1. Either no profile photo or a stock photo
2. Use of the words “Independent” or “Student”
3. Or no title at all

As I began looking at the profiles it was clear that these were basic accounts with little more than name and title. On about 50% of the questionable account there were three urls included but not much else.

I can’t say with 100% certainty that these are fake accounts but they look suspect. In the video I show about 8 of these accounts, and since I’ve screen captured these I’ve noticed another twenty or thirty similar accounts that I received invitations from.

What this means

If you are a closed networker, not much. If you are an open networker though you’re going to need to look a little more closely at the people you connect to. I currently look at every profile that I receive a request from. Its time consuming but if I want to continue to be an open networker than I need to avoid connecting to as many suspicious accounts as possible

Why do people create fake accounts?

I can think of two immediate reasons:

1. To connect and then spam their connections through the messaging system
2. To build links back to a site (for those that include the three url’s)

I’m sure there are many other reasons.

Watch the video and be sure to keep your eye on the people that you accept connection requests from.

Social Media Sonar provides the following four resources for FREE… 1.  The Blog, 2. The Online Marketing/Social Media Blueprint, 3.  Conversion Rate Optimization Guide, 4.  Resource Center.  If these help you implement your own online marketing program, great. We love helping people. If you decide you need some help, great. We love new clients.  Contact Us if we can help you.

As I release the 2nd edition of the book it is still one of the only books that lays out a LinkedIn communications strategy.  Most books simply tell you what LinkedIn is and help you learn how to accomplish tasks such as completing your profile, creating a group, answering questions, etc.  Nothing wrong with that, I released two such books:  LinkedIn 101 in 2008 and The LinkedIn MBA in 2009.  There are enough people that will continue to release these types of books which are great for people new to LinkedIn.

This book is for the person that has figured out the basics of LinkedIn and is ready to put it to work for them.

The core of the book evolves around the simple concept of understanding your three true LinkedIn networks.  I’m not talking about degrees of connection, but three distinct networks determined by the ability to communicate a message to.

Your three LinkedIn networks are:

• The entire LinkedIn membership
• The people you are directly connected to
• The people who belong to the same groups that you do

Each of these networks have specific ways that you can communicate directly or indirectly to.  Understanding how to reach each with your message is what takes LinkedIn from a networking tool to a business growth and lead generation tool.  Its what I discuss in LinkedIn Marketing Secret Formula.

The book was originally released at a cost of $39.99.  I still think that the information in the book is good value at that price point, but for a short period I am going to offer a 40% discount with a request that you simply post a review as a comment to this post.  To read more information on the book and purchase click here.  Be sure to use discount code:  2Y4001.

If you’re interested,  I am simultaneously releasing the 2nd edition of “The Insurance Brokers Guide to LinkedIn” and “The 100% Complete LinkedIn Profile Workbook”.

Interested in earning money helping promote the book.  I have set up an affiliate program splitting commissions  50/50.  To sign up Click Here.

Social Media Sonar provides the following four resources for FREE… 1.  The Blog, 2. The Online Marketing/Social Media Blueprint, 3.  Conversion Rate Optimization Guide, 4.  Resource Center.  If these help you implement your own online marketing program, great. We love helping people. If you decide you need some help, great. We love new clients.  Contact Us if we can help you.

In writing this blog I’ve discovered one of the secrets of blogging…People love lists.  So here we go with another list showing 13 Action Steps you can take on LinkedIn.  This is likely one of the last lists for a while so I hope you enjoy it and it provides some value.

1. Optimize Your Profile

When most people hear the word optimize they think of optimizing a website to be found in more relevant web searches.  This is much the same thing.  You want to optimize your profile so that you increase your chances of being found, and once found, are found credible.  You want a “Sticky Profile”.

You want to make sure that your profile is detailed with as much information so that your viewer isn’t left to wonder and fill in the gaps.  Your Photo, summary, past work experience are important.  Add applications to share information via presentations, white papers, or video.

The keywords you use in your profile will help you be found in more relevant earches based on your industry, product, or service.  Use a keyword search tool to see what terms people are searching and then populate your profile with these words.

