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.

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.

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

While you might argue whether it’s better to give than receive, the two are equally important.  In a perfect networking world you would receive equal to what you have given.  In real life you often have to do a lot of giving to get the “receiving pump” primed.

Share Knowledge and Experience
The average LinkedIn member is 41 years old and has a household income of $109,703.  80.1% are a college grad or post grad (37%).  Clearly there is a wealth of knowledge and experience available among its users. (Stats provided by Nathan Kieveman, of Linked Secrets).

One of the most important ways that you can provide value to your network and fellow members is by sharing your knowledge and experience.  LinkedIn provides several ways to do this:

LinkedIn Answers is a great place to answer questions posted by other members.  The most important part is to answer questions where you provide value.  It’s not about answering as many questions as you can to try and obtain expert status.  Well thought out answers add to your credibility, flippant or silly answers subtract from it.

Since online credibility doesn’t exist in a vacuum, a well thought out answer could provide value (from those who agree) and subtract value (from those who disagree with your point).  My perspective is that if your answer is sincere, the positives will far outweigh the negatives.

Within groups there is a tremendous amount of information shared through discussions.  Groups have the advantage of being somewhat more targeted, since membership is based around a common factor.

Finally, you can share information through applications.  The statistics above were shared by Nathan using the Slideshare application.  Incorporating your blog into your profile is another great way to share information.  The Amazon application allows you to share what you are reading.  Take a look at the available applications to see how you can share information with your fellow members.

Introducing Connections
Each of our networks is made up of people that are from different backgrounds, industries, experience levels, etc.  Each network is unique and you are at the center of your network.  You likely have people in your network that you know very well, people that you know of, and possibly people you don’t know very well.

For those you know well you probably have an idea of the people they are trying to network with.  You can be of service by introducing them to those in your network that they are seeking out.

For those that you don’t know well you may be able to introduce them to people you would expect them to want to get to know.  Real estate agents and Mortgage brokers are two types of people that would benefit from being introduced.  Financial planners love introductions to CPA’s.

For those you don’t know you can still provide value by paying attention to what they ask for.  It might be that in their profile they state who they are seeking.  It might be a status update that states that they are “looking to connect with small business owner, or maybe attorneys.

LinkedIn makes it simple by including a “Forward this Profile” text link on each profile page.  Clicking on it allows you to choose a recipient (actually up to 200 recipients) and to create your message to the recipient (like invitations avoid the sample text and create a personalized message).

Providing Recommendations
The ability to give and receive recommendations is one of the most powerful features of LinkedIn.  Most people are uncomfortable with tooting their own horn.  In most businesses, though, what set them apart are the people doing the work.  You can have the best system in place, but if it’s not backed by quality people its success will be limited.

As you look through your connections try to find those in your direct network who have provided a product or service.  If the value received was great don’t keep them a secret.  If someone has gone out of their way to help you, let others know.

A good rule of thumb is that if someone asked you about a particular person would you say they’re a “Good Person” or a “Great Person”.  If the answer is “Great”, there’s likely a recommendation waiting to happen.

There will be times when another person asks you for a recommendation and you do not feel comfortable providing one.  The service may not have been that great.  You may not know the person well enough.  In these cases a good rule of thumb is to respond with a quick message detailing why you’re not comfortable providing one at this point.

Receiving a recommendation is something that should be earned.

Wrap Up

As you go about providing value to your network you will begin to receive value in return.  It may simply be a link back to your profile (such as when asking / answering a question or providing a recommendation), it may result in a visit to your profile (added exposure), and it may be returned in the form of a new client or connection.

Most people share value because they simply want to help others.  Any value received is simply gravy.
________________________

This is the last part in this 10 part series.  Next week I’ll post a link to all 10 parts.  Since things change fairly quick around LinkedIn I will review each article to make updates.

A.  Has 60 connections B.  Has 500 connections
A.  Never answers questions B.  Answers 3 questions each week
A.  Never gives recommendations B.  Provides recommendations
A.  Rarely updates Status B.  Updates status 3 times per week
A.  Has minimal info in profile B.  Detailed profile with photo
A.  Has not listed interests B.  List several non-work related interests
A.  No Applications B.  Has 4 applications on profile
A.  Belongs to 5 groups B.  Belongs to 50 groups

I could continue with the list but I think you get the point.

Think of your profile as an interactive billboard.  The billboard has been erected but you’re waiting for traffic to drive by it.  You can wait and hope that someone takes a wrong turn and sees you, or you can try to detour traffic past your billboard.

