LinkedIn isn't exactly the sexiest of platforms, but having an updated presence on the site has become as important as having an ad in the Yellow Pages was years ago. Where do potential employees and business partners go when deciding whether they want to work with your company? LinkedIn. How can you get the word out about opportunities at your organization? LinkedIn. But what's new is that the site has been increasing its collaboration capabilities (including LinkedIn Today, the shared news service launched about a year ago), and it is the place people are going to see (and be seen as) subject matter experts.