the app developer had the ability to display the Facebook user information to others — regardless of those users’ privacy settings on Facebook.  The e-mails in question detail speculation about how many other apps were stockpiling such kinds of user data, but the evidence shows little or no subsequent action being taken to shut down the data mining activities.

Another view.

These latest developments raise questions about the veracity of Facebook’s stated intentions to redouble its efforts to uphold community standards and focus more on user privacy, including moving toward encrypted and “ephemeral” messaging products that are better aligned with the European Union’s existing privacy laws that the United States may also be poised to adopt in the future.

Apparently Facebook recognizes the problem: It’s ramping up its global advertising spending to “rebuild trust” — to the tune of doubling its previous ad expenditures.  Here’s what Facebook’s marketing head Antonio Lucio is saying:

“There’s no question we made mistakes, and we’re in the process of addressing them one after the other.  But we have to tell that story to the world on the trust side as well as the value site.”

Ad-tracking company Kantar notes a big increase already in Facebook’s U.S. ad spending — up to nearly $385 million in 2018 compared to only around $50 million the year before.  As for the campaigns themselves, Facebook is relying on a number of big-name ad agencies like Wieden+Kennedy, Leo Burnett and Ogilvy for developing its various campaigns.

Another view.

There’s more than a little irony in that.

Considering the latest news items, what are your thoughts about Facebook? Are they on the right track … or is it “too little, too late”?  Are their intentions honorable … or are they simply engaged in “window dressing” to get people off their case?  Let us know your thoughts.

Twitter, in Four Sentences

Terry Teachout

Back in 2015, Wall Street Journal columnist, author and arts critic Terry Teachout had a few choice comments to make about Twitter — then as now one of the more controversial of the social media platforms.

With the passage of time — as well as significant elections, referenda and other socio-political developments intervening — it’s interesting to go back and read Mr. Teachout’s comments again.

From his perspective, in 2015 Teachout had postulated that the essence of Twitter could be boiled down to four statements, as follows:

  • How dare you talk about A, when B is infinitely more important?
  • If I disagree with you, you’re almost certainly arguing in bad faith — and are probably evil as well.
  • You are personally responsible, in toto and in perpetuity, for everything that your friends, colleagues, and/or ancestors have ever said, done, or thought.
  • (Statements #2 and #3 do not apply to me.)

Looking at these statements, it’s pretty remarkable how little has changed.

Or has it? What do you think?

[In an interesting side-development, Terry Teachout’s own Twitter account was hacked in 2018 — several years after he published his statements above.  As he recounts here, trying to get all of that sorted out with the social media platform was it’s own special kind of misery, even if ultimately successful.]

Despite privacy issues, social media adoption remains as high as ever.

The question is, why?

It seems as though privacy issues in social media have been in the news nearly steadily over the past several years. Considering that, it might come as a surprise that social media adoption remains as high as it’s ever been.

Today, nearly 9 in 10 Americans age 18 or older are regular users of one or more social media sites (interacting at least one or two times per week).

If anything, that’s a higher percentage than before.  So what gives?

Here’s the answer: According to data from a recent survey of nearly 2,200 Americans age 18 or older conducted by Regina Corso Consulting, two-thirds of respondents believe that people on social media should not have any expectations of privacy.  None.

Thus, it seems pretty clear that social media users have factored in privacy concerns and decided that, on balance, the “price of admission” when using social media sites is to leave their privacy at the door. It’s a tradeoff most users recognize, understand and accept.

This isn’t to contend that all users are deliriously happy with their current social media practices. In fact, nearly 40% of the respondents in the Regina Corso survey would like to reduce or stop their usage — but are afraid of what they might miss in the way of news and updates.  The “FOMO factor” is real.

In the end, that’s what Facebook and several other social media giants have long understood:  Once a certain critical mass is achieved, any concerns about social platforms are negated by the sheet universal nature of them.

Just as millions of American choose to reside in places prone to hurricane storm and flooding damage while fully recognizing the potential danger, millions more choose to be on social media despite the privacy risks that everyone has heard about them.

What about you — have you changed your social media behaviors in the wake of news developments over the past several years?

The ignominious end of Google+.

… And who cares?

