The Conquest of LinkedIn – Your Resume

The Conquest of LinkedIn – Your Resume

LinkedIn is almost a corporate version of Facebook, a serious social networking site amidst all the chatter. If you are looking for a job, you need to be on LinkedIn. In case you might be looking for work again some time in your lifetime, you need to be on LinkedIn. If you might ever be called upon to professionally recommend someone, or professionally network together people from disparate times of your life (such as a college classmate and a person you know from your last job), you need to be on LinkedIn. And if you ever need to showcase your credentials to a mass audience, for any reason whatsoever, you need to be on LinkedIn. And the cornerstone of it all is your resume.

Who Should Be on LinkedIn?

Your Resume
This UML diagram describes the domain of LinkedIn social networking system. (Photo credit: Wikipedia)

And if there’s anyone else over the age of eighteen left in the United States, or potentially on the planet, chances are pretty good that they need to be on LinkedIn as well.

Why?

All of the aforementioned are perfectly good reasons to be on LinkedIn, but there’s one more. It puts together all of your professional data into one safe, trusted and uniform online package. Hence LinkedIn, like your resume itself, gives Hiring Managers a well-presented collection of information about you as a worker.

But that is if you take the time to make a complete, compelling and well thought out profile. If not, well, then LinkedIn can become a fast ticket to oblivion.

Hence, you need to put together a cogent profile, and the first place to start is with your resume. It will be similar, but not identical, to the resume you provide directly to Hiring Managers.

Improving Your LinkedIn Resume

So here are some tips for making your LinkedIn resume as good as it can be:

  • List all of your major jobs, no matter how long ago you did them, so long as the company (or a successor) is still in business. This is counter to what is normally put into a regular resume. On LinkedIn, you don’t really have a length issue. Plus, you want to list as many companies as possible in order to make linking easier with a greater number of people
  • Place key words and phrases in your job descriptions. People hunting through LinkedIn are most likely to be using the search feature, so you need to have words and phrases listed that people will be using to search for someone like you. E. g. if you’re looking for work as a Business Analyst, don’t just include the title – also include the fact that you did (assuming this is accurate) requirements gathering, which is a main Business Analyst task across multiple disciplines

More Tips

  • List the different types of software you’ve used, with versions. This is, again, to make your profile come up in searches. E. g. if you used Excel 2003 and Excel 2007, make sure they are listed that way.
  • Just like with a standard resume, use action words and well-defined metrics to show what you did in your career. “Worked on the Smith project” is nowhere near as impressive as “Performed quantitative analysis; these recommendations saved the company 20% of the estimated costs on the Smith project”. Numbers are impressive. Use them.
  • Make sure your company listings jibe with what’s already on LinkedIn. That is, let the software give you choices (if any) for the company name. If you worked for a very large company (say, Fidelity Investments), the company name is already on LinkedIn. Don’t type it in yourself. This will automatically make it easier for you to link to everyone else who has listed Fidelity Investments as a current or past employer, and
  • Feel free to add more than one current employer, including any volunteer work you may be doing. Again, this will add to the ease with which you can link to others.

Next, we’ll look at why all of this linking is so important.

Your Resume

The Conquest of LinkedIn – Your Profile Page

The Conquest of LinkedIn – Your Profile Page

What’s with your Profile Page?

You’re doing it. And you’ve got your resume up. You’re answering questions. And you’re joining groups. You’re even meeting people offline. But you aren’t getting an enormous number of invitations to connect.

LinkedIn Profile Page
LinkedIn (Photo credit: Christopher S. Penn)

Or, perhaps, you’re blogging and tweeting. But you’re not getting a lot of readers in either medium. And you’d love to get some of your LinkedIn buddies to read some of your stuff. Maybe you want to use your writing and social media skills as a part of your overall job search strategy.

So the most obvious place to look, and to fix, is your Profile page.

Just like with a resume, a news story, or even if you were trying to sell your home, it pays to spruce up the first thing people see. Hence special care should be taken, as this is your first (and it may very well be your only) chance to make an impression. There are any number of things you can do to assure that this impression is a positive one.

Driving Traffic

And, you can even use it to help you drive a little traffic to your own website and/or blog. Here’s how:

  • Make sure that you make use of all available fields, and customize these as you are able.
  • Next, list your blog.
  • and I also recommend adding Twitter.

