Chain reaction

LinkedIn is the dominant online way of making connections, with some 225 million members in 200 countries. Yet it is striking how little use people make of the site. They recognise it has a value and sign up then waste the opportunity. This may be through an understandable fear of social media, ?given its spillage into so many aspects ?of our non-working lives, but it must ?be overcome.

Research suggests that one-third of decision-makers in UK organisations use LinkedIn for business, with two-thirds of people who might be classified as professionals now members.

At the very least, LinkedIn has the power to connect you to groups of people who might be expected to take an interest in your work. There is plenty of technical advice online about how to make the best of the site. Fortunately, the basics are straightforward.

It is important to ensure you communicate the key aspects of ?your business immediately. Potential customers won't linger, so a clear message is important: state what you do and how they can make contact. A decent photograph - not the 'arrest on sight' passport kind - is crucial. Image counts, ?as does having a compelling headline ?to draw in readers.

There are plenty of established groups to join (sign up to Private Client Adviser's group here), but one of the best ways to build a network from scratch is sharing links to interesting stories and asking questions about the issues they raise. Also, be upfront with a call to action directing people to your website or a YouTube video showing what you do.

Because this is a 'social' network, spend time being just that, but not by posting unfortunate photographs of a snowboarding incident or the night of a thousand Martinis. There are plenty of more enhancing aspects to talk about, such as charity work and leisure interests, either your own or others. All this helps to create a group of your own and reveal you as the sort of person with whom clients will actually enjoy working.

And do not forget the products and services section. This is where you can explain in more detail what you have to offer and where the serious potential client will linger.

Avoid creativity

The language you choose is important. Company profiles need to be distinct, so it makes sense to think intelligently about key words that relate to what you do. This will help ensure that the internal search engine in LinkedIn finds your name among the crowd.

Try to avoid the top 10 descriptive clichés, which have been helpfully ranked by the site in order of use. Creative is the most over-used example and others to avoid are: organisational, effective, motivated, extensive experience, track record, innovative, responsible, analytical and problem-solving.

People often miss a trick with their job title in the summary section by not making it relevant. Listing yourself as a partner at X firm may be accurate but it is too oblique, unlike 'corporate partner working on wealth management for private clients at X firm'.

The key is to demonstrate expertise and what you can do. Summarise professional qualifications and positions held externally that enhance your credibility. Past experience should be detailed well because you never know who will be looking for you: a former colleague, for example. Skills and expertise are what people want to see.

Recommendations are prominently displayed on profiles. They enhance credibility and are particularly valuable when coming from clients and intermediaries. It is important to be courageous, to ask for recommendations and be prepared to return the compliment. Linking to articles that ?you or your team have written will ?show off expertise as well.

There is much more to learn, but this is enough to get you started. Social media has a firm place in the networking space. Don't ignore it, exploit it.

Geraint Jones is a private client partner at Reeves

He writes the regular in-practice article on doing business for Private Client Adviser