Content Marketing Blog

A social media split: Twitter and LinkedIn go separate ways

Two of the key players in the social media sphere, Twitter and LinkedIn, have decided to part amicably and go their separate ways.

LinkedIn announced the end of their three year long partnership in its company blog on Friday (June 29), whereas Twitter merely alluded to the separation in a blog post entitled "Delivering a consistent Twitter experience". 

Twitter and LinkedIn have been partnered since 2009. Users of both websites had the option to sync their accounts, meaning that Tweets could be displayed on LinkedIn and LinkedIn posts streamed on Twitter – a relationship that had benefits for both parties.

Yet this set-up must have had its negatives too, as it seems Twitter is tightening its rules and regulations surrounding partnerships by rolling out a new content strategy plan.

Rather than allowing websites such as LinkedIn to stream live Tweets and interactions, the microblogging site is instead encouraging third parties and developers to share more of their fresh content on Twitter first.

In this way, the network is reversing the roles slightly – making Twitter the first port of call for breaking company news, posts and interactions, as opposed to vice versa.

"What you'll see us do more and more as a platform is allow third parties to build into Twitter," chief executive Dick Costello said.

To make this easier, the social network has come up with the idea of 'Twitter cards,' which are intended to "make it possible for you to attach media experiences to Tweets that link to your content," reads the description on Twitter's website.

This is in line with last month's announcement that certain media outlets and partners can expand Tweets. For example, when the Wall Street Journal posts about an article, they can include extra information such as content descriptions and videos – all within one Tweet.

So what does this mean for LinkedIn?

The director of Twitter's product team Michael Sippey explains (June 29): "Back in March 2011, my colleague Ryan Sarver said that developers should not 'build client apps that mimic or reproduce the mainstream Twitter consumer client experience'.

"That guidance continues to apply as much as ever today. Related to that, we've already begun to more thoroughly enforce our Developer Rules of the Road with partners, for example with branding, and in the coming weeks, we will be introducing stricter guidelines around how the Twitter API is used."

So in short, syncing with LinkedIn is no longer a grand part of Twitter's vision for the future – a split that some people may find hard to take, but it looks like the microblogging platform is only growing as a result.

Posted by Jess O'Connor