So assuming that your resume has been integrated in its entirety, your next task should be to update the summary and specialties sections in your profile page. First of all, the specialties section is essentially just for keywords, so load them up. However, the summary section should be more grammatical. So don’t make it an old-fashioned and generic personal statement. Instead, highlight your main differences here.

Finally, with a little polish, your front door (profile page) can look mighty inviting to all.

Next: Groups and Answers.

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The Top 10 Positives About Job Seeking

The Top 10 Positives About Job Seeking

Job Seeking. Sigh.

Adventures in Career Changing means job applications.

Job Seeking
Success

Beyond networking, education and research, there are just sometimes some forms to fill out. I have filled out – I have no idea how many. And while there are problems with many of these forms, there is also some good out there, along with other aspects of looking for a job these days.

#10 – Following Twitter to Find Jobs

There are all sorts of Twitter streams which showcase any number of openings. Company streams, in particular, can be a good source of leads. Make sure to watch for perhaps a week or so in order to determine whether the content is being updated frequently.

#9 – LinkedIn, Land of Opportunity

For power users of LinkedIn, there are numerous ways to look for work. One good way is to check their job listings, and apply through the site. Some openings allow you to apply directly via your LinkedIn profile. Others send you to a company’s website. But make no mistake; companies (or at least they should) check the traffic sources for the job applications they receive. And so by going to a job application directly from LinkedIn, you show that, at least in some small way, the biggest online networking site in the world matters.

#8 – LinkedIn Skills and Endorsements

If you’ve got an account on LinkedIn, surely you have seen these by now. So fill in your skills profile! And make sure to endorse other people as well, and a lot of them will reciprocate.

#7 – Scannable Resumes

Gone are the days when most resumes were eyeballed, at least to start. Because your resume is far more likely to be read by a machine before a human. So get your resume loaded up with keywords! Why? Because you’ll make the first cut, that’s why.

#6 – Personal Websites

The good, the bad and the ugly are out there. My own, for instance. Because the site is completely functional. And it comes up quickly, plus you can readily find everything on it. Finally, Google ranks it fairly well.

#5 – Clarity

Job descriptions can become very precise these days, as employers can (in part, in some instances) select software and versions from drop-downs to better communicate their needs to the job seeking public.

#4 – LinkedIn Recommendations

Unlike endorsements, these require a bit of prose. But they can be rather powerful. At the very least, you don’t want to be a job seeker who doesn’t have any. So ask! And not just your boss or former boss – ask your coworkers as well, and offer to reciprocate.

#3 – Blog

Just like this one, a candidate can use a blog to provide more information or get across personality without having to overload a resume. Savvy employers will look candidates up on social media. Why not give them something good to find?

#2 – LinkedIn Functionality

For jobs advertised on LinkedIn, for some of them, you can apply by connecting them directly to your profile. What could be easier?

#1 – Being Able to do this Online

Finally, of course, a lot of the job search still must happen in an old-fashioned manner. Interviews will, for the most part (except, perhaps, for quickie phone screens, particularly where relocation is at issue), be conducted in person. A lot of networking will still happen at events and not on LinkedIn. But a ton of it can happen in cyberspace. It makes the search far easier and faster than it ever has been.

Got any of your own gems you’d like to share?

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Giving Your LinkedIn Profile A Facelift

Giving Your LinkedIn Profile A Facelift

Dahling, you need a facelift! This post is a riff on 6 Tips for giving your LinkedIn profile a facelift.

I liked this article and recognize that it was designed to be a straightforward beginner’s set of tips, but there is more that could be done. There usually is.

Use a Profile Photograph

Linkedin Profile Facelift
Linkedin Chocolates (Photo credit: nan palmero)

I absolutely agree. I realize there are people who are shy or who feel that they don’t photograph well. But the truth is, most of us on LinkedIn don’t care. Unless you are looking for a modeling or an acting gig, your appearance does not and should not matter, so long as you are neat and presentable, and are in business attire. Head shots and  images up to about the middle of your chest are best. You don’t need a full-length body shot.

I also think that keeping a picture off your profile because you don’t want to reveal your race, gender or age is somewhat wrongheaded. After all, what are you going to do if you actually get an interview with a company (and not necessarily directly through LinkedIn)? Send a proxy in your stead, a la Cyrano de Bergerac? That’s kinda silly, dontcha think?

