LinkedIn Do’s and Don’ts: Etiquette That Builds Trust

LinkedIn is a professional social network, and as with any social setting, etiquette matters. How you conduct yourself on LinkedIn can either build credibility and trust with prospects or accidentally turn them away. Below are key do’s and don’ts, tailored for The Mellow’s friendly, helpful tone, to ensure you’re networking in a way that strengthens relationships and opens doors.

✅ Do: Personalize and Be Human

• Do personalize connection requests: Always send a brief note when connecting, especially if the person doesn’t know you. Mention where you found them or why you’d like to connect (common group, mutual interest in office design, etc.). Personalizing shows you’re genuinely interested in them, not just clicking “Connect” on everyone. For example: “Hi Jane, as an Office Manager in SF, you likely juggle a lot of workplace design decisions. I’m in that world too with The Mellow (we do office plant design). I’d love to connect and exchange ideas!” This sets a friendly, community-oriented tone from the start.

• Do engage with content thoughtfully: Like we covered in the commenting strategy, engage by commenting or sharing insights on others’ posts. It shows you’re an active participant on LinkedIn and not just there to sell. Add value when you comment, and people will appreciate and remember you. Over time, this builds trust – you become known as someone who contributes useful thoughts.

• Do follow up politely: If you message someone and don’t get a response, it’s okay (and often necessary) to follow up after a week or two. But when you do, be polite and understanding. Maybe they were busy. Try a different angle or offer something useful. For example: “Hey John, just circling back. I know work can be hectic – if now’s not a good time, no worries. I did stumble on a cool report about biophilic design ROI. Want me to send it over?”. This way you’re gently nudging while still offering value, not just saying “Why didn’t you respond?”. Persistence is good; pushiness is not.

• Do keep it professional but personable: Write messages in a warm, conversational tone (think friendly colleague), but avoid overly informal language or slang that might seem unprofessional. For instance, “Hey dude, what’s up?” is too casual for a first message to a prospect. Instead: “Hi Mike, hope your week is going well.” Use proper grammar and punctuation – it reflects on your professionalism.

• Do share useful, relevant content: Posting or sharing articles that are relevant to your network (and prospects) will bolster your credibility. If you come across a great infographic on “The Impact of Plants in the Workplace,” share it with your take. Your audience (including prospects) will start trusting your content and, by extension, you. They see you care about the community’s knowledge, not just your quota.

• Do respect people’s time and preferences: If someone says they’re not interested or now isn’t a good time, respect that. You can gently inquire if you can check back in a few months, but don’t push. And if a prospect prefers to move the conversation to email or phone, accommodate them – LinkedIn might not be everyone’s preferred channel for extended talks.

• Do use LinkedIn features to your advantage: Little etiquette-friendly features include:

  • The “👏/👍/❤️/etc.” reaction options – using a relevant reaction on a post (e.g., use the Insightful lightbulb reaction for a very informative post) shows you actually paid attention.

  • Pronunciation tool: If a prospect has their name pronunciation on profile, give it a listen so you say their name right later. It’s polite and shows attention to detail.

  • The “Mention” (@) carefully: When commenting, you can mention someone if referencing their idea, but don’t over-mention or tag people without context just to get attention.

• Do maintain a complete and honest profile: Trust starts with your profile. Have a clear photo (friendly and professional), a headline that says what you do, and a concise bio. Fill in your work history and any mutual connections or common alma maters (these spark conversation). Also, ensure anything you claim (like “10 years experience”) is accurate – prospects might fact-check or ask about it. A well-kept profile signals that you’re an active and legitimate professional.

🚫 Don’t: Behave in Ways That Undermine Trust

• Don’t lead with a sales pitch: The number one LinkedIn faux pas is sending a cold pitch right after connecting. Imagine you meet someone at a networking event and they immediately say “Hi, I sell insurance, want to buy some?” – you’d be put off. Same on LinkedIn: if your first message after “Hi, let’s connect” is a multi-paragraph sales pitch about plant services, you’ll likely be ignored or even disconnected. Instead, lead with conversation and questions, not product info, in those early interactions.

• Don’t send generic mass messages: If it feels copy-pasted, it probably is – and people can tell. Avoid sending the exact same message to dozens of prospects. It’s okay to have a template, but always customize at least a line or two so it’s clearly for that person (mention something from their profile or company). A personalized approach shows respect and effort.

• Don’t spam with too many messages: Give people time to respond. Sending a second, third, fourth message within a few days – all with no reply – comes across as spammy or desperate. A good rule: one follow-up a week later, maybe another one a couple of weeks after that if it’s important. Beyond that, if no response, give it a break for a month or two …for a while. Over-messaging can annoy prospects and is against etiquette【34†L29-L37】.

• Don’t blur professional boundaries: Remember LinkedIn is not Facebook or a dating site. Don’t ask for personal favors or overly personal questions out of context. Keep interactions professional and friendly. Similarly, avoid posting overly personal updates; while authenticity is good, posts on LinkedIn should generally tie back to professional life or insights.

• Don’t add people to email lists without consent: Just because you connected or have their business card doesn’t mean you can add them to your newsletter. It’s considered bad practice (and sometimes illegal under spam laws). Always get permission. Instead, you can send them one LinkedIn message asking if they’d like to opt-in to something – but if they ignore it or decline, leave it there【34†L53-L60】.

• Don’t badmouth or rant: Avoid posting negative rants about colleagues, companies, or controversial topics unrelated to your industry. It can alienate part of your audience and appear unprofessional. If a prospect posts something you strongly disagree with, you can choose to respectfully comment or simply move on. The Mellow’s tone is community-rooted and positive, so we always aim to uplift, not tear down.

• Don’t misrepresent yourself or The Mellow: Honesty is crucial for trust. Don’t claim expertise you don’t have. If you’re new to the industry, it’s better to express enthusiasm to learn than pretend to be a veteran. Don’t promise outcomes to prospects that our service can’t deliver. It’s okay to say “I don’t know, let me check with our team and get back to you” if unsure. Transparency builds more trust in the long run than exaggeration.

• Don’t ignore etiquette with LinkedIn’s features: A few specifics:

  • If someone posts asking for recommendations (e.g., “Can anyone recommend an office plant vendor in SF?”) and you want to suggest The Mellow, disclose your affiliation. Say, “I work with The Mellow, so I’m biased, but I’d be happy to discuss what we could offer.” This honesty is better than pretending to be a client of your own company (yes, some people do that – and it’s a trust-killer if discovered).

  • When sending Voice Messages or using LinkedIn Stories (if you do), keep them concise and professional. Identify yourself in voice notes (“Hi, it’s [Name] from The Mellow…”).

  • Endorsements: Don’t over-endorse skills of people you don’t really know well; it can come off as insincere. Similarly, don’t ask near-strangers to endorse you or write recommendations. Build real rapport first.

In essence, the do’s and don’ts boil down to this: behave on LinkedIn as you would in a respectful in-person professional relationship. Be courteous, patient, helpful, and authentic. Avoid anything that feels like a shortcut or invasive tactic. By following these etiquette guidelines, you’ll foster trust with prospects and peers. People are far more likely to respond to your outreach or consider your proposal when they feel you’re a genuine, respectful professional rather than someone just blasting sales pitches. The Mellow’s friendly, community-focused ethos should shine through in all your LinkedIn interactions. That way, even those who don’t buy from you will respect you – and they might refer you to others because of the positive impression you leave.