Personal Branding Blog – Dan Schawbel

Today, I spoke with Rich Brooks, who has an in-depth knowledge of social networks, runs his own consulting company and writes for Fast Company and MainToday.com. LinkedIn, the largest professional network, has received a lot of press lately, including an article by Rich Brooks that I discovered earlier this week. Many people aren’t using LinkedIn effectively in order to get jobs, network, promote Me 2.0, etc. During this interview, we will talk about why LinkedIn is important, the various features you can use and a handful of tips that will help you build a powerful brand using LinkedIn.

Connect with Rich or I on LinkedIn today!

What is the opportunity cost associated with not signing up for LinkedIn?

LinkedIn is another networking opportunity for anyone looking for new work opportunities, whether it be a new job or a new customer. However, unlike traditional BNI meetings or Chamber events, you’re not limited by a the number of people who can fit into a hall or driving distance. People you link in with can be around the corner or around the world.

LinkedIn also offers flexibility that traditional networking doesn’t. Unlike some networking groups, you don’t have to dedicate an hour or two every Tuesday to a meeting. Your able to spend as much or as little time on LI as you like, and all from the comfort of your desk. Your profile is out there for friends, associates, prospects and even old girlfriends to track you down. It’s easy to find and connect with people who you knew previously, or have interests or are in an industry similar to yours.

Can you explain the LinkedIn Answers and Groups features? How can one best use these features to build their network and their personal brand?

The Answers tool allows any LI member to ask questions, and then send the question out to their network via email.

They can also have their question available for public response, getting answers from experts within the LI network. If you’re looking for some quick advice on a programming language or where to go for legal documents, you can often get your question answered here quickly. In addition, you can track the publicly asked questions based on your area of expertise. This is a great way to establish credibility, and often can lead to more business.

Groups are a great feature as well, as the idea of networking with a billion people (exaggeration) might seem overwhelming to some, like drinking from a fire hose.

Groups allow you to connect with smaller, more intimate groups that can lead to more fruitful relationships.

Currently I belong to a couple of Skidmore alumni groups, two local business groups, and I started a Maine Tweetup group to support the Twitter users in Maine.

What are 3-5 common mistakes people make when using LinkedIn?

One big mistake I see is people not completing their profile. Every job you don’t include, every school that you leave off your profile is a missed connection with one, a dozen or a hundred people out there. I also recommend people include their photo. In this age of social media, people expect you to put a little bit of yourself out there.

Another mistake I see is people setting up a profile and then putting everything on autopilot. Not participating, not seeking other people out, not networking. Having a profile on LI is better than not having one, but I feel like you’re leaving a lot of money on the table if you just walk away and hope your profile attracts new business. (BTW, I was totally guilty of this for a long time.)

I’m not sure if this is a mistake or just my own pet peeve, but when you want to reach out to someone LI will send them an email with a generic message:

“I’d like to add you to my professional network on LinkedIn.”

Unfortunately, most people don’t alter that message. It’s got all the warmth of HAL 9000 telling Dave Bowman he’s not going to open the emergency airlocks for him. Instead, personalize the message, and if it’s someone you haven’t seen in years, remind them of your connection. “Hey, I haven’t seen you since we parted ways at that pub in Ireland. Let’s connect on LinkedIn and catch up.”

What are a few of your strategies for building a remarkable LinkedIn profile?

• Lead a remarkable life
  
• complete your profile as much as possible
• include a photo
• join groups
• solicit recommendations from others (something I need to get on)
• get a lot of connections

Also, just today I saw that LinkedIn is adding applications to their offerings. You can now embed Google Docs and Slideshare presentations to your profile, which will allow you to share PowerPoint-like presentations on your profile page.

How does one grow their network using LinkedIn, especially if they start with only a few people?

Organically, and over time. This isn’t a race to see how many connections you can rake up. One good connection can be worth a hundred mediocre ones.

That being said, here are some ideas that will help you find those powerful connections, some of which we’ve already discussed:

• complete your profile
• share your Gmail, Yahoo, etc. address book with LinkedIn to see if your colleagues are already on LI
• look at your contacts’ contacts and see if you see anyone you know and reach out to them
• ask and answer questions in the Answer section
• join several appropriate groups, or start your own
• check out the new applications LinkedIn is rolling out, and leverage them to reach more people.

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Rich Brooks is founder and president of flyte new media, a Web design and Internet marketing firm in Portland, Maine. He writes a monthly email newsletter, flyte log, and blogs regularly at flyte blog: web marketing strategies for small business MaineToday.com, and as an expert blogger at Fast Company on Web marketing topics such as search engine optimization, email marketing, business blogs, social media and building Web sites that sell.

He teaches a Web marketing course for entrepreneurs at the University of Southern Maine’s Center for Continuing Education. He is also the “tech guru” on WCSH Channel 6’s evening news show, 207, and has been interviewed by the Channel 6 news team for technology reports.