LinkedIn, the dinosaur of the social networking world is anything but archaic

Five smart and simple to implement ways to maximize Linkedin are sometimes overlooked. Check the list below to be sure you haven’t missed out on the opportunity Linkedin offers.

I was first introduced to LinkedIn in 2007. By an 82-year old woman who was making a fortune in direct sales. Like many entrepreneurs, I was attending a networking meeting, trying to drum up business for one of my start-ups; a home tutoring business. I was a tutor broker who woke up one day and realized if I didn’t get involved in social media, my business would cease to exist.

I sat there, dumbfounded, that this senior citizen was aghast when I told her I thought LinkedIn was for corporations and job seekers. Oh, how naive the younger set (me) was back in the early days of social media! My 20 plus years in corporate America were behind me. All I knew about LinkedIn (little to nothing) was that it was the blue-suit of the online networking world. And, I had given my blue, gray, brown, and black suits to a consignment store.

The direct sales wonder woman, however, insisted I go home and sign up for an account. So, I did. She was kind of intimidating and I felt somehow accountable to her, as I knew she would check up on me. So, off I went and filled in my profile and started connecting with everyone and anyone. Turned out I also knew absolutely nothing about target markets and ideal clients. Before long, I had over 300 connections and was having a ball. Unfortunately, none of them needed or wanted tutoring for their kids. My efforts and race to 500 connections so I could be a LION were in vain.

Fast forward to 2010. My entrepreneurial gene blossomed and lo and behold, after taking a social media class, I discovered my inner online networking mojo. Luckily, I was a quick learner and the potential and promise of social media became very clear. So clear, that I ended up coaching and teaching others about the world of social networking. Tutoring business be damned! I found my passion and never looked over my shoulder when I sold my business and reinvented myself. I went back and disconnected from about 389 people (Ok, exactly 389 people) and figured out LinkedIn was going to be one of the best ways to attract business, share my story, and establish myself in my new career.

Five reasons for my love of LinkedIn that I teach my social media clients follow:

1. LinkedIn is not just for finding a job. What began as a recruiter’s best tool is now a networking paradise for over 259 million users. Your ideal client is on LinkedIn – go forth and wow them.
2. NOT being on LinkedIn is one of the biggest professional mistakes one can make, regardless if you are selling widgets or are the CEO of a major corporation. They don’t call in LINKED “in” for nothing. It’s not who you know, it’s about who you know who knows someone else who knows someone else who needs and wants to link up with you. A potential customer is thinking of doing business with you? You can bet they will check your LinkedIn profile first.
3. Ignoring your profile and summary can be detrimental to your career. Fill in every single section, thoroughly. And write it in first person. Tell your story, give people a glimpse of what makes you tick and how and what you’ve accomplished to arrive where you are today. Share why you are doing what you do. Leave nothing out and begin your summary with how people can get in touch with you. LinkedIn users actually read the summaries and profiles, so give it some thought.
4. If your target market is local, don’t run away. LinkedIn has a strong enough membership that even the 82 year old granny that I met who would only travel 10 miles from her home – during daylight hours – made a great living and had a Mercedes paid for by her direct sales company to prove it.
5. Linkedin groups rock – big-time. And don’t even think there are no groups that would interest you.  There are over 1.2  million groups from which to choose. After joining, participate; share  your information, knowledge, and educational based marketing tips.

LinkedIn is not about numbers, photo contests, or stupid pet videos. It’s all business, all the time. You don’t need a suit and tie. You do need to set aside some time to look at what others see (your profile and posts) and present yourself to the millions with class and poise. If the octogenarian could do it, you can.

What is your favorite feature on LinkedIn? What have you tried that worked out well? Please share your successes!

How to Use LinkedIn Showcase Pages

Does your business have products or services that target unique audiences?

Do your customers spend time on LinkedIn?

Finding an effective social strategy to reach the right audience for each of your products and services can be challenging.

LinkedIn helps you solve this problem with its LinkedIn Showcase Pages.

In this article, I’ll show you how your business can benefit from LinkedIn Showcase Pages.

What are LinkedIn Showcase Pages?

Today, few businesses are islands.

Many companies are complex, offering various and disparate products and services for which they must create multiple marketing campaigns to reach different audiences.

This can make social media marketing resemble a juggling act. And that’s fine, even unavoidable; but while juggling, you need to make sure you don’t drop any metaphorical balls.

