To differentiate from that other, much larger social network, LinkedIn is strongly pushing the professional nature of its network. As LinkedIn vice president of product management Adam Nash says, "There are a lot of apps where it's valuable to come in with your professional identity." Likewise, he says, there are content sites that people read primarily in a professional capacity, and making a story connect to a reader's professional network could be a big benefit.
The LinkedIn Open Platform launched more than a year ago. Popular apps that use it include Tweetdeck, Microsoft Outlook 2010, and Xobni.