You really are not that special, and neither am I
Oh, I’ve been seeing people posting on Facebook and elsewhere how special they are. Seems LinkedIn sent them a notice that they are in the top 5% or 1% of profiles viewed.
Yeah, yeah. Bla, bla. Me too. So what?
Am I better than 99% of you because I’m in the top 1% of LinkedIn profiles viewed?
Does this new elite status make me a better legal marketer, board member, blogger, Girl Scout Leader, wife or mother?
If my profile is viewed more than Despina Kartson, does it make me a better strategist?
If viewed more than Aleisha Gravit, a better organized and systematically logically thinker?
No.
My value and contributions to my profession are not based on how often my profile is viewed. This new LinkedIn status does not make me special, a best, or super, or whatever person.
My value and contributions are based on my actions and my reputation. My work product, and my ability to showcase it.
Being in the top 1% of LinkedIn profile views just means the spam-bots have found me. Now, do you want to buy some cookies or what??
Not to mention the number of times my Profile has been viewed is nothing so astronomical that it could possibly fit into the top 1%, so something is amiss. Everyone needs to remember that our Profiles are also viewed regularly when we send invitations to connect with others, so that bumps up the number as well. I cringed yesterday when I saw someone suggest to another that this “honor” be promoted in marketing materials and language.
OMG! Nancy, I can’t believe anyone would actually think it an honor worthy of marketing. Geeze, we’re getting desperate!
LinkedIn is making an especially hard push for premium upgrade purchases. Things that were once basic, now are not. You have to buy the upgrade. One being the number of people a basic user sees of who viewed their profile. The you’ve been viewed game is nothing more than a pitch to your curiosity, hoping to lure you to sign up for premium and see more of who has viewed your profile. It’s probably working. Of course, then they hit you with the super premium upgrade where you get to see them all! And, on and on. I’m really getting frustrated with LinkedIn’s sales tactics. I believe they’ve left their original value proposition behind.
I thought it was a fun stat and I liked the presentation – but I also poked fun at it when I was posting it. (“I’m a one percenter – don’t occupy me, bro!”)
Great post. Like you I think it’s a bit irrelevant unless that’s your goal for LinkedIn! Better to focus on the measures that matter to you.
Re. Jayne’s comment about the premium status – agree. One good thing is that there’s a much cheaper upgrade version that LinkedIn keeps hidden that costs less than US$120 per year (thanks to Donna Serdula for alerting people to this one). Makes it much more affordable for those who want more info about who’s viewed their profile and the keywords people use to find you (does give the complete list). It’s under the more premium options button.
this whole thing made me think of what year of grade school we’re all in with these LinkedIn prizes. I think – based on some careful thought – it’s 3rd grade. what will they think of next?!!!
I still cannot stop laughing about the pic…..
Oh, don’t be too hard on LinkedIn, Heather. You can certainly be cynical of their motives, but don’t underestimate the power of recognition, regardless of the form it takes or the size it is. Their gesture may not mean much to you, but there are plenty of those in your exclusive, 2 million member club who will definitely appreciate being single out.
Our brain just loves thinking we are special.
Last week, Joe Flacco, the QB for the Baltimore Raves won the MVP of the Super Bowl. As he was standing on the platform with his teammates, he was told that he not only won the award, but that he won a car, as well. The cameras caught him in a moment of pure excitement saying,”I won a car? I won a car!!” Joe Flacco currently earns nearly $5 million/ year and will receive a new contract very soon that will pay him about $16 million/year. Now, why in the world would this guy get so excited that he just won a $80,000 car? It’s because its a symbol of what he accomplished. The fact that he could buy one himself with the cash in his pocket is secondary. It’s the act of being singled out that gave it meaning and power. That is what made LinkedIn’s email effective to many (but not all) of its 1 and 5%ers.
I dare you to make some small gesture of recognition to 1-5% of your clients or staff. See what impact it has.
James, I have so much respect for you, but I have to disagree.
LinkedIn is connecting this new status to upgrading to a paid premium service so you can now find out who has been viewing your profile.
Which is what happens in our industry. Attorneys get ranked as best or super, and then the plaque sellers start calling. And maybe we want to buy an ad, or a premium listing where we can highlight how super we are.
As for our clients, I would hope that being a top law firm client comes with value-added services. Not just spend more money. Which, unfortunately, for some firms, is the only client “benefit” they add.
It’s never a good sign when a response begins, “I have so much respect for you, but…”
It’s OK. I get it. I wasn’t advocating for LinkedIn’s methods, only pointing out why they are effective. They are the same reasons that attorneys liked to be ranked as “super lawyers,” why colleges want to be ranked and compared to the Ivy League, and why actors give themselves awards. We like to be classified as a select, elite group, and we also like being associated with select, elite groups. LinkedIn was just doing what we humans have been doing to influence one another’s behavior for a very long time
As you know, I believe (and can prove) building great relationships will always trump these sort of manipulative tactics. But I also believe it is helpful for us to understand human motivation. Knowing that people like to feel special, exclusive, exceptional, distinctive, is the take away here. LinkedIn, Facebook and Super Lawyers may try to capitalize on this human tendency in order to sell ads or upgrade accounts, but the rest of us can use it to build loyalty. When you can make your clients, staff, strategic partners, vendors, etc. feel like they are unique, important, and recognized – like they are your 1%ers – they will respond too.
I probably have such a strong negative reaction to these “tricks” as I spend so much time trying to combat them.
I want to teach and instill in the lawyers I work with how to provide real value. How to develop those relationships. Why being ranked by X Y or Z does nothing to move them forward in that regard.
I heard about your upcoming program in July. I have no plans to be back east at that time, but I might have to figure something out to be there.
Heather
Good discussion. Agreed the human need for verification runs deep – love the Joe Flacco example, James. But in legal circles, the self-award (peer award) is just plain crazy to me. Hollywood, I understand. But in a profession that is so regulated – generally believing they are above the fray of commercialism – boasting on self-aggrandizement to win clients is silly. It does not exist in the corporate circles – and there’s a reason: it doesn’t matter.
The only people that win in these contests are the lawyer, their mother, the PR agency that got paid to submit their entry form, and the publication that is selling the ads or upgrades. Maybe I’m cynical, jaded, and as frustrated as Heather trying to combat the system, but I really think the whole best-of thing is gouache. While receiving a 1% award from LinkedIn may give the recipient a boost, it’s absurd to think promoting that boast would be appropriate. Do lawyers not see this?
Granted, unsophisticated clients may be influenced by cheesy awards, and if that’s your target audience, go for it. But, general counsel repeatedly say it means nothing and in fact I’ve heard them mock this boasting phenomenon from the stage at GC panels. But for the few rankings that are actually researched, which some GC will use in consideration (only a minor factor, though) everyone knows that there is not absolute accuracy. The best of the best may exist but has never submitted the nomination form. Does that make them the worst, no, just invisible. Being invisible is not good. So, the industry feeds the boast beast, making the whole mess just impossible for marketers to ignore.
The other day I was looking at a legal consultant’s profile on LinkedIn and noticed the list of awards the person received. Wow, I was impressed and, yes, a bit envious. Then I remembered that I never submit to award programs. What I do doesn’t fit into awards and my time is better spent with my clients, ensuring their satisfaction and winning their recommendation. Maybe if I thought I could win a car, I would.
Great post Heather. And some great follow up points from others as well.