As for me, people online are going to figure out that I am female, they will get a pretty good handle on my age and my religion and if they look a bit, they’ll even see pictures of me when I weighed nearly 350 pounds. And I embrace those things and don’t try to hide them. Your ideas may differ, but I don’t, personally, see the value in hiding such things. And if an employer is going to pass me by because I’m no longer 21, or not Asian, or too short or whatever, then I don’t want to work for that employer, anyway.

Use a Vanity URL

On LinkedIn, you can get them to make you a specific URL for your profile, rather than just accept the computer-generated one. Not surprisingly, I think this is a great idea. This happens to be mine. You can get a bit of an SEO bounce if you use a vanity URL. It is easy and it is free, and it is considerably more memorable. Plus, if you wish, it’s a good thing to put on a business card or a resume, or even into a signature line in email.

Use a Headline

Personally, I find these weird, but that may be just me. For me, just my job title seems to be fine, as it evokes (currently) not only what I do but the industry I am in right now. I’ve always, personally, found that titles like Terrific Social Media Manager or Experienced Fry Cook just seem odd. But that may be me. Try it — but I’d recommend doing so as a more or less controlled experiment. If it’s not working after, say, six months, I recommend rethinking it.

Update your email settings

If you’re open to receiving job openings, make sure that you’re set up that way. And if not, make sure that’s properly reflected as well. People won’t necessarily follow your requirements in this area, but some will. And it can serve as an indirect means of indicating you might be interested in making a move if the timing and the circumstances were right.

Make Your Profile Public

Personally, I think that the only time your profile should be private is in the first five seconds after you’ve created it. Then again, I have had an online persona since 1997, and find it easy to share a lot of things.

Of course not everyone feels this way, but it seems to be kind of useless to have a LinkedIn profile if you don’t want to share it with anyone. Networking, which is what LinkedIn is all about, is, in part, about going outside your comfort zone and meeting new people. This is not like Facebook where, potentially, the pictures of you drinking in 1963 could come back to haunt you. This is a gathering of professionals. Any employer upset if you have an online presence on LinkedIn is not only not with the times. They are being thoroughly unrealistic. Employees look for better opportunities all the time. Wise employers recognize and accept that. Denying someone access to LinkedIn, or being upset by an employee’s presence therein, is misplaced.

So go out there and fix your profile! And give it a facelift!

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The Conquest of LinkedIn — Last Little Bits

The Conquest of LinkedIn — Last Little Bits

Last Little Bits. Now, there’s more to LinkedIn than what I’ve already covered. And, truth be told, the number and diversity of add-ons and features is only going to keep growing. As with any other truly viable online business, LinkedIn keeps adding new bells and whistles, and constantly A/B testing. It is already a far different site from the one I joined a few years ago. And, by the way, I have never gone Premium. I think it’s a waste of money, particularly for job seekers who are often watching every dime.

The Conquest of LinkedIn -- Last Little Bits
LinkedIn pen (Photo credit: TheSeafarer)

However, there is an appreciable difference between making and keeping your page lively and interesting, versus making it too busy. I don’t think that you need everything. Really. I think a bit of restraint is in order.

Connections List

Your connections list is not as granular as it once was, possibly a function of LinkedIn getting larger. After all, at the end of 2015, LinkedIn had a good 414 million registered users. Hence the demands of data, and server speed and size, mean that they aren’t going to give you as many opportunities to add metadata about your connections.

Instead, the site offers groups. Create a group, and invite likely people to join it. Your High School’s graduating class, or your sorority chapter might be good choices, as your High School is probably already represented and your sorority might be as well. But these groups provide more specificity. Of course, not everyone you invite will join one of these groups, but it’s worth a shot. Still, LinkedIn is no longer trying to be like a CRM system. That’s, I feel, for the better, as it gives the site more focus as a networking platform.

Events

Another tool that is gone is events. A pity, in some ways. But again, the site is looking to focus itself better. That includes eliminating some of the fat.

Following a Company

LinkedIn provides the ability to follow a company. If you are in charge of your company’s LinkedIn profile, you can help to stimulate this information stream by listing comings and goings, promotions and transfers. Got an event going on, with an interesting or attractive look to it? Take a picture and post it!

