Recent news about #LinkedIn
referral traffic. cc: +Chuck Hester
▪ "LinkedIn named Forbes its No. 2 most influential brand, which it says is a measure of how much a brand’s target audience is reading, commenting on and sharing content on the platform. Despite that coveted designation, LinkedIn sends very little traffic to Forbes on a regular basis; the platform accounts for only 10 percent of its social referral traffic, said CRO Mark Howard.
“LinkedIn was never a significant traffic driver for us,” he said. “It’s good for our exposure, but the reality is, to make more of it than they’re willing to give at the moment is not worth the time or energy.”
While some, like Forbes, say they never had much LinkedIn traffic to begin with, others have seen a precipitous drop-off. At a recent presentation, Quartz revealed a sharp decline in LinkedIn traffic in 2014 to illustrate the point that publishers are losing control over how platforms promote their content as well as where readers get their news.
Back in 2012, LinkedIn was Harvard Business Review’s No. 1 referrer of social traffic, even ahead of Facebook, when it dropped to last place. Traffic has since come up in the past year but hasn’t returned to its 2012 peak. Katherine Bell, editor of HBR.org, said it’s impossible to know, but she figures LinkedIn’s editorial strategy played a part, among other factors.
“We had such a precipitous drop early on that that we’ve learned to not be too reliant on any one platform and not count on them to stay the same over time,” she said. “So we try to be very flexible and smart about what we’re doing socially. We learned very early on that you have be very defensive and think ahead.”"