Magicians perfect the art of misdirection. They practice this craft so their audience attentively watches one hand, which distracts them from watching the other. And, in many cases, the other hand is where the magic happens. It might be the perfect metaphor for today’s social media.

If you want to attract high-paying clients, don’t get distracted with Facebook and Instagram. LinkedIn is the hand you should be watching.

“That is where the magic is happening,” says EMPATH brand and marketing consultant Louis Camassa. “Everyone’s attention is on Facebook and Instagram, while LinkedIn is where 80% of B2B leads are generated on social media.”

According to Camassa, LinkedIn is where most Fortune 500 decision-makers and executives like to spend their spare time, and about 45% of LinkedIn article readers are in upper-level positions, such as managers, VPs, directors, and C-level execs. Maybe that is why Microsoft acquired LinkedIn for $26.2 billion in June 2016, reportedly the software company’s largest deal ever.

Camassa, managing partner at EMPATH ( empathunited.com ), leads an evolving ideas boutique rooted in strategic brand consulting, creative content development, transformative experience design, and breakthrough traditional and digital strategies for select clients.

“Besides being the #1 B2B network, LinkedIn has fewer baby pics and cat memes,” says Camassa. “A good profile includes a real first and last name, a professional photo, and a variety of additional credibility builders, like experience, skills, and endorsements.”

If your LinkedIn profile is not at the all-star level, you should work on improving that immediately.

Since LinkedIn is predominantly used for career search and recruitment, adds Camassa, users are less likely to post disagreeable comments and click-bait style articles.

Besides the basics of a professional headshot, compelling summary, and updated experience post, Camassa gives a few additional tips on becoming a master LinkedIn […]

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