Determining where to start marketing online can be difficult.  There are so many options now it can be mind-boggling.  The approach is not to shotgun (unless you have a huge budget and time, which none of us really have).  Instead, first identify your goal and the desired budget.  Within those two parameters then consider the softer parameters of skill set, time capacity and deadline.  Finally, weigh the pros and cons of being a participant on someone else’s site, being a contributor with your own presence on a community site, or authoring your own site.

Considering that I need to pick something that fits entrepreneurs, investors, and job seekers, does not require a big investment of time and money, and requires little talent, I have my short list of the following: LinkedIn and Plaxo. I do not include Facebook today, but that may change tomorrow.

My favorite is Linked-In at www.linkedin.com

The site is for professionals communicating to other professionals. You enter your professional history (essentially a resume) and then connect to others.  You can endorse other people and use it to ask questions to get expert help.

The only way to have a conversation with someone is one of three ways: introduced by a mutual acquaintance (best), introduced by the computer, or to select them as a “friend” and hope they do not ignore you when they realize you are a stranger.  The idea of being introduced by someone you both know is the same approach to getting the investor’s or the hiring manager’s attention. Since it matches what you are trying to achieve in the real world, I believe it is one of the best sites to have a presence.

There are different levels of membership from free to $200/month.  Personal memberships are free but do not allow for introductions or membership in their OpenLink network (the ability to send messages to others).  For that you have to buy a monthly membership that starts at 19.95/month…or do you?  There is a “hidden” level of membership that is called a Personal Plus, and allows for a limited number of introductions and for you to be a member of the OpenLink network where you can receive messages and where you can search for other members.  It is only $60 per year (or $5/month).

Why Linked-In and not some of the others?  The brand is about professionals meeting other professionals to make professional connections.  It is almost unique in that you cannot really talk about your hobbies, put up pictures of your pets, or make “shout-outs”.  Other sites mix professional with personal so much that it seems to dilute everything to the personal slant.  It is hard to take someone serious when they have the pictures of them getting drunk at a party or they show pictures of their friends getting drunk at a party. 

You can also market yourself on Linked-In by answering the questions people pose (or look for people by posing questions).  With it being a structured presentation of your professional self, you can use it as your personal site.

Of all the networking sites, for these reasons, Linked-In is the only site I recommend today for entrepreneurs, investors and job seekers.

The other sites really depend on what you are trying to do and your end game.  Some are great for marketing in the entertainment space, or making personal connections. Others are excellent for searching for a job or leaders for your company. More on that tomorrow…