LinkedIn is a network, not an audience

LinkedIn is a network, not an audience I’ve been on LinkedIn for almost twenty years. I was one of the first million users in the UK. When I joined, it wasn’t a social media platform. It was a professional networking site where you kept in touch with colleagues, customers and people you’d met at conferences. If you changed jobs, LinkedIn helped you stay connected. Since then, LinkedIn has changed enormously. Today it’s full of creators, influencers, newsletters, videos and people who’ve built businesses around their LinkedIn presence. Which makes me wonder if I’m the one who’s got it wrong. When LinkedIn was just LinkedIn A few months ago, someone I know in the AI community suggested I was missing a trick. She pointed out that I don’t accept every connection request. If I did, my posts would reach far more people. And she’s right. If my goal was to maximise the reach of my posts, then accepting every invitation would almost certainly help. It made me realise that we were using…