"LinkedIn Exploits the Power of Networking", Concrete Openings, December 2012 issue

1. SOCIAL MEDIA FOCUS
LinkedIn Exploits the Power of Networking
By Sue Ann Kern
E
ach and every one of us will agree
that networking is a powerful and
critical business tool. Utilizing
colleagues and coworkers to share
ideas, promote products and services and
make introductions to other like-minded profes-
sionals can prove to be a more cost-effective
means of forging new business connections
and creating new opportunities than advertising
or public relations.
Often, an individual we meet through
networking is not the person that we need to
meet in order to accomplish a certain business
goal. Yet, many times, that individual knows the
person we need to meet, or knows a person
who knows the person we need to meet. The
power of networking is based on the idea of “six
degrees of separation.”
Six degrees of separation is a concept that
was developed in 1929 by Hungarian author
Frigyes Karinthy, who surmised that because of
technological improvements in communication
and travel, the world is theoretically smaller from
a social standpoint. These improvements made
it easier for families, friendships and associa-
tions to span the globe, allowing humans to be
connected across not just countries but across out about your friend’s weekend escapades mation about your current and past positions,
entire continents. This theory supposes that or where you would post photos of your son’s your education, your professional and social
every person on Earth, through a series of a football game. LinkedIn is the virtual hangout affiliations, hobbies and interests. You will also
maximum of five introductions, is connected to for executives from all Fortune 500 companies. be asked to upload a photo, create a concise
every other person on Earth. Members have an average of $109,000 annual professional headline and craft an executive
Now, flash forward to 2012. Technology income and nearly half are the decision makers summary explaining who you are and why you
and communication improvements have indeed for their households. are who you are.
made the world even smaller. The six degrees of In essence, LinkedIn is the perfect social The most important components to
separation theory, which arguably is now closer media site for business professionals who do complete are your professional headline,
to three or four degrees of separation, means not necessarily like social media. Like Face- current and past positions, your contact
that we could probably meet that elusive exec- book, LinkedIn can be used to promote a busi- information and your profile picture. This is
utive at that corporation we have been targeting ness and over 2 million company pages can because this information is what will appear
because one of the individuals in our network be found on the site. However, whereas Face- when people find you through a LinkedIn
knows him, or knows someone who knows him, book business pages are about marketing the search. Your professional headline (think
or knows someone who knows someone who business, the main purpose of LinkedIn is to “elevator pitch”) must be succinct since you
knows him. promote yourself as an individual. Your profile only have 120 characters, and should contain
LinkedIn takes advantage of this theory is about you, and you just happen to work for specific and powerful keywords about your
and has become the most powerful and largest a certain company. If you leave that company talents and specialties. This will help others to
professional social network on the internet to work elsewhere, your LinkedIn profile still locate your profile through a search. Consider
since its launch in 2003. Today, LinkedIn has belongs to you and reflects your expertise this when you are creating your headline:
over 175 million members in more than 200 and experiences. Simply update your LinkedIn what keywords would you use to search for
countries. Like most other social media sites, profile with the new information. someone just like you?
LinkedIn is free with an option to upgrade to Your LinkedIn Profile The remainder of your profile can be a
various paid premium accounts. However, When you join LinkedIn, you will be work in progress. LinkedIn will prompt you
unlike many other social media sites, LinkedIn prompted to create your profile, which, for all as you are developing your profile. You will
is intended to be a site solely for business intents and purposes, is your online resume. see a progress bar and frequent dialog boxes
professionals. This is not where you will find Just like in your resume, you will provide infor- that will remind you what needs to be done to
REPRINTED FROM CONCRETE OPENINGS | VOL. 21 | NUM.4 | DECEMBER 2012

2. have a more complete profile. You can also add know, others will not. It is up to you whether or access and information about companies and
LinkedIn applications to make your profile more not you want to connect. Many of you will be individuals above and beyond the standard
compelling and individual. Consider regularly eager to get as many connections as possible, account. Take advantage of Groups to show-
updating your profile as well. because the number of connections you have case your expertise and elevate your visibility.
Creating Connections shows up on your profile and can look impres- Budgeting Your Time on LinkedIn
When you have completed most of your sive. Others of you may want to connect only Like any social media site, internet site, smart
profile, it is time to start searching for connec- when it makes sense. Bigger is not neces- phone application, television show, hobby,
tions. Remember that Rolodex with the thou- sarily better. Just remember the concept of six sport or friend, LinkedIn can consume a lot of
sands of business cards? Well, that is a good degrees of separation, which tells us that it isn’t time. It is important to budget your time and not
place to start. Begin by searching for colleagues, necessarily who you know, but who the person allow yourself to get sucked in.
coworkers and college friends. When you find you know knows.
