The 2012 LinkedIn Success Survey addresses how to strategically use LinkedIn for greater benefit. We surveyed LinkedIn "connectors" and "users." The 2012 LinkedIn Success Survey Report offers direction for professionals, executives, managers and entrepreneurs who want to derive greater value from LinkedIn. Download the free report: http://www.forrestconsult.com/2012linkedinsuccesssurveyreport.html

1. Get more value from your network:
Lessons from LinkedIn "connectors"
2012 LinkedIn Success Survey
July 2012
The question: How to strategically use the vast LinkedIn social network for greater
professional and business benefit? We surveyed LinkedIn "connectors" (people with
500 or more contacts) and LinkedIn "users" (people with fewer than 500 contacts) to
find out. Here are 10 things we learned:
1. It takes time and attention to become a connector.
2. No need to pay to grow the network.
3. Engagement is important.
4. For a larger network, seek connections (it won't come to you).
5. Be open but discerning in adding contacts.
6. The form of the "ask" and frequency of profile updates don't affect network size.
7. Overall, the connected see more value in the network.
8. Be better connected to get more of whatever you want from the network.
9. To gain benefits, be proactive (ask!) as well as being connected.
10. The connected see value in "taking it real."
Lee Crumbaugh, SMP, President
Office 630-469-8088 Cell 630-730-9619
leec@strategicbusinessleader.com
www.forrestconsult.com
www,strategicbusinessleader.com

2. Get more value from your network:
Lessons from LinkedIn "connectors"
2012 LinkedIn Success Survey
Executive Summary
At Forrest Consulting, we counsel senior management and Boards, provide facilitated strategic
planning, and help tackle management, marketing, revenue-generation, communications and other
issues and opportunities. An area of increasing focus is to grow understanding of how to
strategically use social networks for greater professional and organizational success.
THE VALUE OF THE NETWORK
Inspiration for looking at how to make the most a social network comes from University of
Chicago Booth School of Business Professor Ronald Burt, an expert on the value of "real" social
networks. Important findings from Burt's research:
 SOCIAL CAPITAL. "...social structure is the kind of capital that can create for individuals or
groups an advantage in pursuing their ends. People and groups that do well are somehow
better connected." (Brokerage and Closure, Oxford University Press, 2004.) However, while it
seems "rewards go to people with well-connected friends," the reality is that "advantage is
concentrated in people who are themselves well-connected." Burt quotes the Confucian saying,
"Seek to be worth knowing." (Neighbor Networks, Oxford University Press, 2010.)
 BROKERAGE REWARDS. "Brokers," people whose social networks "bridge the holes"
between diverse groups, are "rewarded for their integrative work" with better compensation
and evaluations and faster promotion. "Brokers do better" because they are exposed to
different information than people who do not venture beyond the group. They are more likely
to have "creative ideas and more likely to see a way to implement ideas." (Brokerage and Closure,
Oxford University Press, 2004.) "...personal responsibility is a key theme. The competitive
advantage of brokerage does not come to people who passively wait for the network to deliver
it. The advantage provided by network brokerage depends on personal engagement with
conflicting opinion and practice." (Neighbor Networks, Oxford University Press, 2010.)
Many other researchers have demonstrated the value of building and using a diverse network.
That brings us to the question: How to use LinkedIn for greatest advantage? It is the world's largest
professional network on the Internet. More than 160 million people have posted a LinkedIn profile,
the site has nearly 110 million unique visitors monthly and it is gaining more than 1 million new
members every 12 days. Billions of people searches are conducted on LinkedIn every year.
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3. So how do we best tap this vast network of professionals, executives, managers and entrepreneurs?
What are successful practices in building and leveraging one's LinkedIn network?
LinkedIn does not show a member how many connections another member has when the number
exceeds 500. While studies have looked at "super connectors," those with 1,000s of contacts, just
attaining 500+ connections is an achievement for most people, especially those who are discerning
with whom they will connect. Last year a study by Neuvoo showed that 13% of LinkedIn users had
attained more than 500 connections, according to founder Benjamin Philion.
