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Tech Talk 5 Reasons Your Sales Rep Should Consider LinkedIn—Other than for Recruitment or Job Searches By Ann McDonough, pr incipal at W Communications ann@wmarcom.com O pen your email and the subject line "Joe Smith wants to connect with you on LinkedIn" invariably pops up in your inbox. Because the value of LinkedIn continues to elude a large number of business professionals, those requests often sit in email purga- tory while we contemplate whether to jump into the professional social media fray or sit it out.What to do? Below are a few reasons why you should consider getting off the sideline and becoming a part of one of the most established B2B social media outlets in the world. Be where your customers and prospects are. More than 100 million business professionals from around the world are now on LinkedIn, with a majority of those being in the United States.Every Fortune 500 company has a corporate presence with senior execu- tives who are members—and almost 40 percent of all members top $100,000 annually. Social media and LinkedIn, in particular, have gone mainstream and represent a valuable communications channel where your customers and other purchase decision makers are engaging in conversations every day. At a minimum, consider creating a corpo- rate profile on LinkedIn that is main- tained regularly with relevant updates. Companies post a variety of information there, including upcoming events to attend, acquisitions, promotions, awards and others news. A corporate page is also an excellent place to link to other online, high-value articles written about your organization. Find a newpath to talkwith stake- holders you haven't been able to 24 FEDA News & Views Think social media is only for the Gen Y set and under? Think again—70 percent of LinkedIn members are over 35 and college educated. Almost 40 percent top $100,000 annually. reach before. Social media, LinkedIn included, is about having conversations, networking and building communities. LinkedIn ranks those connections by degrees.The first degree is a direct rela- tionship,while second and third degrees are created by the people you know who know others. It's like the Kevin Bacon rule to professional networking online. One of the key benefits of being part of LinkedIn is tapping your extended network to connect with other busi- ness professionals or stakeholders you haven't been able to reach through other channels.A shared connection is a powerfulway to break the ice and get a virtual introduction—not push your products.Don't sell yourself,your prod- uct or company out of the gate. Instead, use it for outreach or as an opportuni- ty to meet someone and talk. Online conversations involve listening, so ask questions and seek advice. Lastly, you can also help others by continued on page 26