Many people have talked themselves into doing little or nothing at all with social media because they view all social platforms as similar and part of one humongous category. However, it has been proven that even small efforts on social media can prove beneficial. So how can this challenge be managed, retain our sanity and actually profit from it?

There is a basic premise of time management that work needs to be defined into urgent, intermediate and not urgent groupings. One simply method is to divide the tasks into A, B or C bins or piles. The ideal result is that A projects are worked on first since they rate the most important—many potentially can bring in more revenue to the business. Next, the lesser duties (B or C) are given attention. Once such prioritizing habits are incorporated in to a daily regimen then feelings of being “overwhelmed” are minimized and the critical “stuff” gets done.

I suggest that social media might be addressed similarly. Those platforms that are making money should be “A” priorities, for example. The more social ones can be posted to secondary. With a reasonable and effective strategy a full plate of expectations can easily become “bite-sized”.

For me LinkedIn is clearly an “A” activity. For reasons shown below I believe it to be a daily priority since (used properly) it can help anyone grow a business, provide leads, assist a job search or enhance the perception of you as an expert in your profession. In other words, it proves great benefit for the time invested.

LinkedIn’s Benefits

First, LinkedIn is comprised of professionals that are highly motivated and receptive to business opportunities. The average income for a LinkedIn member is 2-3 times that of a Facebook user. LinkedIn members expect to be approached about business partnerships and joint ventures. In general, the conversations on LinkedIn are more about mutual benefit and less so about social activities.

Second, LinkedIn groups accommodate the sharing of discussions, promotions and introductions. It has over 2 million groups that can be joined. The subjects are specific and the membership in each group can range from one hundred to one million. Even though only 50 groups can be joined the total audience that can be interacted with can number in the millions! This elaborate network is not replicated anywhere.

Third, LinkedIn now offers a unique publishing feature that can help any professional exhibit more of an expert persona. Previously LinkedIn “influencers” were enabled with this feature but it has been rolled out to all members as of 2014. Short articles (like blogs) can be shown on each profile permanently. As a library of writings is accumulated it becomes more convincing that the author is knowledgeable and has valuable content to share. Again, this is another feature that is not present on any other mainstream social media platform.

Lastly, LinkedIn’s search engine is powerful and well organized. When I started using it 5 years ago I searched terms such as “Investors” or “real estate buyers” to find clients that eventually bought properties from me here in south Florida. Any search topic leads to a menu that includes the following categories:

.People/Groups/Companies/Jobs/Posts/Universities

The connections possible are therefore endless regardless of the desired pursuit. Even Google lacks such organization to its search function.

I also use Facebook’s Business Page, Google+ & Twitter and I’ve had some success on these platforms as well. I am happy every time that I can post on LinkedIn and Twitter at the same time! Pinterest is also intriguing. There goes that focus again…

In short, LinkedIn offers exceptional opportunity to find contacts of value, connect with them and to converse with them. It is known worldwide as the #1 professional network. The goal of any social platform is to enable the formation of relationships for mutual benefit and it is my opinion that LinkedIn provides a superior assortment of features that can lead anyone to find, connect and engage with their desired audience or market.

By Gary Kissel | LinkedIn Strategist | Speaker | Author