Let's Keep LinkedIn Legit

As anyone in my network knows, I LOVE using LinkedIN.

In fact, I attribute most of my company's growth over the last 7 years to my use of this valuable platform.

Over the last few months, however, I've noticed a major spike in the number of solicitations I've received in my inbox. Most of these are thinly disguised as invitations to connect - but there's always a catch.

I suppose that the more exposure one has by way of posting and growing one's network, the more likely one is to receive solicitations from those looking to make a buck. I have nothing against growing one's business, but there is a right way and a not-so-right way of doing it on this platform.

I believe that LinkedIn is a useful tool in the art of business development, not selling. The difference is that business development is a nuanced process of generating, curating and leveraging 2-way relationships. BD also includes the establishment of thought leadership as a means of promoting one's brand. Both of these are highly effective methods of generating smart and sustainable growth.

Selling, on the other hand, or the transactional approach to obtaining clients, while certainly effective for some, does not fit the LinkedIn model. The reason I've enjoyed success by using this platform is because I've been consistent, committed and patient with the process. It takes time, thoughtfulness and intentionality to make the best use of LI, and those that directly solicit do not get this.

Over the last few months I've received several messages using the same language to invite me to connect. There's always a generic (usually cut and pasted) mention of an intention of growing one's network, providing a free coaching session, sharing several contacts in common or an offer of lead generation help.

Because I am committed to the "art" of networking, I patiently read through each message holding on to the optimistic hope that one of these "reach-outs" is genuine in their intention to develop a meaningful - and reciprocal - relationship. My patience stems from the fact that I have successfully utilized LI messaging over the last 10 years to generate interesting conversations, fruitful relationships and valuable resources for the rest of my network to enjoy.

Sadly, some of my efforts to connect through messaging have been met with cynicism. Over the years, a few of the contacts I've made through LinkedIn took a bit of convincing to get them to consider grabbing coffee or scheduling a call for the purposes of sharing ideas. This is totally understandable considering how so many LI users are abusing the messaging component of the platform.

Some good uses for LinkedIn:

• Searching for valuable resources to "fill your bench" - with the intention of curating a network to provide value to all its members
• Building a thought leadership platform designed to educate the marketplace and provide value to LI users
• Making introductions through messaging
• Research
• Sharing ideas and brainstorming to create impact

Bad uses of LinkedIn:

• Prospecting through messaging
• Selling through messaging
• Being insincere about your intentions
• Posting political content
• Name dropping (I know I'll get flack for this...but I am personally not a fan of posts that tag 10+ people)
• Prospecting with romantic intentions (yes, this continues to happen)

I realize that many of these behaviors will continue as more professionals jump on this terrific platform. My hope is that those of us that are committed to creating value through the use of LinkedIn will be inspired to gently "police" some of these faux pas by politely and professionally encouraging those looking to directly sell here to find other ways to provide value than just pushing their products or services.

Long live LinkedIn.

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Wendy Merrill is the Founder & Chief Rainmaker of StrategyHorse Consulting Group. She is a long-time member of LinkedIn and often touts its value to the professionals she works with in her coaching and workshop programs. She is also the author of the bestselling PATH TO IMPACT: THE RISING LEADER'S GUIDE TO GROWING SMART, a practical guide designed to help tomorrow's leaders steward the organizations of the future.

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