If I knew then what I know now . . . career advice on the other side of change

At age 65, Sanders’ store having failed due to the new Interstate 75 reducing his restaurant’s customer traffic, he took $105 from his first Social Security check and began visiting potential franchisees . . .

Source: Wikipedia

We are of course all very familiar with the story of Colonel Harland Saunders and his ubiquitous Kentucky Fried Chicken brand which is known and enjoyed the world over.

The power in a story such as the Colonel’s is that it clearly demonstrates something that we have always heard but maybe never really accepted beyond the scope of a Horatio Alger rags to riches sentiment . . . that is until the most recent economic collapse.

It's Never Too Late . . .

In this most recent cycle of economic crisis, the impact was far reaching in that job loss was not limited to the rank and file so to speak, but extended well into the executive suites to include senior managers, many of whom were approaching an age in which long held plans were supposedly coming to fruition.

Obviously when faced with a change of this magnitude, many question the course of their careers wondering if their lives would have taken a different turn had they pursued other options.  Based upon past studies, in which findings seem to indicate that “an astonishing 80 per cent of us finish up in the wrong job,” the real question is not why did change happen but why it took so long?!

If the inevitability of later in life career changes – or for that matter changes for those who have been with the same company for many years is a foregone conclusion, as a result of either a faulty economy or an epiphanic moment of realization as to a true calling, how do we respond.

One thing is certain, and as referenced in Wendy Thomas’ article Changing Direction Later In Life the question presents a paradoxical challenge in that “over the age of 50, change gets harder, and yet it can also seem more urgent.”

About later in life change Thomas would write; “For most of us, life is settled and patterns of behavior firmly engrained. We may have lived in the same house or town for many years, been together with same partner for just as long and worked in the same field all that time. But just as the notion of retirement begins to loom up ahead on the mental horizon, circumstances or natural processes often conspire to throw us off the track.”

When faced with this new reality there are steps that you can take to turn a perceived career set-back into both an unexpected and rewarding opportunity;

• A cup is half full versus half empty outlook is a great starting point.  Often times it is our attitudes that determine how we respond to a particular situation or set of circumstances.  While it is not unreasonable to experience a sense of unease at a sudden shift in a life plan, by seeing it has the beginning of a new phase in your journey as opposed to the end, you will be open to the many possibilities that will almost certainly surface – and usually in the least expected places.

• You will want to look at either a remake or a refinement of your personal brand which has likely been confined to a comfort zone of familiarity.  While you might equate such a change with getting new clothes or a new hair style (which you can do), what I am talking about is a much deeper and contextual makeover in which you align your strengths and values with current market demands.

• Of course once you do your personal brand assessment you may decide to pursue the entrepreneurial route of becoming a small or home-based business owner, which means that you will be perhaps for the first time interacting directly with the public.  Whatever your chosen path keep in mind that the only one chance to make a first impression edict holds true whether you are applying for a job or looking to land a new client.

• Referring back to the studies which indicate that 80% of all people end their work life in the wrong job, look at this as an opportunity to get it right the second time around.  With maturity comes understanding or what is commonly called emotional intelligence . . . a kind of unto thyself be true reconciliation.

• Finally, and as much as possible, have fun!  It may seem maudlin or for that matter trite but a persevering truth is that if you love what you do you will never have to work another day in your life!

 

Remember to check out Roz’s books and CDs . . .

Click here to visit the store . . .

30

Deputy Attorney Fired For Comments Made on His Twitter Account: Why Your Reputation On-Line Is More Important Than Your Net Worth

INDIANAPOLIS — An Indiana deputy attorney general was fired Wednesday after he suggested — among many provocative remarks on a private Twitter account and blog — that police use live ammunition to clear union protesters from the state Capitol in Wisconsin.

from the February 24th, 2011 USA Today article “Ind. official fired for remarks on Twitter” by Chris Sikich and Mary Beth Schneider, The Indianapolis Star

I absolutely agree that a new social class is emerging on the Internet.  To take it a step further, people are forming impressions just from your social and business profiles.  And once impressions are formed, they are even more difficult to change because they move into another tier called your reputation.

