If you run a business it's virtually a given that you need to be in the social media game. This digital presence however doesn't accord you mass attention. Our emergent society doesn't do long-tail focus. Attention deficit is no longer a disorder it's de rigeuer. Multi tasking has never been so easy and the consequent diluted focus comes with the territory. Getting noticed is easy (hint: be outrageous), getting traction and relevance...not so much.
To catch the viral wave of mass attention, no matter how fleeting, requires us to have a digital presence. This presence allows us to interact and feed our insatiable desire for instant gratification. Dating websites, blogging platforms, video content sharing, gambling facilitation applications all open the door to experience but also expedience.
It's never been easier for the individual on the street to connect and broadcast a message, however the ubiquitous white noise of digital communication renders us vulnerable to invisibility.
The intention of communication is to foster relationship building, and relationships are evidenced by both delivery and receipt of value. Dating websites for instance may offer a smorgasbord of opportunity to nibble, taste, discard, gorge and perhaps eventually ride off into the sunset with our life partner, and yet...
Mass connecting, soliciting innumerable profile prospects in the hope of some vague payoff is a poor strategy. The nuances of courtesy, body language, likeability, points of interest and actual care factor can be edited out and the consequent opportunity to build depth of connection diluted.
Social connectivity allows us to tap into the six degrees of separation ideal. Most of our online connections can be classified as merely vague acquaintances, and an acquaintance whilst slightly higher on the hierarchy of networking value than complete strangers, still require some significant warming up to be significant.
Networking has worked most effectively since time immemorial when there was an element of trust, mutual value and a shared end game. Networking to sell your wares, with zero interest or desire to invest in offering value upfront is easy on a faceless online platform. "Look at me I'm great, buy my stuff, let's hook up, don't mess me about or I'll de-friend you....." doesn't work well offline and won't work well online.
Networking works best when we look around for like minded people. We tend to attract the people and circumstances consistent with our dominant thoughts. I'm attracted to aspirational, positive energy, funny, eclectic and interesting people, and invariably they have more appeal ear to ear and face to face than via click through.
The type of tribe you want to attract exhibits a certain type of behaviour. Be wary of attracting blood thirsty wolves if you're a kitten at heart or multiple connection seekers if you're in the relationship building business.
Networking rocks when genuine engagement is spawned!