LinkedIn Ought to Be ‘LinkedOut’

I have moved up the emotional scale from mildly irritated to pretty angry. I even considered a New Year’s resolution of dumping LinkedIn.

The first time it happened, I thought it was just an error caused by my chunky fingers hitting the wrong keys or clicking my mouse with too little respect for the useful creature. But, as it has continued, and LinkedIn has been impervious to requests for an explanation of whether what’s happening is intentional or not, I have moved up the emotional scale from mildly irritated to pretty angry. I even considered a New Year’s resolution of dumping LinkedIn.

Here’s why.

What would you think if you got this message in your inbox?

LinkedIn notification for Peter Rosenwald
Credit: Peter J. Rosenwald

Like me, you might be complimented that people are searching for you for business, for pleasure or for anything. And you’d certainly be curious about who these clever searchers might be. So, just as I did, you would click the box. Right? And here is what you would get.

LinkedIn search notifications for Peter Rosenwald
Credit: Peter J. Rosenwald

That’s funny. I distinctly remember that LinkedIn told me (in the opening personal email from “Notification. No reply”) that I had appeared in three searches this week. Did the other two searchers get lost?

Only a week or so later, Liz, at LinkedIn Sales Solutions, tells me my 90-day fan club, albeit over an overlapping period, grew by 400 percent.

linkedin sales solutions notification for Peter Rosenwald
Credit: Peter J. Rosenwald

WOW. I really want to see who those folks are.

The only problem is that to see these 13 people, I have to sign up for a 30-day “Free” trial to Sales Navigator Professional with a negative option paid subscription after the 30 days if you don`t notify

LinkedIn credit card notification for Peter Rosenwald
Credit: Peter J. Rosenwald

them you want to quit. And to get the free trial, I have to give LinkedIn my credit card and lots of other data. Why? Helpfully, there is a very smoothly written explanation promising “a seamless subscription experience.” But, despite these assurances, when even the CIA and NSA can’t adequately protect their data, can LinkedIn?

The playwright Tom Stoppard has one of his characters say famously, “There is an art to the building up of suspense.” LinkedIn seems to have mastered the art, taking the curious (or not taking him) to find who is really interested in his profile.

And if that weren’t enough, here’s what came next.

Important LinkedIn notification for Peter Rosenwald
Credit: Peter J. Rosenwald

I know I flunked math at school but, despite a serious effort, I couldn’t figure out where the 267 number came from.

It’s obvious that like many of Silicon Valley’s progeny, growth in number of “subscribers,” paying for the premium service vs. taking it free, is the key KPI. That would help explain the rather over-the-top switch-selling which so annoys not only me, but lots of people who value the LinkedIn service — but not the hassle.

“Get them to sign up” is a standard digital mantra. And as LinkedIn is now owned by Microsoft, its bean counters are no doubt focusing on this and the data that each sign-up brings. Writing for Forbes, Grant Feller said of LinkedIn: “It knows where people work, their skills, ambitions, who they went to school with and what interests groups people share. LinkedIn knows about people better than Microsoft does.”

It is now virtually impossible to get a sense of whether this strategy is paying off. After Microsoft paid a cool $26.2 billion in late 2016 for the essentially profitless company with its tanking stock price, its figures are no longer available. At the time, Microsoft CEO Satya Nadella was quoted as calling the deal the centerpiece of its “cloud services and software” strategy. And it also makes Microsoft a major player in the increasingly competitive social network Olympics. But does this justify such a hard sell?

The question is: Should we all be LinkedIn or Out? That’s something to consider for your next New Year’s resolutions.

Author: Peter J. Rosenwald

Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of "Accountable Marketing" (Thomson), "Profiting From the Magic of Marketing Metrics" (Direct Marketing IQ), and "GringoView" blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.

12 thoughts on “LinkedIn Ought to Be ‘LinkedOut’”

  1. Peter, I understand completely and appreciate your comments. It seems that almost every company that gets your contact info will try to extract money from you. Whenever there is a free service, there also seems to be a premium service that costs. Then those people who sign up for the premium service must also become wary of all the unnamed “affiliate” companies that will try to lure you as well.

    I happen to like LinkedIn. In fact, it is the only social media program I do like. It has kept me in touch with business relationships that would have disappeared decades ago. However, while I am also curious about who is looking at my profile; I am even more concerned about my privacy and leery of what companies do with my contact data and credit card info. If someone has viewed my profile and it is important enough, he or she will contact me one way or another. For that reason, I simply resist LinkedIn’s flattering lure of finding out who was looking at my profile.

    1. Like you I fear privacy may be a thing of the past. I don`t want to `share with anyone I don`t specifically want to share with. Thanks for commenting.

  2. Who in the world could ever figure out their logarithm mindset? Maybe it’s me but I find that few of my postings are read by many people, including postings to groups. Maybe I’m that boring but ego or not I just don’t believe that.

  3. Since the Microsoft purchase, LinkedIn has changed (for the worse) sharing options for GROUPS and relegated customer support to overnight email exchanges with tech folks in India. You cannot TALK to Linkedin without paying high priced premium subscription … for simple setup help. Been at this for more than a month. Quark lost out to Adobe for poor support; LinkedIn is on its way for a similar implosion.

    1. When your objective is getting the most number of subscribers, you sometimes forget that you have to treat them well. Thbnks for your comments.

  4. I’ve all but left LinkedIn. I haven’t cancelled my account but haven’t done anything on it for months. Part of it is the privacy issue – I also will not give them any credit card information. But I’ve also gotten fed up with the groups. A couple I belong to are moderated by people who think they are God. Others have such little traffic that they go weeks without an update.
    I liked it better when I got notified by email of updates in my groups but that hasn’t occurred for a long time. And I’m too busy to check every site I’m on to see if there are updates. At least Discus is good enough to notify me. Even Facebook will do so. But not LinkedIn.

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