Why Are You Neglecting Your Professional Network?

There’s a steady chorus of pundits on LinkedIn praising the value of networking. Making connections through social media can open a whole new world of knowledge, wisdom and friendship. Unfortunately, they are preaching to the choir. The people who need to hear it aren't listening.

What about the millions who know they should be building a professional network, but don’t? With social media it has never been easier, or more important. But, still, they resist.

You know who you are … no profile photo on LinkedIn … your profile omits all but the basic information … few contacts … no association or group memberships.

Networking is a lot like exercise; you know you should be doing it more.

Networking is the single most important thing you can do to advance your career. Social media allows you to find, interact and share knowledge with others with whom you have common career interests, and rather easily at that. Some of them may be your future customers or coworkers. But, still, you procrastinate.

It’s as if you are so busy swimming you can’t be bothered to don a life jacket. Why the procrastination? Here are the most common reasons:

• “I don’t see the benefit.” I have a hard time thinking of a profession that doesn’t benefit from meeting new people and expanding its influence. People are social animals, and thrive on interaction and interdependence. The mistake most people make is in focusing on what they want from networking, not what they have to contribute. To successfully grow a professional network, you have to sincerely want to inform, share with and help other people. That’s how you build trust and rapport. To get, you first have to give.
• “I don’t have the time.” This is an alternative version of “I don’t see the benefit.” Networking is a lot like exercise; you know you should be doing it more. If you knew how positive and enriching networking would be, you would find the time. LinkedIn helps me keep track of my acquaintances and sustain those relationships. If I meet someone outside of work, I can look at their profile afterward and learn more about them. All the time, my contacts are doing the same with me. The better we know each other, the more helpful we can be to one another.
• “LinkedIn is full of salespeople.” This is somewhat true. Sellers have recognized social media as an easier way than cold-calling to connect with prospects. On the other hand, LinkedIn is a great way for problem-owners and problem-solvers to meet. You can find out about people before you agree to connect with them. If you aren’t sure why they want to connect with you, ask them. And, if it’s not working out, remove the connection and move on. There are many other interesting, engaging, helpful people out there you would enjoy getting to know.
• “I don’t know how, or what to say.” In building your network, start with people you know or have worked with. Send a friendly, customized connect request through LinkedIn: “It has been a while since we worked together at ABC. I hope you are enjoying success in your new job. Please accept this invitation to connect with me.” Then, as you meet people in person, connect with them online in the same way. If you see a post or press article you think they will appreciate, share it with them through social media. “Like” or comment on their posts showing up in your news feed. Then move on to people you don't know but with whom you seem to share things in common. With experience you’ll grow more comfortable with these interactions.
• “I know all the people I need to know.” If you only connect with people you know, you’re not building a professional network. That professional network could be your life jacket someday.