How many of us have predicted the demise of Google+? Over the years, the ill-fated social network wasn’t ever able to gain much traction.

Its “hangouts” and “rooms” functionality, trumpeted with great fanfare when launched, never really amounted to much.  The few times I attempted to engage with people in any of those spaces, it was akin to being the only person in a restaurant at 3:00 in the afternoon.

Several months ago, Google finally bowed to the inevitable and announced that it would be shuttering Google+, effective in August 2019.

But even this end-date has turned out to be star-crossed. In one final ignominy, Google discovered a bug in a Google+ API which appears to have affected potentially more than 52 million users.

Specifically, apps that have requested permission to view the profile information that users had added to their Google+ profiles – basic things like name, age, occupation and e-mail address – were granted permission to do so even when the users’ profiles weren’t set to “public.”

On a brighter note, the bug didn’t allow access to more sensitive information such as financial figures, passwords, or similar data typically used for identity theft, nor does it appear that any of the personal information has been misused – at least not yet.

But as a result of discovering this bug, Google has now decided to shut down the Google+ social platform this coming April – four months earlier than planned.

So, what we have is that the final exit of Google+ from the scene further underscores its underwhelming existence. As Ben Smith, a Google vice president of engineering, stated candidly, the social platform “has not achieved broad consumer or developer adoption and has seen limited user interaction with apps.”

Which is another way of saying, “It’s been a failure.”

And while a few souls may be lamenting its demise, for the vast majority of people, the platform expired years ago.

What about you?  Did you ever engage with this social media network?  And if you did, what was your experience.  Most tellingly, when did you cease you interaction?

Social Media Mashup — 2018 Edition

One thing you can say about social media platforms – their world is invariably interesting. Or as a colleague of mine likes to say, “With social media, you drop your pencil, you miss a week.”

The Pew Research Center makes it a point to study the topic twice each year in order to stay on top of the latest shifts in social media usage trends. Pew has just completed its latest report, and what it shows are some findings that confirm longer-term trends along with several evolving new narratives.

One thing hasn’t changed much: Facebook and YouTube continue to dominate the social landscape in the United States.  Facebook remains the primary social media platform for most Americans – with two-thirds of U.S. adults reporting that they use Facebook, and three-fourths of those saying that they access the platform on a daily basis.

What this means is that half of all U.S. adults are going on the Facebook platform every day.

If anything, YouTube is even more ubiquitous – at least in terms of the percentage of people who access the platform (nearly 75% of the respondents in the Pew survey). But the frequency of visits is lower, so one could say that the platform isn’t as “sticky” as Facebook.

No other social media platform is used by more than 35% of American adults, according to the Pew survey:

  • YouTube: ~73% of U.S. adults report that they use this platform
  • Facebook: ~68%
  • Instagram: ~35%
  • Pinterest: ~29%
  • SnapChat: ~27%
  • LinkedIn: ~25%
  • Twitter: ~24%
  • WhatsApp: ~22%

The chart below shows social media usage trends based on Pew Research studies going back to 2012:

Taking a closer look at social media behaviors reveals some stark differences by age group, and they portend even greater changes in the social media landscape as time goes on. In terms of being involved in “any” social media usage, Pew finds significant differences by age cohort:

  • Age 18-29: ~88% use at least one form of social media
  • Age 30-49: ~78%
  • Age 50-64: ~64%
  • Age 65+: ~37%

So, as the current population ages out, social media participation should go even higher.

But what about the composition of platform usage? Within the 18-24 age group, Snapchat, Instagram and Twitter are used significantly more when compared to even the next oldest age group.  Most dramatically, for Snapchat the participation level is ~78% for the youngest group compared to just ~54% for those age 30-49.

Other notable differences among groups include:

  • Pinterest is much more popular among women (~41% use the platform) than with men (just ~16%).
  • WhatsApp is particularly popular among American Hispanics (~41%) compared to blacks (~21%) and whites (~14%).
  • LinkedIn’s niche is upper-income households ($75,000+ annual income), which correlates to higher education levels. Half of American adults with college degrees use LinkedIn, compared to fewer than 10% of those with a high school degree or less.

More detailed results from the Pew Research study can be found here.