LinkedIn: Lots Of Connections And…?

All of you know that I am a big fan of social media.  I discuss all the social network sites and preach about how we need to use them as marketers.  I am currently signed on to four of them.  I am active on three.  One of these is LinkedIn.  This one is bugging me.  What is it really good for?

I do understand what LinkedIn is all about.  It is a business “networking” website.  Anytime you can network with others in business, this is a good thing.  You can join online groups that apply to your industry.  You can share business ideas.  You can look for a job.  You can see how everyone in this world is connected by just a few people (makes Kevin Bacon proud).  But with all of this, is it really doing anything to help you?

I have been on LinkedIn for almost 2 years.  Yes, I have connected with a lot of people. Many of which I have not seen in many years.  This is a good thing but that is why I also use Facebook.  I have joined a lot of groups.  But what has LinkedIn done for my business or job world? What has it done to make me money? The answer is: not really anything.  

If you have the basic free membership (which I have) to LinkedIn, you are limited to its resources.  They are always asking me to upgrade to the paid membership.  I have thought about it and would do it if I thought it would really help me make money. I just don’t see the value prop.

Virtual networking is a part of our 21^st century communication. It has a place but it also has its limits.  It is easy to connect with people online. However, nothing will ever take the place of face-to-face networking.

Networking Is A Key Element Of Marketing

No matter what business you are in, meeting new people and networking is very important.  If you read this blog, then I assume you are trying to gain information on something.  Meeting someone new or picking someone’s brain is the same thing. 

This morning I went to a business networking meeting that a friend told me about.   Besides my friend, I knew none of the other participants.  They all are in business.  None are in my line of work or in each others line of work. This is how they set up the group.  They only want one of each kind of business.  This way there is no competition.  Also, variety is the spice of life.  This was a great opportunity to learn about other business outside my small little business world.  The goal of this group is to learn about each other, make referrals, and pass on leads. 

Gathering people together at network events or conferences should not be looked at as “extra”.  As marketers we should make the time and budget the financial commitment to attend these opportunities.  This is a key element to making more money.

The Event and Arena Marketing Conference is coming up in a few weeks. I look forward to going every year. Even though I have been in the live event business for 20+ years, I learn something new every time I go.  I credit last year’s conference for making me so passionate about non-traditional marketing. I also enjoy seeing friends in the industry that I usually only get to see once a year.  I always get to meet new people. My goals at this conference and any other conference I attend are simple:

1)    Learn something new

2)    Network and meet new people

3)    Gain new business

The common word in all three of these is “new”.  We always need the old or present as our base, but we cannot grow without something new.

Aspen Dinner Club

Speaking of network opportunities, I am helping my brother Jim start the Boston chapter of the Aspen Dinner Club.  This is a spin-off of the Aspen Live Conference. Live event marketers in each participating city get together once a month to eat some pizza, have a few beverages, network, and talk about what is going on in the event & entertainment industry.  The next scheduled dinner is planned for June 4^th. The club is currently up and running in LA, NYC, and Denver/Boulder. As I mentioned, I am helping to organize the Boston group.  If you want to attend, let me know.  If you are in any other market and you want to join or start a group contact jim@theagencygroupevents.com.