Now that you’ve dipped your toes into the social media pool, it’s time to really dive in and get acquainted with LinkedIn, the world’s top professional networking site.

“Social media” may not be the most accurate way to describe LinkedIn. In contrast to Facebook and MySpace, LinkedIn is used primarily for business, not pleasure. You might not automatically think of LinkedIn when you’re trying to attract new customers, but in reality, it’s a great way to increase your visibility and build a reputation in your industry. If your company is a newcomer to the scene, you’ll find the site especially helpful.

Creating a LinkedIn profile is a bit like writing a resume. Just like a resume, your profile can (and should) continually be updated as you refine your professional image. But remember to follow the first rule of cybermarketing: take advantage of the word-of-mouth possibilities, but avoid aggressively pushing your products or services!

Once you’ve established your profile on LinkedIn, the site allows you to:

• share information with others in your field on the site’s “Answers” forum. Your answers to questions are rated by other users. High ratings establish you as an “expert” – which can open many doors!
• join professional groups, keep informed about conferences and trade shows, and stay up to date on the latest developments in your industry.
• exchange referrals and recommendations.
• organize your professional references for the benefit of potential customers or clients.
• research the individuals and companies with whom you do business.
• research your competitors and learn from their marketing techniques.
• increase traffic to your website and blog.
• boost your company’s visibility on search engines.

To get an idea of how people create their professional identities, do a search for other providers in your industry. When building your own profile, don’t forget to include details about your employment history, and mention any professional awards and accolades you or your company have received. You never know when opportunity will come knocking!

For more tips on using LinkedIn to develop your business, see this article from the site’s blog. And check out our video on LinkedIn!