Finally, your Title/Tag line could have an impact on your ability to consistently communicate your message.  I would recommend using the Tag Line to create a message.   You can use up to 140 characters.

2. Build Credibility

Without credibility you may be well known and well liked, but you won’t be in business long.  On LinkedIn if you want to develop potential opportunities you will have to be judged credible.  Credibility is built on how you interact, the information you share, and what other’s say about you.

You can take control by presenting a detailed profile, participating in Answers, securing recommendations, and providing value to your networks.  A blog is a great way to build awareness and build credibility.  My success on LinkedIn has in a large part been supported by my blog.

3. Grow Your Connections

The more connections you have the more likely you are to encounter “Unexpected Opportunities”.  There are those who argue that a large network, with people you don’t know or don’t know well, will have a negative effect.  While I respect that they can choose how they want to utilize LinkedIn, I couldn’t disagree more.  I’ve experienced the difference in opportunities that occurred after I switched to a more open networking philosophy.

If you’ve been limiting your connections and have not found more success, maybe it’s time to open things up.

4. Join 50 Groups

The people in the same groups as you represent your Group network which is the largest of your three networks.  If you have not found 50 relevant groups to join expand your horizons and do so.  Groups can help you connect to other members, interact on a larger scale, and allow you to create a presence among a group that shares a common interest.

The discussion and news boards provide a great opportunity to communicate your message on an ongoing basis.  Avoid taking a direct sales approach and indirectly help others and share information.  You start building your brand which will drive future success.

5. Seek Opportunities to Provide Value

People on social media networks don’t respond to direct sales pitches.  You have to find a way to get your message in front of them in an indirect manner.  Seek to first provide value and over time you’ll expose yourself to a large number of opportunities.

I spent almost a year sharing information on my blog to help others better utilize LinkedIn before I started seeing a return on my activity.  With the new tools on LinkedIn it shouldn’t take you as long.  Make a commitment to go out of your way to help others for the next six months and compare the results you receive to what you’re currently receiving.

6. Start a Blog

Starting a blog is easy and there’s no excuse not to do so.  The hard part is finding a subject that others will be interested in.  Also you need to be able to develop enough content to post at least three times per week.  Ideally your blog revolves a round your company or industry.  If that’s not an option then find another topic to talk about.

If people like your blog they will like you.  And over time they will learn more about you and what it is that you do to help people.  You’ll be on the top of their mind should they ever need help with a service or product you offer.

7. Evaluate Polls and Advertising to see if Cost Effective

Polls and LinkedIn advertising are two of the three ways to tap into the entire LinkedIn network.  These are provided at a cost so you need to evaluate if they are cost effective.

You can conduct polls with your Direct network at no cost, so consider posting a weekly poll.  Just make sure it is interesting so that people will respond. You’ll learn something and in the process have an opportunity to get your name in front of more members.

8. Update Your Status on a Daily Basis

Twitter launched the micro blog craze with their 140 characters or less posting ability.  LinkedIn jumped on the bandwagon and now you can update your status to your Direct network.  Use it as a way to stay in front of your Direct network, share success stories, announce new products or initiatives, and so much more.  Commit to updating your status each day for the next six months.

9. Ask and Answer Questions

Answering questions is part of the process of building credibility and it’s a way to provide value to others.  You can include a link to your site, recommended resources, or a blog.

Asking questions allows you to benefit from the knowledge and experience of others.

Both allow you to communicate a brief message through your Tag Line and create a link back to your profile.    Try to answer at least three questions and ask one question per week.  Do more if you have the time.

10. Give and Seek Recommendations

If you want to be seen as credible what better way to do so than to have your client’s tell other what a great job you did.  If you’ve provided a great service to a client and they have not thought to recommend you on LinkedIn ask them to write a recommendation.  Most will be happy to do so if they found value in your assistance.

Don’t forget to return the favor by recommending those who have provided value or service to you.  Try to avoid giving recommendation in return for receiving one.  They look suspicious and people will notice.  There will be times when you and a connection are each other’s client and if each want to recommend the other that’s fine.  The key is that the recommendation is given for a relevant reason.

