Pulse now powers the curated news experience on both the mobile and desktop versions of LinkedIn. The revamped offering is called LinkedIn Pulse and will remain the first thing many users see when logging into the service.
The LinkedIn changes are accompanied by an update of the Pulse mobile app. When users download the iOS or Android app, they will now be prompted to sign-in using their LinkedIn profile. The service will then offer content recommendations customized to their LinkedIn preferences and professional interests. Users will also be able to more easily share content from the app with their LinkedIn network.
As Mashable noted in its coverage of the announcement, the move is part of a major push by LinkedIn to offer more personalized content to its users. The increased stream of relevant stories provided by the Pulse integration should help the social media service retain visitors for longer periods of time and encourage them to return more frequently.
For brands, the changes are a reminder that LinkedIn is quickly establishing itself as a platform for information discovery and sharing. As the social media service continues to evolve, marketers will increasingly need to think of it as an important outlet for their content, not just as a place for professional connections.
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Written by Michael Del Gigante