![](https://images1.caifuzhongwen.com/images/attachement/jpg/site1/20240724/080027b692af280b104b18.jpg)
领英(LinkedIn)希望自己不仅仅是一个发布最新职业动态的网站。
这家专业社交网站希望与其他社交媒体争夺用户的关注度,以及随之而来的广告收入,它正在推出人工智能和智力游戏等新功能,以吸引用户。
微软(Microsoft)旗下的社交网站最近添加了日常游戏功能,用户可以通过这些游戏锻炼自己的智力,并在人脉网络内比较分数高低。该公司还增加了一系列人工智能功能,涉及用户的个人资料和贴子发布等方面。
领英主编丹尼尔·罗斯表示,这些新功能的目标是提高用户使用该社交媒体网站的频率,并留住用户。
罗斯对《金融时报》表示:“我们的目标是让用户养成这种日常习惯。用户登录领英后,能够分享知识、获取知识、找到信息和内容。”
其中一款新智力游戏是Queens,用户需要战略性地放置王冠,使每行和每列都只有一个王冠。另外一款游戏Pinpoint需要用户根据一系列相关词汇确定一个常见类别。罗斯对《财富》杂志表示,这些游戏的玩法相对简单,但对于希望“让大脑休息一下”的用户来说也是一个挑战。除了支持用户公开发布得分外,领英还会跟踪用户玩游戏的频率,以鼓励用户保持这种日常习惯。
罗斯在邮件中告诉《财富》杂志:“我们已经看到了这些游戏如何激发对话,建立联系,甚至在全球职场人士中引起了健康竞争。”
使用游戏提高用户参与度的策略是一次冒险,它已经超出了该公司作为一个职场社交媒体网站的初始愿景。但这种策略在其他媒体公司已经过检验,被证明是行之有效的,包括《纽约时报》。2023年,《纽约时报》的NYT Games应用下载量达到1,000万次。
据《金融时报》报道,领英称在6月份,其每分钟的内容互动达到150万次,创历史记录。去年,由于收入增长连续八个季度同比放缓,因此该公司的20,000名员工中,有超过5%遭到裁员。
去年晚些时候,领英开始向付费用户推出有ChatGPT支持的人工智能附加功能,旨在为专业人士提供个性化服务。该公司还增加了“合作创作文章”等功能,可帮助汇总用户对不同商业主题的想法,并附上由人工智能生成的摘要。该公司还推出了人工智能工具,帮助招聘人员编写向潜在员工发送的信息。
虽然有些用户抱怨人工智能提供的建议过于“机械”,但罗斯表示,这些增强功能帮助公司的付费用户同比增长了25%。
罗斯在发送给《财富》杂志的电子邮件中表示:“为了帮助专业人士和公司在瞬息万变的时代繁荣发展,我们推出了自己的人工智能驱动增强功能,旨在支持用户提高效率和成功几率,以实现他们的远大志向。”(财富中文网)
译者:刘进龙
审校:汪皓
领英(LinkedIn)希望自己不仅仅是一个发布最新职业动态的网站。
这家专业社交网站希望与其他社交媒体争夺用户的关注度,以及随之而来的广告收入,它正在推出人工智能和智力游戏等新功能,以吸引用户。
微软(Microsoft)旗下的社交网站最近添加了日常游戏功能,用户可以通过这些游戏锻炼自己的智力,并在人脉网络内比较分数高低。该公司还增加了一系列人工智能功能,涉及用户的个人资料和贴子发布等方面。
领英主编丹尼尔·罗斯表示,这些新功能的目标是提高用户使用该社交媒体网站的频率,并留住用户。
罗斯对《金融时报》表示:“我们的目标是让用户养成这种日常习惯。用户登录领英后,能够分享知识、获取知识、找到信息和内容。”
其中一款新智力游戏是Queens,用户需要战略性地放置王冠,使每行和每列都只有一个王冠。另外一款游戏Pinpoint需要用户根据一系列相关词汇确定一个常见类别。罗斯对《财富》杂志表示,这些游戏的玩法相对简单,但对于希望“让大脑休息一下”的用户来说也是一个挑战。除了支持用户公开发布得分外,领英还会跟踪用户玩游戏的频率,以鼓励用户保持这种日常习惯。
罗斯在邮件中告诉《财富》杂志:“我们已经看到了这些游戏如何激发对话,建立联系,甚至在全球职场人士中引起了健康竞争。”
使用游戏提高用户参与度的策略是一次冒险,它已经超出了该公司作为一个职场社交媒体网站的初始愿景。但这种策略在其他媒体公司已经过检验,被证明是行之有效的,包括《纽约时报》。2023年,《纽约时报》的NYT Games应用下载量达到1,000万次。
据《金融时报》报道,领英称在6月份,其每分钟的内容互动达到150万次,创历史记录。去年,由于收入增长连续八个季度同比放缓,因此该公司的20,000名员工中,有超过5%遭到裁员。
去年晚些时候,领英开始向付费用户推出有ChatGPT支持的人工智能附加功能,旨在为专业人士提供个性化服务。该公司还增加了“合作创作文章”等功能,可帮助汇总用户对不同商业主题的想法,并附上由人工智能生成的摘要。该公司还推出了人工智能工具,帮助招聘人员编写向潜在员工发送的信息。
虽然有些用户抱怨人工智能提供的建议过于“机械”,但罗斯表示,这些增强功能帮助公司的付费用户同比增长了25%。
罗斯在发送给《财富》杂志的电子邮件中表示:“为了帮助专业人士和公司在瞬息万变的时代繁荣发展,我们推出了自己的人工智能驱动增强功能,旨在支持用户提高效率和成功几率,以实现他们的远大志向。”(财富中文网)
译者:刘进龙
审校:汪皓
LinkedIn wants to be about more than just posting career updates.
As the professional social network looks to compete with other social media sites for users’ eyeballs, and the ad dollars that come with it, it is incorporating new attention grabbing features like AI and puzzles.
The Microsoft-owned social network recently added daily games, which allow its professional users flex their intellect and compare scores with their network. The company has also added a series of AI implementations that touch everything from a users’ profile to posts.
