Opinion-editorials, articles and hard news published in third-party media have more influence, build more brand equity and create a pull force in selling than does material published on social networks. Those networks include LinkedIn.
Sure, LinkedIn is one of the most powerful professional networking tools. But its reach can be circumscribed by what can be defined as "spam." For instance, on the LinkedIn communities, professionals too frequently post complex articles. Many of them are useful to members of the communities. But those members might also be wondering: Why aren't the experts publishing this in third-party brandname such as the Harvard Business Review or Forbes?
This goes back to the fundamental of selling: We need a marketing mix. We can't keep riding one horse. Early adopters of social media got crushed when the field matured. They hadn't created their brand identity through other forms of promotions, ranging from delivering keynote speeches to contributing a guest editorial to Abovethelaw.com
Social networks provide one kind of platform for marketing and sales. They can't be treated as stand-alones or as a silo strategy.