Showcase pages allow companies with multiple brand messages to segment them easily and deliver them to the right audiences.

Showcase pages allow you to deliver different content to your different audiences. You can have up to 10 different showcase pages associated with your business page.

Showcase pages are extensions of your company’s main company page for branding tie-in and easy navigation.

Visitors find links to your showcase pages in the right sidebar of your business page.

Your main company page still serves as a central messaging hub for LinkedIn’s millions of members.

Each showcase page is the ideal place to deliver engaging messaging to distinct target audiences with particular goals and needs.

Why LinkedIn Showcase Pages?

The more layered a company’s business offerings, the more segmented its target audience can get.

When a company attempts to use its social media channels to broadly promote every single product and service to every eyeball, it risks alienating an audience already over saturated with information. This is obviously something marketers want to avoid.

Consider Adobe, one of LinkedIn’s customers. Its Creative Cloud audience is quite distinct from its Marketing Cloud audience, and each needs to be—and is—treated as a separate entity.

Adobe has created a showcase page for Adobe Creative Cloud and Adobe Marketing Cloud to target their communication with these very different audiences.

The needs of Adobe, and companies like it, are best served when they cultivate distinct audience segments.

In order to target these various audiences on LinkedIn with the most relevant marketing content, it’s ideal to create an independent social media presence for each segment. This allows companies to dial in on precise messages—and the audiences that are keen to receive them—while stripping away all that’s irrelevant.

Of course, like many marketers, you’re already aware of many of these principles. But it’s the application of these principles that can become challenging. With so many unique audiences, not to mention your own products and services, multilayer marketing can quickly get complex, particularly when you consider that it’s imperative for a company to present a unified brand front.

Showcase pages provide you with a solution to deliver the right message to the right audience on LinkedIn.

How to Setup a LinkedIn Showcase Page

Setting up your showcase pages to highlight individual brands couldn’t be easier.

Here’s how to set up your showcase page.

1. Identify your brands, business units or initiatives that need a showcase page.
2. Click the Edit menu on your company page, and then select Create a Showcase Page.
3. Start sharing your content.

On your company page, click Edit and then select Create a Showcase Page.

With showcase pages, you can offer targeted, relevant content that builds relationships with your selected audiences.

An extension of company pages, showcases pages allow you to:

• Post organic company updates
• Create sponsored updates for greater reach
• Attract followers to your showcase page

What You Can Do With LinkedIn Showcase Pages?

Because the presentation of content is critical to engagement, showcase pages allow you to include a large image—what is called a “hero image”—across the top of every page, along with information about your company and links to your other showcase pages.

Below this hero image, content is formatted in two columns. Your feed is front and center, with the last several updates always available above the fold.

The showcase page has a hero image at the top and two columns of content below.

Some of LinkedIn’s first showcase page adopters—Microsoft, Cisco and Adobe—use the feed to keep followers updated with:

• Product announcements
• Relevant company and industry news
• Information about upcoming webinars
• Links to blog posts

Adobe shares an update targeted to people interested in their Creative Cloud product on their Creative Cloud showcase page.

Showcase Page Analytics

Monitoring the performance of your showcase pages is a crucial part of your content marketing strategy. Page administrators can track and view analytical data to gain deeper insights into:

• Engagement—see the engagement value of individual posts.
• Trends—identify patterns across key metrics.
• Demographics—understand more about your follower demographics and sources.

You can access analytical data to see how well your showcase pages perform.

Showcase pages can be used for optimizing your campaign effectiveness with A/B testing. Just make sure you use LinkedIn’s analytics tools to track the traffic and content reach of your showcase pages separately from your main company page.

Closing thoughts…

You can use the new LinkedIn showcase pages to accurately target content to your different market segments and enhance your company, product and industry trend information. Your followers will be able to follow the showcase page or pages of interest to them.

For more information on showcase pages, take a look at LinkedIn’s solution page. Or jump right in and create your showcase pages in minutes.

What do you think? Have you set up a showcase page? What has been your experience? Please share your comments below.