The goal of the new features is to bring users’ to the social media site more often, and to keep them around once they’re there, said LinkedIn editor-in-chief Daniel Roth.
“It’s about building this daily habit,” Roth told the Financial Times. “Once you’re on LinkedIn, it’s time to share your knowledge, get knowledge, get information and get content.”
Among the new puzzles is Queens, a game that involves strategically placing crowns so that only one appears per row and column. Another, Pinpoint, challenges a user to identify the common category for a series of related words. The games are relatively simple to play but challenge users who want to take “a quick brain break,” Roth told Fortune. In addition to letting users post their scores publicly, LinkedIn also tracks how often you play to encourage users to keep up a daily streak.
“We’re already seeing how these games spark conversations, connections, and even a healthy bit of competition among professionals around the world,” Roth told Fortune in an email.
The strategy of using games to try to build engagement is a gamble that expands the company’s original vision of being a social network for professionals. But far from untested, the approach has worked for other media businesses, including the New York Times, which saw 10 million downloads for its dedicated NYT Games app in 2023.
For its part, LinkedIn said it had seen record engagement of 1.5 million content interactions per minute in June, the FT reported. Still, last year the company laid off more than 5% of its 20,000 employees as it recorded slower year-over-year revenue growth for eight consecutive quarters.
Its ChatGPT-backed AI additions, which the company started rolling out to premium subscribers late last year, are meant to provide a personal touch for professionals. The company has added features such as “Collaborative Articles,” which helps compile users’ thoughts on varied business subjects accompanied by an AI-produced summary. The company also introduced AI tools to help recruiters craft messages to potential hires.
While some users have complained about its AI suggestions being too “robotic,” Roth said the enhancements have helped increase its premium subscribers by 25% year-over-year.
“In order to help professionals and companies thrive during these fast-changing times, we’ve been rolling out our own AI-powered enhancements, each designed to enable you to meet your aspirations by becoming more productive and successful,” Roth said in an email to Fortune.