11. Participate in Group Discussions

Your group network is likely to encompass a large number of people so it’s important that you stay if front of these people so that they get to know you.  Thoughtful posts and questions can help jump start some great conversations.  Commenting on other’s posts is also a great way to interact and present your self.

Just remember that what you post or say will either have a positive or a negative impact on your brand.  This is not the place to get argumentative.  You can disagree; just do so in a polite way.

12. Post News Articles

If you find a relevant article, have a press release, a new product or service launch, or a new blog post, add it to the news board.  This is a great way to share information.

The only key is to make sure that what you post has some relevance to the group.  If you have a new sales letter or advertisement refrain from posting it.  Direct sales messages will typically  do more harm than good.  Instead take that sales message or advertisement and turn it into an educational piece.  You’ll be seen as sharing information verses trying to sell something.

13. Search People and Companies to Identify Opportunities; Then Connect Into Them

As a business professional you should have some idea who it is that you seek to do business with.  Using the search function you can identify some potential prospects or business partners who are members of LinkedIn.

Some of these people will already be in your 2nd and 3rd degree networks.  Reach out using introduction requests.  Also don’t be afraid to offer to connect directly when possible, referencing shared connections and group memberships.  Make sure that in your invitation request that you explain why you would like to connect and tell how you can provide value to the other person.

Don’t start by indicating you want to share with them what you do.  Don’t tell them you have a “Great” opportunity to discuss.  Establish the connection first.  Once they are part of your Direct network you can reach out to them at the appropriate time.

Once I’ve established the connection and feel it is the appropriate time to reach out to them, I will usually pick up the phone to call them rather than sending information through a message.  It’s easier to call to introduce myself first and then bring up a potential meeting, opportunity, etc..

The Companies search function has been a great way to identify companies that I would like to work with.  XL Benefits, my company to help employers manage their benefits, specifically targets companies in creative industries with 10 to 50 employees.  I use the Companies search to identify potential prospects and to note how I am connected in to the company.

My initial goal is to simply introduce myself and to get permission to send them a link to an online customized demo that explains how we can help the company manage their benefits.

I recently noticed that the CEO of a company on my prospect list was a member of one of the groups I belong to.  I sent her a connection invitation explaining that we had several common connections (this is one way a larger network helps) and that we were both members of the same group.  I also told her that I was looking to build a strong local network with people in Atlanta that worked in the creative industry.  Finally, I referenced the Linked Intuition blog and let her know that if I could ever be of service to contact me.

She responded by accepting my invitation.  This was three weeks ago and I’m patiently waiting to contact her.  My goal is to warm the first call up by communicating my message indirectly to her over a period of time, so that when I finally call her she will likely recognize me.

If I’m lucky she will have read my blog and already have formed a positive opinion.  If the stars are aligned she’ll also have viewed my profile and have noticed that I’m the Top Recommended insurance person in Atlanta (credibility).

If I was under pressure to add clients I might simply pick up the phone and call her without waiting for the indirect messages to soften the introduction.  Or I could use one of the common connections to forward an introduction request  Either way LinkedIn has put me in a better position now that she is a direct connection.

Wrap Up

These 13 Action steps should keep you busy.  In the next week I will release the LinkedIn MBA which is the “How To of LinkedIn How To” books.  This will be available as a free download.

I’m also releasing a second LinkedIn book, the “LinkedIn Marketing Secret Formula” which take a step beyond the first book, focussing on how to actually use LinkedIn to communicate your message to tens of thousand of LinkedIn members.  It explains how to use indirect marketing to drive results.

The target release date for both is June 1st.  Stay Tuned.

I received a request from a person, B2B Discounts and Networking, to join my North Fulton Business Group.  This is something that I’m starting to see more and more of on LinkedIn.  Most of these have 0 connections.

On many social applications you can choose to have your presence based on your company name  or your real name.  LinkedIn is different.  LinkedIn is about business professionals connecting to other business professionals.  You’re interacting with people, not brands or companies.

