As a teacher and author on prospecting and networking, one of the most common questions I hear is on how to best use the internet. In reality, I observe that many people who "look to the internet first" are just trying to avoid the phone. Yet no one can deny that the internet has created a powerful channel through which people meet, become friends, and stay connected.

Case in point: the proliferation of the social media, such as MySpace, Facebook, LinkedIn, and Twitter.

Last week, I was having coffee with a colleague, who asked my opinion of LinkedIn, and its role in prospecting. Indeed, the vast growth of LinkedIn and other business-networking web apps points to this: It’s all about prospecting. If people didn’t need to prospect, business networking web apps such as LinkedIn wouldn’t be as popular and useful as they have become.

So, if business networking sites are all about prospecting, this begs the question: how does one best use them for this purpose? There are lots of ways to use—and abuse—them.

LinkedIn is particularly powerful and designed specifically to help people maximize their business relationships—for everyone. In other words, it is as much about being a helper as it is about being helped. But what really strikes me about it is that it creates a platform where many of us who consider ourselves shy in a crowded room can really shine—if we put forth just a little effort.

Secondly, and this is perhaps the biggest brag point of LinkedIn, is how it shows us how many people we really do know. How many of us have met with a friend and/or colleague seeking some referrals, and have asked the often ill-fated, open-ended question: "Who do you know...?"

Now, with LinkedIn, when conversing or seeking introductions from people with whom we have a positive relationship, we have a list to work from—a list of our friend's network.

Now, before I go further, I want to emphasize one very important point: networks of people are sacred. Business connections are not commodities. They are people and deserve respect. Indeed, LinkedIn recognizes this very point when they stress that you should only be "linked" to people whom you know and trust. While this "rule" can be loosely interpreted, it overall has helped maintain integrity in the system.

Because of this integrity, when meeting with a person in your network with the hopes of seeking referrals, it gives both of you an advantage that makes the process much easier. Before going to a meeting, print out your friend's contact list (if it's brief enough) or look through it and jot down names of people to whom you would like to be introduced.

And while you are doing so, be prepared to reciprocate. Engage your colleague and learn more about who else he or she should be talking with concerning their business.

Yes, LinkedIn does allow for introductions to take place via email. And I have used that feature as well. However, if you are really interested in reaching out to another person, I have never been a fan of using email as a means of "first contact." Leverage the new technology with traditions of old. Meet your contacts on a regular basis, in person, or over the phone. Make a list of names...names of people with whom you would like to meet. Learn about other people, and let memories, stories, and human nature do the rest.

Do this with just THREE established contacts within the next two weeks, and report back to me with your results!