Your reputation is very fragile however.  Once it gets tarnished, it is so difficult to repair.  Not having a face to face opportunity, you can’t fix your demeanor quite as easily.  As human beings we are always judging others.  We ask ourselves if we like this person, do we want to do business with them, are they honorable?  And most important, can they be trusted. (Which is why photos on community sites like Facebook and LinkedIn count).

I see your net worth being determined by your ability to build a reputation that is consistent on any medium. It’s not about money but having built a negative reputation will definitely impact on your ability to generate income in the future.

Is Your Reputation Bubble About To . . . Burst?

Building a brand online and in person must be of the same fabric.  You can work 24/7 but destroy that persona by posting inappropriate comments about your company, boss, etc.  Suddenly your net worth for future opportunities have fallen by the wayside. That’s why forming relationships virtually and in person are key to your future opportunities.  Isn’t it better to have others toot your own horn than you doing it?

So, your net worth is how you build your reputation or to phrase it in another way, it’s how others perceive you.  Honor and treasure your reputation as you only have one and make sure every touch point, from your emails, voice mails, handshake, blogging articles and your perceived value are in alignment.  Think of the impact of your behavior at all times and the decisions you make.  Are you paying a huge price for being so direct that you are seen as difficult to know or work with?

I work with companies scattered across borders and have come to realize that information about you can be circulated in seconds.  Keep aware of what others are saying or writing about you. Practice extreme caution when you write or speak your mind.  You have only one chance to form a first impression and no chance when your reputation is destroyed. To prevent your reputation from being questioned, invest in building and sustaining relationships. At best you will have champions who can defend you.  In conclusion, you must have continuity in who you are online as well as offline. That’s what will define your net worth in the future.

Need further proof about the importance of your on-line persona . . . just ask Dave!

Also remember to check out Roz’s books and CDs . . .

Click here to visit the store . . .

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Is standing out by presenting a unique brand bad for your career?

Grasp the true nature of business competition and you’ll see that the performing arts provide a better analogy than war or sports. There can be many good singers or actors — each outstanding and successful in a distinctive way. Each finds and creates an audience. The more good performers there are, the more audiences grow and the arts flourish. This approach produces positive sum competition.

Michael Porter’s opinion on what constitutes real competition from the HBR article “Stop Competing to Be the Best” by Joan Magretta

Porter’s observations regarding competition are interesting in that it allows for everyone on the business stage to shine as a unique light.  While this makes sense on so many levels, is it really practical in the trenches of everyday business, especially during a difficult economic period when job security usually tops the list of what is most important to fellow workers?

In an article from earlier in the week (8 Qualities of Remarkable Employees), the fear of stepping forward and standing out through the presentation of a unique personal brand was emphasized when one reader wrote; “It is precisely these “remarkable” qualities that get me in trouble on the job.”

This raises an important question . . . is an organization’s management ultimately responsible for creating an environment that encourages proactive, out-of-the-box thinking, and if they are indeed responsible, how do they engage one employee without alienating another taking into account the unique capabilities of a diverse workforce?

Here are my tips for managers who want to create a positive environment where individuals are encouraged to shine both individually as well as collectively keeping in mind that while money is obviously important, studies clearly show that employees value above all else the belief that they are making a tangible and meaningful contribution:

• GIVE YOUR EMPLOYEES A FEELING OF BEING APPRECIATED.
  • Praise from immediate managers, leadership attention (for example, one-on-one conversations) count. When great work is shared publicly, the impact is multiplied for the employee.
  • Look for these opportunities for greater exposure and be quick to hand out the well-deserved praises on a one on one.

