Professional Network Opportunities, by Chris Young

Social networking is the talk of the online world.  But seeing how social networks can impact business successes is not always easy.  Here’s one example of how we’re using social networks to make connections at our company.

But first, let me say that social networking is not new to the business world.  Business people are keen to the value of their connections, both direct and through “friends of friends”.  They tend to have a wide network of friends and acquaintances, and invest time at golf clubs and service clubs developing and expanding those relationships.  Remember this the next time you hear the phrase social networking.  It’s just a new tool that helps you to greatly expand the scope of what you’ve done for years and years. 

My example involves LinkedIn, which I think of as the ‘professional social network’.  On it, you can connect with those with whom you have done business or have developed a similar professional relationship.  You can also join groups and participate in discussions with others based on your particular professional interests.  In one such group, I commented on a question raised by another LinkedIn user involved in marketing – someone I did not know personally, but whose company is involved in energy – one of our target industries.  The exchange led to further private conversations (still held via LinkedIn messages), and we are now involved in some early strategic planning discussions with his company. 

In this case, my participation on LinkedIn was directly responsible for our chance to visit with the company.  I was not doing advertising.  Instead, my participation led to conversation, which led naturally to opportunities.  Perhaps sometime soon we’ll be announcing a formal relationship with this company; who knows?!