Social Networking 2.0

I recently wrote an article titled “Why Social Networking Doesn’t Work“.  Since publishing that article I have received a lot of feedback about how I am missing the point of social networking; that networking is an integral part of career advancement.  These people offer anecdotal evidence as a way to persuade my viewpoint, as if they cannot fathom the thought of neglecting such an important aspect of professional development.

They are right.  It would be ignorant to think that social networking isn’t essential to a person’s ability to climb the corporate ladder.  I cannot discount the benefits networking offers.  Where my opinion separates from common wisdom is how we network; shaking hands of complete strangers, collecting business cards, exchanging fleeting conversations.  It seems so sterile, so impersonal.

This isn’t to say that there isn’t value in this sort of networking, it just isn’t for me.  I feel that forming real relationships with people will net greater results in the long run than attempting cold calls with people whom you have no established affiliation.  Would you really feel comfortable calling a stranger for a favor as big as vouching for you at their workplace?  Would you feel comfortable vouching for that person to your boss?

In addition to forming meaningful relationships, it is important that the relationship be beneficial to both parties.  One person should not always benefit from the other, there needs to be a balance.  “I’ll rub your back & you rub mine.”  By its very nature networking is an exercise in self-interest, though you can create a balance by offering your talents, services, advice or by lending a hand with their lawnmower if it breaks down.  Your good deeds will catch up to you.

[N]etworking is about building relationships, not about collecting business cards in hopes that one of these guys might do you a favor one day.

Where do you meet these people with whom you form meaningful relationships?  If you are seeking professional contacts, people who might be able to open the door to opportunity, begin with people in your profession:

The best jobs that I have had I learned about through a friend or acquaintance who worked in the same field I did or at the company where I got the job.  I don’t believe that I got the job because of my social contact but I did hear about it because of them.  Meeting and getting to know people who are in the same line of work can be one of the best parts of any career and one of the most helpful in a job search…

Networking doesn’t need to be strictly professional.  You can enrich your life by surrounding yourself with people who share a common interest or hobby.  Attend events in your area which are focused on your hobbies, interests & passions and be social.  Your early encounters with these people will likely result in superficial conversations but will eventually deepen with time.

It also seems as though people feel that when it comes to networking, quantity trumps quality.  This is another area where my opinion differs.  Having contacts which you have no relationship with diminishes the value of these contacts.  While it is true that each contains at least a small possibility of opportunity, a few quality contacts are more beneficial to you than those which are of little relevance to your life.

It can be argued that even the most distant contacts, those which you would only contact in “dire need” are valuable.

Had I limited my network, I would have limited my reach.  At the same time…there are people on my list that I would not have contacted…unless the situation became more dire or urgent.

Maybe.  Though I wonder why you would want to call someone only if it were an emergency.  Would these people even be inclined to help you, they barely know you?  Yes, it makes sense to have a “last ditch contact” in case things get really bad but I would guess that having a few good friends as contacts would prevent that sort of situation from ever arising.

Does social networking work?  Yes.  Are we going about it all wrong?  Maybe.  Does collecting business cards from complete strangers actually work?  You tell me.