Profile Page Shortcut

The shortcut to your profile page is an easy way to make yourself stand out a bit more. Just select a reasonable shortcut for yourself. Mine is my last name, because it’s unique.

Interests

The Interests section (found under your Profile) is useful for adding not only keywords but also some personality to your profile. Do you play the violin? Do you like to cook? Safe, positive information is good here, so long as it’s not extensive (you don’t want this section to overwhelm everything else). It’s probably not the best place to mention, for example, your extensive action figures collection.

Personal Information

The Personal Information section is what you make of it. I keep in my birth date (because it generates a status update on the day in question) but not the year. And I list my town but not my full home address (although that is easy enough to find elsewhere online). Furthermore, I list myself as married, but you certainly don’t have to. I keep my phone number off as I don’t want to perhaps have LinkedIn become a vehicle for calls I don’t wish to receive – if someone wants my phone number that badly, they can connect to me and ask.

You Profile Photograph

The last, and perhaps most important bit is your profile picture. To add, or not to add? I say, add it. It’s not like you’re going to hide your race, your age or your gender if you meet someone, so you may as well come forward so that, if you meet in person, they can recognize you. Use a recent, clear headshot, and for God’s sake, smile! Mine is of me wearing a dress with a blazer. Look professional and try to keep it current. That reminds me; I should update mine.

Conclusion

There will undoubtedly be more changes as LinkedIn dreams up new ways to connect business persons. Perhaps video demos, or real-time conferencing, are in its future. Stay tuned – I may blog more about LinkedIn and its last little bits as it continues to reinvent and improve itself.

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InMaps – Visualize Your Network on LinkedIn

InMaps – Visualize Your Network on LinkedIn

Let’s say you’ve got a nice, growing network on LinkedIn.

InMaps - Visualize Your Network on LinkedIn
Linkedin Chocolates (Photo credit: nan palmero)

Hurray! Now let’s say that it’s gotten large enough that you’re unsure of how it’s all trending. After all, what if your network is dominated by people who used to work at Fidelity but you want to get into Prudential instead? How can you see how things are shaking out? Or maybe you want to get a handle on job titles that you’re seeing — what if most of your network consists of tradespeople in your area, rather than people who might actually be able to find you something? If you’re an accountant, a network full of hairdressers and landscape contractors is lovely but it might not be really doing it for you, eh?

Here’s where InMaps comes in.

Essentially, what LinkedIn is doing is, instead of geographically mapping your connections, they are mapping other meaningful relationships among all of those people. So instead you can see things like job titles that are frequently coming up, and other connections, like who used to work where. If you’ve worked in several places (like I have) you may see one former employer dominate, particularly if you’ve just left a particular role. After all, when Hachette Book Group and I parted ways, suddenly I made connections with the other seventeen or so people who were being outsourced. There was a bit of urgency to getting connected, and there was a desire to maintain friendships. I’ve had to dig a bit in order to find former colleagues further back in my career (and, by the way, FYI, this does behoove one to try to make connections both during employment and to reach back to older connections as the natural push to connect might not come about if you’re thinking about a job you held twenty years ago, long before LinkedIn existed).

One thing that should be noted is that it takes a while for an InMap to be generated, particularly if you’ve got a lot of connections. This is a feature that is still in Beta, so that should be totally understandable.

But here is the InMap for a woman named Leslie Gotch Zarelli, which should give something of an idea about how the overall pattern looks. Her InMap (I would post mine, but LinkedIn is still churning away) is dominated by general areas like Legal, what is probably a former employer or two, and what appear to be some job duties.

More information is here. Get mappin’!

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The Conquest of LinkedIn – Q & A

The Conquest of LinkedIn – Q & A

So you’ve got a decent presence on LinkedIn. Your resume is complete, searchable and easy to read. You’ve been networking, on and offline. Now what? What’s LinkedIn Q & A.

The Conquest of LinkedIn - Q & A
LinkedIn pen (Photo credit: TheSeafarer)

You may be seeing questions and answers coming up. Your contact feed might be dominated by notifications that Mary joined a group, or John answered a question. What does it all mean?

Once you’ve exhausted your basic set of contacts, the natural next step is to attempt to link to their contacts (e. g. convert your secondary and tertiary contacts into primary ones). And it may take you a while to make your way through all of these people. Or you might decide that some of them aren’t worth your time, perhaps due to simple geographic remoteness or their field(s) being significantly different from yours. So, how do you get a new and different crop of potential primary contacts? And, more importantly, how do you target the right people better, and spin your wheels less?