Whoever is behind this profile just doesn’t get it.  There is an unwritten rule on LinkedIn that you are up front in how you present your self and that you don’t conduct direct marketing to fellow connections or group members.

That doesn’t mean you can’t market your self, your business, or your products.  It just means that in most cases you need to do it indirectly.

The number one way to market yourself on LinkedIn is by providing value.  Value might be a presentation or white paper, it might be a great answer to someone else’s question, it might be introducing two connections, or it might be sharing an interesting news article.

One place you can be a little more direct is with your status update.  I like to post mini success stories …”Sean just saved a client $xxx.xx on their health insurance”.  Or maybe “Sean is working on quotes for people that got a Health Insurance rate increase in May”.

The one thing you have an opportunity to do on LinkedIn is to communicate.  You may prefer to be more direct but you have to play by the house rules.

B2B doesn’t get it.  LinkedIn is about people not companies.  Sure you can look up a company but the most important piece on the company page is the people listed, and how you are connected to them.  If this person wants my business they are going to have to connect to me on a personal level.

Before someone will choose to work with you or buy your product there is a hierarchy of familiarity that must be satisfied:

1.  They have to know you – I know nothing about who B2B is

2.  They have to Like You – My current perception isn’t positive

3.  They have to Trust You – There’s not a person here to trust

This is about marketing plain and simple and that’s not what LinkedIn or social media is about.  It’s about giving to others and hopefully down the road you’ll gain.  If everyone is focusing on giving eventually you can’t help but to be on the receiving end.

I like that when I connect with someone I can see who they are and then choose whether or not I want to learn more by visiting their website or reviewing information they share through applications.  I would hate to see LinkedIn become more about companies than people.

What do you think?

Here are 9 ways to create an effective profile moving from the top of the profile page to the bottom.  These simple changes can make a difference in the effectiveness of your profile.

1. Replace your Title with a Tag Line

At the top of the profile page just under the member name most people include their title…project manager, insurance agent, president.  While I guess your title says something about you it likely doesn’t say anything about how you can help others.

My job is to help people find the best health insurance plan for them in terms of coverage and price.  It’s what I do that provides value.  My title is Insurance Broker.  It’s what I am but doesn’t necessarily catch anyone’s attention.   Each time I answer a questions, post a discussion question, or add a news article in a group a mini profile is displayed including usually my name and title/tag line.

Let’s take a look at using a title verses using a tag line.  Which is more likely to be noticed:

Sean Nelson
Insurance Broker

Or

Sean Nelson
Helping individuals and small businesses in Atlanta save up to 60% on their health insurance and employee benefits

Using a tag line is a great way to communicate a quick message to anyone viewing your profile.

2. Personalize Your Web URL’s

If you look at many profiles you will see that many people add a link to their website to their profile.  Most often you see this listed as My Company, My Website,  or My Blog.  You want to make sure if you list your websites that you personalize the name

To personalize your web URL’s click on the [ Edit ] link next to your websites.  On the drop down box for type of link there is an option for “Other”.  Choose this option and you will be able to add a customized name for each link.

3. Personalize your LinkedIn profile URL

The first thing to do is to update your profile URL.  The default URL consists of random numbers and letters.  Change this so that it incorporates your name.  There are many people with the same name so you may find that your name is not available.  Use your middle initial or some other variation.

4. Optimize Your Profile with Keywords

Your profile is comprised of information that you add.  There are a lot of fields that you can type in text descriptions.  If you want your profile to be found you need to include keywords throughout it.

I assume that you have a strategy for being on LinkedIn.  It might be to connect and it might be to find new client’s.  Either way you want those who are looking for someone who does what you do to be able to find you.  There are likely keywords that people use to seek out those with your background.  You want to make sure these words are included in your profile.

If I were searching for a financial planner that handled investments on a “Fee Only” basis, I’m likely to search LinkedIn with this as a key word.  If it’s not on your profile, but you are a “Fee Only” planner, you’re likely to not be included in my search results.  This is only one keyword and many industries have many keywords that can be utilized.

