Getting to know LinkedIn

Turned down an interview last week to lead up a $45 million capital campaign for one of San Francisco’s leading nonprofits. The inquiry came because of my profile on LinkedIn, the Internet's leading professional business networking website. Figuring that 12 million users couldn’t be wrong, I had only created my free account on the service less than a month ago.

Though LinkedIn has a reputation for being dominated by the tech industry, I think perhaps those of us working in nonprofit fundraising can also benefit from its use. One of the core principles of successful fundraising is “you already know everybody you need to know to raise money.” Amongst my colleagues the common joke is you know your campaign is headed for trouble when your Board President suggests soliciting Bill Gates, but hasn’t yet asked any of her friends for support.

But the truth is, if you are a skilled networker, you can actually reach Bill Gates -- or anybody else you want to -- because network theory states that we are all only six degrees of separation from anyone on the planet. The trick is to start from where you are and with whom you know and, and then work you’re way out. Used wisely, LinkedIn can be a practical tool for building these connections. For example, in less than one month, I now have 202 first degree connections, over 4,000 second degree connections, and over 250,000 third degree connections on LinkedIn.

To use LinkedIn to build your own business network, here are a couple of recommended first steps:

1. Be proactive: Sign up for a free account
   Paid accounts allow subscribers to ask for introductions and send emails to users more widely throughout the LinkedIn community. Yet with a free subscription you have access to the vast majority of the sites networking tools, and is what I recommend. You can always upgrade at a later date.
   
   
2. Invest in learning: Take the tour
   LinkedIn has a lot of depth and features, which can be intimidating at first. Review the site FAQs. A quick Google search for LinkedIn tips can be helpful too; one of my favorites is this short video.
   
   
3. Promote yourself: Keep an up to date profile
   I can’t stress this enough. The more detail you provide the greater number of ways you can be discovered, linked to and receive recommendations. Include not only current and past employment, but also your volunteer and education history. Be sure to include company or personal website or blog URL. Update the provided public profile URL to include your full name to increase search results. Stress your accomplishments and skills in the summary description. Expand your interest area to include searchable key words. Don’t forget to add a formal or informal group affiliations, honors and awards. Think of your LinkedIn page as your online, dynamic resume. My listing now comes up as the third result under a Google search of my name.
   
   
4. Build your network: Invite your friends to join LinkedIn
   The site offers several easy tools for importing your current address book into their system. Basic networking theory would suggest you invite everyone you’ve ever come in contact with, but in a world of increasing email spam, a little grace goes a long way. So my advice would be to certainly extend an invitation to all current users of the system whom you know. Then segment the rest of your address book, sending invitations to join to those to whom you are close or who have demonstrated an interested in business networking. After you’ve built up your personal network and have something more to offer, then send out personalized invitations to others describing the benefits of joining the service.
   
   
5. Spread the love: Give it all away
   Every successful networker knows that if you want to succeed in life, the best way to go about that is by helping others succeed first. Like fundraising, it should be a practice of giving without keeping score. On LinkedIn one of the easiest ways to get started is to recommend your connections. No one wants to receive insincere flattery, but being the recipient of honest, specific praise makes life worth living. For more such tips, read Tim Sanders' Love is the Killer App.
   
   
6. Keep connected: Tell me what you think
   If you’ve been on LinkedIn for a while, I’d love to get your feedback in the comments below; and if you’re a reader of this blog, I’d love to keep connected to you. You can send me an invitation through LinkedIn at gayle[at]gayleroberts[dot]com.