Why Bother With Social Networking Sites Like LinkedIn?

Q: I think I understand the value of networking as well as the next businessman, but for the life of me, I don't really see what sites like LinkedIn, Ryze and Ecademy can do for me. What's the point of these sites other than just as some sort of digital popularity contest?

A: My good friend and colleague Liz Ryan, head of the women's power networking group WorldWIT, Women in Technology, has a great answer to this sort of question, an answer that I'm quoting here with permission:

I ask people to join LinkedIn, and often they say "I don't want the spam." So I say "You won't get any spam." And they say "But I'm not job-hunting." And I say "You don't have to be job-hunting." Then we go back and forth for awhile. It's a bit of a challenge to get my own friends to see the forest for the trees, sometimes. When Monster.com was new, the big idea was to post jobs online. As an HR person, I can tell you, Monster is a pretty awful place to post jobs. You get KILLED with unwanted resumes from job seekers all over the world. I truly believe that Monster.com is the reason that HR people no longer respond to online job seekers - and sometimes offline job seekers - with any kind of response.

Anyway, over time HR people and recruiters figured out that the real value to Monster is the ability to search the candidate database (for a fee). Maybe some of the same thing is happening with LinkedIn. What seems like the obvious benefit to membership may not be the key feature for a lot of users. See what you think about this LinkedIn primer that I share with my friends. If I'm doing something I shouldn't be doing on LinkedIn, I'd love to know that too!

1) Your profile itself is a great value to joining LinkedIn. I get great, useful contacts from my profile appearing on LI, and of course it's free.

2) Even if you're not job-hunting or doing business developing or searching for contacts yourself, it's a great thing to be able to be a conduit for your friends. They really appreciate that service that you can provide for them. Just the reconnect- with-an-old colleague bit is a godsend: where else can you do that online?

3) LinkedIn is the google for individuals who aren't high on Google rankings. That means anyone who's in a corporation but not senior enough to appear on the About Us/Management Bios page (although of course, those execs are often on LinkedIn too); anyone who is a partner in a consulting firm but perhaps not often in the news or otherwise mentioned online; and zillions of other people whom you'd have trouble finding if it weren't for LinkedIn.

4) Let's say you have a business meeting with the VP of Marketing at a major corporation next week. If it weren't for his profile on LinkedIn (say, if you were having this meeting three years ago), how would you learn where he went to school, where he worked before his current job, and other details about him? With the help of his LinkedIn profile, you're a zillion times better prepared for the meeting.

5) Now let's say that VP of Marketing is behind the curve and doesn't have a LinkedIn profile. No big; you find another connection of yours who works at the VP's current company, and ping her for some background. See? LinkedIn to the rescue again.

6) Want to know who's working in a particular industry space in a given city? LinkedIn search. Intelligence gathering, even if you never contact any of the people you find.

My point is that there's lots more to LinkedIn than just reaching out to people for job leads and for business development leads - not that either of those are bad things. And I agree with other posters that you have to use the tool, rather than just join up and sit there like a lump. But I'd love to hear stories of some more creative uses for LinkedIn, from other users...

Thanks for sharing your compelling story with everyone, Liz. When I think about your point with Monster.com causing recruiters to never list jobs online anymore, I not only know that it's true from personal experience, but also find it to be an interesting example of the law of unintended consequences, in the same way that a site like LinkedIn helps with market research or background checks.

At the end of the day, in business you're ultimately constrained only by the skills you can bring to the table and the network of friends and acquaintances you can call on for help, advice and assistance. And if you don't help them when you can, of course, it doesn't take long to be ostracized from a group, however informal or far- flung. But if you are part of a circle of professionals, you will always grow your career faster, smarter, and more profitably.

Dave Taylor is an internationally recognized expert on business and technical topics and is the author of 18 different books and thousands of magazine articles. His Q&A Web site is http://www.askdavetaylor.com/

---

Marketing Essentials: The 15 Second Elevator Speech

You're at a conference. Someone steps in the elevator, notices... Read More

A Vital Habit For Selling Big Ticket Items

I hope the title of this article aroused your curiosity!... Read More

34 Power Affirmations for Networking with the Affluent

Here are 34 affirmations I have created after studying the... Read More

How to Organize a Successful Bad Sweater Party

"Hey Scott, would you like to go to a Bad... Read More

Networking Know-how

Successful networking requires the understanding from the get-go that it... Read More

Alcohol & Events

Many people associate alcohol with relaxation and fun, so it... Read More

Social Network Software

My neighbor ? a lovely man I've known, and have... Read More

Lesson 69 - When Networking Events Fail

The StoryIn a quest to create strategic alliances, coalitions, and... Read More

Two-Step Your Communication

Ever use someone else to get your message out?For example,... Read More

Develop a Great Network - Pay It Forward for Maximum Success

Who needs a network of people to talk to about... Read More

Jump Start Your Network

Networking is often identified as a key business building activity... Read More

Networking: Is Your Approach Too Self-Centered?

It's a classic mistake by networkers: their approach is focused... Read More

Community Involvement Networking

It is important for you to join at least one... Read More

Getting Leads

How many leads do you pass on?As a reminder, you... Read More

The Secrets to Networking Success

Recently I was interviewed for a book on networking. My... Read More

Five Stumbling Blocks To Successful Networking And How To Overcome Them

The ability to connect with people is essential to success... Read More

Sell For Yourself Or Sell For Your Boss?

First of all I would like to start this article... Read More

Why Cant I Start A Conversation With You?

One out of every ten Americans has a fear of... Read More

Planting the Seeds of Greatness - Make it Great Newsletter #7

Thought of the WeekThis week, I'd like to challenge you... Read More

10 Top Tips for Successful Networking

1. Recognise the importance of networkingAsk any successful business person... Read More

Where to Find a Cash Windfall of $10,000 - $1,000,000 - You Never Knew You Had

There is a rather famous true story called "Acres of... Read More

Who Are You and What The Heck Do You Do?

A few years ago, I was attending a family function... Read More

Five Steps for Expanding Your Customer Base with Guerilla Networking

As a single company, it is impossible to provide your... Read More

Power Networking: Getting Your Name Out There!

Today's economy presents some very special challenges to people who... Read More

Politics, Religion, Race; Conversational No-No?s in Business

Do not destroy all your positive displacement and high energy... Read More

Is The Company You Keep Hurting Your Business?

When you look at your friends, it's like looking into... Read More

The Five Step Formula For Getting Prospects to Call You

Are you tired of prospecting for new business?Are you sick... Read More

Did You Market Yourself Today?

"If you build a better mouse trap - the world... Read More

How to Create an Interest Story for the Press

What makes a good interest story?An interest story is just... Read More

Practice Makes Pefect

What is the problem when people try to describe what... Read More

Putting The Fun Back In Networking

Networking is one of the most important skills a person... Read More

Giving Referrals to Get Referrals

One of the best ways to get a referral is... Read More

Network Marketing Secret: On Becoming the ?GoTo? Guy

For years we've been taught to identify ourselves as reps... Read More