Take it to the Next Level

When utilizing social networking sites to connect with people, it may sometimes be difficult to figure out the best ways to develop valuable relationships with your online audience. Here are some small reminders that could have a big impact on your success in social media networking, as described by Jay and Jeannie Levinson in their book, Guerrilla Marketing Remix:

It is important to keep in mind that “there are several levels of relationship development in social media.” These levels are as follows:

1. Discovery: This is the first step of an online relationship between marketer (yourself) and consumer (your network). Discovery is made possible by getting yourself out there on your social media site. This could mean posting, finding friends you are connected to, or merely updating your profile so it is visible and relevant to others.

2. Consumption: Once you have been discovered your visitors will consume your content. “In order to engage, establish trust, and make people want to invest more time, energy and effort into learning about [you] and what [you] can do for them, [you] need to exceed prospective customers’ expectations with high-value content.” Your online profile needs to be credible, and able to open your consumers up to trust in your product/personal brand. Credibility is difficult because it is subjective, some may be more open to some content than others, leading some to subscribe to your postings right away, and others to merely scan and move on. Most consumption eventually leads to interaction, however.

3. Interaction: Interaction on social media sites can occur in multiple ways. Sometimes it is merely mechanical, as when you ask a question via your social media tool, and another user answers your question. Your audience can also respond to your posts, or share related content with you. The most important form of interaction on social media profiles however, is that which you initiate. The more you are proactive and visit social media profiles which are relevant to the advancement of your network and interact with those figures, the more doors you will open for the next stage, connection.

4. Connection: This happens when someone “adds you as a friend on Facebook, a connection on LinkedIn or mutually follows you on Twitter.” This doesn’t make you business partners, but merely is a way of saying you are interested in the content the other has to provide. Making a connection is an invitation to get to know someone better, so you can tailor your self-marketing to their “credibility model and values.” This is also a way of making your online relationship public, and a way for others to see who you know, and who knows you.

5. Consent: “If relationships were currency, consent would be the gold standard.” Consent is the highest level of online relationship, and is defined by the interest of your audience in your product or services. In the case of job hunting, this would be an employment prospect. When you have reached the level of consent with someone via social media, you have nurtured your online relationship into one you can depend on for “direct purchases as well as referrals.” In a job hunter’s case, direct purchases would be employment.

As you navigate through your online networks, keep in mind all of these levels and the ways to achieve them and you will have a better chance of achieving success in your employment search, as well as your personal brand maintenance. Remember, “Guerrilla social media marketing is both a strategy and a way of thinking and living virtual lives in the lightning-fast world of digital social networks.”

Source: Levinson, J. C., & Levinson, J. (2011). Guerrilla Marketing Remix: The Best of Guerrilla Marketing. Entrepreneur Media Inc. (235-240).

Keep Your Friends Close, and Your Acquaintances Closer?

Can Facebook, and other non-professional social networking sites (SNSs) help people to develop networks and professional connections in addition to professional networking sites?

     With the new developments of technology and SNSs "changes in interaction patterns and social connections are already evident among young people." ¹  These new interactions are expected to lead to two new changes across society.  At an "interpersonal level, the identity information in profiles helps to enable connections between individuals that might not otherwise take place." ¹  For example, if a person identifies with liking a particular singer, they can link up with other people who also like that singer.  Then at a "community level, the organizing feature of these sites lower the transaction costs for connecting people who share one interest but differ on other dimensions." ¹  In this instance, people can identify as acquaintances without having to make a huge time commitment to their friends on Facebook or other SNSs.

     Facebook is an easy way to connect with people that you meet briefly or do not know well enough to contact."  When we meet these potential acquaintances at parties, etc, each step of the process is fraught with potential pitfalls that can prevent individuals from reconnecting in the future." ¹  It is Facebook and other SNSs, that provide its users the opportunity to stay connected with these acquaintances for long periods of time.  Facebook helps us to meet our "bridging social capital which is associated with our weak ties or friends of friends, past colleagues or other acquaintances." ¹    Facebook helps people to widen their weak ties network.  Although we are not emotionally as close to weak ties as strong ties, "research has shown that we are more likely to receive information about an employment opportunity from someone we see rarely." ¹  So weak ties are more valuable for new opportunities than are our strong ties.

     Facebook helps to increase, the bridging social capital.  Facebook provides "status updates and feeds, enables individuals to broadcast both major life changes and daily activities to their network allowing for social surveillance." ¹   This helps keep Facebook friends keep in tune with what's going on with each others lives.  Even though "knowing these events won't change one's life, the knowledge accumulates into a powerful awareness of one's social network and provides continuous linkage to weak ties." ¹  Another perk is that this "can strengthen offline connections" or "provide a reason to reconnect with an old friend." ¹  

     All in all, it could be extremely beneficial for a person to create contacts through SNSs.  It is a simple way to stay in contact with someone that you meet in class or on a walk through the part.  Since weak ties are more beneficial for the sharing of information, they are more likely to lead to career, job, or internship opportunities.  Having lots of weak ties on Facebook, could help a person to discover an opportunity that he or she would not have known about otherwise.  So when looking for a job, it could be better to keep one's acquaintances closer than one's friends.  

