Last 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,

www.NetworkingForResults.com