We decided to survey our own LinkedIn network to gain insight on how to use LinkedIn
strategically and discern "successful practices." We did not isolate "super connectors" whom we
view as less instructive outliers. Instead, we sought to benchmark practices of the still limited group
of members whom we call "connectors," those with 500 or more contacts, and contrast their
practices with the practices of members whom we call "users," those with fewer than 500 contacts.
In July 2012 we issued identical e-surveys to 182 connectors (500 or more contacts) and 603 users
(less than 500 contacts). (All LinkedIn members targeted were in the Chicago area to enable face-
to-face follow-up if desired.) Completed surveys were returned by 52 connectors (500 or more
contacts), a 31.0% response rate, and 104 users (less than 500 contacts), a 17.2% response rate.
This response met our expectations and enables significant conclusions to be drawn from the data.
The balance of this executive summary of the 2012 LinkedIn Success Survey summarizes the
overarching findings, some confirming intuition and others less obvious, and offers direction for
those professionals, executives, managers and entrepreneurs who want to derive greater value
from LinkedIn. The full survey results follow the executive summary.
FINDING #1: IT TAKES TIME AND ATTENTION
Connectors tend to have been LinkedIn members for more years, spend more time on LinkedIn
and update their profiles more frequently.
LinkedIn membership:
Connectors Users
44% have been members for 5 years or more 28%. have been members for 5 years or more
88% have been members for 3 years or more 60% have been members for 3 years or more
2% have been members for less than 2 years 19% have been members for less than 2 years
Time spent on LinkedIn:
Connectors Users
40% spend 2 hours or more a week 19% spend 2 hours or more a week
65% spend 1 hour or more a week 39% spend 1 hour or more a week
17% spend less than 30 minutes a week 44% spend less than 30 minutes a week
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4. Updating:
Connectors Users
54% update their profile at least monthly 21% update their profile at least monthly
46% update their profile rarely 71% update their profile rarely
0% never update their profile 8% never update their profile
FINDING #2: NO NEED TO PAY
Some connectors are benefiting from LinkedIn paid membership, but most connectors have built
their networks without having paid status.
Paid status:
Connectors Users
25% pay for membership for added features 6% pay for membership for added features
FINDING #3: ENGAGEMENT IS IMPORTANT
Connectors are more likely to interact with their LinkedIn contacts, be highly involved with LinkedIn
groups and use LinkedIn answers.
Engagement with contacts:
Connectors Users
0% are INERT - never interact with contacts 6% are INERT - never interact with contacts
12% are INACTIVE - rarely interact with contacts 19% are INACTIVE- rarely interact with contacts
31% are PASSIVE - mostly just respond to contacts 40% are PASSIVE - mostly just respond to contacts
50% are ACTIVE - often interact with contacts 35% are ACTIVE - often interact with contacts
8% are ASSERTIVE - constantly work to 0% are ASSERTIVE - constantly work to engage
engage contacts engage contacts
Group membership:
Connectors Users
100% are members of LinkedIn groups 88% are members of LinkedIn groups.
Number of groups:
Connectors Users
21% are in 51 groups 3% are in 51 groups
50% are in 20 or more groups 24% are in 20 or more groups
29% are in 10 or fewer groups 56% are in 10 or fewer groups
Group involvement:
Connectors Users
69% participate in discussions 43% participate in discussions
36% start discussions 21% start discussions
24% have started one or more groups 10% have started one or more groups
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5. Use of LinkedIn Answers:
Connectors Users
40% have used LinkedIn answers 25% have used LinkedIn Answers
29% have asked and answered questions 12% have asked and answered questions
8% have answered questions only 6% have answered questions only
4% have asked questions only 8% have asked questions only
FINDING #4: FOR A LARGER NETWORK, SEEK CONNECTIONS
Connectors have more connections in part because they send more LinkedIn connection requests,
seek to connect with "People You May Know" in their connections' networks suggested by LinkedIn,
and invite connection requests on their profiles.
