JConnelly Insights
Network Smart, Network Social
Professional networking is becoming even more popular and commonplace thanks to the help of social media. There are now many ways to connect with industry peers and people who share common interests through LinkedIn, Facebook and Twitter. While these channels have made networking easier than ever, it’s important to keep a few things in mind.
First and foremost, anything posted is available for the entire world to see. Current and potential employers as well as clients are increasingly monitoring social networks, so always be professional. Don’t post articles, comments or pictures that will hurt your credibility as a smart, mature professional with important and noteworthy ideas to share. A great PR CEO once told me that if a topic is relevant to your business but may have negative connotations, don’t react to it unless you can put a positive spin on it. There is already so much negativity in the world— why add to it?
As is the case with real-world interactions, separation between personal and professional lives are key. Because you’re interacting with different audiences, having separate accounts for personal and professional use will reduce the risk of something being interpreted negatively by an employer or professional contact. Your posts should be kept professional and defined for each audience. This way, your tweets about the latest Kardashian drama won’t confuse your professional followers.
Once you have a presence in social media, begin reaching out/following people you already know, as well as people you see your followers interacting with. For LinkedIn, I recommend personalizing the requests you send to people when asking them to join your network. The extra minute this might take will show the person that you actually care to connect with them and you’re not just blindly reaching out to people. We live in a world of spammers, so even a simple step toward showing you’re a real person goes a long way.
When it comes to posting, don’t be driven by quantity (ie. I need to post five times a day), but rather, by quality (something that my audience is going to find interesting). This can be anything from articles relevant to your industry, job openings or topics for people to comment on. The point is to foster engagement and dialog. For example, I follow financial advisors on Twitter who provide practical personal financial advice, along with news outlets so I’m up to date with current affairs. I post helpful tips, advice and articles from my clients and other quality sources.
If you decided that you want to become involved in social media, it’s important to remain active. Staying connected doesn’t mean Tweeting from a restaurant. It’s about maintaining conversations and posting regularly so that people look forward to your posts. If someone comments on your post, respond to it. This shows that you’re engaged and genuinely interested in what your audience has to say. Quality, thought-provoking discussions are the heart of networking.
While social networking is the new normal, it’s not a substitute for traditional in-person networking. In a sense, you have to disconnect to remember how to connect. Attend alumni functions, industry conferences and events to grow your connections, learn more about the topics you’re interested in and even open doors to new business opportunities.
Recently, I attended an alumni function where I met a gentleman who worked for a company that would be great business for my firm. We exchanged business cards and chatted for a bit. Perhaps at some point down the road he will either hear about my company from another source, or if his company is looking for a firm similar to mine, he’ll think back to our meeting and pleasant conversation. And when that happens, he’ll be able to find me on LinkedIn, Twitter and Facebook.
Smart networking is the seed from which connections and opportunities grow. You never know what even a seemingly insignificant connection can lead to. When this happens, if you’ve remained professional throughout your social networks, you won’t have to worry about your reputation.