Originally published on June 10, 2008
If you're like most of us, you probably have a LinkedIn profile and a slew of (or at least some) connections there. But are you leveraging LinkedIn to the best of its abilities, as both a marketing tool and career resource?
If you aren't sure, you aren't alone. Indeed, many of the 16+ million people who have signed up on LinkedIn are probably asking "now what???" says Jason Alba, who wrote the aptly titled, "I'm On LinkedIn, Now What?"
Alba experienced firsthand the difficulties of conducting a job search after a corporate downsizing in 2006. Drawing on his computer-software and IT experience, Jason analyzed the job search process and developed JibberJobber.com to assist others on the hunt. Eventually, he started to look at the various social-networking tools, including LinkedIn, with an eye on how they can similarly help professionals.
Recently, Jason Alba presented a virtual seminar for MarketingProfs about how marketers can use LinkedIn to enhance personal brands, help with research, and secure access to new networks. Here's some of the 22 keys he covered.
Q: What are a few good strategies to use to grow your network on LinkedIn?
A: It depends. If you want to go crazy and get a really big network fast (I'm not recommending this, but for some people it works), you can go to a site like TopLinked.com and find lists of people to connect with. Realize they won't know you, and can't "network" with you, but you will have a pretty big network fast. I haven't done this because it's not how I'm choosing to grow my network and create real relationships.
I would recommend you email people in your address book and ask them if you can connect with them on LinkedIn. Either invite them to invite you, or ask for permission... but you should get a number of good contacts quickly.
Also, if you have a newsletter, mention it in there. I've seen people include in most newsletters something like "I'd love to connect on LinkedIn, please let me know if we can connect" or "invite me" or something like that.
You can also put your LinkedIn URL in your signature, or on your Web site, which could be a subtle hint that you are open to invitations.
Q: Is there a downside to writing too many recommendations for other people in your network? In other words, will the "recommender" appear indiscriminate?
A: I don't think there is a problem with you writing too many recommendations, [providing] they are sincere and add value.
I've heard from many people that recommendations are just a reciprocal thing and it really isn't valuable. I don't necessarily agree with this. I read recommendations and see if there is depth, specifics, and real credibility. If it's general or vague, I disregard it, but if it's specific, and the person giving it seems to be in some position of authority, it adds value (at least to me).
Q: So is there a "right" number of recommendations to have per job/per profile? On LinkedIn, can you have or give too many recommendations?
A: I don't think you can have too many, although there comes a point where there is information overload and perhaps you can weed out the ones that don't add value.
I remember a profile I saw with all recommendations from a company that was letting the person go. It seemed really, really artificial (there were almost 20 recommendations from the company employees). From that I learned you should try to get recommendations from your contacts at different jobs, not all from the most recent.
Q: How can one politely turn down a request for a recommendation?
A: There is a way for you to bulk-request recommendations... so, when I get a request for a recommendation I assume it's from a bulk-request. I simply ignore the request if I don't know the person, or I reply and say, "We haven't worked together in a capacity to let me know how you work, or what you do. I'm not comfortable recommending you yet, but as I get to know you better I'll keep this in mind."
Q: Can you turn off the recommendation feature? Is there someone who monitors negative postings?
A: When someone recommends you, you determine if that recommendation is shown or not shown on your profile. So if you don't want any recommendations showing up on your profile, just don't show them. It's 100% up to you.
Q: Are the answers/questions sectioned indexed by search engines or just the main profile sections? Are LinkedIn questions/answers searchable on Google?
A: I am not sure, but as far as I know the only thing that a search engine is going to pull is a profile. So, no. If you want to get quality results, think about that comprehensive social marketing slide I showed, and think about what else you could be doing. Nothing... nothing beats your own blog. That's an entirely different presentation... but if you Google my name, check to see how many pages are taken up with my blog posts, or other bloggers writing about me.
Q: As many of us use LinkedIn both for business and private purposes, it sometimes is difficult to balance interests and your visibility. A profile written for business prospecting may look different from a profile written for attracting job offers. Do you have any thoughts on how to balance both?
A: LinkedIn is not Facebook... It's not a really social, fun place where you share pictures of your dog and honeymoon and vacation. I would keep the profile focused on your professional life, and careers, and accomplishments. Your friends will respect that, I would think, as this is what LinkedIn was designed for, and [it's] how people use it. Once they get connected to you, then what? They aren't likely to keep going to your profile to see what you are up to, like you would on Facebook.
I recommend keeping the profile for professional reasons, and if you want to socialize with friends go to Facebook, where it's much more geared for that type of interaction.
Q: Some folks ignore invitations from people they do not know. Should folks accept these invitations?
A: It depends.... In my book I talk about connections, and the difference between conservative and open networkers. For some people (sales, biz dev, recruiters, business owners, etc.) it will make a lot of sense connecting with these people. How will you use LinkedIn, what are your objectives, etc.? These are things to consider when trying to figure out where you fall on the connections spectrum (which, I should mention, is different than other networks like Twitter, Facebook, etc.)
