Clever Geek Handbook
25 April 2025

Web Content Rx

Recommendation

A company’s website must generate revenue. If yours doesn’t, this basic book may help correct any problems. Wayne English, founder of a web content consultancy, presents the fundamentals of web writing, design, search engine optimization, podcasts and hypertext markup language (html), so you can make your site more usable, popular and – most importantly – profitable. While much of his information isn’t new, it is highly practical. English includes good sections on podcasts and digital photography, as well as handy pointers for creating email marketing campaigns. Surprisingly, though writing is an emphasis of this guide, it has an occasional typo and other minor grammatical hiccups. Those issues aside, BooksInShort recommends it to novice web writers and fledgling webmasters, and to company leaders who want to maximize their firms’ web presence. Some of its tips could easily reimburse you for the cost of the book.

Take-Aways

  • The most crucial aspect of your website, blog and other online materials is the message they convey. Ensure that your content is clear and effective.
  • Don’t depend on Flash animation or other formats search engines cannot “read” to communicate your message.
  • Hold your website responsible for business results and track its progress using “web statistics.”
  • When writing for the web, be concise and put the most essential information first.
  • Expect people to scan online text instead of fully reading it.
  • For creative material that you can change or edit for free, try “open content” sources.
  • Email marketing is an inexpensive, effective way to reach your target audience.
  • To optimize your web content for search engines, employ keywords strategically. Do not “exceed…5% of all the words on any page for a single keyword.”
  • Phrase web page titles, H1 headings and H2 headings very carefully. Search engines emphasize these textual components.
  • Use audio and video podcasts to inform, entertain or market to your audience.

Summary

A Spotlight on Content

When Thomas Edison patented the phonograph in 1877, he contributed to a revolution that has made content the driving force behind many new technologies. From CDs and VCRs to radio and television, people are drawn to tools that enable them to “hear, see or interact with” content. The internet is one of the more recent, and more advanced, developments in that ongoing movement.

“From now on, content will remain important to the web as long as the web is important to people.”

The web, an electronic medium for sharing and retrieving information, is essentially a “messenger.” The content your company posts on its website is the “message.” Always ensure that your site is communicating what you really want to say. Be aware that adding new content to your website does not automatically guarantee that search engines – and the people who use them – will find it. Avoid relying solely on Flash animation, JavaScript links or web pages consisting of large graphics to deliver your content, since search engines cannot “read” these formats. When a website isn’t searchable, it often fails to meet its main purpose, which – for commercial sites – is earning money.

“[Your] site must do its job – else you’re throwing your money away.”

Good websites are credible and searchable, with clearly marked sections for customer support and payment instructions. To make your website more effective, follow these 12 pointers:

  1. Hold your website accountable – It should have goals and responsibilities, just like any employee. To track its progress, determine your “web statistics”: How many hits does it receive each day? Which pages draw the most viewers? Survey your clients to learn how they first came across your site, then look for it using the most popular search engines. Is it easy to find?
  2. Ask clients what they want from the site, then deliver it – The more value your website offers customers, the more your company benefits. Providing good, reliable information is a great way to win a loyal following.
  3. Emphasize what you can do for your customers – People want to know, “What’s in it for me?” Be prepared to answer that question. Tell them how you can make their lives better or easier.
  4. Post an “About Us page and customer testimonials” – On the About Us page, include your company’s capabilities, history and achievements. Create a separate page for the testimonials, and link to it. Good testimonials are detailed and specific. Identify each speaker’s position and company, if possible.
  5. Use email marketing – Often, emailing is more effective than leaving a phone message. Ask customers for their email addresses during your business transactions. And if your site has many products, establish a different email address for each product.
  6. Create a newsletter – Use it to introduce new products or to explain applications of existing ones. Include links to relevant industry news. However, keep it brief; don’t exceed two pages of content.
  7. Know your audience – When preparing material for your site, tailor it to your target customers. Be as simple or as sophisticated as necessary, and gauge the right amount of information to present.
  8. Register your web address with numerous search engines – Contact Google, Yahoo, AltaVista and others. For a list of search engines in more than 350 countries and territories, go to searchenginecolossus.com.
  9. Keep navigation simple – Your goal: a user-friendly website where visitors can quickly find the most important pages. Create a smooth, consistent experience for them by placing navigation links in the same spot on each page. Don’t forget to verify that all your links work properly.
  10. Include a search box on your home page – This helps people find information on your site. Use Google or another external search engine, or install your own search feature with a software program such as Fluid Dynamics Search Engine.
  11. Know your medium – Web copy is different from printed copy. People scan online content instead of fully reading it. Thus, your web copy should be “tight,” with powerful, simple words that do not dilute your message. If you incorporate print material, adapt it for the web by trimming the text and shortening the paragraphs.
  12. Send out press releases – Keep the media up-to-date about your company and your website by distributing a press release about every three months, or at least a couple of times each year. Releases are more powerful when you link them to a local, state or national event. Don’t “expect a thinly disguised advertisement to be picked up as news.”

