Social networking sites such as LinkedIn, Naymz and Xing are being under utilised as new business tools says founder of new consultancy

Launched by Neuro Linguistics expert Adam Gordon, GordonBDM aims to work with companies, primarily in the professional services sector, to develop and implement social networking strategies that will build solid client relationships using networks such as LinkedIn, Naymz and Xing.
 Working from offices in Pollockshields, Gordon has created a programme of activity to help professional services firms and other B2B sectors use the internet to engage with potential new clients and achieve influence in their particular field among a wider audience. The consultancy's services make heavy use of specialist linguistic techniques and aim to deliver more professional contacts through a special programme of communication.
 Gordon said: "It’s increasingly well acknowledged that professional networks such as LinkedIn, Naymz and Xing can offer a powerful opportunity for professionals to build their profile, make new contacts and win new business. They can engage with other professionals, effortlessly demonstrate expertise, influence others and really get ahead of their competitors. And acknowledgement is the first stage in the sales process. However, this involves a committed effort. 
 "Effective activity on these sites can produce the same results as a telesales campaign or membership to a networking club, although it does so in a much more personal, targeted, relaxed and effective way. There are no awkward phone calls, no uncomfortable introductions and no mismatched meetings. 
"For partners in professional services firms, the opportunity to take advantage of this is complicated because it involves significant time. Researching these sites to find suitable contacts and sourcing their email addresses in order to send an invitation to connect is extremely labour-intensive." 
Gordon works closely with clients to develop a strategic communications programme, while his team of analysts build a database of potential clients that they wish to engage directly with through social networking channels. 
 Already since launch Gordon has appointed three members of staff including Christine Black as marketing services manager and two research analysts. David Gordon, former MD of FTSE 250 company, Marston's PLC is non-executive chairman.
 The company is already working with companies based in Scotland, Leeds, Manchester and London, with one of its biggest clients being BDO LLP, one of the world's largest accountancy firms, and next year aims to develop training courses to deliver directly to clients to ensure they can get the most out of social networking.