LinkedIn, the social network for professionals, branched into academia and targeted a teen audience yesterday with University Pages, a first step in a plan to win members as young as 13 who are already thinking about college and careers.
The social network launched pages for its first 200 schools — including Boston University, Boston College, Harvard, MIT, Babson, Bentley, Brandeis, Tufts, Northeastern, Wellesley and Hult International School of Business — with an ultimate goal of 23,000 universities worldwide, said Crystal Braswell, a LinkedIn spokeswoman.
The pages let alumni connect with former classmates while current students can get regular updates about campus news and activities. But Braswell said University Pages is especially aimed at younger students deciding where to apply to college, and is designed to help them explore universities worldwide, check out notable alumni and get a head start on building a network to guide them in their choice of schools and majors.
"Students are the fastest-growing demographic on LinkedIn," she said in an email. "Today, we have more than 30 million students and recent graduates on LinkedIn. University Pages are designed to help students — both teenagers and university/college age — make smart, informed decisions about their educational and professional future."
To facilitate that, LinkedIn, beginning Sept. 12, will lower the minimum age for members from 18 to 14 in the U.S. and 13 internationally. High school students will be able to create profiles just as older members do, except instead of their alma mater and work history, they'll be able to tout courses they've taken, test scores, extracurricular activities and volunteer work, Braswell said.
Kristy N. Kime, BU's associate director of alumni online engagement, said, "LinkedIn's University pages will open a new door connecting not only alumni, but current students and prospective students who are considering attending Boston University. We are very excited about where this will go."
Lowering the sign-up age is a wise move for the social network, whose membership has been heavily male and older, said Todd Van Hoosear, owner of Fresh Ground, a Cambridge social-media consulting firm. "LinkedIn's missing out on a lot of advertising dollars. It's got to appeal to a younger audience."
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