When news broke (6
August 2013) that Jeff Bezos bought the Washington Post, a presenter from
Bloomberg West suggested that Amazon is moving towards the media business,
never mind that it was a personal investment.
Similarly when LinkedIn bought Pulse, the press then asked if LinkedIn
was re-strategising and moving into the media business.
I don’t think
so.
To me LinkedIn et
al are simply using a strategy of information.
It is about using
information to support their core business, what I term as surrounding their
products with information. Content is
the means to the end, not the end. This plan
adds value. They understand the mechanics
of the information age. In LinkedIn’s
case, it’s done for user engagement – using relevant content to tempt users to
the website more often. With the
newsfeed showing increasing number of members commenting by referencing LinkedIn’s
own content eg. Influencers’ post shows the strategy working. LinkedIn gets the internet business
model. Maybe I should buy their shares!
In the information
age, smart companies use information to drive business.
What do you think?
No comments:
Post a Comment