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Saturday, August 16, 2008

The Best Friends You've Never Met!

By Chris Kauza
Technology Editor

Everyday new users flock to the Social Networking sites of MySpace and FaceBook. While the media likes to portray these as sites for your kids, that juxtaposition belies the fallacy.

The dynamics of relationships are changing, and these applications are making it so that you will most likely end up with really good friends you have never met!

What are the implications for your business?

The nature and reality of relationships is changing. “Good Networking” used to be only about who you knew in your immediate circle, and who they knew in their circle, whom you could trust. Networking is evolving to include people you may not have physically met, but may have been introduced to you by a trusted source – a friend, a professional colleague (either of which you may not have physically met either), or even through a website like LinkedIn.

People are changing how they present themselves to others. They are redefining what their Brand is, and what was once considered to be merely “interesting” or “creative” is now vital to differentiating yourself from your competition, and being “top of mind” when your customers are making purchasing decisions. Users are wresting control of their environment and refashioning it to suit their purposes – which may be very different from how the original designers intended. Or different from how you intended.

The fact is, the sum total of all of your conversations and discussions about you, your product or your service are becoming your brand! And how you choose (or not choose) to use the new environment will determine how you are perceived, the level of credibility you have (or don't have) and the kinds of customers you can attract.

Over the next two months, we will examine how you can use MySpace and FaceBook in your business and networking endeavors. We will start with these because:

1) They are two of the largest and fastest growing Social Networking applications on the web today

2) Most people dismiss these out of hand as being irrelevant to their business

3) There are people who are successfully using it to connect with others and grow their business in ways that previously weren't possible.

In the meantime, if you have questions about these or other technologies, feel free to email me at or to connect with me on LinkedIn:

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The Emergence of The Relationship Economy

The Emergence of The Relationship Economy
The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.


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