Q: If you have connected with people you don't really know... Is it OK to disconnect them?
A: It is absolutely OK! It's even okay to disconnect with people you do know... Realize that when you disconnect, the person you disconnect from does not get a notice (at least right now) that you disconnected. They will only see their network is smaller.
Q: Are there downsides to using LinkedIn? For example, do connections on LinkedIn ever pilfer clients, or is that a concern?
A: Chapter 9 of my book is on "Shady Practices." There are unscrupulous people doing dumb/bad things. Go into it with your eyes wide open, and be careful, just like anything else you do online. And then, try and nurture the relationships and really get to know your contacts better! If you are worried about someone's ethics, don't connect with them.
Q: What is the value of a LinkedIn profile to a larger corporation? Are companies using linked in to raise awareness of their most skilled people?
A: Great question. Right now you would put up a personal profile... perhaps the management or key players in an organization would put up profiles. I personally think that everyone should have a profile, if you are a professional. In the profile there's nothing wrong talking about, in your summary, what you do, what your company offers, etc. This contributes to the corporate brand and might show up in search results... good for the company, isn't it?
Q: How else can LinkedIn can be used to advance corporate branding?
A: Develop an Answers strategy based around the offering or messaging of the company. Just beware that the answers to your questions will likely bring out competition, and lots of opinions... so you don't have much control over where the conversation can go.
Q: Should every company have a LinkedIn "group"?
A: I don't think so. Groups are not very functional, and there is overhead to maintaining the group. I have a group so I can market my Web site (https://www.JibberJobber.com) and offering, but I'm doing it to market and brand my stuff—not develop a cohesive networking environment with my employees or key customers.
Q: How do you get added to a group on LinkedIn? The "Groups Directory" is very limited, so how do you find all the groups that are out there?
A: I don't know how to get added, but if you search on the search engine of your choice you can find various sites that list the LinkedIn Groups. It will never be as updated as LinkedIn's database, and I wish they would just open it up so we could search through available groups. Oh well.
Q: Please discuss what to say in your message to a contact (who you don't know) to get them to visit your Web site or request more information about your business and service. What would the approach be?
A: Keep in mind that the communication you send to anyone on or through LinkedIn should be done just like any other communication you write. If you were to make a cold contact via email, what would you say? How much background would you give? What is the objective of the message? All of that stuff applies on LinkedIn, also. I would suggest that you say something like "I found your profile on LinkedIn and..."
Q: How might LinkedIn fit into a marketing strategy?
A: Think about how social networking would fit into your marketing strategy... and if it does fit, then consider whether LinkedIn's user base is the audience you want to touch. If so, it would fit into your marketing strategy.
It fits into my strategy because there are people there who would buy my books, webinars or speaking, or would sign up for JibberJobber.com... etc.
If I were a coach or consultant I would participate there to develop relationships with potential clients or sneezers.
As a big company you could participate to monitor conversations around your brand, represent your company, etc.
It will depend on your company, and your marketing strategy, and your audience... does it seem to make sense for you?
Q: Is there a sequence of actions to take each day or each week to maximize LinkedIn's value (e.g., check inbox, review network updates, answer/ask question, etc.)?
A: It really depends on how much time you should spend in the system. Some people only accept invitations once a week, others go in daily and just accept them as they come in. I am not the OC/organized type, and I'm in LinkedIn frequently, so I try to accept as they come in (usually daily). As far as things to do to be proactive, I'd recommend:
- Responding to inbox things (introductions, invitations, inMails, etc.)
- Checking Answers to see if there is something you can answer
- Posting on Answers (no more than once a week, imho).
- ...that's about it, for me.
Q: Is there a benefit to B2B companies on LinkedIn?
A: There are a ton of people who work at B2B companies. Go search for your competitors to see what they are doing on LinkedIn, what their employees profiles look like, etc. That will help you determine if you need to be there.
Q: How can you view people from different countries, or a particular country?
A: In the advanced search there's an option to limit your search results to a specific country.
Q: Similarly, is there a way to search by country/industry?
A: Yep, just go to the advanced search page.
Q: If I have my own business, but also work as a 1099 with other companies, how can I best set up LinkedIn to show I am actually two different entities?
A: This is one of the most common questions I get... You should only have one profile, and just make sure your summary states your two different roles. It's not uncommon at all.
Q: Do you recommend paying to upgrade? Why?
A: Usually not. If you are in a role where you need to do a lot of people-searching (recruiters, sales, bus dev, etc.), and communicate with them, then it may make sense. But I get plenty of value out of LinkedIn with a free account. If you want to spend money on getting more value out of LinkedIn, go to www.ImOnLinkedInNowWhat.com and click on Shally's cheat sheet in the highlight at the top of the page.
Note: If you are a Premium Plus member, you can access the full 90-minute recorded session of Jason's LinkedIn seminar.
