CHINA TOPIX

11/02/2024 01:21:58 pm

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LinkedIn to Launch a Mandarin Pulse

Barely a month since its launch in China, LinkedIn is now set to offer a Mandarin version of its Pulse news aggregator.

The social network platform for professionals has posted a job opening on its site for a Chinese Chief Editor to lead the content curation for Pulse in China.

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"The China editor will oversee a Mandarin version of Pulse, LinkedIn's widely heralded professional content product," the job posting said.

LinkedIn bought Pulse for US$90 million in April to replace its own news aggregator, LinkedIn Today, on desktops and mobile devices.

Pulse has around 1.5 million English-language publishers feeding their content into the reader.

The Chinese Editor will look for local publishers that would feed their Mandarin content into the Chinese Pulse.

The English-language Pulse lets users share and comment on articles written by LinkedIn members.

Similarly, LinkedIn will be offering personalized content for users of Chinese Pulse, giving the Chinese Editor "the chance to shape and direct the content that members receive."

LinkedIn said it expects the Chinese Editor to devise ways that would increase user engagement via content.

If the expected user engagement eventually reaches the level of engagement of Weibo and WeChat users, LinkedIn will have to learn the skills to deal with China's brand of censorship.

LinkedIn CEO Jeff Weiner seemed ready for the challenge when he said in his blog that "restrictions on content will be implemented only when and to the extent required."

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