[¹] Ellison, Nicole B, Cliff Lampe, and Charles Steinfield. “Social Network Sites and 

Society: Current Trends and Future Possibilities.” The Potential for Technology-Enabled Connections (Jan. 2009):

 6-10. Google Scholar. Web. 22 Oct. 2011.

What's your Networking IQ?

Networking Quiz:

Below is a short quiz based on not only several networking basics, but many of the tips and tricks of successful networking as presented by Author Joe Sweeney in his book, “Networking is a Contact Sport."

True or False:

1. The most successful techniques of networking remain constant regardless of gender or race.

2. It is important to network across the board and with individuals from all different walks of life. For example, it is just as important to networking with the diner waitress as it is to network with the company CEO.

3. When attending a social event it is better to mingle and converse with fewer individuals so that you can build stronger ties within your network rather than “spreading yourself too thin."

Multiple Choice:

4. Networking should be treated as _________ in nature.

        a. self-serving

        b. reciprocal

        c. social

5. After meeting a new individual and receiving their business card you should ____________.

        a. throw it in a drawer somewhere for future reference.

        b. call/email them the next day to see how they can help you meet your career goals.

        c. write a short note about the person on the back to help you remember them.

Through the Eyes of a Professional-III

Name: Robert M. Long

Occupation: Attorney-Public Utility Commission of Texas Legal Division

Member of Professional Networking Site: No


1. From your own experiences can you please tell me about a specific instance or general stage in your career where you found networking to be either beneficial or detrimental to you getting a job or promotion?

I am an attorney. When in private practice in law it’s not so much about getting a job or a promotion, but rather getting clients and cases. I was contacted to be a local counsel by a Washington law firm in a big national case because people I had worked with years before recommended me. Much of legal referral work is based upon personal relationships one has developed and maintained through networking. This is the way you get most of your new business.

2. To what degree do you feel building a network is important for your career field in comparison to other careers?

Networking is very important for developing business. Many other fields use advertising and other methods to develop business, but the legal profession relies on networking. This is because the profession has restrictions on advertising as a part of its code of ethical conduct.

3. Do you feel that online networking is becoming more important than face-to-face networking? Why or why not?

I really don’t know because I am older and simply don’t use on-line networking.

4. From your own experience and the experience of friends and/or colleagues which form of networking provides job-seekers with the best opportunity to market themselves?

I believe the best form of networking is face-to-face. That’s just based upon my experience.

5. What advice would you give soon-to-be college graduates entering the professional world regarding networking?

Keep it up. It’s the contacts you make when you don’t need a job or business that pay off later. If you wait until you need something it is pretty apparent why you are networking at that time. Stay in contact with your networks even when nothing is being sought.

Lines Blurred: Are Social Networking Sites the Best Grounds for Career Networking?

     "Career-relevant networks are often limited to a specific focus or membership" (Inkson 2007). With a rise in the amount of  networking occurring through social networking mediums, a new "career community" has arisen. Inkson explores this concept (as cited in Parker and Arthur 2000), " the term career communities is used to describe member-defined communities from which people draw career support" (Inkson, 2007, p. 184). The use of social networking sites have allowed Facebook, LinkedIn, Google+ and many other sites to become career communities.

      Dutta and Fraser (2009) explore the phenomenon linking career networking to social networking sites through sites such as Facebook and LinkedIn. In a previous posting we discuss the implications of using social networking sites for career networking purposes and advised social network site users on etiquette for career networking online. Dutta and Fraser (2009) address the implications of the usage of sites such as Facebook for career networking. "With so many people stampeding into Web-based social networks, the line between social and business networking is becoming increasingly blurred. An important question is whether the

values and codes of conduct specific to the virtual world will come into conflict with real-world

values and norms" (Dutta and Fraser, 2009 p.1). 

     While the transition of the use of values and code from the real world to the virtual world remains a question. The authors explore the economic trends behind the move to social networking sites.There are, of course, powerful economic reasons behind the trend. One of the primary reasons is social capital  where "individuals engage in interactions and networking in order to produce profit" (Dutta and Fraser, 2009 p.2)  "These profits are based upon information, influence, social credentials, and recognition. The accumulated social capital, meanwhile, helps individuals to gain competitive advantages in the labor market as a result of privileged access to “resources” located on the social networks" (Dutta and Fraser, 2009, p.2)

     Through utilizing social networking sites as a medium for career networking individuals due to the plethora of weak ties that are available, I would argue that more opportunities to access jobs exist. Inkson (2007) delves into this concept (as cited in Granovetter (1974) of "the strength of weak ties". "Weak ties put people in touch with others who are socially distant, thereby creating new opportunities to progress..." (Inkson, 2007, p. 185). This concept creates a wide range of opportunities for those seeking career networking opportunities online.