• GIVE THEM A CHANCE TO LEAD PROJECTS OR GET INVOLVED WHERE THEY CAN USE THEIR TALENTS (UNIQUE ABILITIES).
  • Don’t micromanage when they are the experts.  Show trust.  Make sure you are not just giving people work that needs to get done but work that energizes them.

• SEEK OUT THEIR ADVICE SO THEY FEEL VALUED AND HAVE A CHANCE TO EXPRESS THEIR PERSPECTIVES.
  • Brainstorming works: new perspectives can improve and build on an initial idea or approach. Make the individual feel safe that they can be honest with you. Don’t make people wrong for their advice or perspectives.  Create safety in the work community.

• COMMIT TO DEVELOPING YOUR PEOPLE
  • Create a culture of education. Arrange for your employees to attend development programs, not just focused on their technical skills but to help them to feel that they are growing.  Provide funding for courses not being offered at your company.

• BECOME A MASTER AT COACHING AND MENTORING
  • To help your employees to be the best they can, invest time and scheduling to offer direct feedback on how they can maximize their presence, talents and relationships.  Creating actionable plans will enable your employees to measure their own achievements and be able to keep you informed on how they are doing. This builds their confidence and makes them want to have the courage to make a bigger difference.

One final thought . . . the cultures within which we work are so serious, perhaps too serious.  Laughter should be encouraged . . . so people are not paranoid about messing up.

Does your personal brand stand out?

Remember to check out Roz’s books and CDs . . .

Click here to visit the store . . .

30

The Employee’s Guide for Surviving a Merger & Acquisition

“I wondered if I would lose my job despite what we were told. We all know when mergers happen there are overlaps, or for other reasons you can get pushed out,” he said.

From MSNBC Careers article “How to survive and thrive after an acquisition” by Eve Tahmincioglu

The recent announcement that Kellogg was buying Pringles immediately made me think of what such an acquisition means to employees on both sides of the transaction fence.

As highlighted in the above referenced article excerpt, the initial reaction is usually one of fear and trepidation centered on whether one will lose their job by becoming an expendable redundancy as a result of the newer, merged company.

While there are no shortages of well-intentioned articles highlighting the top 3, 5, 7 or for that matter a pick of any number of steps to securing your future in a changing corporate reality, the fact remains that job security is something that you build long before an M&A occurs by demonstrating your value to your company in a tangible and meaningful way.

Long before terms such as personal brand entered the mainstream lexicon of business speak, who we were and what we provided was reflected in comments such as “you know that Joe is a hard worker, and you can depend on him to be there when you need him!”  In essence, and even though we didn’t call it personal branding way back when, that is what we were doing . . . building our brand based upon how those around us perceived our contributions in the workplace.

Sadly, like a runner who shows up at the starting line of a race without having trained in the months and years leading up to the competition will have a limited chance of winning. Far too many employees do not think about how their “brand” is perceived by co-workers as well as management until after an M&A is announced.  It seems that the only time we ask ourselves these hard questions is when we feel that our job is at risk.

So the short answer to the question “how do I survive an M&A” is to be both conscientious and proactive from day one when you start a new job.   Be outgoing in meeting and engaging with your co-workers and senior management.  It’s all about your ability to build and sustain rapport. Undertake assigned tasks with both energy, passion and enthusiasm.  Remember that similar to relationships, there are going to be good days and challenging ones as well, so think in terms of running a marathon as opposed to a sprint.  Over time, you will create an enviable brand that if and when an M&A occurs, you will be well positioned to make the leap to a new, collaborative environment. We call this “fireproofing” your bigger future.

Of course this doesn’t mean that you sit in the background quietly waiting to be noticed.

As the protagonist in the Tahminicioglu article confirms, you have to be “proactive after the merger, researching the new owners, networking with managers and putting in extra hours.”  In short “you have to reach out and pursue opportunities.”

This is also good advice for those who may not have made the necessary and prudent investment relative to building their brand pre-M&A days.  While you can’t go back in time and un-ring the bell so to speak, you can view an M&A as a new beginning, a mulligan to those of you who might be golf enthusiasts, to get it right the second time around.

