Larry Brauner

Last November I examined the popularity of social networking sites.

In a series of four posts I examined the reasons I believed that online social networking was very relevant:

  • “High Tech/High Touch” - As sterile technology increasingly impacts our lives, we crave greater and greater intimacy to offset it.
  • Digital Age - Our technical capablity permits, even inspires us, to share multi-media digital files with our friends, family and colleagues that contain valuable information, memorable experiences and enjoyable entertainment.
  • Communication - Online social networking sites are capable of providing us with the functionality that e-mail did in the past plus a big additional benefit, file sharing.
  • Search Engine Optimization - More and more marketers are turning to social networking both to connect with users and to get free traffic. Traffic comes from within the community and, thanks to the search engines, from without as well.

On March 24th I looked at Social Networking vs. Advertising and how people tend to approach social networking with an advertising mindset. If you haven’t seen that post, I highly recommend it.

IC JacksonMy good friend Ivo Jackson, a very gifted writer, wrote a blog post April 8, the 7 Reasons Why You Should Do More Networking Than Selling that looked at networking from another angle.

Ivo provides an excellent rationale for social networking that applies to offline as well as online social networking. These are the points she makes:

  • People don’t like to be sold.
  • Selling only works when people are ready to buy, and most of your network is not ready.
  • People don’t care how much you know until they know how much you care.
  • Selling yourself or your brand is easier than selling your product or service.
  • The law of averages is real - long term success is relative to the size of your network.
  • If you help people get what they want, you will eventually get what you want.
  • If you expect a great harvest, you must first plant some seeds.

Visit Ivo’s blog and read the complete article.

I wish to add just one point that I made in my March 24th post. Networking allows you to determine what people really want so that you can customize your offer to them.

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Larry BraunerBack in 1988, I read an excellent book by John Naisbitt called Megatrends: Ten New Directions Transforming Our Lives.

In his book Naisbitt coined the expression “High Tech/High Touch” predicting that as sterile technology increasingly impacted our lives, we would crave greater and greater intimacy to offset it.

How right he was!

Cell phones, e-mail, instant messaging, online social networking and blogging. We can’t seen to communication quite enough — we crave more and more — and there’s no end in sight.

Looking to explain the very rapid growth of the social networking industry, “High Tech/High Touch” is certainly a key factor. I will look at other factors shortly, and I will refer back to “High Tech/High Touch” from time to time in future posts.

I welcome your comments and feedback.

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