Source: Dutta, S., & Fraser, M. (2009, December). When Job Seekers Invade Facebook. McKinsey Quarterly. Retrieved from http://whispersandshouts.typepad.com/ files/facebook-for-job-seeking-1.pdf

Through the Eyes of a Professional-II

Name: Rebecca Gentry
Job Title: Manager of Loyalty Systems
Member of Professional Social Networking Site?: Yes

1. From your own experiences can you please tell me about a specific instance or general stage in your career where you found networking to be either beneficial or detrimental to you getting a job or promotion?

I’ve gotten my last three jobs through networking. This was beneficial for me because I was better able to judge the appropriateness or “fit” of the particular jobs, as I worked with the people in my networks previously. It was also easier for me to express my goals for advancement.

2. To what degree do you feel building a network is important for your career field in comparison to other careers?

My position is quite specialized, therefore it's important to network with other contemporaries in my industry for trends and innovations.

3. Do you feel that online networking is becoming more important than face-to-face networking? Why or why not?

Yes, because the online world is always at your fingertips. Face to face interactions are less permanent and impressionable than online ones. 

4. From your own experience and the experience of friends and/or colleagues which form of networking provides job-seekers with the best opportunity to market themselves?

Personally, I feel that face to face can provide better opportunities for self marketing. Online profiles are one dimensional, and it is difficult to convey special personal qualities and abilities merely through words. When you are face to face with someone, they are able to see your flare.

5. What advice would you give soon-to-be college graduates entering the professional world regarding networking?

Use all of your resources: online, face to face, and experience. Its all about marketing yourself. The best thing to do is get yourself out there.

Networking Importance: It isn't who you know, but who knows you and knows what you know

     "Networking involves deliberately building contacts and reputation to 'get the success you want by tapping into the people you know'.^{1 "}This reminds me of the saying, "It's not what you know, it's who you know." However, according to Moran (2006), that phrase has a negative connotation.² The phrase insinuates that knowledge is not as important as your network, so he changed the phrase to make it more accurate: "It isn’t who you know, but who knows you and knows what you know."

     I always took the "original" statement to be true without much thought because so many adults, specifically professors and other professionals, have engraved this idea into our minds to seem important and true. However, Moran's updates and revisions to the popular adage make a lot of sense. I am shocked that I have not realized before that knowledge was left out of the original phrase, "It's not what you know, it's who you know." I mean what's the point of getting an education if all that matters is who you know?

     That being said, I would also like to consider adding expertise to the equation. Knowledge is important, however it is a broad term that does not imply any sort of direction. Expertise, on the other hand, focuses employers' attention to a more concentrated kind of knowledge that you have encompassed. In my opinion, the whole point of a college major is to become an expert in the field you want to start your career. Furthermore, in order to become an expert in your expected career, you should become knowledgeable of a wide range of skills that are required and/or expected by employers.

     According to Nardi, Whittaker & Schwarz (2000), the idea of networking can be dated back to the 1940s, but they argue that the difference is the current "intensity and absolute necessity of networking for practically everyone.^{3 "} So, why is networking so important? While considering this question the term social capital comes to mind. Social capital refers to the connections within and between networks⁴ and the resources that we can access through our contacts.⁵

     In other words, who you have in your network should be people that have something to offer you (i.e., the potential to help further your career). For instance, my mother tried to add me to her LinkedIn network, but her career has nothing to offer in furthering mine, so I politely and respectfully declined her as part of my LinkedIn network and instead added her to my Facebook network because I perceive Facebook to be more of a social network than professional network. In addition to being able to receive something from your networks, you should also give back. Reciprocate; offer your knowledge and who you know to others, so your relationships are not one-sided.

Succeed at the Communication Career Fair

What:      Communication Career Fair

When:     12:00- 5:00 on Wednesday October 26, 2011

Where:    DKR Texas Memorial Stadium North End Zone-The Club (8th floor in the Red McCombs Red Zone) 

Why:           Network

Who:           List of employers that will attend the fair: http://communication.utexas.edu/ccs/career-fairs.

How:           Below are some easy steps to help you succeed at the Career Fair

Entering a Conversation: 

1. Initiate the conversation; don't wait for the employers to approach you!
2. Prepare a 20 second elevator speech and PRACTICE before you use it on a potential employer.
3. Relax! Make sure you remain conversational and genuine during your conversation.

Engaging in Conversation: 

1. Converse.  Don't expect the employer to carry on the entire conversation.
2. Show interest by asking questions.
3. Reciprocate.  The employer wants to talk to someone who is truly interested in them.

Exiting a Conversation:

1. Exit gracefully.  Be respectful of the employer and NEVER abruptly leave the conversation to speak with another employer.
2. Exchange necessary information.  Make sure to give them a resume or business card, and also make sure to take contact information from the company.
3. Make sure to thank them for their time!

Follow Up:

1. Use LinkedIn or other professional networking sites.  This is a great way to stay connected!
2. When you follow-up, make sure to remind them of something unique about yourself or a piece of information that will help them recall your conversation. 

Good Luck! 

*Advice and information found on College of Communication website,  http://communication.utexas.edu./ccs/career-fairs.