LinkedIn + NYT = Social Media + Mass Media
Posted by Pat Kitano at 7/22/2008 3:52 PM 
Categories: New Business Models, social networking, Social Media
Categories: New Business Models, social networking, Social Media
Social Media meet Mass Media. LinkedIn launches a personalization offering with the New York Times that customizes Times news to LinkedIn subscribers based on their industry preferences. It's a simple business model that would seem to augur a spate of news personalization deals between social networks and news media. Here is a futuristic time chart on how the convergence of mass media and social media might evolve:
| Social Media Benefit | Mass Media Benefit | Business model | |
| First step: Personalization of News to Social/Industry Preference | Linkedin gains credibility in partnership with NYT | Captures additional Linkedin readers | Exchanging membership for traffic |
| Next evolution: all social networks develop content partnerships with Mass Media | Social networks build "Digg"-like functionality based on customized news delivery | Mass Media remains relevant to social media members | Next generation social news site SocialMedian already delivers news based on user preference |
| Next next evolution: Mass Media becomes Social Media. Users not only consuming news customized to their preference but generating news through their social media | Potential equity relationships with or acquisitions from Mass Media companies | The Social Media is integrated into Mass Media and advertising customized to users' preferences | Google Adwords. The Mass Media can enter the targeted ad space full bore to complement their broadcast ad model. |
Very interesting Pat. I am starting to fall way behind and my Linkdin is something I do not understand. Facebook is so open and easy I find Linkdin cumbersome and hard to understand. Where am I going wrong?
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Thanks Chris... Linkedin is basically your online resume. I've attached a slide from the How to Become an Online Authority slideshow that attempts to explain the role of each social media application:
I think social media applications are best maintained by "set up and forget"... the networks tend to build themselves organically.
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