Social Media

LinkedIn was born as a professional network, but its evolution into a content platform has shifted the focus from merit to narrative. The profile has given way to the persona, and technical discourse now coexists with an emotional tone more typical of leisure-based social media. It was never mandatory for every platform to become social; perhaps the true competitive advantage today lies in reclaiming credibility in how we stage our presence.

Our principles clash with the power of the major platforms. Even as we question their practices and contradictions, we remain within their networks. The network effect turns every user into a new link that strengthens dependency, making leaving the ecosystem more costly than staying… even when we know we should walk away.

The Rise and Fall of a Musician (or an Instagrammer?)
Giacomo Turra isn’t just a musician who faked his videos. He’s the symptom of a system that rewards appearance over talent. In a world where followers translate into income, the temptation to create false heroes is enormous. Just like with Milli Vanilli, the real issue isn’t the fraud itself—it’s the culture that enables and encourages it to happen.

Since becoming part of Microsoft, LinkedIn has evolved from an independent network into a strategic asset for the group. Its mission is no longer just to connect professionals, but to create value within Microsoft’s ecosystem. In doing so, it’s redefining what “professional” means in the age of attention.