All in all, there is no doubt that the pending changes associated with a Merger and Acquisition can be daunting.  However, you do not have to get swept away by a wave of fear.  Instead look at it as an opportunity as opposed to an unwelcome change, and chances are you will come out on the other side with both feet firmly and securely planted within the new enterprise. This mindset will showcase your ability to demonstrate courage, a critical leadership trait essential in today’s uncertain marketplace.

Remember to check out Roz’s books and CDs . . .

Click here to visit the store . . .

30

Aligning Your Brand with Your Personal Values Equals True Success

I can remember when I first saw the movie Wall Street, there is a poignant moment when Charlie Sheen’s character after earning all of his money, winning the beautiful girl and buying his new condo was shown staring out the window in the middle of the night asking himself  . . . “who am I.”

It was a powerful point in the film because after getting all that he had apparently wanted he didn’t know who he was, or for that matter for what he stood.

To an outsider looking in, Sheen’s character had arrived!  This young upstart was in the early stages of the apex of his success with nothing but greatness awaiting him.  Of course the character’s fatal flaw was that he had knowingly and willing compromised his personal values to achieve the success that now appeared to imprison him.  In the end it was the disconnect between his outward brand and his personal values that was his ultimate undoing, which showed itself in the form of a very public and embarrassing downfall.

Saddened by the news of Whitney Houston’s recent passing, I was again reminded of the above scene because of the difficulty in understanding how someone with such a special talent,  who was adored the world over,  could come to such a tragic end.  It would appear that what we saw and who she really was conflicted with each other.

I can only imagine how difficult it must be to live up to an outward facing image that doesn’t align with who you really are.  In the end, it just doesn’t work.

While perhaps not on the same scale of both celebrity as well as the tragedy of a life that was ended far too soon, how we align our values with our brand is nonetheless of equal importance as it determines our living legacy in the here and now.  What do I mean by living legacy?

First, creating a legacy requires a fundamental shift in the way we think about ourselves in relation to success.  This is not about being the fastest rat in the race or the one who knows how to play “the game” better than anyone else. This is about acknowledging and honoring who you really are and aligning your goals with the opportunity to feel satisfied with your daily contributions. When you operate from this platform of strength, not only will you improve your chances of success, but you also will greatly enhance the happiness you experience along the way.

Second, all the success you achieve will mean very little if your brand (your authentic self) and values are not aligning with the other.  Eventually and sometimes tragically, this disconnect between the two will come to the surface and when it does,  you will be faced with a legacy that no matter how great your prior accomplishments, they will pale beside the revealing light that will show you were not true to yourself.

In the case of Sheen’s Wall Street character, his moment of truth (or departure from truth) was when he was faced with Gekko’s ultimatum to do that which he knew was wrong or walk away, and he chose to turn his back on who he really was with the word’s “okay Mr. Gekko, you got me.”

Unlike the movies, life rarely provides us with such a moment of transitional clarity. Never having the privilege of meeting Whitney Houston, it’s hard to say when  she turned away from whom she was and whom she was meant to be,  given her amazing gift.  However she did turn away.  Sadly, and tragically, after she had died, Houston’s career and music experienced a renaissance that unfortunately she is not around to enjoy.  In this regard, the money and the posthumous fame are of little value to her family and those around the world who were so moved by her incredible voice and presence.

So what is the moral of the story?

If your brand truly reflects your personal values and aligns with your goals (not someone else’s vision of who and what you should be),  you will have created a magical harmony from within and will present a unified and sustaining image that will neither disappoint nor surprise but instead endure.  This is the ultimate legacy.

30

The Meaning of Life or Have You Identified Your Indelible Mark?

While it is normal for people to be concerned with the here and now, how much time do we really spend reflecting on the enduring mark we want to leave in the sands of time?

