How To…Use LinkedIn As An Effective Business Tool

Of the many business social networking sites that populate cyberspace, LinkedIn is by far the most often used by professionals across industries. It's a little bit like MySpace

for grown-ups--a place where you can post your resumé, bio, likes and dislikes, all in the context of your professional goals. Its benefits, if used effectively, are manifold: It

offers the ability to find qualified job candidates, network efficiently, find the perfect job, form a strategic business partnership, get a client, pitch the media or even make a

sale.

However, the "if used effectively" tag is the deal breaker for many LinkedIn members (present company included), as many members simply throw up their name and title, and then

let their profile languish until someone else "invites" them to link in. Sound familiar? Well, with more than 19 million active users and 150-plus user groups and forums, LinkedIn

isn't going to do you any favors just for joining. With that in mind, here are tips to maximize the benefits of the network in terms of media relations, branding and professional

development.

*Take a long look in the mirror. The first step in using LinkedIn effectively is building a profile that reflects your own strengths and skills, as well as those of your

organization. Guy Kawasaki, managing director of Garage Technology Ventures, recommends filling out your profile like it's an executive bio; this will improve your chances of

being found in searches and, in turn, connecting with valuable contacts. Here's a checklist of things to include in your profile:

  • Current company and title;

  • A link to your company's Web site;

  • A brief description of your company;

  • A list of past companies, with the positions you held;

  • Your education; and,

  • Links to your blog and e-mail.

*Socialize. Once your profile is up and running, it's easy to sit back and wait for people to come to you--don't. Proactively search for connections; start by going through

your Rolodex and linking in with these contacts. Then, browse through their list of contacts and reach out to those who share common ground--it's the fastest way to build your

network without taking a free-for-all approach.

*Personalize invitations. Chuck Hester, corporate communications director of iContact Corporation, offers this valuable piece of advice: When inviting someone to join your

LinkedIn network, don't use the invitation template. "I'd like to add you to my professional network on LinkedIn" isn't a very inspired way of reaching out to people whom

you ultimately want to impact and be remembered by.

Instead, include a sentence or two that reminds them how you know each other, or contacts you have in common. It could be as simple as "I can't believe we haven't spoken since

graduating from Northwestern. I'd love to reconnect," or, "I saw your presentation at last week's conference and would like to add you to my network." These little details can

make a big impression.

*Put your media relations cap on. Crazy as it may seem, LinkedIn is a great media relations tool; after all, The Wall Street Journal, Fast Company and ABC News are just

a few of many news outlets that participate in the business network. Instead of sending the usual pitches via e-mail or phone calls, try reaching out through LinkedIn. It's still

a new enough platform--journalists haven't become so jaded that they ignore pitches in this forum.

*Optimize your profile. PR pros already know to optimize their company's Web site, press releases and blog posts for search. Why should their LinkedIn profiles be any

different? Include a link to your page in your e-mail signature line, your bio on your corporate Web site and your blog. It will increase the number of people who find your

profile exponentially. Kawasaki also recommends these tips for optimizing your page and enhancing search engine results:

  • Set your public profile to "full view;"

  • Customize your profile's URL to be your actual name; and,

  • Include the link to your profile when you comment on blogs.

*Participate in forums. LinkedIn networks and forums are a great place to engage in conversations with like-minded professionals. For example, LinkedIn Answers is a product on

the network that allows you to ask business-related questions to other members--it's also a great way to expand your professional network. PRN

CONTACT:

Guy Kawasaki, [email protected]; Chuck Hester, [email protected]