Web 2.0 Community & Business Explore, Understand, Use Web 2.0 to Build Your Online Community

Powerful, simple, about 30 million strong: Linkedin.com is an effective professional networking superstore. Just as you would use a hammer for some tasks and a screwdriver for others, Linkedin is one tool. It is most effective for professional online networking. For Linkedin to be effective you need to be on the site every other day to maximize the results, but a minimum of once a week. You have to take care of your network or it will die. Do you enjoy asynchronous communication using a keyboard? No. Stop right here. Use a networking method that you enjoy.

So, you are a professional (defined loosely), your networking goals are at least regional and you enjoy computer-based asynchronous communication then we have a match. If not, however there is still a vast amount of good information in the questions and groups that you can use.

Linkedin allows you to develop your professional brand effectively. A profile on Linkedin serves as a online resume similar to a yellow pages add, that you can edit daily if you choose. It does require a minimum time investment of at least 2-3 hours each week.

Rolodex power. Tom Peters says in his book The Pursuit of Wow!, "Your power is almost directly proportional to the thickness of your Rolodex, and the time you spend maintaining it." Linkedin connections works like a big, interactive, self-updating, shared rolodex. Wow. People shift jobs and positions more than in the past and Linkedin helps you stay connected with people. It gets better: you can see who your connection's connections are. Pull a card from your rolodex and picture it being that person's rolodex. In Linkedin you can even search on a zip code, industry, company, title, school or groups and in the results see mutual connections and groups. Powerful. Spammers noticed the power also and that is Linkedin's main reason for the "I Don't Know this Person" (IDK) button. Linkedin counts the number of IDK's you get. Six and your are forced to obtain the other person's email address as part of the invitation. It slows spam.

Linkedin allows connections to write recommendations for you, a powerful brand building tool. A solid networking fundamental principle is to give before getting. So, if you don't recommend others then recommendations will not magically appear on your Linkedin profile. Writing a recommendation for another connection is the most obvious way to start, but you could write a letter or recommendation outside Linkedin. View Linkedin as one tool in your networking toolbox and networking as a part of your strategy. Never view yourself as an employee, but as an independent contractor working as part of a team (called a company) on a long-term project.

Linkedin has groups. There are thousands of groups on every conceivable topic related to business. If you choose to spend the time you can meet people with similar interests and learn about cutting edge methods being applied in your industry. Ask questions you want input on. Post questions and read answers to get ideas for a book, article, or blog you are writing. Join groups for all the companies they ever worked for including your current company. If a group is missing: create it. Colleges have groups. Do you have a professional certification? Search for the group. Are you interested in systems thinking, marketing, higher education, politics or environmental issues? Search for a group that fits-they are there.

Linkedin Q&A. On the home page in the upper center there is a "Answers" button. You will see 20 question categories and each has a number of subcategories. You can ask and answer for hours it is addictive and very informative. Cannot remember the question your friend said you should answer. If your friend wrote it, you see it on their profile. My friend Susan today showed one current question and I could click on the link to see the question and maybe choose to answer the question. I can see that she has expertise in three different areas (remember the question categories) and three best answers in four best answers in the other. I can also see all of her questions and answers.

Founder of OnlineBuisnessNetworker.com, Flyn Penoyer has this to say about Linkedin's question section "I firmly believe that one of the best (and least utilized) tools on LinkedIn is the Question & Answer forum. By answering questions in the Q&A forum, I've had many people tell me they found my answer helpful and asked me to join their network. Now that's a quality connection!" A brand building bonanza, these questions and answers can be.

There is a section on your profile you can display books you are reading and the groups you have in common. This is a good way to start a conversation or gage if you have much in common. Presentations can be uploaded and run like PowerPoint others can view your presentation at their leisure. As a brand builder, I am sure you see the potential. There is a status line which you can customize, hourly if you choose, that everyone can see. People put what they are doing, reading, ask questions or share websites. I have seen vast creativity in the use of this one line.

Linkedin's home page is a dashboard giving you an overview status of all the features described above. You can do all this with a free account. Linkedin withholds some features, however I built a network of 2500 on the free account which includes all the features described in his article. The adds ( Linkedin does need to make money) are well placed and considerate of the users.

Linkedin Jobs is a pretty standard job board, with a Linkedin twist. The jobs section tells you what companies are represented in your network alerting you that you have connections who work there giving you a major advantage. You can click on a company and see who in your network works there. Searching is similar to most computer-based job boards with a Linkedin addition- you can see on many postings the Linkedin person who posted it, and if they are first, second, third level or out of your network.

Linkedin.com is an effective professional networking tool if you follow the basics of effective networking: give before you get, make friends before you need them (invest in relationships), seek advice- not help (until you have built a relationship). Carol Deckert, networking coach and founder of Referrals Unlimited Network (www.runlancaster.com) says that, "Lack of credibility is the single greatest reason people do not buy." This brand building for professionals is the foundation of profit. Oh, yes, there is one more part of effective networking: work. The work is quite enjoyable because you are making the friends you want to have and participating in groups you choose.

Can you have fun? Yes. You can post a joke or pun in your status line link "Did you hear of the guy who dropped his computer on his toes and had a megahertz?" Do you like quotes? I saw a question once asking for people's best quotes. It was a treasure of outstanding quotes. A friend posted another fun question asking people for their connection wish list. The question had nothing to do with chess, but many people had fun and were inspired by that question. Her benefit was helping people enjoy Linkedin (giving before you get), more connections for everyone (make friends before you need them) and FUN! Should you have fun? YES. A splash of humor and fun on your personal brand will draw people to you and your business.

Using Linkedin effectively is similar to riding a bicycle: you can learn quickly and the pedaling is hardly noticeable because you are enjoying the ride. "Forever is composed of nows." - Emily Dickinson Start now. Linkedin is a great tool for effective online professional networkers.