Try to add as many keywords as possible.  Don’t add them as a list but use them in your text descriptions.  You’ll find that you start appearing in a larger number of searches.

Make sure that if you have a site or page on one of the many social media sites that the page reflects how you would want to be seen from a professional perspective.  If the site does not convey a professional image do not add it.

5. Update Your Status Frequently

Your status is a great way to plant a seed in your connections mind.  I want my connections to think about me whenever health insurance is on their mind.  I want them to call me if they need assistance.

Each time I save a client money on a health insurance policy I update my status with the success story – “Sean just saved a client $150 on their health insurance”.  I also use it when I know companies release their monthly rate increases – “Sean is helping folks in Atlanta shop insurance rates due to health insurance rate increases”.

I also use it to alert my network to new blog posts.  You want to try and update your status at least three times a week, but you could do his daily as well.

6. Write a “Killer” Summary

Your resume is not a “Killer” summary.  A “Killer” summary is one that helps you stand out to your profile visitor.  It tells who you are, how you help people, what people you help, and how they can help you.

Here is a template for writing a “Killer” summary:

• Start with your Elevator Speech

• Show How you help

• Include a Call to Action

• How they can help you

• Sell yourself without the sales or technical terminology; unless you are in a highly technical field

Take some time to write your summary and then ask people to review it to see what they think.  It should be something that you constantly review.  You can likely always improve upon it.

7. Give and Secure Recommendations

The first part is easy.  You should be providing recommendations for those that have done a great job providing a service, product, or sharing knowledge and advice.  The only rule is that you should only provide recommendation to those that have earned them.

Each time you provide a recommendation your name and a link to your profile is added to the receivers profile page.  It’s not the reason to provide the recommendation but it is a nice benefit in return.  Many people will view the profile of the person providing a recommendation.  This is a great way to get additional exposure to your profile.  You never know where that next connection or business is going to come from so every little bit helps.

The second part takes a little more effort.  While many people will provide a recommendation based on a service you provided, others for some reason never think to do so.  Sometime all they need is a reminder or a simple request.  You can request recommendations and should do so if you’ve earned it.

Recommendations can be secured from business colleagues, coworkers, fellow students, and clients.  They help build credibility so you want to receive as many as possible.  Personally, the only recommendations I ever request are those from clients.  Once I finish serving a client I immediately ask them for their help in building my credibility on LinkedIn.

If you request a recommendation be sure to let the person know why you are requesting it.  When I ask I always include the following, “If you do not feel the service I provided was great, then you do not need to provide a recommendation”.

8. Ask Questions and Answer Questions

Asking questions is a good way to gain valuable insights and information from the wide range of business professionals on LinkedIn.  When you post a question it has the potential to be viewed by thousands, if not millions, of LinkedIn users.  The question includes a mini listing that includes a link to your profile.  The types of questions you ask also help frame your interests and business direction.

Answering questions allows you to demonstrate your expertise in a number of areas.  You can choose to answer questions in any of the categories.  Be sure to only answer when you can provide insightful information.  Don’t answer just to build expertise points.  Your answers will reflect on your credibility.

Like questions, when you answer a question your mini-listing is shown and includes a link back to your profile.  People will view your profile when you answer questions, gaining additional exposure.

9. Add Dimension with Applications

Your profile is primarily flat information.  There’s content but not necessarily context.  You can build some context with your summary, tag line and status updates, but it’s still black and white text.  Applications add color and dimension to your profile.

If you write a blog you can incorporate it into your profile.  You can add white papers, brochures and one pagers to explain who you are using words and graphics.  You can add video’s from You Tube using the Slideshare application.

You can share information about the books you read and recommend and let people know where you are traveling.

All of this adds context to your content and can be a powerful addition to your profile.

Bonus Tip: Add connections

Many people wouldn’t think that connections impact their profile.  The purpose behind enhancing your profile is for it to be viewed more often and for the person to hopefully remember even just a small bit about you.  Your Direct connections are the most likely people to visit your profile.  Knowing this then the next assumption is that your profile will be viewed more often if you have 200 connections verses 50 connections.

