A little over a year ago I wrote a blog on LinkedIn, the very popular social networking site for professionals. At that time, I characterized LinkedIn as a “work in progress.” The site had some interesting elements but it was still underdeveloped. Over the past year, a huge number of people have signed on to LinkedIn. I thought it was time to take a look at how much progress has been made.

Perhaps the first thing to understand about LinkedIn is that one must have realistic expectations about what it is and is not designed to do. LinkedIn does not replace networking; it facilitates it. Networking is all about forming personal bonds and relationships. This is best done face to face. Nevertheless, LinkedIn can support the networking process.

To derive some benefit from LinkedIn takes work. One must keep one's profile up to date and continue to build one's network. One must share information with one’s “Connections.”

For LinkedIn to be of value to logistics and transportation professionals, the first thing you must do is invite your key contacts to join your network (on LinkedIn). This is a relatively simple process, particularly for users of Outlook. Essentially you point and click, push the “invitation” button and wait for responses. Once your key contacts are part of your network, you can use the features to share or obtain information from them.

The process of adding “Connections” should take some careful thought. Every few weeks I receive “Invitations” from people I don’t know. Frankly I cannot see the value in making blind requests to folks whom you have never met. The value of LinkedIn is the ability to create a network, or network of networks, of people in different sectors who can help you and whom you can help. By selecting people you know, this provides you with history, a level of trust, and a frame of reference upon which to build and share.

“Networking” on LinkedIn goes beyond having visibility into the “Connections” of your network. It involves sharing information with your contacts. This can mean forwarding articles and reports that may be of interest, highlighting a book you have just read or identifying conferences or webinars that may be relevant to certain groups. In other words, this tells your network that you value them and they are important to you.

Another feature of LinkedIn is the ability to join groups that match your skills and interests. There are numerous logistics related networking groups on LinkedIn. These include industry associations such as the Council of Supply Chain Management Professionals, country specific associations such as the Canadian Transportation & Logistics Networking Group and industry verticals such as the Food and Beverage Supply Chain Professionals. There are also groups for industry sub-sectors such as Trucking Consultants. Participation in each group provides you with access to the knowledge and expertise of its members. If you cannot find a network that is the right fit for you, LinkedIn allows you to create your own group and set the membership guidelines.

Access to these groups allows you to perform a number of very useful functions. You can post job openings and projects and seek out qualified candidates. You can also advertise that you are looking for work. LinkedIn allows you to ask questions of the group. I recently used this feature and found it be very powerful. By asking a focused question to three of my “groups,” I was able to receive a wealth of valuable, insightful information. This information came from knowledgeable people all over the world that would have been difficult to obtain from other sources.

There are other networking tools that are available to the LinkedIn user that enhance its networking capabilities. The little used Status feature allows you to identify what you are working on or outline where you will be (e.g. Going to PMAC Conference in Quebec City – please let me know if you are going so we can arrange to meet). The “Events” section allows you to share with your network and others, the major industry related events that you may be attending or at which you may be delivering a paper. The “Recommendation” feature can be used to provide recommendations on the work of your colleagues and vendors and to solicit recommendations on the work that you have performed.

LinkedIn is still a “work in progress,” but a lot of progress has been made. Since so many people have signed on, it is much more valuable than it was a year ago. It is becoming an increasingly powerful networking tool for business professionals; in particular professionals in logistics and transportation who are prepared to devote the time and effort needed to successfully use this resource.