Marketing Tech: Seven Ways to Use LinkedIn More Effectively

In a random sampling of 82 lawyers, 54 of those I surveyed advised that they have a LinkedIn account, but most of them admitted that their usage is ineffective. Respondents typically wrote: “I am a member of LinkedIn, but don't really see the benefit of that site,” “I do have a LinkedIn account but have done nothing with it,” or “I still have not figured out how to effectively use LinkedIn.”

Here are seven simple techniques for reinventing the way you use the social network.

1. Updates are Easy

One of the reasons that LinkedIn offers so much potential is that everyone who uses it has generally opted in to receive notifications about what everyone else in his or her network is doing, who they are meeting and where they are going, among other details. As such, it is an effective, yet subtle form of broadcasting your schedule and activities.

Each time you have something of note to share (e.g., a new article, a public presentation, or a blog post), provide an update that the site will then distribute to all of your connections. You may not receive an instant response, but you can be certain that others are aware of your activity.

2. Study Status Updates and Share Resources

Just as your contacts are often quietly reading about you, take note of what they are doing as well. In fact, the current market may offer opportunities for you to help those facing economic challenges.

For instance, you might see a contact's status change from employed to independent. Consider reaching out and giving that person access to your network. Offer potential introductions and share resources. Even if he or she does not secure a job because of your effort, the gesture is one for which social networking is meant ' communicating, collaborating and connecting.

Eventually, that person will be employed and you will have permanently transitioned from simply being a contact to a supportive colleague. More importantly, everyone needs encouragement in those moments when it is in shortest supply.

3. You Probably Don't Know Who You Know

What you probably have in large supply are direct contacts related to your business development initiatives. The next time you visit a new city, conduct a LinkedIn search for relevant connections in your network.

Most of us cannot track the changes in status or new developments for most of the people with whom we are connected. As such, this exercise will help you see how your contacts are doing, but also give you a chance to reestablish communication. Since you are already related on LinkedIn, there is some context and your visit is the catalyst.

4. Study Those Looking for You

It may surprise you to know that savvy professionals are already doing this, which is one of the reasons that LinkedIn created the “Who's Viewed Your Profile?” feature. It identifies those individuals who are interested in you, what you do and where you work. Think of these inquiries as leads for your career and business.

You may recognize some of the “viewers,” giving you a seamless opportunity to reconnect. Others may simply provide hints that your latest marketing campaign has generated curiosity, or that a new contact received a cold e-mail and is in the process of following up. Over time, you are likely to gain interesting insight from this feature.

5. Explain Why You Are Connecting

One of the biggest complaints I read about LinkedIn is that users make random requests to connect with each other and provide no explanation in the note other than: “I'd like to add you to my professional network.” Avoid this initial interaction.

Aside from being impersonal, it is a wasted chance to set the foundation for a relationship and follow-up conversation. It is also generally unpersuasive.

Take an extra minute and explain why you are connecting. Did you meet at a recent event? Read an article by that individual? Have a mutual friend? Most people are more likely to reply (and do so promptly) when there is a reason to do so. Also, do not indicate that you are a “friend” of the person if you are not. It poses more questions than answers.

6. Send a Follow-Up Note After Connecting

Just like the invitation, the response to that query is critical. Unfortunately, most people who receive LinkedIn connection requests from individuals with whom they are familiar, whether current contacts or long-lost friends, simply accept the invite and move on. This is a lost chance to create forward momentum.

Each time you receive a request, send a reply (the site actually provides a convenient link to send a message after you officially connect). Think of the request as someone saying “Hello” and your message as the reply. It does not need to be complicated, but it should prompt a dialogue.

Depending on the nature of the contact, thank the person for his or her message and then ask how he or she is doing. This almost always sparks follow-up. It is the essence of creating opportunity.

7. View Profiles to Get Profile Views

Speaking of opportunity, in preparation for a trip last month, I conducted a LinkedIn search for alumni of my law school (this is a proven technique that you should employ to organically expand your network locally, nationally and internationally). I clicked on a few profiles in the search results prior to making contact directly by e-mail.

I met with a remarkable partner at a large firm, with whom I am certain I will stay in touch. What I noticed, however, was that another lawyer reviewed my profile simply because I reviewed his. We weren't able to meet, but I could have easily called him soon after he reviewed my background and there is a strong likelihood that he would have recognized my name.

Conclusion

Technology has made it much easier to add context to what was otherwise a cold call or e-mail just a few years ago. Take advantage of that new level of familiarity. LinkedIn makes networking universally accessible since it is both practical and strategic without requiring you to be bold or outgoing.

Ari Kaplan, an attorney and author of Reinventing Professional Services: Building Your Business in the Digital Marketplace (Wiley, 2011) (http://amzn.to/nqSqZQ), is a leading copywriter and industry analyst who speaks at universities and professional services firms. Ari may be reached at 646-641-0600 or [email protected].