The majority of billboard owners simply wait for something to happen.  Everyone has told them how great LinkedIn is and it cost nothing to put up their billboard.  Periodically they link to other billboards hoping that something will happen.

When you first put up your billboard it’s on a lonely two way road out in the country.  Your goal should be to move it towards a busy traffic filled interstate.  That takes time and activity.  If you wait for it to happen it may never do so.  If you take control and determine that you will have traffic, it can be done with a little elbow grease.

Here are some ways you can drive traffic (really pull) to your billboard:

Design it Well:
Its words and pictures presented in a cohesive effort.  You need to make sure that when someone sees your billboard that it effectively tells your story.  Having a profile photo that supports what you do is important.  Doing keyword research on your industry and product or service, and then listing these wherever possible on your profile is a huge part of the equation.

Customizing your URL’s isn’t much but it matters.  The same goes for listing hobbies and interests.  You never know how or why someone will find your billboard, it just matters that many people do.

Try to update what you are doing at least three times a week.  I prefer business related updates, but I’ve seen some who post everyday like on Twitter.  PingFM is a good resource that will allow you to update micro-blogs at several sites.

Finally applications allow you to take your profile from two dimensional to three dimensional.

Your profile should be a work in progress.  Each time you update a piece of it your network is notified on their Home page that you have an updated profile.  This will drive traffic.

Answers:
Asking questions allows you to tap into the knowledge resources of other users.  Answering questions allows you to share knowledge.  Both are part of the credibility building process.  And both result at a minimum in a link to your profile.

Doing both will drive traffic to your billboard.  It’s not necessarily targeted traffic, but once again you never know where the next opportunity will come from.  Whenever I see an answer that captures my attention I always view the profile of the person providing the answer.  Sometimes that’s all, but in some cases it’s led to new connections or opportunities.

Try to answer 5 questions a week and commit to asking one question per week.  The caveat is that you have to provide value when answering a question and generate interest when asking a question.

Recommendations:
Recommendations given are a way to provide value to someone who has helped you or someone that you think highly of.  Recommendations received are a way for your network to provide value to you.  In both cases a link is created back to the giver and the receiver’s profile.  It’s another great way to be found.

Recommendations from clients go a step further.  It gets you a listing in the LinkedIn Service Providers directory.  This is probably one of the least utilized features of LinkedIn and that’s a shame.  Service Providers used to be one of the main LinkedIn sections but when the Companies section was launched it was moved within the new section.  The only reference you will see is a text link on the Companies home page.

Often I will be asked to help someone with their insurance in another state that I’m not licensed in.  I always search through the Service Providers directory to find a resource to help the person.

You should strive to have at least 10 recommendations and provide at least 15.  Once you hit those numbers keep it going.

Groups:
On a webinar last week one of the moderators mentioned that they thought the real value to be found on LinkedIn was within groups and not your direct network.  That’s a bold statement, but I think they may be on to something.

Within your personal network reaching out to 2nd and 3rd degree connections is cumbersome, unless you have a paying account and have access to InMail.  With groups the barriers to communicating with anyone are removed.

I have about 490 direct connections and close to 4.5 million total people in my network.  I can only easily contact those 1st degree connections.  Within my groups there are close to 250,000 members.  I can reach out and contact any at any time.

When I update my profile my 490 connections are notified of my action.  But with groups, when I participate in a discussion question or post a news article I can potentially reach 250,000 people.

If I choose my groups wisely then I have the ability to market to a specific target.  You can also create a group to develop a target group.  I do a lot of business in North Fulton County in Georgia.  About a year ago I started the North Fulton Business Group and the group has grown to close to 300 people.  With my group I have the ability to communicate with business professionals in a defined area.  That’s powerful.

Disclaimer: Starting a group is easy.  Getting member to join isn’t.  Use your connections and other groups to find your first 100 members.  After that it will start to grow on its own.  The larger your group grows the easier it will be to add new members.

You can be a member of up to 50 groups and you should focus on finding groups that are filled with your target customers or alliance partners.

Wrap Up
There has been an explosion in the number of people talking about social networking, but often the point is missed that what LinkedIn really provides is social marketing.  By actively participating in all of the features of LinkedIn you will help drive traffic to your billboard.  Visitors can choose to stop and read your billboard, and then can initiate contact, through connecting or engaging in your product or service.

