LinkedIn could be one of the greatest platforms-of-change in business today, but we all have a responsibility to be active participants and help shape that transformation. (Image: Shutterstock)

I know many brokers struggle with whether they should be active on LinkedIn. Most have a strong sense that they should, but question how or if it can actually help grow business.

When you think of business growth, your first thought is likely new revenue. That's the growth we all need in order to survive. However, we all need professional growth, too. Active engagement on LinkedIn can drive both, but don't expect to show up online today and have new business tomorrow. Think of online engagement as professional growth opportunities taking place among a fertile environment of prospects.

Kevin Trokey is founding partner and
coach at St. Louis-based Q4intelligence.

Related: Establishing recognition & trust with LinkedIn

I see social media—LinkedIn specifically—as the greatest platform-of-change in business today. We all have a responsibility to be active participants and help shape that transformation. Social media is a place to challenge traditional thinking but also to allow our own thinking to be challenged. It leads us to re-evaluate what we think and to gain new perspective.

But, where is the ROI?

Networking on social media isn't much different from traditional networking. Rarely do you go to an event and leave with a new client, but you can't set the actions in motion if you don't show up.

Choose the right event—On social media, this means joining relevant discussion groups and connecting with the right folks. Over time, you become familiar with one another, earn trust, and maybe, eventually do business together.

Hint: Find groups that focus on issues that: 1. will build your business acumen; 2. drive professional/technical growth; 3. are top-of-mind for prospects.

Frequency—The cool thing about online networking is you don't have to show up at the same time as your target audience. Your article, comment or invitation to connect will be waiting for that prospect the next time they're online.

Hint: Set aside 15 minutes a day to build a habit of simply showing up.

Introductions—Develop and execute a strategy to regularly connect to the right people.

Hint: Set a weekly goal to send X connection invitations. Include industry thought leaders, potential prospects, community leaders and others who influence your prospects.

Engagement—It doesn't do you any good to make an introduction and never have a conversation. This means commenting on ideas shared by others, sharing your own ideas, or sharing other's ideas you agree with.

Hint: Start by setting a daily goal of liking something you read, leaving a brief comment and sharing something you read.

Be interesting—Anyone only interested in themselves and their own agenda will never be interesting to anyone else. The more you bring an interesting perspective to a conversation, the more interesting you will be to others.

Hint: The more you read, the more ideas you will have to share. Share your opinion on those ideas rather than simply sharing the idea itself.

How do I “do” social?

The LinkedIn business world really isn't that much different from the one you've always known; it's simply more convenient.

I show up consistently (a handful of times a day) and speak as openly and honestly as I can. I say what I feel needs to be said, but do my best to be respectful and fair along the way.

Want to know more about to take advantage of LinkedIn? 

• LinkedIn: A prospecting treasure trove, Part 1
• What to do with those LinkedIn endorsements
• 4 LinkedIn resolutions you should make this year