Best Times To Post On Social Media

Social Advertising Success

Recently, Facebook took the time to update their ad-buying platform to make it easier for businesses to navigate. Both Facebook and Twitter have enabled businesses to utilize the platforms to boost sales. Each network has different ways that you can purchase ads in order to get more people seeing your site. As this Mashable article correctly points out, most small businesses use social media because they feel like they have to, and not because they have a specific sales goal in mind. It’s wise to come up with a strategy to use this social ad-buying ability to its fullest.

In order to successfully use social marketing, businesses must first decide where their primary revenue stream is coming from. Once you see where you are getting customers from, you can make the most of social media ads.

As I mentioned earlier, Facebook ads are now much simpler to choose and purchase. You are able to choose what you are hoping to achieve with each ad, such as website conversions, offer claims, or event responses. Once you choose what you want your end result to be, Facebook helps you to decide what type of ad is most appropriate for what you want to happen. Some choices will include what demographic you want to target, where you want the ad to appear, and several other factors. Then, Facebook has you determine a budget. You can pay several different ways. You can choose to pay per action (think likes or purchases) or you can choose to pay per page view. Facebook then offers you analytics on your ads, so you can adjust your ad budget accordingly.  

Twitter makes ad buying much simpler than Facebook does. There are really only two ways that you can choose to pay to attract customers on Twitter – promoted Tweets or a promoted account. The difference is that promoted Tweets just advertise a specific message with a one-time fee. Promoted accounts aim to attract more followers, and charge as such. You have two choices as to how to target people, you can target by keyword or by demographic. Twitter has users bid how much they are willing to pay per action (i.e. retweet) rather than paying a flat fee.

There are other social sites that enable businesses both small and large to purchase ad space, such as LinkedIn, Tumblr, and Pinterest, just to name a few. It’s important to decide how to spend your advertising budget prudently and make it go as far as possible. Social ads are definitely a great way to gain more customers, and businesses should consider working it into their marketing budgets.

(Photo Source)

more: http://jureklepic.com/2013/11/09/social-advertising-success/#ixzz2kXLK5IZh

Users Log in With Facebook Instead of Creating New Accounts Online

Online consumers seem to agree: The more a site or app knows about a user, the better that user's experience will be.

That mantra has driven the need for personal accounts and logins at nearly every turn, and social sites such as Facebook and Google+ are competing to be your login of choice. Whether you're signing in to play Words with Friends, or managing your Fantasy Football roster on ESPN, you almost always need a username and password.

New data released Tuesday from Gigya, a social-login provider for large enterprises such as Verizon, Pepsi and ABC, found that people are using their Facebook identity more often than those of other social networks to log in to third-party apps and websites. Data collected over Q3 from the company's more than 700 clients found that those who have social logins use Facebook 51% of time, followed by Google+ (26%) and Yahoo (18%). Twitter was a distant fourth at only 4%.

The biggest benefit for being the social login of choice is staying power, said Gigya CEO Patrick Salyer. "It's a way for [social networks] to create very long-term relevancy with users," he explained. "Whatever you're using as your authentication login, that is going to be a service you continue to maintain and use possibly years and years from now."

More and more users are choosing to log in with social accounts they already have because it's more convenient than creating a new username and password for each stop you make on the web, Salyer said.

This login share for Facebook is important to the company's long-term plans, particularly around mobile. Facebook's share of mobile logins is at 66%, Gigya found, and the social network seems to be the login of choice in many areas outside the United States and Europe. In South America, Africa and the Asia-Pacific, Facebook's login share was higher than 70%, compared to only 47% in the U.S.

The future of Facebook's mobile strategy depends heavily on emerging markets, and as Internet access becomes more widespread, an increasing number of users will need logins to complete their online activities. Its presence in markets outside the U.S. will likely help with this.

Facebook has been openly pushing to make social login easier for users. The company fully implemented two-step login permissions in August, aiming to encourage more users to sign in with their Facebook identity by better explaining the data and information to which third-party apps and websites have access.

As of August, Facebook had more than 850 million login events per month.

Have something to add to this story? Share it in the comments.

Images: Antony Dickson/AFP/GettyImages, Gigya

6 Tips for Finding Prospects on LinkedIn

Are you using LinkedIn to connect with new leads and clients?

Do you want to learn about social selling tactics on LinkedIn?

Social selling is the use of social media todiscover and connect with new leads and new clients.

In this article, you’ll discover a 6-step process to find new leads and attract new clients on LinkedIn.

