Rochelle Veturis Coles
Launched in May 2003, LinkedIn has steadily grown as a social media resource for those looking to interact professionally. Now with a reported 90 million registered users as of January 2011, it still falls short of the more than 600 million active users on Facebook. Although not far behind Twitter’s 175 million, many profiles on LinkedIn remain lifeless. Employment histories are never fleshed out and connections never made. Providing some insight into what seems to still be an untapped resource, inVocus has hooked up with some LinkedIn gurus, including Rochelle Veturis Coles, media and public relations director at Irvine, Calif.-based LPA Inc. Among the multiple social media platforms she juggles, she has been using LinkedIn since 2007.
Katrina M. Mendolera: How do you use LinkedIn in your profession and how often?
Rochelle Veturis Coles: I posted updates of articles that either 1) get lots of comments or retweets on Twitter (so I know they’re good), or 2) would benefit my more-professional crowd on LinkedIn (so, a bit of exclusive content), anywhere from one to four times a week. The benefit of content sharing – or being a content DJ – is that I get to share resources that are helpful, benefit my contacts, while also coming up in the weekly recap that LinkedIn sends directly to their inbox. I also get weekly updates from the various groups I belong to, and if I see a relevant opportunity to leave a comment, share a video or article, I’ll do that – quickly, and usually no longer than one to three sentences.
I also really like the Amazon reading list feature. When I see or hear of a book I want to read, I quickly place it in my reading list to 1) keep a running tab of books I’m reading, or would like to read, all in one place, and 2) demonstrate expertise to my contacts in my area of business (PR/Communications) or even let them in on personal aspects of my life that can help people get to know me better (i.e. Eating Clean), without being too controversial. Oh, and one more add-on. LinkedIn is great for researching media that you’d like to build relationships with, or pitch, and colleagues too. Often, I must work with other PR people and it helps me see the other places and industries they’ve worked in, and for how long, quickly and discretely.
KMM: What kinds of relationships have you established on LinkedIn? How have these relationships aided you?
RVC: I love that LinkedIn lets you search a person, let’s say a media contact, and tells you how closely you are associated with them (i.e. who you know that knows that contact already). It’s terrific. I can’t tell you how many times I’ve done my research, and found I that I already had an “in” with someone via the Get Introduced Through a Connection or How You’re Connected to feature.
KMM: What about it as a resource and social media outlet appeals to you?
RVC: It’s a terrific tool for background research, market research (i.e. via the poll feature), and the old idea of “Six Degrees of Separation.” We are all more connected than we realize. It’s oftentimes, a very small world.
To me, there’s value in LinkedIn as a social network because it’s the most formal, businessy network of them all. Perfect for those who are not comfortable sharing much personal information. LinkedIn provides the place for connection (of contacts and resources), without the “over sharing” prevalent on some of the other platforms like Facebook and Twitter.
KMM: What do you think are the benefits of LinkedIn?
RVC: Another benefit of LinkedIn is you can use it to add intel to your [personal] media database or CRM. You’d be surprised how much richer a database is when you’ve added a headshot and personal nugget of info to a contact’s profile; it will help you “humanize” your communication toward this person.
KMM: Do you think LinkedIn is still an untapped resource? If so, why?
RVC: Oooooh, yes. The depth of LinkedIn is, for some reason, difficult for many to grasp. So, it’s a great place to jump in with both feet first. You can be a big fish in a smaller pond, and reap great results for the amount of time you invest; the competition isn’t as fierce, as jumping into a “pool” the size of Facebook. Plus, LinkedIn is getting more user-friendly with each day. It has more to offer now than it did even a year ago.
KMM: Do you have any tips for others in your profession who have not yet embraced LinkedIn?
RVC: Get recommendations! This is my favorite part about LinkedIn. If you ask for them, as you go along, you’ll find yourself with an abundance of positive feedback from the various people we all work with as our careers progress. You’ll have ready-made testimonials for future opportunities, and testimonials are key because they help build trust quickly. Having lots of testimonials on your LinkedIn profile is yet another way to set yourself apart from others. As an employer or future client, are you more interested in the person with zero recommendations or the person with 20+? It’s a given. Get those recommendations going, and don’t sell yourself short.
Tip: Get recommendations quickly by asking for one to three sentences of feedback (on your work), immediately after a successful project wraps.
Tip: Don’t forget to syndicate your blog or even YouTube channel, to automatically post to your profile through the app BlogLink.
Tip: Fill the Professional Headline field on your profile with specific keywords that potential employers/clients will type in to the LinkedIn Search Box to find you.
Tip: In the Websites field on your profile, be sure to list the name of your company or title of your blog instead of listing “Company Website” or “My Blog.” This will lend a bit of SEO cred to your page.
Tip: Add to your profile as you go. Just left a mixer or tweetup? Find and link up with the people you had face time with that would benefit your career or business. Don’t wait. Do it while you’re fresh in their mind.
KMM: Visit us Friday to read more about the uses of LinkedIn. And next week, a Boston Globe LinkedIn guru dishes with inVocus on how he uses the platform to aid his professional life as a business journalist.
–Katrina M. Mendolera
