Social Networking among Professionals – Do you Link In?

Social Networking may be one of the hottest Web business models today. MySpace and Facebook have attracted tens of millions of young people, and increasingly, professionals. Many media companies are now making plans to enter the market for social networking for professionals or professional networking as I would call it.  

Recently I began using the LinkedIn site. My first connection was sent to me by a colleague who is working for a struggling company that is laying off people by the truckload. I signed up and soon received many more LinkedIn requests from colleagues who were recently cut loose from that company; and are looking for jobs or going the freelance/consultant route. In today’s world of rapid change and “no loyalty” everyone needs to keep an ear out for new opportunities. You never know when the bell tolls for you. The base need of money, career growth and survival drives LinkedIn the way hormones drives the social networking sites of the young.  

A more proactive aspect of LinkedIn is to seek out sales prospects and partners who can help drive your business, which is how I am using it. Within the space of a few weeks I have collected roughly 155 contacts in my network. (That makes me small time compared to the people Portfolio found in this recent article – one guy has 50,000+ contacts)  

A third of my list is current co-workers; partners and clients whom I talk to on a daily basis, but nearly two-thirds are past colleagues. While it is fun to re-connect with old friends, I do believe business will come from these renewed connections. I have a current colleague who was skeptical that online social networking would catch on among us “serious” professionals.  Once he saw my growing list he jumped in and is hooked. After getting in touch with some high powered business contacts, his skepticism is fading away.  

I think online professional networking is about to take off in a big way. This movement represents a new opportunity for media and advertising. These sites are sticky, and have great upscale demographics. Currently on LinkedIn, I see ads from Microsoft, BlackBerry, Equifax and Google Ad Words being served. Are social networking sites on your media buy?  Let me know what you think.

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