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.

The North Fulton Chamber of Commerce has been my best source to find connections.  LinkedIn in return has helped me build deeper relationships in the chamber.

Offline and Online networking are a great compliment to each other.  It doesn’t matter if you are a LION, a Turtle, or a Hound Dog, if you want to be exposed to more opportunities you need to expand your network.

Expand connections…contract wasteline.  Well, batting 500 in baseball would make me a superstar.

How about you?  What has been your best source for finding new connections?

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

United States, Great Britain, Canada, France, Japan, Netherlands, China, Australia, India, Brazil, Sweden, Belgium, Argentina, Italy, Mexico, Germany, Pakistan, Spain, Switzerland, Turkey, Ukraine, Indonesia, Chile, Kuwait, Greece, Slovak Republic, Portugal, Egypt, South Korea, Singapore, Hong Kong, Israel, Philippines, Romania, Costa Rica, Denmark, Thailand, Slovenia, Czech Republic, Mauritius, South Africa, New Zealand, United Arab Emirates, Venezuela, Saudi Arabia, Colombia, Hungary, and Poland.

I wish I had something intelligent to say about what it all means but I don’t.  The best I can do is to say I think it’s pretty cool.

I don’t know much about LinkedIn’s presence in other countries but I guess networking is a ubiquitous activity.

I’ll simply end with a Thank You for taking the time to read my blog.  I hope wherever you are that it provides some clarity and perspective, whether you agree or disagree with the points that I make.

Warm Regards,

Sean Nelson

I stumbled on a blog that was titled “The Stupid Things People Do on LinkedIn”.  The poster then proceeded to lash in to people that violated his perception of what LinkedIn should be and how people should behave on it.  My first thought was relax it’s not your site.  You’re just  another member.  The second was that did this person realize that their post was part of their online brand.

So there are two points to discuss.  The first is about your online brand.  The second is about unwritten protocols on LinkedIn that many people may not be aware of.

Your Online Brand
Remember this:  Everything you do on LinkedIn (and within the Social Web) either “adds to” or “subtracts from” your online brand.   This isn’t some college football board where you can denigrate and abuse fellow posters if you don’t like their view or comment.  There are no cute user names to hide behind.  On LinkedIn your comments are easily associated with the person behind them, YOU.

I don’t know the person behind the “stupid LinkedIn” post, but I already have an opinion of him.  Want to guess whether it’s positive or negative?  If this were a person that I was considering connecting to, partnering with, or engaging in their service, I would walk away.  There is enough negativity in the world without having to knowingly engage in it or with it.

This may not matter to him.  But it should to the average LI user.  When you ask or answer a question, post a discussion or news article in a group, add a blog to your profile, and how you respond to those who attempt to connect all contribute to your brand.  

Consider this.  You receive a connection invitation from John who works for an advertising agency.  You don’t know John so you mark the Invitation “I don’t know this user” (when you could have simply Archived It).  A couple of weeks later you connect to Bill who runs a graphics firm that you want to develop as a client.  You get an appointment and everything looks good.  Later John, who happens to engage Bill’s firm for his advertising agency notices that you are connected to Bill.  In their next conversation, John mentions that he saw that you and Bill were connected and mentions that you recently refused his connection invitation.  And rather than Archive it you marked it “I don’t know this user”.  Now his account has been restricted.  Bill thinks “that wasn’t a nice thing to do to John” and calls you to say they’ve decided to go in a different direction.

Is this an extreme story?  Yes.  Is it a possibility? Yes.  Your actions carry implications…some positive and some potentially negative.  Act in good faith and in a neighborly fashion and your brand will benefit.

The Unwritten Protocals
Over time acceptable practices evolve as do unacceptable ones.  As a member of LinkedIn you should adhere to the acceptable norms.  There aren’t to0 many and most are common sense, that often gets overlooked due to lack of time, imagination, or knowledge.  Here are some and I’m sure there are others that I have not thought of or encountered (violated) yet.

1.  Never send a canned invitation.  Always personalize the invitation.

2.  Don’t send out mass invitations.  It makes it difficult to personalize the email

3.  Don’t send out Mass Canned invitations…see #1 and #2

4.  When participating in answers or group discussions do not blatently sell.  How you phrase a sales pitch can be seen as spam or an interesting question or post.  Which of the two following statements is likely to be viewed as spam?

A.  Mortgage rates dropped to 4.5%, call me if you are looking to refinance; or
B.  With mortgage rates dropping to 4.5%, how do you determine if it’s a good idea to refinance your loan?

