Unlike many other social media tools such as Facebook and Twitter, LinkedIn is exclusively a professional networking site. It started out as basically a resume site, where users could post a profile with work experience and educational background, and perhaps a recommendation or two. Gradually, the site grew to include a host of other features that make it a valuable resource for anyone looking to market a business.
While having a compelling profile is a great start, effective use of LinkedIn's additional features can help job seekers and business owners get the most out of the site. The most useful of these are the Answers section and the huge array of groups organized around professional and personal interests.
Gaining Visibility and Demonstrating Expertise through Questions and Answers
The LinkedIn Answers section is a great tool to gain visibility. Here people post questions about business-related topics (and occasionally about unrelated subjects). For people looking for information or advice, this is a good place to ask for input. Questions are organized into categories such as Finance, Management, Business Travel, Marketing and Sales, and other topics related to business operations.
The Answers tab at the top of any LinkedIn page provides access to the Answers feature. It’s worth checking the Answers section regularly to see if what questions are being asked. In networking, it’s important to give in order to get, and answering questions puts the responder’s name out there in front of new people. The more thoughtful, valuable insights people can offer, the more they will establish themselves as go-to experts in their field.
If an answer is selected as a “Best Answer” or “Good Answer” by the person asking the question, this shows up on the profile of the person answering. Users with the most “Best Answers” in a category also show up in a prominent list on that category’s home page. These are all great ways to gain visibility on LinkedIn and demonstrate expertise.
Connecting with Like-Minded People through LinkedIn Groups
Another great way to participate on LinkedIn is to join groups related to a profession or a special interest. LinkedIn groups are member driven and moderated. Any member can create a group around whatever topic they want. There are groups for alumni of different colleges, members of various professions or industries, geographic interest groups, and many other special interest categories. Access to the Groups feature is through the Groups link in the left sidebar on any LinkedIn page.
Once on the Groups page, users can search for groups by keyword or simply search by category and browse for something interesting. Clicking on any group brings up more information and a “Join” button. The group owner must approve all requests to join the group. Depending on how often they are on LinkedIn, this may take a day or two or longer. Sending an introductory e-mail can speed up the process.
Participating in the Conversation and Meeting New People
Once the group manager has approved membership, users have access to all the features of the group, including discussions, news postings, member lists, and member updates. Starting a discussion can be a great way to get information from like-minded peers about an issue related to business or other appropriate matter. It’s a good idea to follow what other people are posting and look for opportunities to contribute something that would help others.
Another nice feature of groups is that unless members have set e-mail restrictions, group members can send messages directly to other members of the same group. Whereas LinkedIn normally only allows users to send direct messages to other people already in their network, the groups e-mail option makes it possible to contact just about anyone who is a member of the same group. This feature should be used judiciously, but it is a great way to expand a network or start discussions with people it would otherwise be difficult to meet.
When sending an invitation to connect with someone new, however, it’s a good idea to send more than the standard one-line LinkedIn request. It’s much better to take a little time to craft an introduction and an explanation for the contact.
Contributing Something of Value
In conclusion, LinkedIn is a great social networking tool that allows users to connect with new people and participate in discussions with other professionals. By engaging actively in the various forums users can get their businesses out there in front of potential customers and referral partners. The more value a person can add to a conversation, the more people are likely to remember them and want to use their services. It’s important to be honest and helpful, and the business will follow.
Annika S. Hipple - Annika S. Hipple is a freelance writer and editor based in Seattle, Washington. She has written for a wide range of print and online ...
