Networking in the modern age is a complicated and nuanced part of running any business, and choosing a social media platform for it can be a huge commitment. Luckily, this is where LinkedIn, one of the top business networking sites to date, comes into play. Two business professionals join the platform every second, with 590 million users recorded at the end of 2018 according to Hootsuite.

LinkedIn is the clear choice for business networking, but even the best tool needs to be used correctly to be effective. Here are some do’s and don'ts to make the most out of your LinkedIn experience.

Posting Value
When posting content on your LinkedIn page, you need to ensure it will add value to the people who are following you. A great rule of thumb is to make sure the content is related to your industry or a related field of interest. You need to think about your followers' lines of interest, not just your own. This is something to keep in mind for direct messaging as well. If a customer doesn’t see a direct value to themselves in your marketing, then they will usually consider it spam and might even unfollow you.

Comment, Share, and Like
If you’re not participating in the growing conversations about your industry on LinkedIn, then you’re missing out on an excellent opportunity to generate brand awareness. When you comment or share content, you are networking in a noninvasive manner and prompting your followers to engage with the content you’ve posted as well.

Ask Colleagues to Endorse You
Don’t be afraid to ask your peers or colleagues to endorse you on the platform. This benefits you in several ways. For one, it’s an easy way to maintain a connection for you and your peers. It also increases your chances of being found via LinkedIn search. Recent studies have shown that if you are endorsed, you’re more likely to show up higher on search results within your industry.

Update Your Profile Regularly
It’s important to keep your profile current. Keeping your info relevant is the best way to make sure you’re maintaining and nurturing your brand awareness. As a general rule, you should check your profile at least once a month.

Try to look at your profile through the lens of a potential client or a new connection. Would someone recognize you by your current profile photo? Are the skills you have listed the only skills you’re utilizing? Did you recently acquire any new certifications that are not up yet on your profile? The more skills you have listed, the more connections you can make that benefit you and your business. So, when in doubt, always add it to your profile.

While these are some great tips and tricks to increase your personal brand awareness on LinkedIn, they’re just the basics. Every industry is different, but this advice will get you started on the right path toward making yourself known on a professional level.