February 16, 2012 1 Comment
Simple but silly example: if you’re seeking to use the power of networks to grow your retail flower business in Missouri, it’s not likely that an investment of time building up a network of car mechanics in Sydney, Australia is going to be productive.
Network purposefully. Usually (caveat below!).
How can you use social networks to purposefully build business opportunities? Here are my “secrets”:
1. Show up. Strategically be present, at conferences and events and meetups and on-line, so that people can understand who you are and what you have to offer.
2. Connect with influential connectors in your domain. Not merely in the “we’re connected on LinkedIn” way, but build relationships over time. Don’t be shy about this. They’re connectors because they like to connect!
3. Bring potential clients, partners and other influencers along on your journey. Create a Linkedin group or a private Facebook group. Forward news articles and other resources. Connect people with other valuable people. Become the go-to person.
4. Occupy an empty space. There are countless market opportunities, in every conceivable domain, for curators, commentators, collaborators, connectors. You can build an entire career (I have) around finding something no-one else is doing, and filling that need.
5. Go deep with a handful. You can connect with 100,000 people on digital networks, but typically, the lion’s share of your business is going to flow from 5-10 key people with whom you have shared affinity and purpose. Concentrate on that handful, even as you build a broader network.
Don’t just network to accumulate follower numbers, or views, or ephemeral “influence” that comes from mass reach. A few people will make money from that. Most of us will grow business by having a focused purpose.
On the other hand, I freely and gladly admit that some of my networking is time is spent getting to know people with whom I don’t have some immediate or clear business purpose. Why? Because they are quality people, and when quality people band together, unexpected and unanticipated opportunities arise. I’ve seen this happen so many times that I now make significant investments of time in certain people and communities because I just know that in the long run, something great is going to come of it, for others and for myself. Call if faith, call it existentialism – I call it a fun adventure. We cannot predict what connections and open doors may happen indirectly through befriending and supporting people who may not be directly in our current business strike zone.
Even here, you’re networking with purpose. The purpose is discovery of new opportunities you can’t yet see or define.
So network with clear purpose, but also network with not-yet-clear purposes. If you purpose to be a helpful connector, you and others will surely benefit. And new purposes will become clear over time!
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