The new partnership between LinkedIn and BusinessWeek.com enables users of BusinessWeek.com to access any company and contact information provided by the business web site immediately. BusinessWeek.com readers will also be able find people they know through the LinkedIn connections.
What BusinessWeek.com is betting on is when readers find something of interest to them, they'll want to contact someone connected to the article; for the purpose of talking about partnering, finding a new job ... or whatever.
The idea is if you're suddenly motivated by something you read, you'll be able to take action on it right away.
NewsFactor describes the two directions the partnership works:
"First, BusinessWeek.com and Capital IQ provide data to LinkedIn's Company Profile feature. So, for example, if you have a contact at Motorola, clicking on the company name will bring you to a sketch of the company's products and services, key statistics about the company, as well as your contacts there. You'll even get to see new hires, recent promotions, and learn which companies Motorola employees typically come from (and where they go when they leave).
"The second part of the partnership allows BusinessWeek.com readers to find out who they know in the companies they're reading about. Here's how it works. Articles on the BusinessWeek Web site feature a JavaScript widget in the Story Tools section (where you would also find tools that allow you to e-mail a story to a friend). Click on the widget, and up pops a box that shows you who you know at that company, based on your LinkedIn connections."
Scott Roberts, LinkedIn's senior director of business development, added that the company is also developing what he's referring to as a "water cooler" around which users will be able to chat each other up on subjects that interest them.
While calling it a "share" widget, Roberts said it goes beyond the usual emailing of something of interest to people, and allows people to engage the content together instantly, rather than read it individually.
These, and other widgets like them, will be made available over the next six weeks said Roberts.
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