Is 'platform' king?

Posted June 28, 2016

I did a little experiment this week.
The experiment was around whether content really is king, or does the platform it is posted on (LinkedIn, Facebook, Github, Reddit etc) hold the same importance, perhaps more?
The “Content is King" has a long history for a term in the digital age dating back to 1996 when coined by Bill Gates. "One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create." I am not about to go and say that Bill Gates is wrong, he wasn’t he coined the phrase and set the tone. But what we hear more of today is the need for content, as opposed to consideration of platform.
So here is the little experiment I did that highlights the importance of platform. This shows the importance of getting your message within the right platform and channels and is interesting from a recruitment perspective. I posted two near identical posts on different platforms and received two very different results. I tried to aim the same content to target the people on the platform as well.
I posted the quote below to LinkedIn and Reddit (Reddit claims to be the front page of the internet) at the same time during the day targeted it towards the markets on each different platform. 

A weeks' worth of the New York Times contains more information than the average seventeenth century citizen encountered in a lifetime. (This quote is from a book called "Abundance: The future is better than we think" very highly recommended).

The difference in success was staggering. After the days play my Reddit post had generated over 20,000 visits to the website I had linked to as well as had 600 comments. My LinkedIn post on the other hand had received 59 views and not one like. 

Just goes to show how important your choice of platform is, and yes I see the irony posting this on LinkedIn, but LinkedIn these days seems to be more and more a platform for recruiters, HR and motivational speakers. Speaking of which these are the posts that seem to go viral on LinkedIn.

Louis Gordon-Green  | Business Development Manager