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How Social Media Platforms, Like LinkedIn, Monetize

Dana Corriel, MD explains how platforms like LinkedIn can monetize its audience.

January 5, 2024

Did you know that LinkedIn is a great space for interacting with your colleagues?

It is, as I explain in consulting sessions with our network, very similar to how Facebook functions. Meaning, there is online interaction between professionals, which could be taking place in real time, or at the convenience of users.

The platforms monetize users’ time through advertising opportunities, much like a television show would. If 10,000,000 people watch a show, for example, there is earning potential to holding that audience’s attention.

When a business like social media platforms can further niche down the specifics of who make up their audience, their audience is worth even more. For example, if eye doctors made up a certain audience stream, and a company wanted to advertise its new eye exam equipment product, this would be a valuable audience for them.

 

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It is important for us to start understanding how social media works. Not only because we can then use it ourselves, but because we want to know how others are using it, too.

As always, build your own online presence, and make sure YOU are in control of what’s online about you, and not someone else.

There are, of course, a myriad of ways in which LinkedIn is monetized, and it’s not just through the above method. As other clever business digital models of today do, the platform monetizes itself through several revenue streams. Keep in mind that business models like LinkedIn are constantly evolving over time. In fact, I’d say it takes place daily, at times, as there seems to be a new function added, or tweaked, every time that I newly log back in.

 

Fingers on a treadmill, made of a social media feed floor.
Being active on social media sure feels like a workout, for many of us docs!

 

Here are some key ways LinkedIn generates revenue:

 

  • Premium Subscriptions:
    • LinkedIn offers premium subscription plans that provide enhanced features and tools for users.
    • Subscriptions cater to individual professionals, recruiters, and businesses looking to improve their visibility and networking capabilities on the platform.

 

  • Talent Solutions:
    • LinkedIn provides recruitment tools and services to businesses through its Talent Solutions segment.
    • These tools help companies find, attract, and hire talent more effectively.
    • Features include job postings, applicant tracking, and advanced search capabilities.

 

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  • Marketing Solutions:
    • LinkedIn allows businesses to run targeted advertising campaigns to reach specific audiences.
    • This includes sponsored content, sponsored InMail, and display ads.
    • Advertisers can target their campaigns based on factors such as job title, company size, industry, and more.

 

  • Learning Solutions:
    • LinkedIn Learning, formerly known as Lynda.com, offers online courses and video tutorials on a wide range of professional skills.
    • Individuals and organizations can subscribe to LinkedIn Learning for access to educational content. This represents another revenue stream for the platform.

 

Caricature eyes behind reading glasses, with scrolling seen as the reflection.
Learning thourgh the Scroll..

 

  • Sales Solutions:
    • LinkedIn provides tools to help sales professionals identify and connect with potential leads.
    • Sales Navigator, for example, is a premium product that offers advanced lead search, lead recommendations, and CRM integration to facilitate sales prospecting.

 

  • Data and Analytics:
    • LinkedIn also monetizes its vast dataset by offering insights and analytics to businesses.
    • This data can be valuable for recruiting, marketing, and other strategic purposes.

 

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  • Sponsored Content:
    • Sponsored Content allows businesses to promote their content to a targeted audience in the LinkedIn feed.
    • This includes articles, posts, and multimedia content.
  • Job Postings:
    • Companies can pay to post job listings on LinkedIn, allowing them to reach a large and professional audience.
    • This is a straightforward way for businesses to connect with potential candidates.

 

So there you have it. A succinct breakdown of monetization structure, where it comes to the social media platforms of today.

Got another way to monetize?

We’d surely love to hear about it. Submit here.

Read 10 Examples Of Impactful Profile Titles For Doctors On LinkedIn, in our magazine, or check out all of our social media resources, in the Social Media section.

Dana Corriel, MD

Dana Corriel, MD

“I haven’t LEFT medicine, I’m simply taking time to tackle its issues from a different angle. I’m stepping out of the traditional medicine box.”

All opinions published on SomeDocs-Mag are the author’s and do not reflect the official position of SoMeDocs, its staff, editors. SoMeDocs is a magazine built with the safety of free expression and diverse perspectives in mind. For more information, or to submit your own opinion, please see our submission guidelines or email opmed@doximity.com. Do you have a compelling personal story you’d like to see published on SoMeDocs? Find out what we’re looking for here and submit your writing, or send us a pitch.

All opinions published on SomeDocs-Mag are the author’s and do not reflect the official position of SoMeDocs, its staff, editors. SoMeDocs is a magazine built with the safety of free expression and diverse perspectives in mind. Do you have a compelling personal story you’d like to see published on SoMeDocs? Submit your own article now here.

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Dana Corriel, MD

Speaker: Dana Corriel, MD

Dr. Dana Corriel is a physician entrepreneur who has built her own digital startup from the ground up and has grown physician communities. She can lecture on most topics, where it comes to the healthcare digital space.

Side Ventures [SERIES]

Side Ventures [SERIES]

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Kimberly Parks, DO

Kimberly Parks, DO

I am a physician health care entrepreneur disrupting conventional medical care through integrative well care.

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