I was just looking at a website, where the owner has a small banner, which pleads with total strangers to join his LinkedIn network. I checked out his Twitter profile, and he’s doing the same there too.
It’s actually a pretty common tactic among some businesspeople, who think it will help them develop their business.
If they can just get another 100 or 1000 people into their ‘network’, business will start to pick up…..right?
I have been building and studying commercial networks for over 20 years and have personally experienced (literally) life changing results. In every case, the most valuable networks were always those that were built by people who focused on quality, rather than quantity. These networks contained influential people, who had credible access to the people or organisations that the networker needed to know.
Low leverage networking
Most networking I see, especially online, is not just low leverage – it’s super-low leverage.
For example, I see web designers, SEO experts, consultants etc who are wasting stacks of time trying to get 1,000 strangers into their ‘network’, when they could get endorsed access to 10,000 or 50,000 targeted businesses or people, via just one influential, well-connected contact.
A network of just 10 highly influential, respected people is of massively more commercial value to you, than a network of 100 or 1000 people with little influence, interest or reach.
Focus on building a new commercial network, with just 10 people, who have credible access to thousands or more of your prospective clients. These people can help you get the backing, the sales, traction or the audience your project needs.