If you want to use LInkedIn or other networking technologies effectively, you are going to have to develop a plan, just as you would for any marketing communications initiative. Having a plan will provide some direction and guidance, ensuring that you use the tools most effectively. Perhaps you are going to start a site for your firm in addition to the individual sites for your employees. Perhaps you are going to use it as a prospecting tool – searching for board members, senior managers, or other influencers and decision makers who are “linked” to a prospective client you are proposing to. NO matter what levels of involvement, or what your firm’s objectives may be, this medium gives your firm the ability to quickly see and leverage the connection between people you know and people you want to know. Used properly, it can be a powerful way to turn cold calls into very warm leads!