In the movie Field of Dreams the unseen voice is heard to say “If you build it, they will come”.  On LinkedIn that’s not enough.  Listen close and you’ll hear “If you’re active, they will come.”

That’s the difference between looking for a job using LinkedIn to see how you are connected into opportunities and just looking for a job.

In 2001 my family moved from Chicago back to Atlanta. I had been working for an online marketing company and every Sunday there were 8 pages of marketing jobs in the classifieds of the Chicago Tribune. The Atlanta Journal had two columns, primarily get rich ideas. It probably didn’t help that the online world was imploding.

My job search consisted of tapping the few people that I knew, going to networking events where I knew no one, searching the online job boards, and attempting to tap into the Georgia State Alumni group. It was a long frustrating 6 months which resulted in me working for free or in my case a 100% commission job selling health insurance, which I had never done.

If I made that same move today, it would be a different story. First, since I knew we were moving about 4 months in advance, I could have started building my network in Atlanta. I would have started by seeking connections to people in my network that were located in Atlanta. I would have joined as many Atlanta based groups as I could find.

I would have also started searching the available jobs to see how I connected to it, and then work my way in. Much of this work could take place through LinkedIn, so it would have been easy to manage it while working my day job.

Another item of importance would have been to see if there were any LinkedIn related specifications and work to make sure my profile was up to speed. Two that I have recently seen are “prefer someone who is connected to our company” and “prefer someone with ten recommendations”.

The first one is simple. I would have started by doing a keyword search on “Atlanta” and “Lions”. Connecting to a couple of these folks would expand my network tremendously. Next I would work on connecting to people that were employed at companies in my industry, and also to those connected to people in my industry.

The second one takes a little work, but I’m certain with a little work I could have built my connections up above the ten recommendation benchmark. If you have less than ten recommendations I suggest your read Part 5 of this series and get to work.

Finally I would download the jobs toolbar. This toolbar would allow me to search through the non-LinkedIn job search boards that have partnered with LinkedIn. On these sites the toolbar will show you how you are connected into jobs, just like on the LinkedIn site.

If you find yourself looking for the next opportunity, here are some suggestions:

1. Work on your profile…do you have a photo, do you list your previous employment history, do you have a summary that sells you, do you have at least ten recommendations?
2. Build your connections…find relevant connections, connect to others in your industry, connect to some LIONs.
3. Join relevant groups…when posting a job discussion use it creatively. “I need a job” vs. “Anyone have any connections to (specific company) or (in industry)”. In the top part of the discussion ask your question. In the details section explain why you’re asking. Direct people back to your newly updated profile for more information on you. Finally be careful how often you post.
4. Ask questions to help research companies or industries
5. Search the Jobs section and see how you are connected into opportunities
6. Download the jobs toolbar…search for jobs at these sites as well: Monster, CareerBuilder, HotJobs, Craigslist, SimplyHired, Dice, or Vault
7. Tap your network for introductions
8. Use the “What are you doing now” feature to let your network know that you are job searching. Update this every Tuesday and Friday.

If you’re one of those folks looking for a job I wish you luck. It’s a tough market out there and you should make sure that you are using LinkedIn as a resource to find your next opportunity.

On LinkedIn your audience includes existing and potential:

1.   Connections
2.   Alliance partners
3.   Clients
4.   Coworkers
5.   Business Partners

Your brand is your performance.   How are you preparing to give an Oscar worthy performance?   Have you spell checked your profile content?   Did you include enough information to receive a fair review?   Are you doing enough to engage your audience?

LinkedIn provides the tools, but you have to utilize them.   If I look at my connections, approximately 35% of the people don’t have a profile photo.   Another 10% have a less than optimum picture.   If you did not include a picture for privacy reasons, fair enough.   But if you just haven’t taken the time or don’t have one to add you have no excuse. Get a picture on your profile today.

What about background information.   Have you included enough of your prior work related experiences to round out your profile?   People want to know what else you have done that is relevant to how you can help them today.

Are you taking advantage of the LinkedIn applications to further tell your story?   If you write a blog, connect it to your profile.   If you have a power Point presentation, add it as well.   You can also add PDF and Word documents, add what you’re currently reading or recommend others read, and upcoming travel information.

Do you communicate with your audience?   A simple way to do so is by updating your “What are you working on now” box.   Try to do this 2 or three times a week with relevant information.   When you ask or answer a question your network is notified on their home page.   The same goes for when you are recommended or provide a recommendation.   Each time your name is referenced on your network’s home page is an opportunity to draw traffic to your profile.