For example, in the Middle Ages artisans left their mark to uniquely identify them as the creator of their work, a practice that interestingly enough, is from where the word “character” comes.

Even though our character and mark or brand are one in the same and therefore worthy of consideration because it goes to the heart of our life’s purpose or mission, an even more interesting consideration centers on if we even have the courage to ask the question in the first place?

Of course in reality it is not perhaps the questions themselves that are scary, but the answers including what they tell us about ourselves and our present beliefs and paths.  Or in the spirit about being true to yourself, a personal brand above all else requires that you present your authentic self to the world.  This is often reflected in the manner in which your service or product is perceived and received by the world.

What is your imprint in the sand?

Being true to your brand may also mean positioning yourself under the radar screen or even going against the grain of popular sentiments, at least for a time, as reflected in the fable of the old man and the star fish . . . although some versions refer to a little girl rather than an old man, the sentiments are still the same.

For those unfamiliar with the fable, one day an old man was walking along the beach and noticed that hundreds of star fish being washed up on shore.  Once out of the water the star fish would soon die under the hot sun, so the old man began picking one up and throwing it back into the sea – a seemingly endless exercise that was repeated over and over and over again.

A little boy passing by stopped to ask the old man why he was throwing the star fish back into the sea because it could not possibly make a difference as the waves were washing up as many as he threw back, to which the old man replied: “It may not make a difference overall but, to this one star fish in my hand, it will make all the difference in the world.”

Tying it back into our brand, the old man was being true to his mission at that moment by throwing the star fish back into the sea.  While the boy did not immediately recognize the value in the here and now, the old man’s character or brand symbolized both integrity of purpose and a strong sense of service to others.  These are two attributes that when recognized will throw open the doors to even greater opportunities as they are much sought after character traits that are always and forever in demand.

So have you identified your indelible mark?  How does it link with what you are doing in the here and now to where you want to be in the future?

30

Is Engendered Leadership and Equality One in the Same?

What’s interesting in institutions of higher learning is that women want structured leadership with sensitivity.  In addition, women, as well as men, both want to know that the leadership at the helm has a vision, and a plan for achieving that vision. Today more than ever before, due to turbulent and uncertain employment times, we want to know what’s expected, so we don’t disappoint our employers and know what course of action is most efficient to achieve the results leadership desires.  It boils down to the following if leadership is targeted to develop and nurture their person, which interestingly enough has little to do with gender.

They must have

a.    Structure

b.    Definition of goals

c.     Clearly defined expectations

d.    Fairness

These are the core values of leaders who attract followers.  Of course, emotional intelligence is critical to possess, but if one doesn’t share their vision, it is unlikely they will attract followers.  To go back to “d”, describing fairness, Colin Powell in a YouTube was asked what he thought was the most defining characteristic of leadership.  Without a blink of the eye, he said “TRUST.”  That’s what people seek in leaders and once again, it has nothing to do with gender

However, I would be remiss if I did not address the reality of the corporate world as I see it as a Branding Expert and Executive Coach in terms of Gender observation.  I am still seeing females moving up, commanding great support from leadership at mid management but hitting a glass ceiling at the senior level.  On one hand, it’s nothing about gender and on the other hand, it’s all about gender.

Analyzing the roadblocks, here are my perspectives.

Females have qualities that are now being recognized as critical to the new leadership of this decade – empathy and collaboration.  Depending on which side of the fence you sit on, both qualities are most admirable, in addition to confidence, inspiration, visionary, articulate, presence, etc. etc.  But women still face the trap of the double bind, which I call “Catch 22”.

While men demonstrating the softer skills creates a powerful leadership presence, for women to demonstrate the same qualities will probably be seen as too soft.  Then comes the biggest challenge of how to demonstrate their authentic selves and incorporate the more typical “male” traits of authority, directiveness, assertiveness, competitiveness.