Here’s where the Groups and Answers functions on LinkedIn can truly help you.

Groups

These can be found by going to the Groups page. Then just run a search on whatever interests you, say, Topeka or chemical engineering or Liberty Mutual, or even the Toronto Blue Jays. I would advise not to join any group under false pretenses, e. g. if it’s a group for Brown graduates, and you didn’t attend that university, don’t join that group.

By joining, say, a group about cycling, you’ve opened yourself up to more possible connections. But why would I want to join a cycling group on LinkedIn? Isn’t that what Facebook is for? Well, yes, if you want it for purely socializing. But here are a few reasons why you might want to join a LinkedIn cycling group:

  • You own a company that sells cycling equipment and are looking for possible future customers, distributors and suppliers.
  • You work for a healthcare company that is promoting proactive health initiatives, such as getting more exercise, and you’re looking for potential enrollees/customers or even physicians who share this outlook.
  • You want to connect with someone and you know for a fact that this is an interest you have in common. So long as you aren’t faking the interest, this is a perfectly legitimate way to telegraph that commonality, or,
  • You really like cycling.

That last reason might seem to be flip but there is absolutely nothing wrong with showing a little of your inner self online. Hiring Managers are often looking for little flashes of personality amidst all of the talk of tasks and company awards. And cycling, fortunately, has much less of a chance of turning people off, unlike being associated with a group devoted to the Tea Baggers, Catholicism or Gay Rights. Not that you can’t join any group that you like, of course, but do recognize that, just like joining such groups offline, there is a potential for some unintended consequences.

Keep in mind, too, that there’s a limit on the number of LinkedIn groups you can join. Hence your cycling group might have to be dropped in favor of a group of realtors in South Florida. So be it.

Answers

Answers can be another way to expose your profile to people outside of your immediate network. Answers may be accessed from here. There are any number of questions out there that are dying for answers. So long as you don’t try to hard sell your company, goods, services or yourself, and your answer is on point, your answer will be appreciated by the asker and/or by your fellow answerers, if any.

Or ask a question yourself. Give it a good, descriptive title and make it short. If it is answered, be sure to thank all of the responders, even if their answers weren’t very good, so long as the reply isn’t a spammy one (report spammy replies, of course!). And, be sure to select the Best Answer. When a responder’s work is chosen enough times as a Best Answer, he or she can get an Expert Designation on LinkedIn. I’ve actually gotten 5 Best Answers in Using LinkedIn, which I feel helps to showcase my approachability.

And you can be showcased, too, if you provide good responses to enough questions. Do that enough times, and people will ask to link to you because of that. They might even wish to hire you as an expert in the future, thereby fulfilling even more of LinkedIn’s promise.

Next: Last Little Bits of LinkedIn

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Quinnipiac Assignment 04 – ICM 552 – LinkedIn and Its Premium Service

LinkedIn and Its Premium Service

Quinnipiac Assignment 04 – ICM 552 – LinkedIn and Its Premium Service
Nederlands: Linked In icon (Photo credit: Wikipedia)

Like many people, I am a member of LinkedIn. I use the service even when I am employed. It is a decent means of building and maintaining a connection. However, much like Facebook, it can turn into a bit of a popularity contest. You can also end up connected to people you don’t really know. That is not necessarily a huge problem, however. After all, when you build a network offline, you are encouraged to meet friends of friends and expand your circle. Job seekers in all sorts of fields are urged to mention their searches to anyone who will listen (and, perhaps, to those who couldn’t care less). You’re told to tell your hairdresser, even if you don’t work in that field. And on and on.

And LinkedIn’s got a premium service. For $29.99/month, you can get your resume tossed onto the top of the pile. You get a sweet little badge on your profile page, telling all and sundry that you’ve gone premium.

Of course everyone else who goes premium gets identical treatment. If you are vying for a position where there are 100 applicants, and five of them are premium, then all five of you are at the top of the heap. Furthermore, there are no gradations of quality. LinkedIn neither knows (nor cares) whether you or any of the other premium members are better qualified than the other 95 applicants. You’re still up at the top of the stack, although of course the impact of being premium is diminished when others are, as well.

We were asked to answer a few ethical questions about this practice.