5.  Respond to all messages in your inbox.  If you don’t want to connect send a brief explanation as to why (see my post:  http://linkedintuition.com/blog/no-thanks-the-right-way ) .  Don’t feel comfortable providing a recommendation or passing on an introduction reply with why.

6.  Don’t ask for recommendations from people who don’t know you very well.  Recommendations should be appropriate and sincere.  It’s rude to ask when there’s no basis for one.

7.  Don’t expect everone to have the same approach that you do on LinkedIn.  Some are open networkers and some are closed networkers.  Each person decides what works best for them.  No one has a monopoly on the right way.

8.  If you do not want to connect, “Archive” the invitation.  Don’t select “I don’t know this user”.  Doing so gains you nothing and it can negatively impact another member.  Is it such an evil thing to want to connect to another that you do not know.  Isn’t that what networking is about.

Not everyone will agree with every point that I made.  Each person interacts with LinkedIn based on their expectations and beliefs and that’s a good thing.  What we should be able to agree on is that acting in a friendly and respectful manner will always do more good than harm.

What do you think?

It could be argued that much of your LinkedIn experience derives from your LinkedIn strategy.  Do seek to connect with pretty much anyone, like a Lion?  Do you only connect with those that you know very well, like a Turtle?  Or do you connect with those you know and those you would like to know, like a Hound Dog?

If you read this blog on a regular basis you’ve noticed that I keep coming back to these three strategies.  There’s a reason for that.  I find my self changing strategies after almost three years on LinkedIn.

Here is what I used to believe.  I believed that protecting the value of your network required that you know or have plans to get to know those that you were connected to.  I believed that it only made sense to add new connections as I met people within my chamber or other offline networking events.  Since my prospects are in Georgia I believed that there was limited value in connecting to others outside of the state.

Here is what I believe now.  I believe that opportunities are not constrained by boundaries.  I believe that those in my network can benefit from connections that I do not know or have never met with or spoken to.  I believe that there are opportunities out there among people that I do not know.  And finally, I believe that 99% of the time a larger network will provide more value than a smaller network.

It wasn’t one particular thing that changed my perspective.  It was a combination of things and the change occurred fairly quick.

1.  I actually started prospecting using the LinkedIn Companies search to prospect.  My target was simple; companies in Atlanta with 11 to 50 employees, in creative or technology industries.  In my search I identified about 150 companies that fit my profile and realized that I was connected to less than 50% of these opportunities.  Clearly with more of the right connections I would have a higher percentage with employees in my network.

2.  LinkedIn made significant changes to Groups.  Adding the ability to have discussions and post news articles immediately expanded my reach based on the number of members in the groups I belong to.  Each group represents a collection of individuals with a common interest.  In essence they are a specific target.

The next logical step was to identify the groups that my target market belong to and join these groups.  I can now participate in discussions and post news articles to introduce myself.  And I can contact these individual and extend connection invitations without having to use InMail (which is only available on paid accounts and the number available is minimal)

Today I connected with three individuals in my target market.  One was the President of one of my target companies and the other two are simply connected in the target industries.  The first will allow me to have a warm approach to attempt to secure a meeting.  The other two help me connect further into my targetted industries.

In my invitation to all three I simply let them know that I was looking to build my network within the creative community in Atlanta.  I included the names of some common connections.  And I mentioned that I wrote a LinkedIn related blog and that if I could ever help them with LinkedIn to let me know.

The worst thing that can happen is that my connection invitation is ignored.  While I know that I will not have success with every connection invitation, there are a couple of things that are working in my favor.

First people want to help where possible.  Second, people are looking to build their own networks.  Third, the use of common connections established a baseline of credibility.  Fourth, by writing a LinkedIn blog and offering to help them I’m providing value.

About a year ago I started a group based around the county that I do most of my networking.  Over time this group has grown to about 300 local business professionals.  This week I sent an invitation to connect to each member of the group that was not in my direct network.

In this invitation I introduced myself as a fellow member and manager of the group.  I simply stated that I started the group to help people connect and in that spirit I was extending an invitation to connect.  Then I added the value.  I let them know that I was organizing an offline networking meeting for the group and would appreciate any suggestions for a location.

In two days I’ve added over 100 new connections, had several ask me to help them with their health insurance, and received numerous thanks for reaching out to connect.  Each of these connections is in Atlanta.

Little by little I’m building a strong local network.

