Socialization

Every so often a new technology or new application comes along and sweeps folks off their feet. Eventually, it either sinks or swims, depending on how well it keeps its promise of progress. Not that long ago, the Internet was technology’s golden child that promised a world of instantaneous communication and vast resources. Obviously it delivered on that promise, but there were some unintended consequences—endless spam and worldwide virus attacks come to mind.

The latest technology application to hit the big time is social networking. On page 38, David Handler takes a look at the phenomenon and what might be best for business applications. Next month, John Giles will also address social networking and how it relates to traditional face-to-face networking.

In his column this month, Handler asks the question: “Are all these ways to connect effective for increasing sales or reducing costs, or simply the latest pet rock?” He then answers his own question by saying he believes that there is great opportunity in this “brave new world of communicating continuously.”

I agree. I also think that not all of the dozens of social networking options are created equal. Companies with a presence on such sites as Facebook have found out that any inappropriate content posted by employees reflects on the company itself. From what I can determine, sites such as Facebook and My Space are of limited business potential, although they can be detrimental to job seekers since employers are checking social networking sites in the hiring process. That picture of you doing shooters with your frat brothers won’t get you any points. Remember, the Internet is forever.

Handler mentions two offerings that may have better business applications—Twitter and LinkedIn—both of which QP is using. (Check our website for the links.) Maybe it’s the name Twitter and the idea of posting “tweets” that make me a little standoffish about Twitter—despite its obvious potential for building a large circle of influence. Recently, I ran across a cartoon in which a guy making a phone call says: “Twitter was down this morning. Could you just tell me what you had for breakfast?”

LinkedIn is another matter entirely. Here we have a professional and valuable tool that offers the opportunity to expand your business relationships exponentially. There are other, less well known, business-oriented social networking options—some industry or profession specific—but LinkedIn is the most widely used.

As with any technology, social networking is a tool, not a solution. Fulfilling its promise is in large part up to those who use this tool effectively. ??