LinkedIn - Social Networking for Business People

by Bill Shepard

LinkedIn is a great tool that can pay huge dividends for any business. I have personally been a member for about six months and find it a useful means to acquire new contacts, learn where old contacts have surfaced, and network into new companies.

Joining is free. Although there are premium levels, most people find that they can effectively utilize the free basic membership. Registration takes just a few minutes and then you are on your way. Google "LinkedIn" and follow the instructions.

One practical feature is the ability to search by either individual or company name. You can narrow your search for common names geographically, enabling you to locate people ordinary search engines may not be able to find.

Recently I was struggling to find a contact name at a WNY company. The company's website and other traditional internet searches were not helpful. The "gatekeeper" who answered the phone was uncooperative so I turned to LinkedIn. I searched under the company name and got back the names of three key people. I was able to secure an appointment and hope to soon have them as a client.

Once you "connect" with someone, you have the ability to see all of that person's contacts. This is a great way to expand your network. I currently have over 70 contacts and my 2010 resolution is to expand my network to 200 or more. I recommend only adding contact names of people you know reasonably well to avoid being snubbed by someone with whom you are only casually acquainted. I'm still awaiting President Obama's (yes, he really is a member of LinkedIn) response to my connection request.

The website is easy to navigate, with features that include: answers to business questions; article postings; and the opportunity to join groups of businesspeople with common interests. You can even tell the LinkedIn world what book you are currently reading. I joined the group "Manufacturers of Upstate NY" which, as of this writing, has 162 members who share information and best practices. Many of our clients are members of this group as well.

LinkedIn members can ask friends and colleagues for recommendations specific to their work. Job seekers utilize it for networking, and prospective employers can post jobs. I recently saw one job posting that was exclusively available to LinkedIn members.

Bill Shepard, an Insyte Consulting Regional Sales Manager, has over 30 years of experience in sales, marketing and managerial development