Linkedin Social Network: Benefits and Prospects for the Media
Abstract
The purpose of the study. To identify the features of the social network LinkedIn and find out its prospects for use to promote media content and image.
Research methodology. The research used general scientific methods: generalization, synthesis, analysis, comparison, abstraction, and typology, which allowed us to analyze the social network LinkedIn, as well as to determine its benefits for promoting media content and image formation. To search for media that use the social network LinkedIn to promote their content and image, we used the internal search of the selected social network. During the research it was found that LinkedIn actively maintains its pages of 2 media groups – Media Group Ukraine LLC (TV channels «Ukraine», «Ukraine 24», «UFO TV», «Indigo TV», «Football 1/2/3», Ukraine 1 / Ukraine 2, NLO TV 2, «34 TV Channel» and others) and 1+1 media (TV channels «1+1», «2+2», «TET», «PlusPlus»,
«1+1 International», «Union TV», «Curlers» and others). Accounts of Ukrainian TV channels, radio, magazines, and newspapers were also found on LinkedIn.
Results. The LinkedIn social network is a promising platform primarily for shaping the image of the media in general, and not just as a successful employer. As well as many foreign media use it to inform subscribers and increase traffic to the media site. LinkedIn media is used for various purposes. It is also convenient to use to keep abreast of all innovations in the media market and monitor the success of competitors.
Novelty. The LinkedIn social network is considered a professional social platform, it is often identified as a platform for finding employees. Ukrainian mass media are reluctant to create accounts and publish content in it. Even though it can be a promising platform for them to form the image of the media, not only as a reliable employer but also as a successful media. We came to this decision after analyzing the pages of Ukrainian and foreign media on the social network LinkedIn. Also, while searching for research on a given topic, we could not find the works of Ukrainian scientists who would consider LinkedIn as a platform for promoting media content and image formation. This topic is also not popular and well-developed among foreign scholars.
Key words: social networks, LinkedIn, image formation, content promotion, mass media.
References
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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2022.3(51).12
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