Here is another stat: 78 percent of salespeople who use social media outperform their peers. With that in mind, here are four (really easy) resolutions to see through in 2016: 

1)       Update your LinkedIn profile 

It seems simple enough, however I stumble across outdated or incomplete profiles for folks wanting to do business with me all the time. Keep in mind, LinkedIn is the top social network for B2B interactions, so make sure your profile is current and highlights what you have to offer to potential clients. Are you curious how your profile should look? Have no fear—here are some suggestions: 

• Have a professional profile picture. Are you still using that photo your friends took of you at a baseball game? Or wait, is it your wedding photo with some iffy crop work? I could go on and one with bad examples. The point is to take time to add a recent, professional photograph that would help a buyer feel confident in doing business with you (in the profession you claim to be in).
• Make your headline pop. Your headline is the description immediately below your name and, I believe, the most important aspect of your profile. It should be a short description explaining how you can help potential clients, not just your job title. LinkedIn allows for 120 characters in this space, so make it precise and compelling.
• Update your contact information. There's nothing worse for someone interested in doing business with you finding out your contact information is for a prior role and a prior company. Fix it!
• Compile your "experience" section with your clients in mind. Although it's easier to include your current and past job duties here, this is another great place to describe what you have to offer and what differentiates you from the competition. Because you want to leverage LinkedIn as a pipeline of new opportunities, think of your profile as your value proposition and less like your resume. Convey credibility and drop the jobs you had in high school.
• Not certain I need to say this, however I'm compelled because I run across it more than I should: Write your profile in first person. It is very confusing when it sounds like someone else is manning your Linkedin footprint.  Quite alright to have a team of folks behind the scenes, but don't make it too obvious. 

2)       Be proactive 

With the rise of social networking, it's even easier to research potential (and existing) customers. Get to know a prospective client even more before meeting them. Join LinkedIn groups they are a part of and listen to what they are discussing. This is a great place to showcase your knowledge and passion for the industry by engaging with fellow group members and offering insight.

3)       Abide by the 80/20 content rule 

Take time every few days to post, as this is a way to stay in front of prospects. I recommend the 80/20 rule when posting: Only 20 percent of your content should relate to your brand or business, and the remaining 80 percent should be a balance of other interesting, shareable content (retweets, motivational quotes, and links to industry news) and your personal interests. Including your personal commentary when sharing compelling articles and links is also a must. People want to know your take or why they should care, and this is a good way to reinforce your position as an advisor, consultant or practice leader. One note of caution: If you want to get into the details of products (thinking insurance or financial services), there could be state compliance regulations you need to consider. Technical content like this may require disclaimers or other required reference.     

4)       Strive for quality, not quantity 

Monitor your posts to see what is getting engagement. Are you garnering comments, likes or shares? This is how you can measure effectiveness and gauge what your network is most interested in. You will be surprised, as I have been, with what gets traction. So have fun and experiment. And lastly, reply to people who comment on your posts, preferably the same day, as prospects evaluate that, too. No one wants to feel like they aren't being heard or are unappreciated. Even a simple thank you is adequate. 

Of course, social media doesn't replace meeting with prospective clients or customers face-to-face; rather, it's another business tool in your arsenal. For lead gen, social media adds the dimension of amplifying your message through networks. Once someone likes, comments or shares something you post, their network is informed and a slew of folks you don't know gain exposure to your personal brand.  And that's why following through on these resolutions is in your best interest; so you can make a great first impression before you even have a first impression.   

Justin Meyers is a manager of marketing for the Benefit Solutions Division at Mutual of Omaha. He can be reached at [email protected].