This is what will lead to more “Unexpected Opportunities” which I discuss in Part 2 of my new LinkedIn book.  The book will be released in June.

Part 1:  The LinkedIn MBA Guide (approx. 150 pages) will be available as a Free download.
Part 2:  The Secret LinkedIn Marketing Guide (approx 70 pages) will be available as a download or paperback (if the stars align).  Not sure of the pricing as of this moment.

These days, though I see more “Partially Nude” profiles.  So here goes the Top 10 profile mistakes or omissions:

1.  The number one mistake is not having a good photo.

2.  Lack of employment detail

3.  Minimal or no summary

4.  Failure to customize profile URL

5.  No website listed or failure to personalize web links

6.  Not using status updates…on a regular basis

7.  Not using applications

8.  No answers or asked questions

9.  No recommendations given or received (or if there are some, not having 10 recommendations received and 15 given)

10.  This may get some push back but here it goes…Not having at least 200 connections

Bonus Mistake:  Another push back item…hiding your connections

Double Bonus:  Misspelled words in their profile…here’s a hint:  type your profile in word, spellcheck, and then post into your profile.

There may be others, these were just the 10 (12) that came to my mind right off the bat.  Mistakes 10 and 11 might be arguable depending upon how you are using LinkedIn.

What did I miss?

Here are all 10 parts of the series.  LinkedIn has changed since this series started, but most of the articles should still be very relevant.  Enjoy.

LinkedIn Part 1: Can LinkedIn Work For You? – November 29th, 2008

LinkedIn Part 2: Enhancing Your Networking – December 14th, 2008

LinkedIn Part 3: Establishing Credibility – January 15th, 2009

LinkedIn Part 5: I Highly Recommend Recommendations – February 17th, 2009

LinkedIn Part 4: Connecting Your Offline and Online Brand – February 2nd, 2009

LinkedIn Part 6: A Stage to Engage Your Audience – March 3rd, 2009

LinkedIn Part 7: Research Potential Partners and Alliances – March 8th, 2009

LinkedIn Part 8: Find a New Job – March 10th, 2009

LinkedIn Part 9: Be found – April 20th, 2009

LinkedIn Part 10: Providing Value to Your Network – April 27th, 2009

“I am an experienced insurance analyst, benefits specialist, and client advocate. My history in the medical field has provided me with a perspective that many insurance agents lack — I understand the challenges patients can face when they attempt to use their benefits without being educated about them. I am not just a salesman; I am an educator, an advocate, and an expert in my field.”

Fine so far.

Then I looked at the Experience:

Current Employer: Independent Insurance Agent - December 2008 – Present ( 5 months)  Uh-Oh
Previous Job: Insurance Specialist - July 2008 – December 2008 ( 6 months)   Hmmmm

That’s it.  Then the next listing is for Education with a college graduation date of 2008.

So let me get this straight.  This person claims to be an experienced insurance analyst and benefits specialists after 6 months.  And an expert in health insurance after 5 months.

Everyone new to a job or an industry where sales is involved is trying to seem credible.  I get that, but the statements and facts don’t support each other.  When you’re building your profile on LinkedIn you want to make sure that 2 + 2 = 4.

If you don’t have the experience at least borrow it.  A better way to phrase the profile would have been to say “I’m part of an organization that has been helping clients with their health insurance and benefits related needs since 1984″.  It doesn’t make you an expert but it helps with the math.

My business is insurance whether it is helping folks in Georgia with their individual health insurance or small businesses with designing comprehensive benefits packages.  Maybe that’s why this stood out so much, and if the person had made similar claims managing databases I wouldn’t have noticed.  But somebody else would have.

Your LinkedIn profile is your brand and when you fudge the facts they can come back to bite you.  ”Fake it until you make it” may be a common refrain, but so is “it’s the first impression that counts”.

What do you think?  Am I being to harsh?

It’s simply a fun tool that grades your profile based on the criteria that I set.  If I had the technical skills it would be more advanced but it is what it is.

You’ll find the Linkulator at the top of my page of LinkedIn Tools