  • Does the premium service pass ethical muster? Why or why not?

Using the SAD (Situation, Analysis, Decision) method, the situation is, I feel, somewhat exploitative. The job seeker (often an increasingly desperate individual) is tempted to spend their limited capital on the service. The moral agent, I feel, is LinkedIn itself. While the job seeker might be the one deciding on whether to go ahead and go premium or not, it is LinkedIn itself that has decided on pricing and on providing the service in the first place.

The service is a dubious one at best, I feel. The job seeker is pushed to get his or her resume to the top of the stack, but the reason for promoting the candidate is a financial one and is not based upon merit at all. Such a practice preys upon a job seeker’s insecurities and desire to get something, anything to pay the bills.

  • Does the employer have an ethical responsibility to prioritize LinkedIn’s premium service subscribers above other candidates? Why or why not?

The employer has no ethical responsibility to prioritize premium service subscribers over other candidates. For the employer, if he or she knows how candidates pay for placement, then the intelligent thing to do would be to ignore stack placement in favor of other criteria, such as whether a candidate has experience in an area, or is a veteran or a disabled person that the company is looking to court (such a practice may or may not be legal or ethical, either).

Practically speaking, though, piles of candidate resumes, much like slush piles at publishing houses, are glanced at unless the employee is really looking for something or for a certain type of someone. The fact that certain candidates are at the top might mean that they are the only candidates seen by a rushed Hiring Manager. LinkedIn is counting on this behavior by Hiring Managers, as are job seekers who avail themselves of the service.

  • What ethical arguments could job seekers use against this LinkedIn’s practice?

Beyond the question of whether it works at all (e. g. charging for a service that does not seem as if it would work at all), a job seeker can also present an argument about exploitation. Job seekers are on fixed and unreliable incomes at best. To push for nearly $30/month for a service of dubious efficacy means that a job seeker might go without any number of necessities. It may not seem like much, but that’s grocery money. $360/year is the cost of a decent new suit and accessories.

Does this situation fall under contractarian ethical theory (based upon mutual agreement)? Not exactly. The mutual agreement is skewed heavily in favor of LinkedIn, which created the ‘service’ in the first place and does not allow for negotiations on price or features. LinkedIn isn’t acting from an altruistic standpoint, either. For LinkedIn, the situation seems to fall under utilitarianism. E. g. for them, it is a maximizing of benefits and a minimizing of downsides.

For the job seeker, it seems like just another way to prey on their circumstances without providing much of a benefit at all. Under a deontology theory in particular (act morally under all circumstances), the LinkedIn premium feature fails particularly miserably.

Online Advertising: Facebook Ads vs. Google AdWords vs. LinkedIn

Online Advertising: Facebook Ads vs. Google AdWords vs. LinkedIn

Social Media Today recently compared these three types of online advertising, namely: Facebook Ads, Google AdWords, and LinkedIn.

Social Media Phobias
Social Media Phobias (Photo credit: Intersection Consulting)

Google

Google’s ads have gotten more expensive, and their success often seems to be hit or miss. Wide geographic ranges can give dramatic numbers but few results – narrowing things down geographically seems to accompany a commensurate rise in click quality.  According to the article, Google advertising, “… works if you have a unique and popular product or service. The interface feels professional, with excellent reporting tools, great usability and many various options.”

Facebook

The Facebook advertising experience seemed to be the most satisfying to the writer of the article.  With a demographic and geographic focus (and fast service by Facebook support), ads could be created with near-pinpoint accuracy.  When speaking of Facebook, which is much more of a leisure time site than LinkedIn or Google is, the article stated, “(t)he secret is not to become too serious in your ads and keep them simple.”

LinkedIn

LinkedIn was seen as being great for ads intended to reach strictly professional audiences. However, the LinkedIn admin team took significantly longer to approve advertisements than their counterparts at Facebook and Google took.  The reporting was also rather restricted, only offering a CSV file for download.

I agree with the conclusions drawn in the article – Facebook was overall the best, Google would be helpful for targeted ads for specific, unique or well-known products, and LinkedIn lagged, big time. To my mind, this also dovetails well with these sites’ overall purposes. Facebook is seen as for socializing and so it seems to work with ads in the same way that we are used to be served television commercials. Google and LinkedIn have other purposes and so there is less of an expected marriage of content and online advertising.

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