Networking Is Not a Numbers by Dave Clarke
Earlier this month UK based Internet Psychologist Graham Jones told me about some new research from the Massachusetts Institute of Technology into 'The Spread of Behavior in an Online Social Network'. The research compared how behaviour was spread in two competing networks. It spread much farther and faster in the quality, structured network than in the random one.
This research helps explain why many business people don't get good results from online social networking. They have followed the idea encouraged by a number of 'experts' that large numbers of followers or connections online are all important. In other words that networking is a numbers game. Graham Jones has written about how the MIT research demonstrates this approach is wrong in his article 'Social networks fail to help people'. In his summary of the findings he wrote, "this research confirms that a structured network of close ties is the most beneficial. It is evidence that quality of your network is more important than quantity."
This is more confirmation that success in networking (offline and online) comes down to building a manageable number of relationships amongst people with influence amongst the right audience. Then motivating that network to advocate you.
Graham includes some great networking tips in his article:
1. Concentrate on truly connecting with people, rather than building numbers. Focus on relationships, rather than popularity rankings.
2. Keep in regular touch with your network, don't just add occasional information. Make your social network a key part of your daily activity.
3. Encourage your network participants to invite their real-life friends to join your specific group. Getting people to support each other within your network appears to boost the entire network, the MIT study finds.
4. Have structure to your network rather than making it informal and provide leadership.
Until next time...
Good Networking!
Dave Clarke
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Resources for Business Planning, Development, Capital and Growth
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