I had lunch with a new connection that I met in another group (I’ll post the story next week) who is an active open networker.  He doesn’t post his email in his profile, but he uses groups to actively connect to folks all over.  Last week he launched a blog and posted a link to it in each of his groups.  He had over 300 unique visitors in the first day and his blog has grown to over 800 visitors a day.

His content is good and that keeps people coming back.  But it was the membership and participation in groups that allowed him to gain exposure and the initial visits.

I used to believe that there was no right or wrong strategy on LinkedIn.  Now I believe that if you’re not actively growing your network you’re missing the point.  The point is that opportunities are out there and the more connections you have the more likely you are to find them.  Or have them find you.

Detail your profile, join groups, and expand your connections.  A simple strategy to make LinkedIn more effective.

In September of 2008 I was the only member of the NFBG.  At that point I decided that If I wanted to create value for potential members then I would have to create an offline site.  Thus the NorthFultonBG.com site was created.  With it came the ability for members to:

• Post Articles
• Post Free Ads
• Post Events
• Add Contact Information
• Participate in Forum Discussions
• Add their business to the Business Directory

I even wrote a blog post saying in effect that these were the very things that LinkedIn should be providing with their Groups.  Fast forward 6 months and much of this is now in place.

Within LinkedIn groups you can post discussion questions (goodbye NFBG forum), you can post news articles (NFBG Articles), You can add advertisements in the form of a question (NFBG Ads), you can view other members profiles and send them a LinkedIn message (almost as good as NFBG), you can post jobs under discussions (NFBG Jobs), I can now send a weekly newsletter, and you can search group members (sort of like looking at a directory).

So I’m left wondering if there is a purpose for the northfultonbg.com site and does it provide enough value to remain.  It is a pain to have to register on the LinkedIn Group and the NFBG site.  And posting articles and discussion questions is easier on LinkedIn.

LinkedIn could end the discussion by adding a few more features to Groups:

1.  Allow all LinkedIn members to add their contact information to their profile.  In conjuncture, allow LI members to segment their connections and choose who can access their full contact information – Part of this (the ability to classify connections) is in beta testing taking place.  Hopefully once this is launched it will coincide with adding contact inf0…much like Plaxo does.

2.  Add calendar and event scheduling to Groups.  Currently this would be done through adding a discussion.  But it would be nice to have a calendar of events within the Group.  Currently LinkedIn has events, but when I look at upcoming events on my home profile it shows event in NY and CA, not my local events.  Maybe you can set it up to only show local events but I have not stumbled on the “how to” yet.

I’m sure there are some additional things that would improve groups.  For the time being I’m keeping the non-LinkedIn site active, but I am begining to wonder if the time spent on it would be better spent elsewhere.

How about you.  What functionality do you think that LinkedIn should add to Groups?

How do you balance privacy with the need to show enough information to have a profile that works?  Do you allow your connections to see your contacts?  If not, why have you chosen not to?

Straight line benefits include developing new partners or alliances and developing new client’s.  Crooked line benefits include introducing connections, writing recommendations, and simply helping others.

Two weeks ago I received a request from Tom Mickell to join my North Fulton Business Group on LinkedIn.  This is a group for people that live, work or network in North Fulton County, Georgia.  I am pretty strict about only letting local folks in.  Tom lives in Detroit, so I promptly sent him a thanks but no-thanks email, but added if he felt there was a compelling reason he should be able to join the group to let me know.

Tom replied that his company was planing to open an office in Alpharetta and he was looking to hire someone in the area.  He had just joined LinkedIn and found the group.  I’m open to anyone hiring in Alpharetta so I approved his membership, made some suggestions on improving his profile and connecting locally, and sent him a copy of my LinkedIn eBook.  I also let him know that if he was going to be in town that the North Fulton Business Expo was coming up.  Plus I let him know about the upcoming chamber meetings.

Thom made the trip down and attended the Expo and a chamber alliance meeting.  While in town looking to hire a sales person he was introduced to Ross Coleman, a fellow chamber member and a great guy.  Ross, as he likes to say, is in transition looking for the next opportunity.  Ross and Tom hooked up and at a minimum Ross was able to sit down with Thom and talk about the opportunity.

When Tom and I finally met in person and I learned he talked to Ross, I was able to add my endorsement of Ross as a person and valuable asset to any organization.  I don’t know if Ross will end up working for Tom’s company.  I do know that a simple offer to help a new LinkedIn member, may in the end help an old friend.

We all want to personally benefit from LinkedIn, but often it’s the crooked line benefits to others in my network that make it a good day.  Find ways to help your network and you will prosper.

How about you, have you noticed any crooked line benefits to your network?