Start social selling on LinkedIn with these 6 simple steps. Image source: iStockphoto

#1: Make Your Profile Easy to Find

Most of social selling requires an active outreach process. But you can draw prospective clients to you when you optimize your profile with keywords a potential new client might use when seeking out someone with the products or services that you provide. Add strong keywords to the Title and Summary sections of your profile to ensure you show up in search results.

Remember that you’ll only show up in search results for people in your network. This includes first-, second- and third-level connections, and people who are members of groups you belong to. For this reason it’s beneficial to have a larger LinkedIn network rather than keeping it limited to close personal connections.

The more connections you have, the more searches you will show up in. That said, try not to treat LinkedIn as a popularity contest, since you’re limited to 3000 connection invites.

#2: Create Strategic Alliances

Next you’ll want to remember to network and build business relationships with peers in your industry.

Find professionals who share a target market similar to yours, but don’t offer the service you provide. Once you connect with them, consider fostering a reciprocal relationship to generate referrals for each of you.

Before connecting with a prospect, ask yourself "What do I have to offer her?"

The third-party credibility you receive will dramatically shorten the sales cycle with prospective clients.

#3: ‘Search’ for Opportunities

Now you can focus on finding the prospects you want for your business.

First, join a few LinkedIn groups to network with a wider audience.

Second, use the excellent functionality of Advanced Search to find prospects. You can filter by relationship, groups, location and industry, and the Save Search function even allows you to store effective criteria.

Search by relationship, groups, location and industry.

Use the Tags feature in LinkedIn Contacts to sort your results and save profiles of prospects to the Profile Organizer without being connected to them.

#4: Carefully Craft Your Message

After you identify someone you want to connect with, you’ll want to carefully tailor your communication.

A great first impression with your prospects on LinkedIn should leave them with an interest in your service and a willingness to continue communication.

Approach your prospects with a connection request naturally. Always start by greeting them by name. Be clear and concise in your body paragraph. Give them a reason to click “Accept“.

Personalize your connection request and tell them why you want to connect.

Personalize your connection request to avoid being flagged as spam. If you’re flagged too often, you’ll be required to add an email address to each connection request you send.

You can also contact your prospects through InMail, which can be purchased by unpaid members. These messages have a very high open and response rate and if the prospect doesn’t respond in seven days, the InMail will be credited back to your account.

#5: Build the Relationship

Once your connection request is accepted, develop the relationship through sustained communication.

Do you want to build buyer confidence and credibility? Offer your prospect something of value in the form of a helpful article, eBook or other free download. Whatever it is, ensure that it is of clear value so it isn’t dismissed as spam or self-serving.

Offer your prospects value with a free download.

Depending on your social selling strategy, you can send a follow-up message over the next several weeks. Set up reminders using the LinkedIn Contacts feature. Remember the content of these messages can vary, but you shouldn’t include sales materials.

Build your relationships with prospects by offering them something of value.

Do you need to organize this process? The Tags, Notes and Reminder features inside LinkedIn can help you.

Create a series of tags denoting stages (Lead-1, Lead-2 and Lead-3) to advance prospects as you continue through the process.

Store useful information about your contacts in the Notes feature and use the Reminder feature to let you know when your contact should be emailed next so they aren’t overlooked.

Keep track of where you are in the social selling process using the Tags, Notes and Reminder features on the profile page.

You’ll also want to stay up to date on what your contacts are doing on LinkedIn. The Your Day feature highlights the birthdays, business anniversaries and job changes of all of your contacts.

Develop your new and existing relationships on LinkedIn by acknowledging special occasions for prospects using the Your Day feature.

Use this information to further your relationships with a comment directly from the Your Day feature or with a personal message.

#6: Move Online Connections to Offline Conversations

Eventually, you want to move the contacts you’ve identified as prospects further into a business relationship by moving off the LinkedIn platform into an offline conversation via phone or in person.

Social selling starts online but moves offline to further the relationship.

Think about moving the relationship offline after a contact has responded to one of your relationship-building messages. If there’s no response after one or two attempts, consider sending one final message that briefly explains how you can solve their “problem.”

Everyone online has a problem that they are looking to solve and if you can tap into that and provide a solution, you’ll convert sales from LinkedIn.

Group unresponsive prospects under a tag for dormant contacts. You can continue to reach out to these prospects through the Your Day feature and by actively contributing to common groups they are members of.