Are you a giver or a taker? You should be both.   Are you proactive in responding to items in your inbox?   Do you use the forward profile function to introduce connections?   Do you pass on introduction requests?   You should give in the hopes that you will receive.

All of the above is part of your performance…Your online brand.  You should take every opportunity to engage your audience. LinkedIn is a phenomenal tool that is nothing more than a paper weight if you don’t pick it up and make it work for you.   Take the time to learn how to make it work for you and you may just discover that it can be a productive tool.   It could help you create a performance that delivers.   Now go break a leg!

Recommendations can serve as an effective alternative to selling yourself.  They are an opportunity to let others toot your horn.  On LinkedIn there are four types of recommendations:

1. Colleague:  Worked at the same company
2. Service Provider:  Hired the person
3. Business Partner:  Worked together but not as a client or colleague
4. Student:  Fellow student or teacher

Let me start by saying any recommendation is better than no recommendation.  That being said, the recommendation that really stands out is one from a client.  I’ll talk more about this in a second.

Out of curiosity I took a look at 10 of my connections to see how they were doing with recommendations.  These folks all had between 146 and 357 connections, and here is what I found:

• Colleague Recommendations:  15
• Service Provider:  18
• Business Partner:  23
• Student:  1

That’s 57 recommendations among folks that had a combined 2,747 connections.  I normally recommend that you try to have at least 10 recommendations, so this group is about 43 short.

These are not new LinkedIn users.  They’re people that have been members for longer than a year, and each is very good at what they do.  The only explanation for the low number of recommendations is that they’re likely not asking for them from the client’s who are on LinkedIn.

The best time to ask is when you’ve completed work for a client and they are happy.  You’re also on the top of their mind.  The next time you work with a client see if they’re on LinkedIn.  If they are, connect to them and then ask for the recommendation.  If you did a great job they’ll be happy to submit the recommendation.  Let them toot your horn.

Finally, recommendations from clients also help you get listed in the LinkedIn Service Provider directory.  It’s not the most used LinkedIn feature but it never hurts to be listed as number one.

Don’t forget to share the love as well.  If a fellow LinkedIn member has provided you great service or simply went out of their way to help you, give them a recommendation.  Don’t keep them a secret.
One of the added benefits to providing a recommendation is that you create a link on the recommended person’s profile page to your profile.  People will often look to see who provided the recommendation.  This is just another way to draw traffic to your profile.

Until next time, connect away.

The core of LinkedIn revolves around connecting to other business professionals, which is networking.  Networking exclusively on LinkedIn, though, ignores the human element of face to face interaction.  Understanding, once again that LinkedIn is a tool, how do you use it to enhance your other networking?          

I do a lot of networking in my local chamber.  When I first joined the chamber I hadn’t really gotten active on LinkedIn.  At meetings I would try to meet as many people as possible, but in a room full of 50 people and only 30 minutes of open networking it was hard to meet everyone.

For those I did not meet I could try again at the next meeting, but that depended upon whether or not they returned.  At the meetings they photocopied everyone’s business card and each person got a copy.  From that I could also call those I had not met to try to set up a meeting.  Other than a name on a card, though, there was no connection.

LinkedIn change that.  I found that with LinkedIn, I could connect to those that I hadn’t had a chance to meet.  Then I could review their LinkedIn profiles to determine who were the most beneficial to meet.  I also found that if they were at the next chamber meeting, that the LinkedIn connection provided a great way to break the ice.

In the end it’s a two way street.  LinkedIn provides a level of connectivity until I can strengthen the networking relationship through a face to face meeting.  And the chamber meeting provides a fresh batch of potential LinkedIn connections.

Some of my best networking relationships have developed from simply being at the same networking event, connecting on LinkedIn, and then finally taking it offline and meeting in person.

So here’s what you should be doing.  After every networking event, send a LinkedIn connection invite to those you did not get a chance to meet.  (Here’s where you want to customize that LinkedIn invitation. )  Send the following invitation:

Joe,

We crossed paths at the Chamber (or whatever event it was) today but did not get a chance to meet you in person.  I am using LinkedIn to enhance my Chamber networking and would like to add you to my LinkedIn network.

Sean Nelson (I always add my last name since I do not know this person yet)

More often then not, this leads to a LinkedIn connection.  Now it’s up to you to take it further to develop the relationship.  Remember it’s not about adding just another connection; it’s about expanding and enhancing your network.  Only send the invite to those that you want to get to know.