So, in conclusion, gender should not come into this equation, but given that we inherently see things differently (which can be wonderful), how do females incorporate the more traditional male traits and not be seen as AGGRESSIVE.  How do they find the right role models when certain behaviors demonstrated by a female are still not valued?  Of course, we will at some point meet halfway but at this time, there are few females up on top to inspire so many more aspiring to move up.

By the way, my best mentors have been from both genders.

30

Gisele Bundchen forgot an important rule: sometimes your (or in this case your partner’s) brand and your personal opinion don’t mix

By this time, you no doubt have either read, heard or watched something in the media on Gisele Bundchen’s outburst at hecklers who, while she was leaving Lucas Oil Stadium following last evening’s Super Bowl, made a number of remarks regarding hubby Tom Brady who happens to be the star QB for the losing New England Patriots.

While it was clear that she had initially tried to ignore them with a dismissive smile, Bundchen eventually gave in to the taunts by responding with a few disparaging remarks of her own including a shot at the Patriot’s receivers who in the latter stages of the game dropped at least 4 passes that might very well have altered the outcome in the Patriot’s favor.

So here’s a question I would like to ask.  Given similar circumstances, what would you have done in Bundchen’s place?

To start, you may have a personal opinion that is not necessarily tied to your business brand but you need to be discriminating and pick and choose when to be vocal.

Did I really Say That Out Loud?!

You are still a brand 24/7 and if in fact you are concentrating on the promotion of your brand, you have to mute personal opinions if they are controversial.  Hot buttons for most people, and therefore off limits in terms of publicly expressing a position include sex, politics, abortion, race,  etc.  You can hold strong political viewpoints without having those viewpoints leak over to your business communication.  That’s not to say you can’t express your opinions, but discretion and how you say what you say counts enormously.

Think about Ellen Degeneres.  She expressed strong opinions on gay issues and buried herself for some time.  She is now back but certainly off the topic of gay preferences and rights as a result of the backlash.

Regarding Gisele B. and as earlier stated, she was baited as she tried to smile at first and say nothing.  She then lost control and what sunk her was blaming the Patriot teammates.  She definitely could use PR training, and while she has damage control to do relative to her own brand, it is her husband who has to work with his teammates and therefore will likely have to do some unexpected bridge building during the off season.

Let’s take this out of a sports context, and apply it to an everyday life scenario such as the case with the two partners who own a paper company and recently lost a huge deal with Macy’s to supply bags.  At a company gathering, one of the partners’ spouse was asked about the lost deal and what had happened.

Instead of saying something along the lines of “While I am obviously disappointed, I accept the fact that you win some and you lose some.”  She instead blamed the lost deal on the “incompetence” of her husband’s partner.  Like Bundchen with Brady, the wife’s reaction will invariably have a negative impact on her husband’s relationship with his partner.

Once again, it pays to remember that you are your brand (and part of the brand with those whom you are close) 24/7, and as such, you should avoid making yourself and your image vulnerable to open criticism by saying something in the heat of the moment that you will likely regret later.  Which if you think about it, is the best rule of thumb for all relationships and not just the outward facing relationships we have with those with whom we interact in public.

The only exceptions to the above rule is for example a Sean Penn, who without regard to being tactful, speaks his mind confident in the fact that he is rich enough to not have to worry about the need to work, or who will get work no matter what he says.

30

McDonald’s social media gaffe (#McDstories): A reflection of brand betrayal and an erosion of customer confidence?

Have you ever heard the term “an accident waiting to happen?”

This is one of the first things that came to my mind when news of the McDonald’s hashtag gaffe hit the media.  That and the defence lawyer’s axiom never pose a question to a witness on the stand to which you do not already know the answer.

One can only assume that in their enthusiasm to establish a social media presence the burger icon was somehow lost in the disconnect between what was and what is in terms of market perception.

Back in the day, I used to look at McDonalds when my son was little as a family outing.  You remember?  When a family of five could dine for less than $5 dollars?

