Facebook To Launch LinkedIn Competitor Job Tool But Mixing Two Social Experiences Robustly May Be Difficult:
Facebook is going to emulate LinkedIn’s success. Facebook announced it was going after LinkedIn, the largest social media site for professionals. Will it work? Facebook has had difficulties leveraging their 900 million users from family and friends social networking to business activities. Many of the professional offerings from Facebook have not been successful such as marketplace or business listings. The most successful business portion of the site has been the company ‘like’ pages.
People may not want to mix their social networking for fun with business social networking and Facebook displays user actions to other people they are connected to. This means the professional aspects of Facebook may be leaked to others people in the social media list of family and friends. Several different types of mistakes can occur that wouldn’t happen if the social media activities remain separated. “John Smith just updated his resume.” may not be a status update Johnny would want to share with his friends.
Facebook could take some market share from LinkedIn’s 150 million users but most people only visit the LinkedIn site around once a month and the bulk of activity occurs from a small percentage of people (usually recruiters) returning to the site often. This won’t help Facebook scale its operations and the risk may be small versus the reward. If Facebook can integrate both types of social media properly, it could help them increase their reach significantly and take some share not only from LinkedIn but also from Monster, TheLadders.com and others.