Moving Goal Posts: What the Recent LinkedIn Changes Mean for Your School or University

In the ever-evolving landscape of social media, platforms like LinkedIn are continually tweaking their algorithms and interface features. Recently, LinkedIn introduced a significant change in the way links are shared on its platform.

Instead of displaying large images alongside URLs/links, LinkedIn now opts for a thumbnail preview.

One speculation behind LinkedIn’s shift is an aim to drive increased ad revenue. Larger images are proven to drive more engagement, by reserving these only for sponsored posts, LinkedIn might be nudging regular users towards paid promotion options. This alteration forces individuals and organisations to rethink their content sharing tactics.

You’re now faced with the decision to either settle for the thumbnail preview, possibly experiencing a reduced click-through rate (CTR), or investing additional time and resources into generating custom images for your links, sharing the links within the post copy or, within the comments.

Unfortunately, at the time of writing there is no data available as to which option will be best – but we’re keeping an eye on it!

While this may seem like a minor adjustment, its implications could potentially impact how you may want to strategise your online presence.

The underlying question arises with this change is: What does it mean for schools and universities when the goal posts keep shifting on social media platforms?

For alumni and development teams, this adjustment underscores a broader lesson: the lack of control over social media platforms.

LinkedIn’s decision highlights the reality that these platforms can swiftly change functionalities or policies, disrupting established strategies overnight. It’s a reminder that relying solely on third-party platforms for community engagement and outreach carries inherent risks.

So, what’s the takeaway for schools, universities, and colleges navigating this digital terrain?

Firstly, adaptability is key. With social media platforms constantly evolving, it’s essential for your institution to remain agile and responsive to changes. Flexibility in strategy and a willingness to experiment with new approaches will be crucial in staying relevant and effective in engaging alumni and donors.

Secondly, while leveraging social media platforms like LinkedIn is valuable for reaching a broader audience, it’s equally important that you maintain control over your community engagement by using a platform (or platforms) which you completely control. This means investing in robust alumni portals tailored to your alumni body. Only by cultivating a strong presence on these platforms can you ensure your audience see your messaging, and mitigate the impact of sudden changes on third-party platforms.

In conclusion, the recent LinkedIn change serves as a reminder of the dynamic nature of social media platforms and the importance of adaptability and control in digital strategy. For schools and universities, it underscores the need for a balanced approach that combines engagement on third-party platforms with investment in owned platforms to safeguard against unexpected shifts in the social media landscape. By embracing flexibility and maintaining control over their communities, educational institutions can navigate the changing goal posts of social media with confidence.

SocialArchive® is a user-friendly digital platform for the education sector, purpose built for you to turn your history into a powerful way to connect to, manage, and drive engagement with, your alumni. Contact us today or book a demo to find out more.