Number of connections:
Connectors Users
4% have 3,000 or more connections 0% have 3,000 or more connections
6% have 2,000 or more connections 0% have 2,000 or more connections
13% have 1,500 or more connections 0% have 1,500 or more connections
25% have 1,000 or more connections 0% have 1,000 or more connections
100% have 500 or more connections 0% have 500 or more connections
0% have fewer than 500 connections 100% have fewer than 500 connections
Share of connections made because member sent a LinkedIn connection request:
Connectors Users
2% sent 80%-100% a connection request 4% sent 80%-100% a connection request
35% sent 60%-80% a connection request 20% sent 60%-80% a connection request
35% sent 40%-60% a connection request 38% sent 40%-60% a connection request
21% sent 20-40% a connection request 12% sent 20-40% a connection request
8% sent 0%-20% a connection request 27% sent 0%-20% a connection request
Frequency of asking "People You May Know" suggested by LinkedIn to connect:
Connectors Users
2% ask those suggested at least daily 0% ask those suggested at least daily
4% ask those suggested at least several times weekly 0% ask those suggested at least several times weekly
27% ask those suggested at least weekly 10% ask those suggested at least weekly
77% ask those suggested at least monthly 31% ask those suggested at least monthly
23% rarely ask those suggested 46% rarely ask those suggested
0% never ask those suggested 14% never ask those suggested
Share who state on their profile that they invite connection requests:
Connectors Users
63% invite connection requests 48% invite connection requests
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6. FINDING #5: BE OPEN BUT DISCERNING
Connectors are more likely to seek connections and they are more likely accept connections from
people they have not met outside of LinkedIn. However, they are highly likely to be discerning in
determining with whom they connect and not just blindly seek and accept connections.
Share of contacts known before connecting on LinkedIn:
Connectors Users
6% knew all before connecting 17% knew all before connecting
37% knew from 80% to 100% before connecting 40% knew from 80% to 100% before connecting
21% knew from 60% to 80% before connecting 15% knew from 60% to 80% before connecting
17% knew from 40% to 60% before connecting 10% knew from 40% to 60% before connecting
12% knew from 20% to 40% before connecting 14% knew from 20% to 40% before connecting
8% knew from 0% to 20% before connecting 4% knew from 0% to 20% before connecting
How handle unsolicited connection requests:
Connectors Users
6% don’t accept unsolicited requests 2% don’t accept unsolicited requests
17% regularly ignore requests from strangers 25% regularly ignore requests from strangers
64% usually check profile to decide if will connect 59% usually check profile to decide if will connect
10% accept most requests 12% accept most requests
2% accept all requests 1% accept all requests
2% must meet person before accepting request 2% must meet person before accepting request
FINDING #6: SOME THINGS DON'T MATTER
Surprisingly, connectors are no different than users as to whether they tailor their connection
request or use LinkedIn's standard message. (In any case, it's good form to personalize your ask!)
Another surprise is that the share of connectors and users who state on their profiles that they are
open networkers (see to connect widely and accept unsolicited requests) are virtually identical.
Being an open networker has no bearing on whether you become a connector.
Type of connection request message usually sent:
Connectors Users
31% use LinkedIn's standard message 31% use LinkedIn's standard message
10% use their own standard message 10% use their own standard message
60% tailor their message 59% tailor their message
Share who state on their profile that they are an open networker:
Connectors Users
28% state they are an open networker 27% state they are an open networker
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7. FINDING #7: OVERALL, THE CONNECTED SEE MORE VALUE IN THE NETWORK
Connectors and users agree: It's important to receive referrals and recommendations and
information and intelligence from the network. On the other hand, neither most connectors nor
most users see their network as important for testing products or services.
Connectors see higher value in and place greater importance on other things they can gain from the
network: Providing business and job leads, qualified job candidates and business partners; serving as
a sounding board; and providing or qualifying business ideas.
Users place greater importance than connectors on receiving LinkedIn profile improvements from
their network.
