Social media networks seem numberless these days, but only an elite few that started in the early days of the World Wide Web still survive. One of those is LinkedIn, a social media site that debuted in 2002. Today, more than just surviving, LinkedIn is thriving. The professional networking social media platform provides a venue for companies and individuals to interact in a business context. It has grown year after year, amassing more than 560 million members in more than 200 countries. Today, only a handful of social networks are larger. And of the major social media platforms active today, none have been around as long as LinkedIn.

But a few years ago, LinkedIn’s marketers recognized that their popular professional networking platform had a problem.

It had developed an constraining image best described as “the place where white collars meet.” Even more limiting, “white collar” tended to be defined as “Caucasian,” “male,” and “old.”

What’s more, success in this group was defined as “moving up the corporate ladder.” In other words, LinkedIn was perceived by the masses as stiff and stoic. This image prevailed despite the fact that LinkedIn’s membership spanned a diverse range of people and businesses. As the realization of public perception settled in, many at LinkedIn felt that the company had strayed from its true nature and mission.

To correct this stereotype, LinkedIn did something it had never before done. Although it had traditionally done very little advertising, the company launched its first-ever major–media integrated marketing campaign. The aim of LinkedIn’s “In It Together” campaign was to recast the professional social network’s brand image by sending a message of diversity across TV, outdoor, radio, online video, digital display, podcast, search engine, and other media channels....................................

Questions 1. Analyze the “In It Together” ads based on the process of creating an advertising message as outlined in the text (see www.youtube.com/user/LinkedIn/playlists).
2. Discuss issues of selecting advertising media for the “In It Together” campaign. How might this process differ from that of campaigns for other companies?
3. Based on the information in this case, how might LinkedIn measure the effectiveness of the “In It Together” campaign?
4. Will the “In It Together” campaign be effective? Support your answer.