For Harvard Business Review.
Image: Dmitri Otis/Getty Images
Summary: Social media can be a highly effective tool for diversifying and evolving one’s network. That said, it can be challenging to reach out to people you don’t know. Too many people focus on trying to network with senior people. Instead, prioritize building relationships with your peers and with people who are earlier in their careers. This network will grow in seniority with you, and can connect you with opportunities down the line. You’re also more likely to get a response by looking beyond the C-suite. Your entire message should be easy to read on a phone screen. What are the three bullets you want to convey? The pros who get the best response rates treat their messages as handwritten notes with a personal touch. They let their voice come through and also find common ground by referencing a common interest, a shared alma mater, or a mutual friend. Don’t neglect the people you already know. Your network is rooted in existing, real-life relationships, so put effort into connecting more regularly with people who have firsthand experience working with you.
I’m a big believer in the power of social media to diversify and evolve one’s network, build on the strength of weak ties, and nurture relationships over time. I’ve seen the business value of social media firsthand as the founder and CEO of three technology startups, and as a product executive at LinkedIn. My experience is backed up by research: 75% of B2B buyers and 84% of executives use social media to make purchasing decisions, according to IDC. And LinkedIn’s 2018 State of Sales report found that 89% of top salespeople consider networking platforms to be critical to closing deals.
That said, it can be challenging to reach out to people you don’t know. I’ve been on the receiving end of sales pitches for the better part of 30 years, and I know how quickly online conversations can become transactional. But, the more your interactions are modeled after genuine, in-person connections, the better. Here’s my advice for building a stronger business network with the help of social media:
Don’t obsess about seniority. Too many people focus on trying to network with senior people. Instead of reaching out only to executives, prioritize building relationships with your peers and with people who are earlier in their careers. This network will grow in seniority with you, and connect you with opportunities down the line.