The business-focused social media site has "gotten so complicated," says Michael Yublosky. But, he adds in the next breath, "There are so many things you can do. (LinkedIn) is a much more effective tool."
Chief among the things to do is "target market. There are more
tools for people to use to be able to connect," says Yublosky, head
of JEM Consulting, Buffalo Grove.
Heading toward its tenth anniversary in May with more than 200
million members worldwide -- most of whom are outside the United
States -- LinkedIn indeed has made many changes. "They've thrown out
a lot of old applications," Yublosky says. "They're trying to push
people into groups, where it's easier to network online."
It's the opportunity for smaller businesses to build business
online that turns on Yublosky, who admits to being something of an
evangelist when it comes to LinkedIn opportunities. Once you've put
your personal listing in order, which likely will require some
changes, you're ready to take advantage of the target marketing
opportunities Yublosky says are there.
"It's called prospecting, Jim," Yublosky says. "You're not
looking to sell on LinkedIn. You're looking to build relationships.
It's 'What can I do for you? What can we do together?'"
Then it's easy, Yublosky says, to "Go off LinkedIn and meet for
coffee or do a Skype conference call."
Those first-level connections you've built so religiously "are
not really that important," Yublosky says. "It's the second level,
the new opportunities your connections can get you to."
Yublosky's process begins with a look at your LinkedIn profile.
"Complete it," he says. "Put your phone number on the contact list.
Personalize your LinkedIn address. Create a LinkedIn company page --
and use it. Add photos and videos. Upload files other people can
download.
"The reason to embellish your listing is to provide people with
more information on your brand, on yourself," Yublosky continues.
"We have to be our own media, write our own PR.
"You want people to discover you. Show me your professionalism.
Show me your abilities."
As LinkedIn makes it easier to join topical or shared-interest
groups, Yublosky suggests creating your own discussion group. "Set
up your own limited discussion group about your industry, about your
business. Invite (appropriate) people to join, and email (discussion
topics) to them once a week."
Yublosky says that only about 10 percent of LinkedIn discussion
groups show much activity, although, he adds, "It's your group. You
are the owner," and you can manage the discussion as you choose.
LinkedIn last year also made gathering recommendations easier. In
fact, being prompted by LinkedIn to provide recommendations for the
people on your contact list -- something you now can do with a click
rather than a paragraph -- is a pretty regular experience.
