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Comment: Our company recently engaged Post Road Consulting to help our sales and marketing teams with their LinkedIn profiles. Owner/Trainer Sandra Long and Consultant Craig Patton provided step-by-step instruction while all associates updated their profiles, “live,” as they learned. Later, Sandra met with our VP of Sales for a second session about specific strategies and tactics for using LinkedIn for prospecting. She reminded everybody that, with so much information available online, customers have gained more control of the buying process. “If we don’t craft our own stories, we’ll be known for what others want to know us for,” Sandra advised. Helping that, she said, is our ability and willingness to be “thought leaders”: creating informational content that educates our target markets (as opposed to promotes to them), as well as commenting on and sharing others’ content. These are good lessons for making the most of this powerful social media platform.