While a self-proclaimed "newbie" to LinkedIn, it's easy to see where LI exceeds and other social networking groups fail. With that in mind, the group is only as good as the content provided.

In the short time I've been a member with LinkedIn, I can't count how many times I've been exposed to and under-exposed profile page of another user. Why? Lack of quality content. By failing to post affiliations, groups, employment history, skillsets, et al., members are missing out on the benefit of networking and being discovered by other unknowns.

A colleague asked me just a few days prior why I felt it personally necessary to mention that I enjoyed reading and getting into the outdoors as a pastime on my professional LinkedIn profile? The answer is plain and simple -- human beings are not robots. We each have different desires and methods of blowing off steam. Nothing is better than successfully networking with someone that happens to have the same interests as you, or perhaps knows of others who do.

Moral? By spending more time on the content of your LinkedIn profile (to be complete, not overkill..) you will most certainly begin to expose yourself and your business to a larger, more custom-tailored audience. Don't have the time? Do a little at a time. Inside a week's time, you can have a complete and professional LI profile for others to view and take advantage of (in a good way).