Network vs. Contact

I’ve noticed that many people use the terms “network” and “contacts” interchangeably. This is incorrect, as they are two related, but distinct groups. Your contacts are people you may have met in real life or online. You may have common interests or goals. However, you are not invested in your contacts’ lives, their successes, or their failures.  Your network is comprised of people with whom you have either met in person or spoken to directly. You have helped them, asked them to help you, or they’ve extended you assistance and guidance when necessary.  To illustrate the difference, think of someone in your LinkedIn connections to whom you would have no hesitation at all referring to another person. That is a member of your network. Now think of someone to whom you are connected, but you really don’t know. In fact, you’re not sure that she even knows who you are. Would you be able to enthusiastically refer someone to her? No, because she is merely a contact.

This is an important distinction because once you understand the difference between your network and your contacts, you can begin to focus on converting more of your contacts into members of your network.  Here are some simple steps you can take to start the process:

Market yourself to your contacts. Think of your brand as your product. You want to get the word out about it, and one way to do that is through content marketing. When you are creating meaningful, relevant content for people, they will engage you. Engagement is key to networking.

Communicate regularly, and share with your contacts. Become a constant. Share with your contacts your thoughts and perspectives. Show them who you are and how you think.

Go out and meet them. Yes, actually meet them in person. I know someone who has met almost all of his 2600 LinkedIn connections. I’m not suggesting you go that far, as that would be a full-time job in itself, but you need to be more than just a name on a screen.

Offer your expertise. Networking is effective only when it is a two-way street. Offer your assistance to your contacts. Maybe you are a great writer or an expert at web design.  Determine what it is that you do well, and reach out and extend your proficiency to your contacts.

Cull your contacts. This may seem counter-intuitive, but it is an exercise in strategic marketing. If you were marketing a new product, you would select one or two markets or types of customers that you wanted to acquire, and then you would target your efforts there. You would not go about chasing down every possible piece of business out there. That would be futile. Similarly, there is no point in trying to convert all of your contacts to your network. Look at your contacts carefully. Which of the contacts are really your targets? Focus on them, and cut the others loose. It is better to have a smaller, more cohesive network than it is to hoard contacts.

The result of this effort will be that you will be in a place of strength when it comes to your professional network. You will have a market of people who are invested in your success, and who are willing and eager not only to help you but to evangelize you. Your network is critical to the success of your personal brand. Take care of it!