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Whether you refer to it as “touching base,” “circling back” or just a “quick reminder,” following up is a part of business, and life. Sending and receiving a follow-up email can be annoying. The recipient hates to get one and the sender wishes they didn’t have to write the message. It is a Catch-22 for everyone involved.

Does public relations really work? Yes, and there’s one simple reason: people trust, and share, news content in ways that they’ll never do with advertisements. While news consumers don’t trust all news sources, everyone has at least a few outlets that they trust. Whether they’re trade publications, national newspapers, or online news resources, we each have go-to places for information about the world around us.

The power of social media cannot be overstated. From overthrowing repressive governments to exposing environmental risks, to helping locate people in crisis, social media has the ability to shine a light on the world.&nbsp;Given social media’s strength, it shouldn’t come as a surprise that it can even help nurture and develop leads in the business-to-business sales process. <a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2017/10-surprising-stats-you-didnt-know-about-marketing-on-linkedin">Eighty percent of leads</a> in the B2B world come from LinkedIn.Yet, despite the success of social media, and LinkedIn in particular, many businesses and professionals are hesitant to dip their toes in the water. Why? That’s hard to say. But, what we do know is that the more you put into LinkedIn, the more you will get out.