Over to You

Follow these 6 steps to discover and connect with new leads and new clients. Integrated into your business strategy, you’re sure to transform your connections into business relationships.

Social selling produces better results than cold calling and allows you to easily reach the decision-makers. To be successful, strive to offer value and build credibility. After all, that’s what we look for when we do business with people, isn’t it?

What do you think? Are you using LinkedIn for social selling? What successes have you had? Leave your questions and comments in the box below.

Just Who Uses Social Media? A Demographic Breakdown

You think you know social? How about who uses it? Well, you might not know it as well as you would have guessed.

A new study from the Pew Research Center and Docstoc shed some light on just who uses social and on what platforms. Some of the findings seem in line with what you would probably guess, but others were surprising.

If you think the smarter, more attractive sex is more socially prolific than us men, well ... you're right. Women use social media 9% more than men do. Despite having more distractions, people living in cities have the most social media activity, at 70% of the population. Perhaps it's the connectivity of large-city life.

In terms of racial and ethnic groups online, Hispanics lead the pack at 72% engagement, with African-Americans trailing at 68%, who are ahead of Caucasians at 65%. And in a strange twist, despite being somewhat economically disadvantaged, 72% of adults with annual household incomes below $30,000 use social networks, more than those with higher wages.

How about most popular social networks? That would be Facebook, with 67% of adults using the Zuckerberg-founded service. A distant second was LinkedIn with 20%, with Twitter coming in third at 16%, and Tumblr falling dead last at 6%.

Take a look at the details below:

Image via iStockphoto, hocus-focus

LinkedIn Revamps Brand Pages

LinkedIn is rolling out new brand pages to boost engagement between job hunters and companies on the social network, according to an announcement Thursday on LinkedIn’s website.

The revamped company pages are more visual and less flooded with widgets. There is a large cover photo at the top of the page, similar to Facebook, and company updates about product announcements and job opportunities are displayed more prominently.

Behind the scenes, LinkedIn has come up with an algorithm to make sure that each company’s update stream is customized for the person checking the page, ensuring that the user sees the most relevant posts first.

LinkedIn has introduced several new features in recent months to get users more engaged on the social network. Earlier this year, LinkedIn released a Follow Company button to make it easier for users to keep up with news from their favorite businesses and just this week, LinkedIn announced a new Facebook-style notification system to track updates on the social network better. The revamped brand pages are just the latest effort for LinkedIn to assert itself as a viable marketing platform for brands.

Several companies have already updated their pages, including Citi, Dell and Philips.

Ten Do's and Don'ts of LinkedIn

1. Do Upload a Professional Picture

This should be self-explanatory, but it is surprising how many starfish, cars, sunflowers,

people standing on the beach at sunset, and dogs we witness on LinkedIn

profiles. Honestly, who puts a picture of their dog on a professional networking

platform?The point of LinkedIn is to further your networking ability online as well as offline.

You want people to recognize you when you walk into a networking event. And

when you have a picture of your dog, that never happens. Upload a professional

picture to all platforms you are building your personal brand on, whether that is

Twitter, Facebook, LinkedIn, or your blog. We know you’ll want to be fun and

creative on those other sites, but don’t do it if you’re trying to create a professional

image.

2. Do Connect to Your Real Friends and Contacts

Just like we tell children not to talk to strangers, the same applies to your LinkedIn

profile. It’s crazy to see how many people connect with strangers all over the

world because they want to “build up” their network on LinkedIn. Connecting

to hundreds of strangers will NOT help your network in LinkedIn.

Remember, the value of LinkedIn comes in the quality of relationships you have, not the quantity.

Think of it this way: If you ever have to ask someone for an introduction to someone

else, it’s rather a big letdown to get a message back that says, “Oh, I don’t actually

know them; they’re just in my huge network.” People like this do not provide

real value, so don’t become one of them.

3. Do Keep Your Profile Current

Let’s use an example for this. Erik is hanging out with Kyle, and there is a funky

smell coming from somewhere. Kyle asks Erik where that smell is coming from,

and Erik nonchalantly says he hasn’t changed clothes in three days. Does that

change the way Kyle is interacting with Erik? Of course!

Just like Erik neglected his appearance, the same concept applies to your LinkedIn

profile. If you neglect your profile, people will tend to forget and avoid you.