“Kill the Fluff,” and Other Writing Do’s and Don’ts

Before you start writing your web content, develop a site map. That will help you determine an overall structure for your material. Consult the webmaster to ensure that your plan will work with the existing website design – and confirm that the design is already finalized and approved. Ask the webmaster to inform you about any design changes, since they could affect the content.

“The goal of your content is identical to the goal of your website.”

When writing for the web, be concise. Make every word count by eliminating the fluff. Tailor your message to your target customer. Follow the inverted pyramid structure common in journalism by starting with the “meat and potatoes,” or most essential information.

Personalize your message with words like “you,” “your” and “we.” Use positive terms, such as “free,” “guaranteed,” “sale,” “introducing,” “results” and “proven,” to get higher response rates. Avoid negative terms like “buy,” “sell,” “failure” and “difficult.” Write in the present tense and active voice, and try to summarize the main idea of a paragraph in its first sentence.

“The necessity of communicating to your user, your intended audience or your reader is paramount for any writer, web writers included.”

Focus on building credibility – for example, by offering a guarantee. Contrary to conventional wisdom, “the stronger and longer your guarantee, the fewer returns you’ll receive.” The reason: People believe that guaranteed products have very high quality. Customers also trust companies that list their street addresses, rather than post office boxes, on their websites. Graphics, especially product photos, can help you seem more trustworthy.

Borrowers Beware

Web content comes from a variety of sources. You may write it yourself or get it from other parties. Using other people’s material exposes you to copyrights, however. Be aware that not all protected material contains a copyright notice. When someone creates a work, a copyright is granted automatically, regardless of whether the work displays the copyright symbol. Always obtain permission from copyright owners before posting their work.

“A small amount of high-quality content is far superior to a lot of fluff.”

By contrast, “open content” has lighter copyright restrictions – or none at all. You can even modify or edit this free material. Certain U.S. government websites can also be good sources of free content; for instance, try the United States Government Printing Office site, gpoaccess.gov. Or browse syndication sites, like EzineArticles.com and FreeSticky.com. Really Simple Syndication (RSS) tools can connect you to “thousands of content sources.”

You’ve Got Mail

Email, the “true killer app of the web,” provides a far-reaching, inexpensive platform for marketing. Indeed, email marketing is growing increasingly popular. One survey of 1,500 marketers found that 72% intended to expand their email marketing budgets in 2007.

“To have people become part of your [blog] conversation, it helps if you become part of theirs.”

Follow a few simple guidelines when preparing email marketing content: First, include newsletters, e-zines and other materials that “complement your current services.” This will increase your value to customers. Ensure that your header, links and other crucial information aren’t graphics, since they take too long to download. To prevent others from seeing your entire list of recipients, use the blind carbon copy (Bcc) feature. Finally, build greater trust with your clients by stating your privacy policy and adhering to it.

Entering the Blogosphere

Creating a blog is an excellent, simple way to increase your company’s online visibility. Blogs enable you to express opinions, share news or advertise your business. Keep your blog posts succinct – around 250-300 words is best. Enliven posts with catchy headlines and subheads, and use numbered and bulleted lists to improve readability. Whenever possible, ask your readers for their comments and reactions. To publicize your blog effectively, send out press releases, inform your customers, promote it on social media sites like Facebook and Twitter, and use traditional advertising techniques.

