How to turn social networking into more business

Facebook can work, especially for businesses seeking to connect in the consumer marketplace. Twitter, too.But for online networking that will connect you with other business professionals #8212; people who can buy the widgets you#146;re selling, for example #8212; LinkedIn may be where you should be. Just ask J.D. Gershbein.CEO of Vernon Hills-based Owlish Communications and a one-time traditional marketer, Gershbein is all about LinkedIn. He calls his commitment #147;full immersion.#148;Gershbein#146;s single-minded focus on LinkedIn may be good for the rest of us, too #8212; at least those who would like to turn their LinkedIn presence into increased business.The most commercially centered of the social media, LinkedIn #147;is a tool that (can) shorten the sales cycle by building trust (among participants) quicker,#148; Gershbein explains. Yet, he warns, #147;LinkedIn is a mindset. You need to work it with a purpose.#148;The LinkedIn objective is to connect you and your network #8212; #147;connections#148; in LinkedIn language #8212; with professionals you don#146;t yet know but others do. You work that network, seeking introductions to people who can get you to people you want to sell #8212; or who can hire you, if that#146;s your goal.Successfully working LinkedIn #8212; #147;monetizing LinkedIn#148; is Gershbein#146;s terminology #8212; depends on two factors: Your ability to create a strong profile and, essentially at the same time, build a professional network.The profile, the words on your LinkedIn home page that explain who you are, what you do and how you do it, #147;is where many people fail,#148; Gershbein says. #147;They don#146;t include enough information about themselves as a person. Too often, they begin with the first paragraph from their company website.#148;What Gershbein wants is #147;a grabber sentence that pulls the reader in#148; to the rest of your information. With its all-important summary section, a good LinkedIn profile #147;should be written in human terms. It needs information about you #8212; your background, how you got to where you are today.#147;The summary section is your executive bio. Many people have a great deal of trouble writing what essentially is an advertising-marketing piece,#148; Gershbein continues. #147;If you don#146;t write well, outsource this function.#148;Ultimately, your network is where the action you seek takes place. The network, Gershbein says, should be a group of #147;tightly knit professionals #8212; centers of influence, referral sources, people you can reach who can do introductions.#147;You want to build and nurture your network so it#146;s there when you need it.#148; And, of course, you must be willing to contribute, not just take.LinkedIn takes time to learn. #147;It#146;s like joining a health club,#148; Gershbein says. #147;You pay dues (by taking time to learn the process) so you can enjoy the benefits. The mistake people make is not taking time to do the initial work.#148;Ÿ Contact Jim Kendall at JKendall@121Marketing Resources.com.

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