Today, I spoke with Liz Lynch, who is a networking-a-holic and the author of a book about networking. I always say “make your life one big networking event,” and Liz helps us figure out how to network online and offline, even if we’re lazy and hate the word “networking.” Liz will give you a sense of how networking has changed, how online networking success leads to offline and how they are different and how all of this relates to personal branding!
Liz, there are a lot of books on networking/relationship building. Why do people keep writing about this subject? Is it because it has to keep getting pushed in peoples faces before they “get it”?
I think it’s the same reason there are so many diet books out there. We all know the best way to lose weight is to eat less and exercise more, no mystery there, but we’re all looking for a new twist that will make diet and exercise more fun, more tolerable, and more effective for our specific tastes.
Hence you have the Zone Diet, the South Beach Diet, and the Frenchwoman’s Diet to name a few. I wrote Smart Networking for those who don’t want to put a lot of time into networking—they’re too busy, don’t like it, don’t want to do it all the time, etc.—but still want to be highly effective. They can learn to network smart so they don’t have to network hard.
Can you explain how networking success online leads to offline success and visa versa?
I don’t really see offline and online networking as that different. At the end of the day, the fundamentals of building relationships are the same. If you understand the fundamentals—that you need to be someone that people know, like and trust, and be interested in learning about others and adding value to their lives, instead of just pushing your own agenda—then you can do well in both, and make the transition from one to the other fairly easily. If you don’t get the fundamentals, then networking will be a struggle either way.
How has the internet evolved and facilitated the way we network now? What is the major difference in networking in a web 1.0 world versus a 2.0 one?
Before the Internet made social networking sites possible, we were limited to networking with the people closest to us geographically, those we met face-to-face. Through web 2.0 tools, we can connect with people all over the world and get a good sense of who they are based on what they post and what others post about them, even if we never meet them in person.
“So while there is potentially more competition, those who have value to add have a greater opportunity to build a strong, global following.”
How is networking connected to personal branding?
Smart networking is built around the belief that networking is easier when people come to you, and having a clear and compelling personal brand definitely helps in that regard. When your contacts know exactly what you do and what you stand for, it’s easier for them to spread your message to their networks. Those who relate to your brand will find their way to you, and arrive already primed to do business with you without much intervention on your part.
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What are your top 3 online and top 3 offline networking tips?
Online:
- 1) Start building your online network with people you already know so you have a strong base of support.
- 2) Get deeply involved in a few social networking sites than spread yourself too thin.
- 3) Don’t spam your friends’ profiles with overly promotional messages.
Offline:
- 1) Get to events early when it’s easier to speak to a few other early birds than try to break into a big group.
- 2) Have an agenda in mind for every meeting you attend.
- 3) Master the art of the “ask” because what’s the point of building a network if you can’t get help when you need it?
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Liz Lynch is author of Smart Networking: Attract a Following In Person and Online. Her printed and audio products have sold on six continents, she’s been invited to speak at conferences and organizations around the world, and her writings have been translated into multiple languages.
Liz is also founder of the Center for Networking Excellence. Her bottom-line approach grew from her experience in corporate America working at some of the top firms in their industries—Goldman Sachs, Disney, Booz Allen & Hamilton, and Time Warner—to hone her strategic, analytical and financial expertise.