Revving the Search Engines

Optimizing your web content for search engines will help draw visitors to your site. Pay special attention to the hypertext markup language (html) tags you use in web content, since search engines “assign importance to the text they contain.” From a search engine’s perspective, the most crucial tag on a web page is probably the title tag, particularly the first word in that tag. Carefully choose this word and ensure that it reflects the entire page’s contents. Avoid starting your title with “Welcome to...” Search engines may not find your site. If you search this phrase on Google, for example, you will receive more than 780 million “returns.” And don’t list the name of your company in the title, unless you are a widely known business that users are likely to search for by name. Test your title text by entering it into various search engines. If that leads you to sites that are relevant to your company, you are using the right words. If the title is too long or too focused, it will not produce adequate results, so keep it between 40 and 60 characters.

“Some people do believe that podcasting will be bigger than blogging.”

Now take a look at your H1and H2 headings, which search engines emphasize in that order. These are your most important headings, although heading tags range from H1 to H6. Optimize their keyword density while maintaining smoothness and readability. To calculate the density, divide the number of uses of a certain keyword into the entire body text word count. Employ keywords strategically; do not “exceed...5% of all the words on any page for a single keyword.” If you do, search engines may purposely avoid listing your site.

“Hearing music on a podcast can go a long way to set a mood and provide a pleasing background ambience.”

Finding good keywords often involves trial and error. In a search engine, enter words people are likely to use when looking for your site. The search engine will tell you how many times people have searched for those words. Or use a website like Spyfu.com to see what keywords appear in your competitors’ content. Avoid the keywords they do use, and exploit those that they don’t – as long as those terms are relevant to your business.

Being Heard and Seen

Podcasting is a powerful website tool that is relatively easy to create. Podcasts, which can transmit either audio or video content, are ideal for presenting instructions, news, entertainment, training or marketing. To make your own podcasts, you will need a microphone and some recording software – for example, Audacity, which allows you to “record live audio via microphone(s) or mixer channels,” or the LAME library, where you can “export your recorded audio file to MP3.” For a video podcast, you will need a video camera, a cable and editing software. A typical podcast should include an “introduction,” opening and closing music, and a consistent “greeting.”

“Making high-quality pictures is no different from making any other high-quality product. As with all else in life, practice makes perfect.”

Photos can add to your website, but only if they serve a specific, clear purpose. Never use a photo unless it has a caption and is “sharply focused,” expertly exposed and well-framed. When snapping a digital photo, avoid using the digital zoom, if possible, since it produces a lower-quality photo. Instead, stand as near as possible to the subject. When you’re done, copy your digital photos into TIFF or other “native format” files to edit them without losing any details. Then save them as JPEGs. Now you’re ready to post your eye-catching, high-quality and relevant pictures online.

About the Author

Wayne English is the founder of WebContentRx.com. He has published numerous articles in major publications, including a monthly column for a photography magazine.

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Web Content Rx

Book Web Content Rx

A Quick and Handy Guide for Writers, Webmasters, eBayers, and Business People

Career Press,
 


25 April 2025

Highly Effective Networking

Recommendation

Orville Pierson is the senior vice president of an international career services company, so he clearly knows about job hunting. He lucidly illustrates how job seekers can maximize the relationships within their circle of contacts to reach all-important “decision makers.” He also directs readers to unlikely networking sources they might not normally consider. Pierson explains that, when it comes to job hunting, the Internet is both a blessing and a curse. Although the Web may expose a job hunter to more opportunities, odds are that any given résumé – along with thousands of others – can get swallowed up in a bottomless pit. The prospects are nearly as grim with print or online classified ads – particularly when job competition is fierce. Networking, Pierson says, may offer the best opportunity to find work or career advancement. Many people have landed good jobs by initiating conversations with friends, casual acquaintances or former colleagues. BooksInShort praises Pierson’s systematic, strategic approach to networking. As he says, it doesn’t guarantee results – and it does require time and perseverance – but today’s job seekers need every available weapon.

Take-Aways

  • Successful networking involves meeting new people, collecting information and connecting with “decision makers” who have the power to hire you.
  • If you’re job hunting, let people know. Your contacts may be able to find you work.
  • Create contacts with people already working in your desired industry or company.
  • You don’t need to rub shoulders with elite people to find work in a network.
  • Once you get to know decision makers, stay in touch with them in case a new position becomes available.
  • Create a comprehensive job-search plan with goals, a clear message and a targeted job market.
  • Avoid being too aggressive as that will make your networking contacts feel uneasy.
  • Successful networking should produce an increasing number of introductions.
  • When approaching an organization for work, search for a “sponsor,” an insider who wants you to work there. This will give you an advantage over other job seekers.
  • Take advantage of social networking Web sites, and don’t ignore any avenues, from networking groups to online employment listings.

