Social media has become a preferred way to communicate online. In this very public forum, people post anything from personal opinions to conversational threads. Interlaced between all of these conversations is intention. In other words, each social media platform comes with its own purpose-driven audience, whether social, professional or just a form of airing your dirty laundry to be honest. Certain sites have become synonymous with social and professional circles. LinkedIn is a good example of this phenomenon. It is a professional forum for work and employment-related content. The site allows you to put your best professional foot forward. Why does LinkedIn’s footing matter in a business? In a word: expectation.
Delivering on Social Promises
Expectation does a lot to fuel social media. Facebook relies on a more casual style of communication. Twitter is perfect for spur of the moment insights. Pinterest and Vine are used for image and media archiving. When users visit or contribute to these sites, each one has set a precedent for the type of networking they can expect. LinkedIn is the only social media outlet dedicated to making professional connections. It has become a necessary component of your business presence online.
Your online presence says more about you than you might think. As the saying goes, you never get a second chance to make a first impression. The universal appeal of social media has made it difficult to even get a chance to make that first impression. More often than not, your online profiles make the impression for you. The sooner you recognize that fact, the sooner you can take control of how the world sees you.
Being seen in the professional sphere is also challenging. Given the current national unemployment rate, competition has been taken to a whole different level. Hiring managers frequently use industry search results to develop a list of potential candidates for their open positions. LinkedIn is a highly rated profile in those search results.
Remember, job opportunities are about establishing a professional relationship with the company. If your profile doesn't rank in the relevant search results for a position, your chances of being found online are slim. Slimmer still are your chances of securing an interview or adding to your client list. Don't let your business go elsewhere simply because you weren't cashing in on your own search value. 
The Social Media Value System
Contributing to social networks and building relationships with other contributors is what this medium centers on, but using it to simply branch out socially is a one-dimensional view of its true value. LinkedIn does wonders for fledgling businesses and wayward job seekers alike. It can be fertile ground for promoting a new business, networking with clients and colleagues, and finding new vocational opportunities. Best of all, a platform like this gives you a socially acceptable way to promote your own expertise or personal brand.
If there's anything people search for more than connection, it's an expert. People love problem solvers. Even more than a run-of-the-mill problem solver, people love resources backed by industry-leading expertise. That's why developing a profile on several social media platforms comes so highly recommended. It's a way to connect with people in different social circles and to highlight different sides of yourself within the online community.
How to Use LinkedIn to your Advantage
Everyone has different sides that they reveal to the world. Social media gives you the luxury of finding an outlet for each one. It also helps you gain a searchable, likable reputation. As a business or business person, capitalize on LinkedIn’s offerings. Since LinkedIn ranks so highly in search results, consider plugging your profile with valuable keywords. Take note of the words used in job descriptions and qualifications companies are looking for, then place them in your LinkedIn profile accordingly. Ask friends and coworkers to write you a recommendation or endorse your skills. In return, do the same for them. Join groups relevant to your business or industry. Doing all of the above will help you or your business rank higher in search results and offer you the opportunity to connect with others like you.
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