Trust at scale: "LinkedIn is the best platform to generate trust at scale," Cons says. He draws parallels between LinkedIn's growth trajectory and other major social platforms like Facebook and Instagram, minimizing claims of market saturation. "I find it funny that folks say LinkedIn is saturated. It's not," he explains, noting that the platform continues to experience exponential growth similar to what early Facebook and Instagram saw, while still delivering impact for those who actively use it. 

Cons offers a compelling perspective for why people shouldn’t let the idea of LinkedIn’s saturation get in their way: "Every single interaction, whether it be a like, a comment, a reshare, a connection request, could lead to multiple seven figures in revenue." The potential for high-value conversions unlike other social platforms gives founders no reason to not try to put their voices out there. 

Content strategies: Creating effective content requires a balanced approach. Cons recommends focusing on "three buckets of content: personal-themed content, business-themed content, and industry-themed content." This mix prevents professionals from appearing self-promotional or impersonal. "You don't just want to talk about yourself. You don't want to just talk about your business and be a walking billboard. No one's interested in that. You don't want to just talk about your industry. Then you're a robot," he explains.

When it comes to writing styles, Cons advocates alternating between tactical how-to content and storytelling. "Tactical is more of a 'how-to', whereas storytelling is more so of a personal story or a company story with a clear takeaway as it relates to your audience," he says.

B2B social media platform: Looking to the future, Cons expresses optimism about LinkedIn's growing recognition: "What gets me really excited is the fact that a lot of founders are catching on to this whole notion of personal branding and LinkedIn becoming a viable kind of marketing channel." His conclusion leaves little room for doubt: "The writing is on the walls: you need to be on LinkedIn. It's the B2B platform for social, period. People are here to transact, people are here to make meaningful connections."