Summary

Networking Is a Way of Life

Everyone networks. Whether you’re looking for an orthopedic surgeon, an electrician or an auto mechanic, you’re likely to ask your friends, neighbors and co-workers for recommendations. When you approach networking as part of a job search, it requires a more structured, deliberate approach, but it ultimately boils down to talking with other people, expanding your circle of contacts, gathering information and hopefully connecting with “decision makers” who can hire you. Successful networking features these components:

1. Spread the Word

People can’t help you unless they know you’re looking for a job. Tell everyone that you’re job hunting – particularly if you’re unemployed. You may need to be a little more guarded if you’re already employed and looking for a better position. Either way, the idea is to make your intentions known.

2. Be Informed

If you’re considering a career change, you must understand the industry you’re targeting. Do opportunities currently exist? Is there growth potential? Can you make a decent living? Networking is often the best way to gather the information you need to make an intelligent decision. If you plan to remain in your field but think you’d like to join a specific organization, research the company.

3. Get the Inside Track

Make contact with people who already work for the company you’re targeting. The information you gather will be invaluable, particularly in preparing you for the next step: contacting someone who can make hiring decisions.

4. Touch Base With the Decision Makers

A quick phone conversation with a hiring manager gives you a huge advantage over applicants who merely send in résumés. A networking contact may even be able to arrange a personal introduction.

Networking Fairy Tales

Listening to bad advice can be detrimental to your job search. Immediately disregard these common myths about networking:

  • The more, the merrier – Cultivating a large network is advantageous if you’re a politician, salesperson or professional recruiter, but most people have smaller networks. A large network may give you an edge, but it’s not the most important factor. The pivotal factor is knowing how to maximize your existing contacts.
  • It’s the CEO or bust – Some job seekers mistakenly believe that they won’t land a job unless they speak with a company’s president or some other top-floor executive. It’s not necessary to climb that high on the food chain. Networking success depends on reaching those who actually hire or directly influence hiring. Spend your time and energy trying to connect with relevant decision makers.
  • Schmooze with the crème de la crème – Don’t believe the old notion that you must “hobnob” with the elite. Knowing prominent individuals doesn’t guarantee that you’ll get a good job. In fact, your best connections could be friends and acquaintances – not the insular power brokers who huddle in corners.
  • Make the sale – Don’t confuse sales and networking. You’re not making cold calls or peddling a product, you’re simply exchanging information with other interested parties.
  • Conduct a fact-finding mission – Young people considering a particular profession typically practice “information interviewing.” They spend time in a factory or office learning about a job. However, seeking too much information while networking will work against you. Don’t badger others or be a nuisance. Focus on informal chatting.
  • Join a group – Job seekers have numerous opportunities to join networking groups, which often hold meetings in restaurants, religious facilities or community centers. However, attendance isn’t mandatory. Networking means touching base with people – and you don’t need a formal group setting for that.

Go with the Flow

Networking involves gathering and exchanging information. The process should not make anyone feel pressured. The most effective networking occurs naturally, in an atmosphere of pleasant conversation. Sometimes you may not even realize it’s happening. For instance, you might casually speak to fellow exercisers at the gym about your work situation, only to find that they’re glad to give you the names and numbers of friends who may be able to help. Positive networking can occur at your bowling league, quilting class or charitable outreach project. Social events at your house of worship are excellent venues for interacting with people from diverse fields.

“When the economy is good, networking is important. In tough times or tough job markets, networking is essential.”

Most people don’t recognize how vast their networks really are. Even individuals you speak with only once or twice a year can be part of your network. Anyone with whom you share a common bond is a potential contact. Writing a list of the people in your various networks is a helpful exercise. Your “total network” is likely to include these components:

  • “Employer networks” – Former managers, executives, colleagues and employees may be willing to help you advance your career, particularly if you had a strong track record. Also consider outside contacts you may have established in a previous job. Did you deal with vendors, work with clients or customers, or collaborate with professionals in other fields? Be extra careful if you’re networking for employment outside of your current company. Word travels quickly and you can harm your reputation or jeopardize your job.
  • “Organizational networks” – Carefully consider all your affiliations in professional, religious, social, sports, community and alumni groups.
  • “Personal business networks” – Don’t overlook people with whom you conduct personal business. Your hair stylist or your dental hygienist, for instance, both interact with a broad range of people and may have contacts that can help you. Tell them about your job search and encourage them to get in touch with you if they have hot leads.
  • “Family and friends” – Many job seekers mistakenly believe that asking for assistance creates a burden for others. In fact, relatives and friends are anxious to help, particularly if your situation is dire. Adult children should ask their parents for contacts.

