I always find it interesting when things get used in unexpected ways, like using a nutcracker as a bottle opener or using rice to dry out a smartphone that got soaked. So when I saw that Koka Sexton had run an experiment that sought to understand how a meme could travel on LinkedIn, I was intrigued.
What Koka did was share an on-brand and topical image into his LinkedIn network which, frankly, isn’t something one sees every day. In this case, the image was a riff on the Liam Neeson “Taken” character.
A couple of weeks ago, we linked to an article about how scientists had solved the fundamental problem in viral distribution of information. The research showed that seeding information into key groups in a network could significantly affect at what velocity and distance information spread throughout the network. Koka found that by sharing this type of content as a LinkedIn update, as opposed to the more typical link to external content, he was able to have an initial interaction with many more individuals than he typically would.
Perhaps even more interestingly, however, was Koka’s recognition that certain individuals in his network act as bridges between different parts of his overall network. (Social network analysis researchers measure this concept being a bridge or a broker as an individual’s “betweenness centrality.) In this case, he saw that many of the links to his third-degree network went through one of his colleagues and once the meme “jumped” into this other part of his network, it continued to propagate. This also shows the strength of weak ties.
Once someone interacted with the meme, the most important thing was to take some form of action to take the first step in turning what could be a one-off engagement into the start of a business relationship. Four ways to do that included:
• Liking their interaction
• Thanking the individual for their interaction
• Messaging the individual directly
• Connecting with the individual on LinkedIn
“The idea isn’t to create the content, get engagement and then start pitching your product. The idea is that you share great things and then use the engagement to expand your network.” – Koka Sexton, LinkedIn
In reading the original post, it clearly cast the network that the meme traveled through into an explicit model of “1st, 2nd, 3rd degree connections.” While I know that’s how LinkedIn technically refers to individuals in the system, I don’t think I’d ever really used that frame as actively. When I look at the world, I typically didn’t go through the mental action of “do I know this person, or do I know someone who knows this person, or are they further away than that?”
A few key takeaways for me:
• I’m definitely going to start to look for more instances where LinkedIn has worked as a medium through which information can travel, and not solely a place to build connections.
• Need to do some more thinking on this “1st, 2nd and 3rd degree” framing of the world
• Liam Neeson still kinda spooks me out a little bit with his intensity
What do you think? Have you seen other examples where this type of content achieved significant distribution through LinkedIn, as opposed to the more obvious venues such as Facebook or Twitter?
Bonus link: The voiceover is pretty funny