Our last issue discussed the different social networking sites. In this issue, we look at the ways you can best use one of them, LinkedIn, to your professional advantage. A few tips can go a long way.
Last month, we provided you with some information on social networking sites. We told you what social networking sites are, educated you about “the big three,” and provided you with some questions to ask yourself before diving into the social networking community. We also determined that LinkedIn is generally agreed to be the most professional of the big three sites. So, this month we wanted to follow up on that article with a few ways to really make the most of your LinkedIn experience.
Why should you do it?
Well, for starters, the average Facebook user is 30-40 years old and has an annual income of $60-$70,000. The average LinkedIn user is 50-60 years old and has an annual income of $110,000-$120,000. Yes, you read that correctly. In fact, the idea for this “top five” list started percolating when I heard that statistic from Tim Wood, Senior Vice President and Montgomery County Group Leader for OBA Bank. Tim, an expert networker who combined his love of networking and technology to master LinkedIn, agreed to share his wisdom with us.
How do you "link-in" successfully?
- Get on the site—and take an active approach
First, you have to get on LinkedIn and build a strong profile. Tim suggests that you think of your profile as your online resume. He also says that when you first join LinkedIn, you should dedicate 3 to 4 hours a week to working the service. Afterwards, you should be spending 30 to 45 minutes per week to implement changes, updates, etc. Your profile should include a professional photo, a completed work history, and a comprehensive professional summary. Be sure to regularly update your “What are you working on now?” field. Why? Because if you are consistently updating your profile, your name will appear on the weekly emails that LinkedIn sends out to your connections, informing them of profile changes and keeping you top of mind. - Research and join groups
Once you’ve completed your profile, it’s time to research the myriad of LinkedIn groups. Research the members of the groups you are interested in, the questions being asked, and the articles group members are talking about. You’ll be able to glean lots of information about the credibility and professional nature of the group by doing your research. Then, join the groups that most interest you; LinkedIn allows you to join up to 50 groups. The next step? Take a stab at answering fellow group members’ questions. By responding to inquiries, you can receive a rating of “expert” in certain topical areas. - Utilize the search and introduction features
Once you’ve completed your profile and joined your groups, it is time to start making connections. Use the “advanced people search” feature if you know the name of the person with whom you would like to connect. If you don’t know the name of the person, you can search based on a company name, industry, and geographical region. Connect with decision makers at companies you have wanted to target. Once your connections are established, search their connections to see if they might be linked to professionals you should know. If so, use the “Introduction” feature by requesting that your connection introduce the two of you. Tim suggests that you never request an introduction beyond a third level of separation. This means that you can ask Jim who knows Steve to introduce you to Steve. You can also ask Jane who knows Susan who knows Tom to introduce you to Tom but the results will not be anywhere near as powerful. Going beyond that number of introduction is usually pointless. - Manage your connections
Tim suggests that every 4 to 6 weeks, active LinkedIn users should cull their list of connections. What does this mean? If you haven’t heard from a connection since you added them to your list, drop them. This isn’t rude in the social networking world—it is simply practical. Are you really connecting with, benefitting from, and helping, the 438 contacts on your profile? Probably not. Quality rather than quantity is the rule for LinkedIn connections. - Use the polling feature
Tim advocates that every advanced LinkedIn user utilize the polling feature. It can be found at the bottom of the LinkedIn page under the “tools” tab. You create a poll and LinkedIn generates a link to your poll that you can then send to your connections asking them to respond. This tool is useful to take the pulse of the marketplace. It can lead to great business discussions and can help guide your marketing efforts. To increase response rates, you can post the link to your poll in the groups to which you belong. This is also a great way to obtain additional ideas from people you are not interacting with on a regular basis, information about your competitors, and feedback from connections in specific geographic regions.
Last Word
There is no doubt that social networking sites have transformed the way we do business. It may take a while for you to master the nuances of online networking. Be patient, give it time, and do your research. By implementing these five steps, you are well on your way to securing a prominent presence on LinkedIn.
Note: Timothy J. Wood, Montgomery County Group Leader of Business Development at
OBA Bank, contributed to this article. Look for him on LinkedIn at www.linkedin.com/in/woodtim
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