Coming Up with a Game Plan

Networking alone won’t land you a great job. You must develop a comprehensive job-search plan that focuses on the following areas:

  • “Professional objective” – If you want to be a salesperson, try to focus on a particular area of interest, such as medical supplies, automobiles or life insurance. If writing is your passion, narrow your options to newspaper reporter, freelance author or public relations specialist, for instance. Defining your objective makes the job search easier.
  • “Target market” – First, determine the geographical area where you’d like to work. It could be within a 20-mile radius of your home, or you may be willing to move. Then define the type of organization that interests you. For example, if you’re an experienced, qualified teacher, do you want to work for an elementary school, a middle or high school, or a local college? Decide whether you’re interested in a large or small organization. Armed with such information, you should be able to compile a “target list” of employers.
  • “Core message” – Your résumé and networking efforts should be internally consistent in reflecting your qualifications and goals.
“Telling people about your job search is a very effective way of finding a new job.”

A comprehensive game plan enables you to network actively and spread the word about your availability and credentials. Help your network contacts feel at ease. Don’t be too pushy or aggressive. Make it clear that you’re not expecting miracles and you won’t be disappointed if they can’t arrange meetings or contacts for you. Express appreciation for any help they can offer.

“Family and friends are the two most important networks, and they are also the best place to begin job-search networking.”

Your strongest contacts may be willing to look over your list of targeted potential employers and offer valuable observations and advice. You can ask them to introduce you to other people. Some job hunters believe that networking consists of handing out résumés for contacts to forward to others, potentially including hiring managers and decision makers. There’s nothing wrong with circulating your résumé, but it’s even better if your contact can arrange an introduction for you.

Step It Up a Notch

Some job hunters are fortunate to land great jobs just by networking with personal contacts. But usually it’s necessary also to reach out to your professional contacts, such as co-workers, former co-workers or potential colleagues. Handle contacts in your professional network differently than those in your personal network. You can’t be too casual or informal. Friends and acquaintances are more willing to make phone calls or arrange introductions on your behalf. Professional contacts – particularly people you don’t know well – may not be willing to do you favors or go out of their way. Approach them cautiously.

“The person who says, ‘I’ll take anything,’ usually ends up with just exactly that, just any old job – or worse, nothing. So starting out with a reasonable focus is important.”

Your ultimate goal, of course, is to meet decision makers. In rare cases, such individuals also will be members of your personal network. Most of the time, though, you’ll have to maneuver yourself into position strategically. It certainly helps to have a “sponsor,” someone inside an organization who wants you to work there. A sponsor can provide valuable information and help steer you to influential people. His or her referral can vault you ahead of other candidates.

“Sometimes the best way to find a job is to forget about finding a job. Just talk with people.”

When you telephone professional contacts, particularly people you don’t know well or personally, be direct but don’t sound desperate – that’s a turnoff. If possible, try to get together in their office or offer to take them to lunch. Your career could be at stake, so it’s worth the investment. Personal meetings are much more effective than phone conversations – especially with strangers. Your goal is to make a strong impression and learn more about the organization’s decision makers. If everything goes according to plan, you’ll have laid the groundwork for contacting the decision maker. Remember that hiring managers and other decision makers are usually quite busy so acknowledge that their time is valuable. Try to get an appointment – then follow up with a thank you phone call or e-mail.

Job-Hunting Tactics

Job seekers should create a “positive Internet presence” by joining social networks such as LinkedIn and Facebook. Employers and HR personnel inside a firm where you’ve submitted an application are likely to check you out on the Internet simply by searching for your name. You don’t want them to land on erroneous or unflattering information, so make sure your profile is accurate and up-to-date. You can use social networking sites to conduct research of your own. You may spot familiar names on someone’s profile and be reminded to contact them. Networking focuses on expanding your contact list, so don’t be shy – drop a line to anyone you believe can potentially help. The best connections sometimes develop from the most unlikely sources. You can also answer ads on CareerBuilder, Monster and similar sites, although employers who are sifting through hundreds of responses will judge you strictly on a first glance at your résumé.