Share that say they see LinkedIn as being important for providing:
Connectors Users
90% - very/somewhat important in providing 69% - very/somewhat important in providing
business leads business leads
71% - very/somewhat important in providing 58% - very/somewhat important in providing
job leads job leads
89% - very/somewhat important in providing 89% - very/somewhat important in providing
referrals and recommendations referrals and recommendations
92% - very/somewhat important in providing 91% - very/somewhat important in providing
information and intelligence information and intelligence
63% - very/somewhat important in serving 60% - very/somewhat important in serving
as a sounding board as a sounding board
55% - very/somewhat important in providing 32% - very/somewhat important in providing
job candidates job candidates
63% - very/somewhat important in providing 54% - very/somewhat important in providing
business partners business partners
65% - very/somewhat important in providing 47% - very/somewhat important in providing
or qualifying business ideas or qualifying business ideas
29% - very/somewhat important in testing 22% - very/somewhat important in testing
products or services products or services
33% - very/somewhat important in suggesting 40% - very/somewhat important in suggesting
LinkedIn profile improvements LinkedIn profile improvements
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8. FINDING #8: BE BETTER CONNECTED TO GET MORE OF WHAT YOU WANT
Connectors get more from their network. They are more likely to get invitations to meet and to
attend a function or event. They are more likely to receive an unsolicited business or job referral,
reference or recommendation. They are more likely to get a business offer. They are more likely
to be connected by a contact with another contact for mutual benefit.
But connectors also get asked for more from their network. Connectors are more likely to give a
contact valuable information and to be asked to give a contact a referral, reference or
recommendation.
Share that say they have received from a connection:
Connectors Users
72% have been invited by a contact to meet 49% have been invited by a contact to meet
74% have been invited to a worthwhile event 42% have been invited to a worthwhile event
or function or function
72% have given a contact valuable information 47% have given a contact valuable information
62% have received an unsolicited business or job 34% have received an unsolicited business or job
referral, reference or recommendation referral, reference or recommendation
80% have been asked to give a referral, 57% have been asked to give a referral,
reference or recommendation reference or recommendation
38% have received a business offer 14% have received a business offer
74% have been connected by a contact with 48% have been connected by a contact with
another contact for mutual benefit another contact for mutual benefit
FINDING #9: TO GAIN BENEFITS, BE PROACTIVE AS WELL AS CONNECTED
Connectors are more likely to use their network to gain benefits by being proactive in seeking what
they want, be it a meeting, a contact to join them at a function or event, valuable information, a
referral, reference or recommendation, or acceptance of a business offer. They are more likely to
proactively give a contact a referral and to bring contacts together for mutual benefit.
Share who state they have used their network to achieve:
Connectors Users
61% have sought and obtained meeting 35% have sought and obtained meeting
57% have invited a contact to a function or event 30% have invited a contact to a function or event
75% have gained valuable information 59% have gained valuable information
67% have sought and received a referral, 43% have sought and received a referral,
reference or recommendation reference or recommendation
77% have given a contact a referral 54% have given a contact a referral
18% have made a business offer 7% have made a business offer
78% have brought together contacts 48% have brought together contacts
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9. FINDING #10: THE CONNECTED SEE VALUE IN "TAKING IT REAL"
Connectors have interest in "taking it real" by moving beyond the Internet to interact face-to-face
with other connectors for greater interaction and mutual benefit.
Share interested in group and face-to-face interaction with their network:
Connectors
83% very/somewhat interested in joining a new LinkedIn group with other Chicago-area connectors
for great interaction and mutual assistance
81% very/somewhat interested in meeting face-to-face with other Chicago-area connectors
for great interaction and mutual assistance
88% very/somewhat interested in participating in a facilitated small group of Chicago-area connectors
structured to deepen relationships and value derived over time
WHAT NEXT?
As with any survey, the results of the 2012 LinkedIn Success Survey leave us not fully satisfied.
First, the results raise as many questions as they answer. Here are two related questions of many
more that might be asked:
 Chicken or egg? Are the best networkers outside of LinkedIn the best networkers on LinkedIn?
 Is a large network outside of LinkedIn a key to having a large network within LinkedIn?
