LinkedIn is an indispensable portal in the business world, as many consider it to be the largest professional social media network with more than 120 million members. Individuals and businesses of all sizes may have a presence in the LinkedIn environment. LinkedIn is used to develop contacts, exchange knowledge, opportunities and ideas among a broad base of network of professionals. As businesses, consultants and individuals navigate and leverage the LinkedIn landscape; some of the more popular questions seem to involve the following issues.
1. How can you best establish a presence and credibility on LinkedIn? The LinkedIn presence is developed from a) the profile (which could be for a company, a department or an individual) and b) the discussions and commentary that each presence participates in. Profiles are much more formal than on Facebook, and the postings and discussions are “business casual.” For example, an individual profile is like a business card. It serves as an introduction with the basic information that you want another business professional to know about you and your products or services. The kind of profile and presence that you develop on LinkedIn depends upon the kinds of people that you would like to network with. Your profile should be designed to attract the people and industries that you wish to establish contact with. With every action on LinkedIn, think of your purpose and use it as a guideline for the kind of communication you use. Always keep in mind what kind of impact you want to have within that social media space. The groups and communities that you join demonstrate what your business involves and, to a certain extent, your business philosophy. The more active you are, the more approachable and visible you will be. Think of it as kind of a country club environment, in a more focused, business sense, without the golf outings. Discussions may be likened to face to face introductions and meetings.
2. How are groups chosen? The groups that you choose to join should be based upon the goals that you are trying to achieve through the LinkedIn environment. One of the best places to begin are with the groups which are dedicated to the particular sales industry and region that you are attempting to reach. Search through the Groups section and read the detailed descriptions. As you peruse the information, you can tell from the group’s mission and criteria whether it is the kind of group that will be beneficial for you to join. It is very easy to join and leave groups. Use trial and error until you are able to find the groups that you click with the best. Take a look at the groups that your connections have joined as well. This is a good way to get a double benefit, in that not only do you have another group to learn from and contribute to, but now there is something else in common with contacts who are members. This can lead to some great synergy as you share information amongst yourselves. To the extent that you are active in the Groups arena of LinkedIn, you can build a presence more effectively. Think of it as a community in which you may be ultimately considered an expert, particularly if you consistently provide useful information. Experts can be great influencers in the social media universe. The fact is that people remember those who provide pertinent data to their own development.
3. What is the referral protocol system in LinkedIn? First and foremost, be sure that the person that you are asking for a referral from is someone that you know well. Referrals in LinkedIn are not based upon a casual system. It is also important that referrals do not feel that you are encroaching upon their connections in any way. When you do ask for a referral, be very clear about your intent. For example, try saying something like “Would you be willing to refer me to [blank] because [blank]?” Taking this kind of approach allows the contact to know the reason you want the referral, which could make all of the difference. If you can’t think of a good reason to ask, perhaps it isn’t the right thing to do. Realize that the person from whom you request a referral could decline if they are not certain exactly why you need it or for some other reason. For example, some people turn down referrals because it doesn’t seem like it would be appreciated by the target person. When it comes to LinkedIn referrals, it really will depend upon on the particular situation. It is best not to spend time trying to figure out why a referral is rejected. Instead, focus on your next prospect and work to develop that through activity within the environment.
