Microsoft buys LinkedIn

So Microsoft have gone and made an all-cash, $26.2 billion offer for LinkedIn and I can certainly see the logic. After acquiring Yammer not so long ago, they’ve now neatly secured the enterprise social media market – through owning two of the largest players – and have the opportunity to develop a unique integrated internal/external offering. 

It’s also interesting that LinkedIn is going to be allowed to continue operating largely independently, and I for one think it’s a good thing… although it’s going to be challenging for LinkedIn to continue growing the network as they’ve already faced difficulties in this area. In part, those difficulties contributed to the overall decline of the share price and the recent profit warning – and that’s just allowed Microsoft to snap up a comparative bargain. 

But LinkedIn have continued to make subtle changes to their service (not all for the best – I’m thinking about Unlisted Groups here!) and continue to look at broadening their user base. The sub-apps they’ve released over recent months and years, for groups and recruiting, as well as their support for self-publishing via LinekdIn Pulse, are testament to that innovation culture they clearly have.

However, it’s likely that the 100+ million monthly active users of LinkedIn and 45+ billion unique page views per quarter, are clearly stats that Microsoft couldn’t ignore. Everyone’s busy buying user data these days it seems, and this is a highly relevant, business-specific dataset which is very closely aligned with the core Microsoft offering. 

Good luck to them I say. I think Microsoft has been much maligned over the years in the press and by the blogerati, but I actually think they’ve turned a corner with Satya Nadella at the helm. Office 365 is very good. OneDrive is improving (despite the reduction in free space offered and removal of the unlimited band). And Windows 10 is one of their best operating systems ever, in my opinion. It all just works. On multiple devices. And in an increasingly integrated and cloud-enabled way. So for that, I’m in support of this acquisition and will be keenly watching to see what comes of it.

Customised LinkedIn buttons

I’m on the business networking web site, LinkedIn (

If you want to include customised buttons linking to your LinkedIn profile (like the one below), then just follow these simple steps.

View Matt Cody's profile on LinkedIn (this button actually links to my personal LinkedIn profile)

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LinkedIn Super Guide

I’ve been researching LinkedIn as part of another project and came across this great resource billed as a LinkedIn Super Guide that includes Tutorials, Tips & Advice, and Tools links to different web sites and blogs. It’s definitely worth checking out:  HERE (published 12th May 2009).

Social media statistics

There are all sorts of facts and figures flying around concerning social media and, on the surface of it, the numbers are quite significant:


  • Over 18m active Facebook users in the UK
  • 50% of users return to the site on a daily basis 
  • The average user visits twice a day 
  • The average visit length is 25 minutes


  • It is now the UK’s 2nd biggest search engine 
  • An outstanding 15m unique visits clocked up every month
  • Every minute, 15 hours of YouTube video is uploaded


  • Estimated 6 million users 
  • Subscriber base is 63% male
  • Largest age demographic is 35-44 year olds 
  • 14% are considered as ‘stable career’ types
  • A quarter of users are high earners


  • Over 2.5 million users in the UK 
  • This is growing at an estimated 80,000 per month 
  • 60 million users worldwide
  • Spans 200 countries 
  • Average user age 41

It has also been reported that spend on social media marketing will reach $3.1 billion by 2014.

Clearly it’s an important (new) media channel, but developing a suitable strategy to engage with these users requires a different mindset altogether from the traditional marketing approaches that have been used over the years.

The question is, how should a strategy be developed that integrates with current activities, aligns with business objectives and delivers tangible or quantifiable returns on investment? That’s the key – and that’s what I plan on addressing in subsequent posts.