With all the hype surrounding Facebook, Twitter and Foursquare, the value of LinkedIn is often overlooked. Beyond just the job search, it is the one social network where business professionals are visible and active. This means it is a great place to build and maintain business relationships, organize your professional network and leverage potential opportunities. Check out this video for a clear explanation of LinkedIn and how it can work for you:
Our agency Vice President of Digital and Social Media Chris Shigas recently held a client seminar to offer tips for using social media in a professional setting. I picked up several tips that I’ve already started using on my own profile and wanted to share some here. If you’re struggling to make LinkedIn work for you, following are some steps you should take to build your presence and network:
Create your profile. Aim for 100% profile completion, which means you need to upload a photo and share your professional background including education, past positions and descriptions. Because it is so visible, you don’t want to embellish or falsify any information. Here is an example of how one social media guru Guy Kawasaki gave his profile a makeover.
Optimize for search engines. LinkedIn is a great tool for Search Engine Optimization for both your name and your company because it has a very high Google page rank. Don’t opt for the “My Company” link – select “other” and type in your website or company name for optimal SEO.
Build your network. Upload your personal and professional contacts to the site and routinely check for new colleagues and classmates. You never know how wide your network reaches until you start to explore it. Find ways to share your custom LinkedIn URL on business cards, other social networking profiles and email signatures. When you meet new people, enter their business card information and connect with them on LinkedIn.
Understand the relationships between people you already know and people you want to know. LinkedIn enables you to see at a glance how people you don’t know, but would like to, are connected to people who are closer to you. You can reach out to these intended contacts by way of those you already know (through second and third degree connections). You can obtain an introduction through the social network, through email or a phone call with the goal of setting a meeting with the prospect.
Engage with your contacts. You can share significant news in your business (like a new hire announcement or case win) through a profile update to spark new opportunities. You can also participate in groups you’re interested in and answer and ask questions to help build your credibility. Recommend colleagues you respect and look for opportunities to take the conversation offline.
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