One of social media’s most underplayed strengths is the ability to stay on the radar of people who might not need to engage with you now, but who you want to think of you when the time comes.

Use lists on LinkedIn and the alarm bell on LinkedIn profiles to ensure you know when people are posting. Don’t use this as an opportunity to stalk them, there’s not much less attractive than someone who ‘likes’ every post within seconds, whether or not they’ve read, listened or watched. Make your engagement meaningful.

If you do engage in a thoughtful and consistent way, people will notice. And when you need to reach out to ask for help, it won’t feel awkward but will be an extension of your ongoing engagement.