“Most people find that a networking search builds momentum as you get the hang of it.”

Many job seekers hesitate to explore networking groups. They don’t want to spend time with other unemployed people who complain about the lack of opportunities in the market. But being friendly and initiating conversations could garner information about an organization or names of people who can help you. Have plenty of business cards to hand out so you can easily provide your phone number and e-mail address. While networking is the best way to find a job, you can’t ignore other practices. High-salaried professionals sometimes find jobs through recruiters or headhunters. And, you might ask about openings at organizations on your target list by contacting their HR departments. Company Web sites may also list employment opportunities.

“Effective job hunters talk to most of their networking contacts more than once.”

Follow-up is particularly important in networking. Keep your contacts updated on your situation and stay in touch with decision makers once you’ve met them. Openings may not exist when you first meet relevant people, but you want them to remember you when they have positions to fill.

About the Author

Orville Pierson, author of The Unwritten Rules of the Highly Effective Job Search, is senior vice president of Lee Hecht Harrison, an international career services company.

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Highly Effective Networking

Book Highly Effective Networking

Meet the Right People and Get a Great Job

Career Press,
 


25 April 2025

33 Million People in the Room

Recommendation

If your idea of forming a social network is still working the crowd at a cocktail party, drink up and join the 21st century. As any digitally literate teenager can confirm, online social networks are today’s worldwide meet-and-mingle zones. Will joining a social network help you professionally or personally? Could it hurt you in any way? Which networks should you join? How should you use them? Social network guru Juliette Powell answers these questions and some that are more sophisticated in her savvy new book. She discusses LinkedIn, which she cites as the best social network for business people. She closely examines Facebook and MySpace, the most popular personal social networks. She explains the pluses and minuses of joining social networks, and provides useful tips on their protocols and customs. If you aren’t yet at home in the online world of social networks, BooksInShort recommends Powell’s book as an excellent basic travel guide.

Take-Aways

  • Online social networks are Web platforms you can join to connect with other people online.
  • These networks enable you to expand the number and the quality of your professional and personal relationships.
  • Your online business and social connections can compliment each other to benefit your career.
  • Social networks offer a range of opportunities for companies.
  • Social network members can use text, video, photos and sound files to communicate back and forth. They can also share electronic links.
  • A social network’s effectiveness grows exponentially with each new member.
  • A small network of 25 people can account for 33 million possible connections; with a group of 30 people, the number of possible connections soars to a billion.
  • LinkedIn is the most effective social network site for business professionals.
  • Facebook and MySpace are the most popular social networking sites.
  • Compare available networks to join the one that best meets your personal and professional goals.

Summary

What Is a Social Network?

Today, Internet social networks – Facebook, MySpace, Twitter, LinkedIn, Hi5, Orkut, BeBo, Flixster, LibraryThing and more – are all the rage, but unless you are a member, you may not know what purpose they serve. They are Web platforms where individuals around the globe come together on the Internet. A social network is like an electronic “rolodex and card catalog wrapped into one” that enables you to have a continuing – albeit often public – conversation with anyone anywhere via text, photos, videos, sound and links.

“The people who are changing the cultural, business and scientific landscape are all connected to each other.”

How can an online network benefit you? Think of how many people you know: old schoolmates, colleagues, neighbors, mentors, friends, teammates, you name it. Now imagine that you could somehow magically touch base with all of them – or any one of them – any time you want. You could update them about your activities. You could ask them for references as you search for a better job. You could network with them about various opportunities, or even ask them to support your new start-up company or favorite charity. Social networks let you stay in touch with old friends and make new ones. They “help you connect and stay connected.”

Reed’s Law

A social network’s effectiveness grows exponentially with the addition of each new member, according to “Reed’s Law,” devised by computer scientist Dave Reed. Every new addition to the network doubles its value. A small network of 25 people can account for as many as 33 million possible connections. When the foundation group increases to 30 people, the number of possible connections soars to a billion.

“Each device connects the dots between the people at the table and their extended network...There may be only two people at the table, but there are 33 million people in the room.”

Obviously, this phenomenon represents a remarkable number of prospective new contacts or customers, which makes social networks potentially very fruitful for businesspeople. Consider the amazing opportunities of working with groups that grow exponentially with each new member. Obviously, substantial returns of all sorts (for instance, information gathering as well as profits) are possible for companies that can tap productively into social networks. In this age of “it’s not what you know, but who you know,” social connections have a business impact. Commerce, like social networking, is all about relationships, so the business world and social networks go together perfectly.

