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what is the best way to convince people that should use LinkedIn not just join and forget it?
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One of the biggest reasons to keep engaging on LinkedIn is for development of online reputation. If you search for an individual online, there is a high probability their LinkedIn profile is going to come up on page 1 of Google (My LinkedIN profile comes up in the #3 spot if you search for me). That by itself if a huge reason to keep your profile updated and participate in LinkedIn groups. If you have a profile, it's going to be part of your online reputation, and if you don't keep it updated, that will effect your online reputation.
Back in 2010 CareerBuilder did a survey that showed that 53% of potential employers use social media to research potential candidates. I've never seen a survey about employers using it to research existing employees, but we have several clients who have instilled social media policies, and part of their process is to check up on their employees social media activities.
In addition, LinkedIn is an amazing tool to learn and share new information. You can subscribe to the groups and have Q&A sent straight to your email, so for that alone you can learn a lot about a topic of interest to you. It's a great way to keep up to date on industry trends. Also, by having it sent to your email, in only a few seconds you can scan the topics and see where you'd like to jump in and add your opinion. Answering questions in groups is an excellent way to build online reputation.
There are dozens of reasons to use LinkedIn, but the above two are in my opinion compelling reasons to not just sign up and forget it.
Lead by example, when you can show colleagues and clients that your efforts and time on LinkedIN are paying off, they are far more apt to join and become active. It takes solid strategy, with a targeted market, and real goals to make social networking work for any business. Just spending time and connecting isn't enough. Sharing specific success stories, tools you may use, and techniques you know work will go a long way.
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