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Winter 2010

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Where can you meet, collaborate and network with an online community that boasts members of all Fortune 500 companies with a new member nearly every second?

Who has expanded into 150 business-related industries since 2002 and already reached 45 million users this year alone?

How can you reach a broader base of senior level and influential decision makers?

We’re talking about LinkedIn, the social network geared for business professionals. Social networks have the potential to give you and your company a great marketing advantage that otherwise would not exist. For instance, have you tried to Google yourself lately? If you have an active account, there’s a good chance your LinkedIn account will appear which includes all your professional experience about yourself and immediate website links to your company. Below are some basic tips to enhance your business network.

Picture Perfect
It is most advantageous to post a professional picture of yourself. It makes meeting 'new faces' easier and reinforces your interaction with that person. Upon meeting you, they may already associate a face behind the name and in a sense ‘know’ you. This tool is very helpful at events such as networking seminars. Be sure to add all potential clients to your list of associates on LinkedIn. After the seminar, your new contact will be able to see your picture and be prompted to recall your conversation.

Overcoming Commitment Phobia
Do not hesitate to update your online profile, read the articles, search for new prospective clients, and note upcoming professional events. Once your account is established, it is well worth spending the fifteen or twenty minutes a day sifting through new articles and contacts. If you have Microsoft Outlook or a similar program, we would suggest creating a folder for all LinkedIn emails allowing you to look over all the LinkedIn emails at one time in one site. This makes what seems unattainable very reachable.

Multifaceted Purpose
Meeting prospective clients is only one of the many uses of LinkedIn. Many professional groups are on there including the AICPA (The American Institute of Certified Public Accountants) and NACVA (National Association of Certified Valuation Analyst’s) to name a few. There are also specific networking groups which cater specifically to geographic needs, such as the greater New York City area for accounting and finance professionals or The NJ Networking Forum. To gain a better grasp on trends in the industry and current news, you can join a number of professional organizations. Recently, while I was performing a business valuation, I reviewed LinkedIn’s current articles on that industry. They provided me with prompt insight on latest trends in that industry which assisted in preparing the valuation. Social networks are also a great way to spread the word about a company- wide announcement such as a new CEO or recent merger.

Patience is a Virtue
Developing a relationship with potential clients takes time so have realistic expectations. People may not call you the next day even after the use of your impeccable skills and talents. LinkedIn is merely a tool to facilitate relationships. It also gives you quick and easy access to information about the potential client.

Choose Wisely On Your Group Selection
In order to focus and obtain your objectives, it is important to be selective and pinpoint the related professional area. Use reasonable judgment when deciding whom to invite on your professional site. You should question whether this person has the potential to be a client - in short- or long-term. You should exert caution about inviting too many in your direct area of specialty. It has the potential of spreading your attention in too many directions. Keep in mind many of these LinkedIn associates are your competitors.

Build the Bridge--Don’t Burn It
The goal is to facilitate and enhance relationships, not deter or damage them before they get off the ground. With that said, avoid blogging carelessly, including controversial information, such as personal information and inappropriate photographs that could lead others to pass judgment or post negative comments. Sometimes even a simple joke gets lost in interpretation. Highlighting qualifications and compelling news should be the top priority and shouldn’t be jeopardized by evidence of poor communication skills or ranting about former business dealings gone sour. Embellishing your strengths is much different than lying about qualifications. You may be able to delete but you never have a second chance to make a first impression.

Internet networking is the latest and greatest medium to make new contacts and exchange ideas. Experts firmly believe it will not be vanishing in the near future. So after those dining discussions and after-work group events don’t forget to add any new set of connections to your LinkedIn account—it could be the key to the vehicle that will drive your next business deal. Speaking of which, don’t forget to follow us on Linked In, Twitter and Youtube!

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