Connect For - A LinkedIn Story

If you’re reading this, there’s a good chance we are connected on LinkedIn. I’m participating in a new series that allows people to subscribe to my writing. For this first one, it sent all my connections a notification asking if they'd like to do so. Please do :)

During the summer, I decided to give back to this wonderful community and began writing thought pieces. The first one received over 4,600 likes and I was away! Since then I've covered everything from the World Series of Poker and how it connected with the Thai boys in the cave to #metoo and why replying-all is the ultimate workplace crime.

What’s my series about? I take the news of the day, block out all the white noise, strip it of the controversy and analyse the kernel of the issue as it applies to all of us.

I also look at anything and everything to do with digital brand management which is what I’m up to these days.

For my first post, what better to write about than LinkedIn itself!

It emerged on the scene during those heady dot-com days when it felt like there was a new social networking site launching every day. Friendster, Orkut, Xanga, Yahoo! Buzz, Google Buzz, Eons, and Bebo joining the established Classmates and LiveJournal.

In the beginning, people didn’t know what to make of LinkedIn.

It’s the social network site for work, just like you have the social network site for dog owners and the social network site for people who are Taurus.

Out of that volcanic start-up period emerged the Mount Rushmore of social media - Facebook (Washington), Twitter (Jefferson), Instagram (Roosevelt) and LinkedIn (Lincoln) (at least for people over 18).

I may have considered including Pinterest if I knew what it was for.

It was a different time then. The New York Times and other media companies were reporting on wars, now they’re fighting their own.

In the early aughts, the idea of working for an internet company seemed like some farfetched quick-rich ponzi scheme. Far better to work for a reputable company like Enron, Blockbuster or Bear Stearns.

Who is going to buy something online? Wait you’re telling me, I can do my shopping without having to leave the house??

Fast forward today where Sears is going, Macy’s could be going and Toys R Us is gone.

LinkedIn grew quickly with an aggressive email strategy. There was a constant influx of emails from people wanting to connect - great practice for all the GDPR emails. Today we don’t think twice about a connection request, but can’t help but smirk when connecting with a Fortune 500 C-Level executive whose email address is hotmail.com. 

Hotmail was once hotter than bitcoin, but now it’s colder than Amazon’s warehouses.

The testament to LinkedIn’s success is that it has spawned its own cottage industry:

LinkedIn coach, LinkedIn Guru, LinkedIn Ninja and of course LinkedIn Jedi, but don’t think anyone is endorsing Hayden Christensen for his work in Revenge of the Sith.

I only joined LinkedIn in 2008 and began with 0 connections; there was no Tom from MySpace to get you going. I was excited when I hit the milestone of 500 connections. Now I have over 11,000.

The question I’m constantly asked is - what is the point of the connections? Of people you’ve never met. What is their value?

Well, what’s the value of a friend? What constitutes a real life friend?

When you’re a kid, it’s pretty clear. If you get invited to their birthday party, you’re friends.

When you get older it’s a lot more nuanced.

You want me to pick you up from the airport? To help you move? To watch your dog while you’re away?

You must be mistaken. We’re friends - no question. I retweet you all the time, we’re in the same fantasy league and I lend you chairs when you need them for a party, but airport friends?  We’re not. Now how about that fantasy trade I sent you?

At the end of the day, it’s up to the individual to use the tool and resource that is LinkedIn as it works best for them. What can’t be disputed is that LinkedIn offers opportunities that wouldn’t otherwise exist. Whether it’s thought leadership, finding work, finding out news, lead generation, connecting with old colleagues, or making new friends, LinkedIn serves an invaluable purpose.

In these tumultuous times, when there is so much divide, what’s wrong with something that brings people together?

I’m glad we’re connected and if you’re reading this and we’re not, please feel free to reach out and connect!