The naked truth about networking for results online.
July 22, 2008 1:40 pm online networking, Networking as a marketing strategy, UncategorizedLast year about this time, I made the investment of diving into the online networking world. As a business networking specialist (www.networkingForResults.com), I felt I needed to be part of this new trend. Besides, I had just attended a seminar on the benefits of using social networks as a business-building strategy.
I decided to join LinkedIn (www.linkedin.com). After all, it seemed to be the logical network for me, as it is focused on a professional audience. I even registered at the premium level, thinking that this would give me even more opportunity with this new vehicle.
I immediately filled in my profile, then swamped my network with invitations to join. While this was happening, I researched the Linked In world to see who was out there and assess how I could use my new “toy”. Over the last twleve months, I’ve been testing a number of pilot projects and programs using my LinkedIn account as I built my network to almost 300 contacts with a total network reach of just under 3 million contacts.
The Naked Truth: I haven’t received one request for information about my services. I’ve been asked for one referral, which I rejected as I didn’t have a sufficient level of trust in the person who requested it. When I tried to follow up with people who visited my profile, I found there was little interest. I even received a negative notice from Linked In that I was contacting people outside my network. The one initiative I did launch (speaking in Hawaii) went nowhere, although I did get info on accommodation while there (so it wasn’t a total loss).
In spite of this, I intend to maintain my presence on LinkedIn. Why do this based on the lack of results achieved so far, you might ask? The reason is simple. I haven’t applied the principles and practices in the virtual networking world that work so well for me in the real networking world. Joining a network doesn’t translate into success. Working the network does.
In fact, virtual networks require even more personal investment, to overcome the missing “human contact” dynamic that we take for granted in the real world. Connections don’t equal relationships. They never will. As I start my second year as a virtual networker, I plan to increase my success within my chosen online network in three specific areas:
1. Clarify my professional and personal objectives, then review my actions and results on a monthly basis.
2. Strengthen my position as an expert resource by answering questions that appear on LinkedIn in my area of focus, and be more active in LinkedIn communities that relate to my target markets.
3. Building, then leveraging strategic, high-value relationships in my Linked In network contact list.
I’d love to hear any comments you may have about your investment and success (or lack of) with an online network.
Michael Hughes, THE Networking Guru,
Janet Grant :
Date: July 23, 2008 @ 7:04 am
I think you have made an important point about the viability and success of online networking - or any kind of business dealing. I have been working since 1996 as a web designer, and spent 9 years working long distance for an employer in Washington (from Canada). All went well with the people whom I had spent a year with, face to face in an office, but as people were replaced, it was extremely difficult to function with staff I had never met. They would forget to include me in decisions or just never communicate effectively what they needed. I left, and started my own business. When I build a site for someone now, I make every effort to find local customers and meet them face to face, even if it means driving 2 hours. I hope to retain them as customers (doing maintenance for their websites) for many years to come and this is the most effective means I have found! Customers seem to love the personal touch and are way less intimidated by the perceived ‘techy person’.
Leili McKinley :
Date: July 23, 2008 @ 3:12 pm
Online networking is a part of Social Media Marketing (aka Word of Mouth Marketing as most social networkers refer to it). Building an online network requires a strategy that not only leverages the scalability of the Net, but also the medium. Linked In as a vehicle has many disadvantages in the sense that it was built to reflect a network of “truly trusted” contacts, not business acquaintances. Unlike some face to face networking where you can just collect cards, Linked In requires some level of familiarity already built in (to prevent spamming).
In order leverage this network you have to follow some basic rules: *Don’t contact people you don’t know and ask to be linked. If 5 or more people hit the “I don’t know you button” your account will be suspended.
*Use your existing contacts to help broaden your network. People will introduce you if you ask and give them a good reason.
*When you launch a campaign to your network notifying them of an event you would like them to attend or a product you want them to buy, ask them to support your effort the same way you would approach a friend- (language is ALL IMPORTANT!)
I have seen campaigns on Linked IN bring returns of over 10% participation in 24 hours, which is HUGE in marketing. And I remind you that these are people who might never have been reached, had they not been web connected.
The scalability of the web brings another layer to online networking. Remember to fit the message to the medium. Facebook, Myspace, and Linked In are not the same. Don’t try to use the same tactics with each or you will wind up in the SPAM-Can.
Will Kintish :
Date: July 24, 2008 @ 12:41 pm
Michael
I am in Linkedin but have never invited anyone to join. all my contacts have invited me so I have quite a few now.
When I have a few moments I will lokk at my contacts’ contacts to see who they know. if there is someone I would like to meet I would ask my contact to make an intro by using the following question.
“Hi Jo I see you are linked to mary who is a senior person at XYZ inc. She is someone I’d like to have a chat to. Please can you help me? if you were me how would you go about meeting her? many thanks Will Kintish”
so, if I used the internet for networking that’s how I’d uses it
best Wishes
Will