Several times in the last month or so I’ve gotten emails, IMs or other requests that are variations on the following theme:

“So we’ve been talking about adding LinkedIn to X client’s publishing program. What do you think?”

In response I usually ask a series of questions that hopefully begin to surface some interesting components of the program and how LinkedIn might – or might now – fit into it. Really, though, these are the types of questions that are and should be asked whenever a new platform is being considered:

  • What kind of audiences  hopefully being reached on that platform?
  • Are those audiences already being reached on another platform? How can experiences there inform what’s being considered?
  • What sorts of goals are being set for audience engagement and response?
  • What’s the plan for responding to questions or comments on that platform?
  • Who’s the platform owner, the one person who focuses on that one outlet, including publishing and responses?
  • How will what’s published there differ in form or substance from what’s being published elsewhere currently?

There are more of course but that’s the beginning of the conversation and it begins to surface some interesting components of the program and how LinkedIn can fit into it. Each platform is going to have its own unique set of questions, challenges and opportunities.

It’s up to the program owner, the one who’s in charge of making sure that all the tactics being used or proposed are aligning to goals, to make the ultimate decision as to whether the effort required of a new platform is worth the potential return. But it’s also up to everyone else on a team to make sure they are continually challenging the status quo and making the case for ideas they think are worthwhile.