How the LinkedIn community is shifting in the face of COVID-19

‘A tree that doesnโt bend in a storm will break’ is a true idiom for the current COVID-19 crisis. Everyone is impacted in some way and are experiencing varying degrees of pain and vulnerability. Social media and businesses are the trees that are flailing and trying to adapt to a storm which has totally blindsided them.
The world has changed within a matter of weeks and shaken the shit out of all of us (no pun intended there regarding toilet paper-gate). We are reviewing everything!ย
As many will know, I have strong views on what is good and poor LinkedIn practice. I have little time for fluff and sharing what-you-ate-for-lunch-type content as LinkedIn holds a unique business value proposition and experience promise. So, a few weeks ago, I wrote an article for SmartCompany on how and why LinkedIn should stay in its social media lane and not try to be everything to everyone.ย ย
But that article just doesnโt feel right for right now with the new lens of COVID-19, so I am parking the article and beliefs for the time being. My new question is: โWhat the hell does it really matter right now what people are posting and doing on LinkedIn (as long it is not illegal, rude or unethical, of course)?’
So why the change of heart? LinkedIn is a community of business, brands and most importantly human beings. As the crisis continues, people will be spending more time on the platform seeking to contribute and engage from their own needs and perspectives.ย
Dwell time and a desire to gain knowledge, new networks and learning will skyrocket. As will the need to find solace, support and encouragement. Albeit in the general ethos of content which will educate, entertain and enlighten. But I will now add another E: ’emotional connection’. And what that will look and feel like for one will be very different from another.
Anxiety, fear of the unknown and human nature is very raw at the moment and people will respond and react very differently to stress based on their individual personality makeup. And this is why I am taking a different stance on what people should or shouldnโt do on LinkedIn at the moment. Compassion and thoughtfulness have never been more important. It does take enormous courage and willpower not to respond with anger. We are actually being given an opportunity to show the best of us right now.
Dr Delia McCabe, a neuroscientist specialising in the neurobiology of stress and its physiological effects, wrote in a recent article on COVID-19: “Feeling stressed is normal. However, psychological stress impacts immune function, so managing the stress weโre feeling is critically important if we want our immune system to function optimally.ย Stop reading everything you can find about the challenge on social media and before you post anything, think about whether you are helping or hindering others with your post.”
Members will resonate and seek different types of content and networking opportunities. What is considered trash to one, will be treasure to another. Everyone will be engaging with and posting content that is helpful and meaningful to them and there are many ways to tailor that to individual taste and needs.ย Fulfilling needs and feeling valued and respected are human needs which are key to minimising stress.ย ย
As with the bushfire response, the broader community has come to the table and engaged. From heads of business, government ministers, PMs, industry leaders, scientists, The World Health Organisation and NPOs, the conversations and content is diverse and robust.
Webinars, free services offered, support, updates, encouragement and sharing is bountiful. The community broadly here in Australia is coming to the fore with value. We are all indeed globally experiencing the same issues and this is a first. Indeed lockdowns and business stress and opportunities in Canada or Singapore are felt similarly in Australia.ย
There is a wide focus and mix of attitudes: from the hyper-motivational to a deeper malaise and back to factual and collegiate community support.
Many, of course, are continuing as business as usual and the way people conducted themselves prior to COVID-19 will no doubt continue as their modus operandi now.ย ย
There is a swag of content about how to work from home and strategies to navigate remote management and systems
For the first time in many years, there has been of course new hashtags (#coronavirus, #covid19). Existing, well-established hashtags have seen increased followers and content (such as mental health and remote work).
Many outstanding posts also with important messages and a humour image to lighten the mood and some really awesome PDF document shares of valuable content and information.
Everyone is on the optimism bandwagon of getting your business and LinkedIn geared and ready for when the crisis is over. Indeed itโs true as the seeds now will sprout later when life starts to return to normal(ish) again. So here are a few pointers.
As mentioned at the beginning, what we post and how we engage on LinkedIn needs to bend with the crisis. But what should not bend and indeed clamped down on harder is unethical, illegal and downright gaming practices that can damage memberโs visibility and their valuable content.
Please LinkedIn, get really serious about removing the fake international syndicate engagement pods, lempods, international click farms of paid likes, comments and fake followers. \ These compromise the platform and more so the opportunity of content and members to be given equal and fair distribution organically. The creator side optimisation program to give more weight to โnormal membersโ versus ‘influencersโ doesnโt appear to have made a sizeable difference.
You created an amazing global community platform that is much needed, more so now than ever before. Do whatโs right and not just what adds to the metrics and revenue.
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