LinkedIn is, without question, one of the most successful social networks. The site currently boasts more than 260 million users and is adding 2 to 3 new members every second. LinkedIn is the world’s premier networking site with expanding offerings and capabilities for both individuals and businesses.
Smolin Lupin was fortunate enough to have UBS’s Slater Trainor Group and LinkedIn’s Brian Tietje stop by for a Lunch and Learn on how to maximize LinkedIn’s offerings. Brian opened the discussion with three firm tips:
“If you’re going to be there, be there. Don’t create a digital dead end”
“Don’t re-purpose your Facebook picture as your LinkedIn photo”
“Join Groups”
Brian explained that creating an account and then never using it is actually worse than not having a presence on the platform at all. After a meeting or event people may try to connect with you but due to your lack of monitoring the account, you never respond which is bad business. He said “LinkedIn is like a gym membership, you get out of it what you put into it.” People who have gained new clients are the ones doing thoughtful and consistent things, 5 minutes a day, a few times a week.
He noted that being on LinkedIn makes employees brand ambassadors for their companies. “You’re seven times more likely to have your profile viewed if you have a photo.” He cautioned LinkedIn photos must be professional shots.
LinkedIn groups are a very useful tool as well. Industry-focused groups, alma-maters and associations are good starter groups to join. Groups frequently offer education opportunities which increase professional development. Finally, in a competitive market it is important to know what others in your community are doing.
A common complaint about LinkedIn is ‘the people I want to work with are not on LinkedIn.’ Brian’s response is “If your direct target isn’t on LinkedIn, most likely their centers of influences are.” In addition, more than 70 percent of people conduct some sort of research before they make decisions. Professionals uncertain if their targets are on LinkedIn should consider joining groups that may have those people in them. As a member of a group, you can then share articles, respond to questions and post events that you feel your targets would be interested in.
To effectively use LinkedIn you must build your network. Brian suggests being an attention grabber by offering something that differentiates your firm. To that end, a LinkedIn profile should not be a resume, but rather one’s reputation—what should clients and potential clients know about you and your firm. Brian said “If you were to introduce yourself to Warren Buffett what would you say”, that should be your LinkedIn summary. He advises not to put certifications (for example CPA, MBA) after your name because the software looks at it as characters. If you feel they are important for people to know then put your certifications in your headline.
Proactively developing your network on LinkedIn is an excellent use of the site but involves more strategy than most assume. “Treat your network like a house party where you control the guest list and, thus, the noise” Brian said. Don’t accept just anyone, build out a relevant network. Gather intelligence on the people who want to connect with you and vice versa.
LinkedIn can be a tool for prospecting. By clicking on the company where a prospect is employed, it may reveal other people you know. There is also a Follow Feature to gain insight on targets or companies you’d like to know more about. In this process, it’s important to remember that an individual’s groups and interests may have additional attributes not shared on their profile. Occasionally, it can be a conversation starter but it also helps you understand that person better.
Finally, the easiest and fastest way to stay top of mind on LinkedIn is to post a status update. These can include upcoming events, articles you’ve written, articles others would find valuable, presentations, speaking engagements, suggestions or even questions. Brian warned that there is such a thing as ‘oversharing’—providing too many updates. A good rule of thumb to avoid this problem is to ask yourself, “Will the people I share this with find this valuable?” If you think the answer is no, then don’t post.
By Miriam Wolf