A Successful Social Media Networking Mission? Impossible
Unrealistic expectations and misguided assumptions about networking on social media often lead to disappointment.
Modern-day networkers seem driven by a mission that's proving to be impossible.
With over two decades of active business networking experience, I've gained significant insights, such as:
Business Networking is hard. Striking up conversations with strangers at networking events can be difficult and often awkward.
Online networking's harder. Succeeding with cold outreach, whether by email, online chats, or message boards, demands a rare blend of skill and patience.
Professional networking on social media platforms? Nearly impossible.
Why?
Delusional Goals
One reason networking on social media is problematic is because professionals have overly ambitious goals and are influenced by flawed presumptions that often lead to frustration.
For example, want to be successful on LinkedIn?
What I've seen recommended by some of the 'experts' is a significant time commitment:
Two hours of posting
One hour of commenting
30 minutes of liking, sharing, and reposting
Then, return to your original posts to reply to the new comments
Anything else?
Oh yeah, commit to it daily.
Honestly, it sounds like a second job.
What's more, we're told that seeing any significant results could take up to 12 to 24 months.
It's also important to consider the numerous challenges of social media networking:
Lacks emotional connection
Inauthentic connections that include transactional approaches
Difficulty standing out and engaging
A large investment of time and effort
Privacy concerns and vulnerability
Ugh, when did networking get so complex and time consuming?
And is this really networking?
Networker or Influencer
A second problem is that many of us confuse the role of an influencer with that of a networker.
Influencers are NOT generating connections.
They are generating followers.
They are NOT growing their personal network.
They are growing their social network.
They are NOT building genuine relationships.
They are building an audience.
Is it your goal to be a networker or influencer on the social media platforms?
Without a clear distinction between these two roles, developing the right social media strategy becomes an impossible mission.
✅ The Takeaway
Instead of chasing 'likes' or aiming to dominate social media, top networkers prioritize building relationships.
They leverage the platforms as a strategic tool to foster genuine connections and facilitate meaningful bonds with peers.
You won’t find the most successful networkers with the highest number of followers on social media.
Rather, you will spot them volunteering at Non-profits.
Or connecting like-minded professionals.
Or helping a struggling start-up.
The most successful networkers try to help others and build valuable relationships.
Isn’t that what networking is all about?
Have a great weekend!
- Mike
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