Second, the survey had instances of confusing wording - but all questions yielded useful information.
Third, those who provided information are certainly not fully representative the general profile of
LinkedIn's population of professionals, executives, managers and entrepreneurs. Yet the often
dramatic differences between connector and user responses and diversity of the respondents
(excepting geographic) increase confidence that the findings are meaningful. (See the full results for
information on respondents' sex, age. education, business or industry and job function.)
Finally, had we segregated recruiters we could have seen how they use their network differently (if
that's the case)- but inspection of replies shows little bias introduced into the results by recruiters.
Despite these limitations, the survey results give those wanting more from their LinkedIn network
ways to increase the value of this strategic asset and a view of the strong benefits that can flow
from being "connected" and proactive on LinkedIn.
______________________________________________________________________
We very much appreciate the contributions of the 156 LinkedIn members who completed our 2012 LinkedIn
Success Survey and freely shared information on their LinkedIn network, how they use their network, the
benefits they have received and what they want to derive from their network.
The detailed survey results follow, comparing the results from the connectors and the results from the users.
We welcome your thoughts on this research.
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10. _______________________________________________________________________
How long have you been a LinkedIn member?
Connectors:
Users:
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11. ________________________________________________________________________
On average, how much time do you spend on LinkedIn on a weekly basis?
Connectors:
Users:
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12. ________________________________________________________________________
What type of LinkedIn member are you?
Connectors:
Users:
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13. _________________________________________________________________
On average, how often do you update your Linkedin profile?
Connectors:
Users:
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14. _________________________________________________________________
Are you a member of one or more LinkedIn groups?
Connectors:
Users:
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15. _________________________________________________________________
How many LinkedIn groups do you belong to?
Connectors:
Users:
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16. _________________________________________________________________
What is your involvement with LinkedIn groups? (Check all that apply)
Connectors:
Users:
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17. _________________________________________________________________
Have you used LinkedIn Answers?
Connectors:
Users:
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18. _________________________________________________________________
How many LinkedIn connections do you have?
Connectors:
Users:
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19. _________________________________________________________________
What share of your LinkedIn contacts did you know before connecting on
LinkedIn?
Connectors:
Users:
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20. _________________________________________________________________
What share of the people in your LinkedIn network are connected to you
because you sent them a LinkedIn invitation (as opposed to them inviting
you to connect)?
Connectors:
Users:
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21. _________________________________________________________________
On average, how often do you send connection requests to "People You May
Know" shown to you by LinkedIn?
Connectors:
Users:
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22. _________________________________________________________________
When you make a LinkedIn connection request, what message do you send
the person whom you are asking to connect with you?
Connectors:
Users:
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23. _________________________________________________________________
Please select the statement that most closely describes how you handle
LinkedIn connection requests.
Connectors:
Users:
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24. _________________________________________________________________
Does your LinkedIn profile state that you are an open networker?
Connectors:
Users:
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25. _________________________________________________________________
Does your LinkedIn profile invite connection requests?
Connectors:
Users:
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26. _________________________________________________________________
Which answer best describes how you interact with your LinkedIn network?
Connectors:
Users:
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27. _________________________________________________________________
Please check all the ways you have used your LinkedIn network.
Connectors:
Users:
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28. _________________________________________________________________
Please check all the ways your LinkedIn contacts have interacted with you.
Connectors:
Users:
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29. _________________________________________________________________
Please rate the importance of the ways in which your network might be of
value to you.
Connectors:
Users:
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30. _________________________________________________________________
Please rate your interest in the following ideas for getting greater value from
your LinkedIn network.
Connectors:
Users:
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31. _________________________________________________________________
What is your gender?
Connectors:
Users:
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32. _________________________________________________________________
What is your age range?
Connectors:
Users:
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33. _________________________________________________________________
What is the highest level of education that you have completed?
Connectors:
Users:
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34. _________________________________________________________________
What is your job function?
Connectors:
Users:
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35. _________________________________________________________________
In what line of business or industry do you work?
Connectors:
Users:
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