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When you hear the term "Social Networking" what's the first thing that comes to mind?

"For kids!"

"Time drain."

"For personal, not professional use."

I would have replied similarly earlier in my career. But experience in recent years has significantly changed the way I look at the topic.

But when I, as a coach, push back on this bias, here's what I find: It's not a time issue. Rather, it's a perception issue. We prioritize those things that we perceive will provide the best return for our attention.

Bottom-line: networking is often not perceived as sufficiently valuable to justify the investment of time.

If that's how you feel, this might surprise you: I agree, with this caveat. Networking, as done by most people, is a waste of time. If done at all, it's done haphazardly without intentionality.

It's All About Relationships

Here's the dirty little secret of business: It's all done on relationships.

You will get your next job because of who you know. A salesperson is more likely to get a meeting with a decision-maker if they can get an introduction from a trusted colleague. Your ability to get what you need for your project is often tied directly to the strength of your relationship with your boss, the project sponsor, and key stakeholders.

My simple definition of networking is "relationship building." If you are not actively, strategically building relationships, you are limiting your influence and success.

My Social Networking Strategy

Just as most companies waste their marketing dollars due to lack of a coherent strategy, most people squander the limited time they have for networking for the same reason.

Think of relationships as an investment. They have value. The best investment returns are based on a strategy.

My social networking strategy has four components to it:

• Stay in touch with minimal time commitment. I love being actively involved in the lives of my family. Add a busy work schedule that often requires traveling and I'm short on the same thing you are: time. There are many people I would love to reach out to and find out how they're doing but I will not have or take the time to call them. I use Facebook, Twitter, and Send Out Cards as the technologies of choice for this component.

• Add value to others by connecting people. This last year I was introduced to a gentleman in Ghana who wants to build a schoolhouse but needed advice. I connected him with a family member who is an engineer with experience in Africa. I'm confident a school will be built there some day because of these two connecting. Whether it's helping someone build a school, find a job, or get an answer, social networking can be a technology that facilitates connecting people. LinkedIn is my tool of choice for this.

• Build my business by building relationships. After a keynote or workshop, how can I maintain contact with participants for potential business in the future? What if there was a way to enhance my credibility through comments and recommendations by customers and colleagues? Marketing is all about awareness and there are ways to increase awareness about what we do through social networking. Facebook, Twitter, Professional Project Manager Networking Group, and LinkedIn provide opportunities for this strategy.

• Learn by experimenting. Though individual tools may increase or decrease in popularity, social networking is here to stay. By experimenting with the technology now you have the opportunity to understand the models, learn ways to leverage the tools, and develop your own personal strategy.

Taking Action

How about a free webinar to learn more?

On Thursday, January 29, 2009, at 11:00am Central, I will be sharing practical tips in a webcast: It's About Relationships: Strategies for Leveraging Social Networking. There is no charge for subscribers to Horizon Time.

Andy Kaufman

Do you have an upcoming company meeting, retreat, or conference? Whether you go offsite or stay in-house, the Institute has keynotes that can help you make your event a great success!

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We work with business professionals around the world who are struggling with how to deliver projects and lead teams. We help you get focused, take action, and achieve stellar results.

As a thank you for subscribing to our newsletter, here's this month's special offer.

Join me on Thursday, January 29, at 11:00am Central. I will be hosting a free webcast to help you learn more about social networking. Click here to register. I look forward to meeting you! Thank you for subscribing to Horizon Time!

It’s critical for aspiring leaders to learn how to negotiate conflict. Whether we like it or not, we can count on it: any time people are involved, and given enough time, there will be conflict.

Our popular keynote and workshop on conflict management is now available in an e-learning format. Between now and February 14, 2009 Horizon Time subscribers can get the learning for $50 USD less than the list price. Use a Coupon Code of ROCK-50OFF.

Click here to learn more and save money on our conflict management e-learning program! Thank you for subscribing to Horizon Time!

How cool would it be if you could send a Thank You card in a minute or less? Or a "Nice to Meet You" or "Happy Birthday!" cards in a couple clicks.

Send Out Cards makes it easy to do so. Recently they have rolled out an even easier to use card editor.

I will be personally providing a free walk through of the Send Out Cards system on Thursday, January  29, 2009 at 1:00pm Central. You'll see first hand out the system works. Plus, after the session you'll be able to send a card for free on me!

Horizon Time is written by Andy Kaufman and is available via e-mail or on the Web for all who register.  You are invited to forward this to anyone interested in growing their leadership skills!

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