“The new order favors those who network, create buzz and promote their brand...The power of social media to transform our businesses and society will only grow.” [ – Newsweek]

Through social networks, you can create new connections with people now at the outer edge of your daily world, individuals you do not know but who have the same friends, colleagues or ideas. Using social network tools, you can develop viable relationships with these new contacts and bring them into your orbit, with their friends and colleagues. Indeed, social networks present limitless connectivity opportunities. Most firms can achieve the greatest gains in the areas of “communication, production and distribution,” but the possibilities extend beyond the obvious targets. When you join a social network, you are opening a door.

Some Primary Social Networks

Numerous social networks exist for different groups and purposes, including:

  • MySpace – Founded in 2003, MySpace is a dominant social network site. It has more than 114 million members, with 230,000 new users daily. Termed the “biggest mall, nightclub and 7-Eleven parking lot ever created,” MySpace is popular with teenagers, musicians, music fans and general Internet users. Companies can offer products to a mass market on MySpace, which is owned by media mogul Rupert Murdoch. Because of its tremendous size, MySpace is a prime resource for trend spotting.
  • Facebook – Launched at Harvard University in 2004, Facebook is now open to the public and has more than 124 million members, with 250,000 new people signing on daily. Your Facebook page is like a personal billboard you can update constantly. Facebook also has high potential for detecting trends, testing ideas and marketing to many people at once. Facebook makes it easy to post a highly detailed professional and personal résumé, and to discuss your plans and the events taking place in your life. Many of your relatives, friends and colleagues are probably members already. Facebook’s “wall” feature enables you and your friends to post comments to each other, such as “status updates,” which are simple, brief notices concerning your activities and interests. To make an entry, start with your name, an “action verb” and an object. For example: “Juliette signed a contract.” Make your updates as intriguing as possible. “Posting items and sharing links” means just what it says: You can “upload and post photos, videos and notes, and share links directly on your profile.” Facebook is not hard to use, though it has more of a learning curve than LinkedIn.
  • LinkedIn – With more than 25 million users, this is the primary social network site for people in business, including entrepreneurs. Joining is an ideal way to increase your network of business professionals. Many social network sites focus on personal matters; LinkedIn is all business, all the time. Start by creating an online profile, that is, a detailed resume that describes your professional status, work history and education. If you have a great article or blog posting you want to share, you can add it to your profile. Think of LinkedIn as an “enormous database of your community” where some of the members are potential “future partners, customers, suppliers or employees.” As Guy Kawasaki, venture capitalist and business writer, says, you can use LinkedIn to “increase your visibility; improve your connectability; improve your Google PageRank; enhance your search engine results; perform blind, ‘reverse’ and company reference checks; increase the relevancy of your job search; make your interview go smoother; gauge the health of a company; gauge the health of an industry and track startups.” The site focuses on what you have been doing professionally, not personally, for the past year or so. If you wish that LinkedIn offered a few personal touches (which it does not), check out Facebook.
  • hi5 – Already 70 million members strong, this site adds 350,000 new users each day. hi5, which you can access in more than two-dozen languages, is hugely popular outside the U.S. It is ideal for community building in other countries. One of the Web’s fastest growing sites, it has many members in Latin America, Portugal, Romania and Cyprus.
  • Orkut – Google engineer Orkut Büyükkökten developed this Web site in 2004. It offers social network features touched with a wry sense of humor. One typical error message reads, “Bad, bad server, no donut for you.” The site, which has more than 120 million users, is popular in India and Brazil, although far-flung audiences were not part of the developer’s initial plan. On the Internet, the Field of Dreams adage “Build it and they will come” definitely applies. It’s just that you never know who they will be.
  • Bebo – This social network, popular with young people in the U.K., Canada, Ireland, New Zealand, Australia, Poland and the U.S., offers “robust music, author and group features.” In 2008, AOL purchased Bebo, which has more than 40 million users.
  • Twitter – This is the go-to Web site for “microblogging,” the process of posting messages (called “tweets”) no more than 140 characters long. Twitter has more than two million users who “hyperconnect” to each other; many tweet dozens of times daily. Businesses such as Whole Foods Market use Twitter for rapid dissemination of information.

