As you go through your list of professional and personal contacts, it occurs to you that all contacts are not created equally. Some of your connections are in a much better position to make a strategic introduction and act as a reference than others.
I recently read an article by Ben Kurz, “Facebook, Google Must Adapt as Users Embrace ‘Unsocial’ Networks,” which included a discussion of the Facebook acquisition of Instagram. Kurz makes the point that users may tend to move to a smaller, more closed network with fewer users, citing Zipf’s Law:
“If all nodes are not equal…in any system of resources there exists declining value for each subsequent item.”
As you tap your various social networks looking for valuable resources to help you with your job quest, remember that all contacts are not equal, so you will use different networking resources in different ways.
Research or Reach Out?
For example, I was an early adopter of LinkedIn, which has become the largest social media destination for professionals. In fact, with more than 175 million users, it has become so big that it can be hard to stand out in the crowd. However, that doesn’t mean LinkedIn isn’t valuable.
I find LinkedIn most valuable for the following two things:
- To research people and companies I don’t know, but would like to get to know; and
- To build my own online presence and create a professional profile that can be found.
If I want to create a digital trail explaining what I have been doing, and why I might be valuable to prospective employers, the first thing I do is post LinkedIn updates to LinkedIn Groups, etc. It’s like going to the new social spot where it’s cool to be seen. And the search engines index the content of most Groups!
While LinkedIn is incredibly valuable for research and exposure, it is not the same as proactive networking. Real networking requires selectivity, and even some privacy. I may want to be discreet in my job search, and broadcasting your activities on social networks is not discreet. I may want to connect with people in a more intimate setting using a closed network. Kunz refers to this phenomenon as the “unsocial” network.
Making Contacts that Count
I was very excited by Google+ when it arrived on the scene, because the social media mavens at Google seem to understand the concept of unsocial networking.
Google+ is designed to give you the best of both worlds:
- You can broadcast information you want to share and be known for, and
- You can narrowcast specific information you want to share with more targeted groups.
The concept of using Google+ Circles for sharing is brilliant. Like the old Venn diagrams we studied in elementary school, you get to create your own Circles and they can overlap as you want to share information and insight. When the time comes, you can narrow those circles for more intimate discussions that can help you with your job search. In essence, you move from broadcasting to conversation.
Bottom Line:
While broadcasting your expertise and career desires in a large social media arena like LinkedIn has value, it’s difficult to distinguish yourself in such a big, impersonal social arena. Real networking requires real connections, where you get to know your peers and you can exchange ideas and leads. Finding a way to promote online intimacy through “unsocial” networking is just as important as getting your name out there, maybe even more important.
© Copyright Kathy Simmons, 2012. All rights reserved. Used with permission.
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Proactive Job Search Expert Kathy Simmons is CEO of NETSHARE, the network for executives, where she sees her mission is to help NETSHARE members harness the Internet to advance their careers. Read Kathy's other musings on the NETSHARE Blog. Follow Kathy on Twitter @kathynetshare and connect with her on Linkedin linkedin.com/in/kathysimmons.
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Tapping "Unsocial" Networks for Job Search
