Is Networking Now More About Influencers? Content Creators? MLM? Or ...

Pyramid schemes? If it looks like a duck, swims like a duck, and quacks like a duck, then its probably is a duck. Is modern networking our ugly duckling or golden goose?

Feb 23, 2024

Once upon a time, I visited a local business networking group. I was told to that in order to join, we (the members) would have to recruit more members.

In addition, we (the members) would have to do all the work running the meetings, follow up with guests, provide training to new members, and enforce the organization’s rules.

Lastly, we (the members) would have to pay a hefty fee to do so.

Where did our fees go?

I was told they flowed “upstream” to the organization’s management.

Does this structure sound familiar?

Maybe. Maybe not.

One thing is for sure, today’s different “networking models” are increasing in number and getting much more complicated.

NETWORKERS VS. INFLUENCERS

Influencers seem to have mastered the next generation of networking. Their networking strategy is focused on scaling to the masses.

Influencers usually have the following characteristics:

They focus on building a large following and influencing their audience's decisions, often through brand partnerships and endorsements. They leverage their social proof and community trust to guide follower's actions.
They are motivated by building a personal brand, generating income through partnerships, and impacting their audience's lives.
Examples include celebrities, beauty gurus, tech reviewers, entrepreneurs, fashion bloggers, travel bloggers, lifestyle influencers.

Not all influencers are networkers, but many influencers engage in networking to some extent.

Similarities between Networkers and Influencers

Building relationships: Both influencers and networkers focus on building relationships with others. Influencers do this with their audience and potentially with brands they collaborate with. Networkers build relationships with people in their chosen field, peers, and potential collaborators.
Communication and outreach: Both involve effective communication and outreach. Influencers need to engage with their audience, while networkers actively connect with others in their field.
Mutual benefit: Both strive for mutually beneficial relationships. Influencers provide value to their audience and receive engagement, support, or brand deals in return. Networkers offer their skills and expertise, hoping to gain new opportunities or collaborations.

Differences between Networkers and Influencers

Target audience: Influencers primarily focus on building a large and engaged online following. Networkers focus on building connections with individuals within their professional circle.
Objectives: Influencers aim to promote themselves, brands, or causes, often for financial gain or social impact. Networkers primarily aim to further their careers, find new opportunities, and gain knowledge.
Approach: Influencers use social media and content creation as their primary tools. Networkers utilize various in-person and online strategies like attending events, joining groups, and direct outreach.

INFLUENCERS VS. CONTENT CREATORS

A whole new class of networkers has grown rapidly over the last several years. If influencers are the masters of networking, then its the content creators that are the slaves. Many work long hours, work hard, and network profusely, yet only a few get enough traction to build a business. Yet, many love what they do.

The key characteristics of content creators include:

They are driven by the creation of content itself and expressing themselves.
A passion for their craft, desire to share their knowledge, connect with others, or simply enjoy the process of creating.
Examples include bloggers, YouTubers, photographers, musicians, artists, writers, podcasters, educators, hobbyists.

Similarities between Influencers and Content Creators

Digital Content - Both use digital content like videos, images, and writing to engage audiences on platforms like Instagram, YouTube, and TikTok.
Audience Engagement - Both strive to build communities, foster connections, and spark engagement with their content.
Platform Expertise - Both require knowledge and skill in using social media platforms effectively.
Authenticity - Both rely on authenticity and genuineness to resonate with audiences and build trust.
Passion - Both are often driven by passion for their niche or area of expertise.

Differences between Influencers and Content Creators

Although very similar, there are some key differences between Content Creators and Influencers:

Purpose - Content creators create for the sake of creating, while influencers create to build a brand and influence.
Audience size - Influencers typically have larger followings than content creators.
Monetization - Content creators may monetize through ads, subscriptions, or selling their own products, while influencers often rely on brand partnerships and affiliate marketing.

Content creators tend to focus on the quality and originality of their content, while influencers tend to focus on building relationships with their audience and promoting products or services.

MULTI-LEVEL MARKETERS

Multi-level marketing (MLM) is a business model in which independent representatives sell products or services and earn commissions on their own sales as well as the sales of people they recruit into the business.

Networking is about building relationships and providing value, while MLM is more about selling products or services and recruiting others into the business.

So, networking is not the same as multi-level marketing.

Still, the fine line between business networking, social networking, network marketing, and all the other forms of networking has blurred.

PYRAMID SCHEMES

When there is good, soon comes the bad. Pyramid schemes would be considered “the bad” in networking. They are similar to multi-level marketing, but in a pyramid scheme, the main focus is to recruit new members rather than actually sell something. The people at the top of the pyramid scheme, the creators and early investors, are the ones who make the most money, and they do so by taking advantage of the later investors.

Participants can lose significant amounts of money invested in the scheme and associated products. Pyramid schemes are often illegal, and participants could face legal repercussions.

WHAT’S NEXT?

So, where does that leave us?

In the future, we will see even more new and unique networking models that are both creative and exploitative.

Not long ago, Influencers and Content Creators didn’t exist.

Now they dominant the networking landscape.

What creative networking models do you think we should expect in the years to come?

Do you know the top influencers and content creators on LinkedIn?

You should!

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