A Plethora of Choices

The Internet boasts many more social networks, but don’t be perplexed or dazzled by the abundance of offerings. Think of social networks as entities that parallel TV broadcast channels. At the top are the major networks – NBC, CBS and ABC. Their parallel equivalents in online networking are Facebook, LinkedIn and MySpace. Next up in the TV world are the cable networks, like Lifetime, ESPN and so on. Their parallels include Orkut, Bebo, Twitter and other well-known, focused networks. Highly specialized programming entries at the base of the TV pyramid, such as LawTV and SciFiNetwork, have equivalent networking sites, like BlackPlanet (African-Americans), CozyCot (women from Southeast Asia) and LibraryThing (book lovers).

“Today’s audience isn’t listening at all – it’s participating. Indeed, audience is as antique a term as record, the one archaically passive, the other archaically physical.” [ – author William Gibson]

Do you want to develop new clients, showcase yourself professionally or conduct informal market research? Target online networks accordingly. Choose the social network you want to join based on your specific interests and goals. Of course, you can join more than one; indeed, you can join hundreds. However, the best way to start is to sign on to a single social network, learn what social networking is and expand from there.

Your Online Persona

As with traditional, in-person networking, specific etiquette guides online networking relationships. To become a social networking professional, mind your manners:

  • Be judicious – Think carefully before you fill out your online profile. Don’t include information that might offend others. Don’t lie. You are asking for future trouble if your online persona does not closely match your offline one.
  • No cold calling – Using social networking sites to gather prospects for cold calling is bad form. Indeed, members severely frown on any form of gratuitous self-aggrandizement or self-promotion. You would not hand out your business card to people who happen to share an elevator with you. Similar rules of gracious conduct apply online.
  • Learn from other people’s profiles – Social networking calls upon you to blend in with others. To achieve this, carefully review how other network members handle their profiles. See what is acceptable – and what isn’t. Plan your own profile accordingly.
  • You can always change things – The beauty of the Internet is that everything is digital. Thus, you can easily update your online profile whenever you want.
  • Staying mobile – Many social networks enable you to use devices other than computers – iPhones, Blackberries and so on – to access postings from other members and to update your own. Twitter is perfect for exchanging quick messages.
  • Maintain your privacy – Edit your network settings to protect your privacy and to control the information that appears about you on the Web. Don’t divulge more than you want the whole planet to know.

The Online World

What takes place in the online world can often be considerably different from what takes place in the actual world. Anyone who joins a social network should understand how things work online, and plan his or her actions accordingly. Here are three important issues to keep in mind:

  1. Instant fame – People quickly can become “microcelebrities” online. That happened to Johnny Chung Lee, a Carnegie Mellon graduate student. He hacked Nintendo’s Wiimote remote control unit so people could use it for other high-tech purposes that would usually require additional expensive devices. Then he posted videos about this adaptation on YouTube. Within a year, 10 million people had seen the videos. Lee is now an Internet immortal. He didn’t have the best online brand, but he had quality information and he made it available for free to anyone who was interested. What superior information can you share online?
  2. Instant infamy – Sarah Lacy is an experienced reporter. While covering an interactive conference, she conducted a live interview with Mark Zuckerberg, the 20-something founder of Facebook. The audience included about 800 “tech-preneurs.” They did not like the way Lacy questioned Zuckerberg. They heckled her. Even more damaging, they took videos of the interview and posted the footage online. They criticized Lacy heavily on blogs, making her persona non grata to many on the Internet within hours. However, she kept her cool and came out of the episode just fine. In fact, her book sales skyrocketed. When you perform in front of others, be mindful of the possible positive or negative publicity consequences if your presentation pops up on the Internet.
  3. Instant authority – Gary Vaynerchuk’s parents owned a small New Jersey wine store. When he took over the business, he set up a video camera inside the store, turned it on and discoursed about what makes certain individual wines great. He uploaded these videos to a live video blog (vlog). Wine connoisseurs around the world paid close attention. Today, his daily online comments about different wines directly affect wine sales across the United States. What expertise can you share online?

About the Author

Social media expert Juliette Powell founded The Gathering Think Tank, an invitation-only forum. Powell’s clients include corporations, the U.N. and the U.S. Department of Justice.

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33 Million People in the Room

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How to Create, Influence, and Run a Successful Business with Social Networking

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