4. Do Delete People Who Spam You

In life and in LinkedIn, there are bad apples. There are times when contacts or

connections abuse the system and spam your Inbox with some new multilevel marketing

scheme or a new product or service they’re selling. It’s polite to ask them to

stop and rethink their strategy. They could be new to this, and maybe they made a

mistake. But if they continue to abuse your connection, delete them. They’re wasting

your valuable time by making you wade through their mess. Get rid of them.

5. Do Spend Some Time on Your Summary

Do you ever read an email, newspaper, or blog post when the headline is terrible?

Of course not. Your summary has the same effect on your LinkedIn profile. Be

extremely concise and specific when writing your summary. Get people excited

about reading your profile and connecting with you. Express your personal brand.

Express what you are passionate about. It may even be helpful to have a co-worker

or close connection review your summary.

6. Don’t Use LinkedIn Like Facebook and Twitter

There is a time and place for professional and personal content when building

your personal brand. We have discussed the importance of having places for both.

LinkedIn is a professional network, and although it is important to share some

personal content, don’t use LinkedIn as a personal network. That’s what Facebook

is for.

7. Don’t Sync LinkedIn with Twitter

Similarly, don’t automatically blend LinkedIn with Twitter. LinkedIn gives you the

applications and tools that allow you to connect your account with Twitter, which

means whenever you post a message to Twitter, it automatically posts to your status

update in LinkedIn.

Don’t do this. Ever. If you’re using Twitter correctly, you’re communicating with

connections, asking and answering questions, giving shout-outs to people across

the country, and even making plans for lunch. People on LinkedIn don’t want their

feeds disrupted by all your tweets.

Remember, too, that not everyone uses Twitter, so your colleagues on LinkedIn

may not know how to read some of the special characters and abbreviations

on Twitter.

8. Don’t Decline Invitations. Archive Them

When a stranger asks you for a connection on LinkedIn, archive the invitation

instead of deleting it. There could be a time when you meet this person, and you

can refer to the previous invitation to connect with her. When a connection is

archived, it’s easier to keep track of it.

9. Don’t Ask Everyone for Recommendations

There’s no hard and fast rule about the number of recommendations you should

have. There’s no minimum, and some people think there’s no maximum. Just

remember that not every recommendation is important.

You do need to have at least two recommendations to reach 100% completion of

your profile, but they need to be valuable recommendations. Here are a couple tips

to follow:

• Make sure you know the person—This seems obvious, but unfortunately

it is not. Basically, if you don’t know the person who’s asking

you for a recommendation, send her a nice note that says, “I don’t

know you!” You don’t need to give a recommendation to someone you

don’t know; similarly, you don’t need to accept one either.

• Ask your best clients—Happy clients are the best referral and recommendation

source for you. Make a list of 10 people to ask for a recommendation.

You don’t need 20 or 30 because 10 people talking about

you is more than enough to strengthen your LinkedIn profile and build

your personal brand.

10. Don’t Forget to Use Spelling and Grammar Check

Do you use spelling and grammar check on your résumé? The same idea applies to

your LinkedIn profile. Remember, your profile is technically a résumé, and we’ve

all been taught that our résumés have to be laser perfect. Spell check everything!

Twitter Drops LinkedIn Partnership

LinkedIn announced via a blog post on Friday that Twitter would no longer be partnering with the business-networking site to sync updates from one site to the other. This ends a partnership that began in 2009. LinkedIn users can still create updates on the site and click a button to share to Twitter as well, but the the reverse is no longer possible.

The LinkedIn post by Ryan Roslansky, head of content products at LinkedIn, pointed to Twitter’s own Friday blog post about “delivering a consistent experience on Twitter.”

Perhaps Twitter wants to separate itself from the business networking company after the recent password breach in which 6 million LinkedIn passwords were stolen. LinkedIn was recently slapped with a $5 million lawsuit by a user who claims LinkedIn deceived its more than 160 million members by having a security policy “in clear contradiction of accepted industry standards for database security.”

Still, the more likely reason is that Twitter and LinkedIn couldn’t come to an agreement over potential advertising revenue. In the last few months, Twitter has aggressively started pushing forward with initiatives that highlight partner content and feed its sponsored and promoted Tweet ecosystems. It’s possible Twitter wants to retain the value of its feeds on its own site, without giving that content to a potential competitor for ad dollars.