LinkedIn is the leading business networking platform.

If Facebook is like the local pub, LinkedIn is more like a conference or business networking event where the conversation focuses on business and industries.

How you use LinkedIn depends on your business and your goals but it can include:

• Staying connected with people in your network of professional contacts
• Contacting prospective customers
• Profiling your professional expertise and services
• Announcing new products or services
• Researching prospective customers before contacting them directly
• Building awareness of your brand
• Profiling your business and service offering

Getting started

1. Sign up and complete your profile.

You can sign up with LinkedIn for free, although there are paid versions.

Once you've started your profile, don't leave it incomplete in case you never get around to finishing it!

Include a summary of your experience, past employers, skills and specialities. Add keywords (ie what people might be looking for that relate to what you do) into the heading and/or summary of your profile.

You can link your Twitter account if you have one, but if you are going to be tweeting about non-business related subjects it might be best to leave it out.

Once you have finished your profile, claim your 'vanity url' so you can add http://linkedin.com/in/myname to your business cards and email signature.

Keep in mind who you want to read this profile and include information that will be relevant to that audience.

2. Build your network of 'connections'.

Start by searching for and connecting with people you know well, then extend to include customers, partners, previous colleagues etc.

When you send requests, try personalising the message rather than sending a generic 'so and so wants to add you to their network' . It's much friendlier! And when you get a request, try personalising the response back.

3. Extend your network

Then extend your network further by joining groups relative to your industry, interests or groups where your target audience is likely to be.

Then join in the conversations!

Tip: Put aside a specific time each week to grow your network of current or former business associates, post discussions and answer questions.