Over the past month, I have had the pleasure of attending Social Media Success Summit 2010, a series of online seminars on social media. It has opened my eyes to some amazing things that can be done with social media and examples of how companies are utilizing it. When talking about social media, most often people are referring to the big four: Facebook, Twitter, LinkedIn, and YouTube. While the Summit has done a great job of shedding light on all of these areas (along with some other really cool up-and-coming platforms), most speakers have been focused on the use of Facebook and Twitter as sort of “social media powerhouses,” if you will. And don’t get me wrong, I think both platforms are brilliant, but I think that Lewis Howes really hit the nail on the head when he said, “LinkedIn is #1 for business people” during his presentation, Getting the Most Out of LinkedIn: The Business Social Network.

I was so pleased to see a session dedicated to LinkedIn because I think it is the most powerful social media tool available to businesses today. Think about it, why is your business successful? I’m betting that it is probably due to your customers, clients, and employees—all people. While technologies are amazing and can enhance any business experience, people are a business’s greatest asset (after all, someone had to dream up those amazing technologies). Apple wouldn’t be what it is today without the brilliant minds inventing new technologies; Starbucks wouldn’t be as successful without its friendly baristas; and Disney just wouldn’t be the same without those crazy people in costumes. It is the people that make the difference in a company.

LinkedIn

So what better way to strengthen your business than a giant rolodex of all of the people that you are connected to? That’s the greatest value that LinkedIn can provide—keeping you connected with people. Many business owners are concerned that if their employees are well connected, they may leave and work elsewhere. I can’t say that this is never the case, but why not give them a reason to stay and help your business be more connected at the same time? Keep in mind, employees’ connections can turn into business leads as well. Well-connected executives, managers, and associates can lead to one killer company rolodex! Rather than being afraid of what these connections might mean to your company, find ways to leverage them and uncover hidden assets that already exist. You will gain new connections, and your employees will feel valued for their input.

And what if LinkedIn suddenly disappears? That’s ok because you can export all of your contacts into your own manageable spreadsheet—an option that Facebook and Twitter don’t offer. And what do all of these connections have to offer you? Some of them may not be of much help, but many of them can offer business leads, new clients or customers, industry insight, potential employees, and yes, even competition (but your business wouldn’t be very successful if you didn’t understand what your competitors are doing, right?). Besides providing connections, LinkedIn has a variety of groups and Q&A forums that allow users to interact and share insight. Starting discussions and answering questions allows you to share your knowledge about your field. By staying engaged, you position yourself as an expert in your field, giving you an additional edge for connections and business leads, and it positions your company as a valuable partner for potential clients. What a wealth of knowledge LinkedIn has to offer you!

Next time you are thinking about how to approach your social media initiatives, don’t forget about your most important assets. And don’t forget about LinkedIn, the social media underdog that has a chance to make a great impact on your business!