Get linked make LinkedIn a part of your practice.

• Author: Misuraca, John
• Position: Networking tools - Column

I've spoken to many CPA groups of various sizes about effective ways to use LinkedIn in their accounting practices. At the beginning of each session I usually ask the participants to answer a few questions by raising their hands to indicate how much they're using the networking website. The following responses are very consistent from group to group:

* Between 80 percent and 90 percent have a LinkedIn account.

* About 20 percent regularly ask to connect or accept invitations to become linked.

* Less than 5 percent actively use it to find clients or referral sources.

When I ask those same CPAs if they want new clients and more work for their practice, at least 95 percent will reply "Yes, of course!" So it begs the question, "Is LinkedIn a great tool to grow your business?" Definitely, but you need to set it up correctly, have a good strategy and make it a regular part of your work routine. To do this, you need to understand what LinkedIn is--and what it is not.

LinkedIn was created in 2002 as a website dedicated to helping business professionals find and do business with others. It's essentially the provider of the world's largest public database of business people and businesses. The majority of professionals in the United States have an account. Nowhere else can you find so many potential clients and referral sources all in one place. It costs nothing to join and, unlike most other internet sites, you can use almost all of the features without incurring any fees or charges.

However, LinkedIn is not meant to be a replacement for your other networking and marketing efforts. You will not end up with very many new clients just by using it on your computer. Many CPAs misunderstand its use, grow frustrated and then ignore it. It should instead be used as a major supplement to your traditional tools for finding clients and referral sources.

Who You Are

There are several ways to use LinkedIn, and it all starts with completing your profile, which should include a top-notch professional photo. The picture is the first thing people will see on your profile, so make it a good impression.

Your profile should be complete, but don't be a jack of all trades. People want experts to provide the services they need. The more dearly you define what you do well, the more likely the clients you really want will find you. Have your partners and friends review your profile and suggest improvements.

Use key words to describe what you do. These are terms users will...