Consider the acronym CRISP:
them, click on “Connect” to send them a request Referrals Check LinkedIn a few times a week
to connect. LinkedIn will require you to specify When you send your resume to a prospec- Respond to comments from connections
how you know the individual. Have you worked tive employer, you would not dream of leaving Inform your connections
with them? Did you go to school with them? out referrals. Likewise for LinkedIn, which has Search for new connections
Were they your client? If you specify that they a powerful tool that allows you to ask any of Peruse other sources for interesting information
are your friend, you will be prompted for their your connections to write a referral for you. This
Plan on spending no more than 10-15
email address. Never, under any circumstance, referral can then be showcased on your profile.
minutes, 2-4 times a week on LinkedIn. That
choose “I Don’t Know…” This is to prevent Do not be afraid to ask for a referral. Also, be
is much less time than you would spend at a
spam, and if done repeatedly can cause your generous with referrals to your connections.
live networking event. Respond if someone
account to be suspended. You do not have to wait to be asked. Anyone
has sent you a message or contributed to
As you build you connections, you will would appreciate an unsolicited compliment
any Group discussions you have participated
find that you will start receiving invitations to and would most likely be willing to reciprocate.
in. Share an update, create a discussion or
connect with others. Some will be people you
Groups comment on the status updates and discus-
The Groups setup is arguably the power- sions of others. Check for connection requests
house tool of LinkedIn. There are nearly and search for new individuals with whom to
1.2 Million groups, spanning interests from connect, such as someone you recently met
accounting and astrology to zodiac signs and
Join CSDA’s zoology. Search for and join groups that are
at a live event or met virtually through a Group
discussion. Share information that you have
Social Network! of interest to you, and then dig in by sharing found elsewhere, either through your Groups or
relevant content on discussions or by starting your status updates.
The Concrete Sawing & Drilling
a discussion yourself. Groups are an excellent However, remember that as useful as
Association has a LinkedIn group,
way to showcase your knowledge and brand LinkedIn can be, it will never replace face-to-
Facebook page and YouTube channel.
yourself as an expert in your field. Consider face interaction and conversations.
All three are updated with the latest
creating your own group.
news and events from the association, Now Log Off And Get Back To Work!
Groups also allow you to reach out beyond
its partners and affiliate organizations. Take some time and get to know LinkedIn.
your connections and network with others in
There is also a separate Facebook page There are many features of this social media
your industry and those with whom you who
for the CSDA Next Generation. To join the site that are not mentioned above, and devel-
have shared interests. Again, this allows the
association’s LinkedIn group, visit www. opers are constantly creating new applications.
six degrees of separation principle to help you
linkedin.com and search for CSDA. Links Used properly and regularly, you will no doubt
associate with more people and shrink your
to the association’s Facebook page and realize the power of the six degrees of sepa-
virtual world.
YouTube channel can be found at the ration concept that LinkedIn exploits. You will
foot of the CSDA Website home page. Hiring Solutions soon understand that this professional social
Whether you are looking for a job or media site is an incredibly effective tool in
Readers of Concrete Openings are
looking to hire someone, LinkedIn is a valu- helping you expand your network, brand your
encouraged to “like” the association’s
able resource and effective tool. Nearly 85% expertise and grow your business.
Facebook pages to see notifications
of the Fortune 100 companies use LinkedIn
about CSDA, including details of
to search for potential candidates to fill open
upcoming meetings and training classes
positions, to verify their resume and referrals, Sue Ann Kern is a trainer, consultant and
together with exclusive sneak-peeks
and to reach out to the individuals. LinkedIn professional speaker on social media. Through
at new documents, event photos and
will even create a traditional resume from your her company, Face It! Social Media, she helps
cover designs. Other information posted
profile with the click of a button, although many businesses and individuals to promote their
consists of promotions and free offers
human resource departments prefer utilizing products, services and themselves through Social
from partner organizations like OSHA.
your online profile over the old fashioned paper Media. Kern earned her degree in Electrical
For more information, visit version. Engineering and spent the early part of her career
www.csda.org call 727-577-5004. If you are job hunting, search LinkedIn as a digital designer and programmer. She has
Companies to see what job openings are presented to the CSDA membership and held a
posted. Utilize your connections and the six workshop on the subject of social media at the
degrees concept to see how you can connect association’s 2012 Convention. Sue Ann’s book,
with influential individuals at those companies. Facebook for Smart People, was published this
In this situation, you may want to consider a year. Sue Ann can be reached at 435-201-8610 or
premium account, which will give you more by email at sueann@faceitsocialmedia.com.
REPRINTED FROM CONCRETE OPENINGS | VOL. 21 | NUM.4 | DECEMBER 2012