LinkedIn is Like Social Media Training Wheels…

Posted by Laura Bergells

August 28, 2009

LinkedIn can be like training wheels for business people who are new to online social networking.

Familiarity + Control. A feeling of control + familiarity can make someone new to social networking feel safer at LinkedIn than, say, jumping in to the “rougher terrain” of FaceBook and Twitter. The concept of “online resume” is grounded in the familiar, increasing the comfort level of participation. The executive who posts a profile has control over the content and the connections and recommendations he or she accepts. No one is likely to get past the gate if they say something negative or unflattering!

Where the Training Wheel Metaphor Ends. I’ve met with business people who are extremely connected on LinkedIn — they’re using this tool, and using it well. Other social networking sites hold little interest for them. FaceBook and Twitter seem frivilous and even dangerous. This is where the safety “training wheels” metaphor ends — these executives may have started tentatively on LinkedIn, but they have put their focus boldly on building and strengthening relationships within this powerful network.

Starting in Rougher Terrain… I’ve also met with seasoned business people this year who started their online social networking on FaceBook — usually at the behest of their adult children! Many of these people, surprisingly, have never even heard of LinkedIn. When I did a brief demo of LinkedIn to an executive who had been regularly interacting with his family on FaceBook last month, he exclaimed, “My Goodness! It’s Like FaceBook for Business!”

Different Entry Points. People have entered the world of online social networking from many different perspectives! Many I have talked with usually start with a technology (LinkedIn, FaceBook, etc.) instead of a business objective. They enter, play, gain experience with the technology, and then the synapses start to spark — “Hey! How can I use this to grow or strengthen my business?”

Where did you begin your online social networking journey? How has it grown? And how have you strengthened your relationships over time?

Have you left your training wheels behind? How are you navigating trickier terrains?