In a random sampling of 82 lawyers, 54 of those I surveyed advised that they have a LinkedIn account, but most of them admitted that their usage is ineffective. Respondents typically wrote: “I am a member of LinkedIn, but don't really see the benefit of that site,” “I do have a LinkedIn account but have done nothing with it,” or “I still have not figured out how to effectively use LinkedIn.”

Here are seven simple techniques for reinventing the way you use the social network.

1. Updates are Easy

One of the reasons that LinkedIn offers so much potential is that everyone who uses it has generally opted in to receive notifications about what everyone else in his or her network is doing, who they are meeting and where they are going, among other details. As such, it is an effective, yet subtle form of broadcasting your schedule and activities.

Each time you have something of note to share (e.g., a new article, a public presentation, or a blog post), provide an update that the site will then distribute to all of your connections. You may not receive an instant response, but you can be certain that others are aware of your activity.

2. Study Status Updates and Share Resources

Just as your contacts are often quietly reading about you, take note of what they are doing as well. In fact, the current market may offer opportunities for you to help those facing economic challenges.

For instance, you might see a contact's status change from employed to independent. Consider reaching out and giving that person access to your network. Offer potential introductions and share resources. Even if he or she does not secure a job because of your effort, the gesture is one for which social networking is meant ' communicating, collaborating and connecting.

Eventually, that person will be employed and you will have permanently transitioned from simply being a contact to a supportive colleague. More importantly, everyone needs encouragement in those moments when it is in shortest supply.

3. You Probably Don't Know Who You Know

What you probably have in large supply are direct contacts related to your business development initiatives. The next time you visit a new city, conduct a LinkedIn search for relevant connections in your network.

Most of us cannot track the changes in status or new developments for most of the people with whom we are connected. As such, this exercise will help you see how your contacts are doing, but also give you a chance to reestablish communication. Since you are already related on LinkedIn, there is some context and your visit is the catalyst.

4. Study Those Looking for You

It may surprise you to know that savvy professionals are already doing this, which is one of the reasons that LinkedIn created the “Who's Viewed Your Profile?” feature. It identifies those individuals who are interested in you, what you do and where you work. Think of these inquiries as leads for your career and business.

You may recognize some of the “viewers,” giving you a seamless opportunity to reconnect. Others may simply provide hints that your latest marketing campaign has generated curiosity, or that a new contact received a cold e-mail and is in the process of following up. Over time, you are likely to gain interesting insight from this feature.

5. Explain Why You Are Connecting

One of the biggest complaints I read about LinkedIn is that users make random requests to connect with each other and provide no explanation in the note other than: “I'd like to add you to my professional network.” Avoid this initial interaction.

Aside from being impersonal, it is a wasted chance to set the foundation for a relationship and follow-up conversation. It is also generally unpersuasive.

Take an extra minute and explain why you are connecting. Did you meet at a recent event? Read an article by that individual? Have a mutual friend? Most people are more likely to reply (and do so promptly) when there is a reason to do so. Also, do not indicate that you are a “friend” of the person if you are not. It poses more questions than answers.

6. Send a Follow-Up Note After Connecting

Just like the invitation, the response to that query is critical. Unfortunately, most people who receive LinkedIn connection requests from individuals with whom they are familiar, whether current contacts or long-lost friends, simply accept the invite and move on. This is a lost chance to create forward momentum.

Each time you receive a request, send a reply (the site actually provides a convenient link to send a message after you officially connect). Think of the request as someone saying “Hello” and your message as the reply. It does not need to be complicated, but it should prompt a dialogue.

Depending on the nature of the contact, thank the person for his or her message and then ask how he or she is doing. This almost always sparks follow-up. It is the essence of creating opportunity.

7. View Profiles to Get Profile Views

Speaking of opportunity, in preparation for a trip last month, I conducted a LinkedIn search for alumni of my law school (this is a proven technique that you should employ to organically expand your network locally, nationally and internationally). I clicked on a few profiles in the search results prior to making contact directly by e-mail.

I met with a remarkable partner at a large firm, with whom I am certain I will stay in touch. What I noticed, however, was that another lawyer reviewed my profile simply because I reviewed his. We weren't able to meet, but I could have easily called him soon after he reviewed my background and there is a strong likelihood that he would have recognized my name.

Conclusion

Technology has made it much easier to add context to what was otherwise a cold call or e-mail just a few years ago. Take advantage of that new level of familiarity. LinkedIn makes networking universally accessible since it is both practical and strategic without requiring you to be bold or outgoing.

Ari Kaplan, an attorney and author of Reinventing Professional Services: Building Your Business in the Digital Marketplace (Wiley, 2011) (http://amzn.to/nqSqZQ), is a leading copywriter and industry analyst who speaks at universities and professional services firms. Ari may be reached at 646-641-0600 or [email protected].