Today sadly to say, the brand consistency that used to ensure that whether you walked into a McDonald’s in Des Moines or one in Paris (France), you could always count on a consistency that provided a reassurance that as big of a place the world can be, there is always a little bit of home that can be found under the Golden Arches, no longer exists  . . . at least not to the extent that it once did.

In recent visits, I have been so disgusted by the filth in the washrooms, the inconsistency with service and even the quality of the food.  I am of course not alone in expressing this disappointment as one friend related a story of how when he got home after using the restaurant’s drive through he found that the servers at his local McDonald’s actually forgot to put the beef patties in his cheeseburgers.

It’s like the Forrest Gump analogy of “life being like a box of chocolates,” in that with McDonald’s you never know what you are going to get.

Of course, and as the inundation of customer discontent flooded the Twitter world, this not knowing what you are going to get swings both ways.

So what are the lessons that we can take away (or take out as the case may be) from the McDonald’s story?

1. We have to be careful about how we put ourselves out there (being the virtual and infinite realms of the Internet)
2. We really have to be proactive in maintaining a current day relevancy as it relates to our brand, be trustworthy in terms of delivering on our brand promise and, know our audience.
3. We cannot be myopic and/or short sighted in terms of how we relate to the public, but instead have to continually reassess our branding efforts so that our rapport with our target market remains vital and relevant.  (Note: While McDonald’s has had 26 different catch phrase or brand taglines since 1967 (see below), the real question is not related to the frequency of change but if they found a resonating ear with the market at the time.  Which of the 26 do you remember best?)

Or to put it another way . . . when it comes to your brand’s creditability false promises are worse than no promises!

McDonald’s Through the Years* . . .

McDonald’s is your kind of place (1967)

You deserve a break today (1971)

We do it all for you (1975)

You, you’re the one (1976)

Nobody can do it like McDonald’s can (1979)

You deserve a break today (1980)

Nobody makes your day like McDonald’s can (1981)

McDonald’s and you (1983)

It’s a good time for the great taste of McDonald’s (1984)

It’s Mac Tonight (1985)

Good time, great taste (that’s why this is our place) (1988)

There’s nothing quite like a McDonald’s (1980s)

Food, folks and fun (1990)

McDonald’s today (1991)

What you want is what you get (1992)

Do you believe in magic? (1993)

Have you had your break today? (1995)

My McDonald’s (1997)

Did somebody say McDonald’s? (1997)

McDonald’s – It can happen (1990)

Larry the Leopard (1990’s)

We love to see/make you smile (2000)

Put a smile on (2000)

Make every time a good time (2002)

Smile (2002)

I’m lovin’ it (2003-present)

*Source Wikipedia

(Guest Leader Post) So you have 20,000 plus contacts on LinkedIn . . . now what?! (Part 1)

con·tact [kon-takt] noun – an acquaintance, colleague, or relative through whom a person can gain access to information, favors, influential people, and the like.

Source: Dictionary.com

In the broadest sense of the word, having contacts suggests that one as a high degree of influence. However, and especially within the virtual realms of the social networking world where it is much easier to “build” a sizable list of names, does a large number of contacts on LinkedIn connote a proportional level of influence?

I thought about this question recently when I cracked the 20,000 connection mark and read that this lofty number of contacts when rippled outward in six degrees of Kevin Bacon fashion suggested that my total reach was 21,981,700. Wow, that’s almost two-thirds of the population of Canada . . . not counting the beavers, which means that I could in theory and despite the absence of any practical experience, have the kind of reach to be elected Prime Minister. No wonder people equate President Obama’s effective use of social media to that of President Kennedy’s use of television in the early sixties.

My point is simply this . . . what do the number of LinkedIn connections – or for that matter connections on any social network mean, in terms of practical and/or tangible benefit?

What is interesting is that so far there has been very little research and even less data as to what connections mean and how you can quantify their effect in terms of for example revenue for your business.

While on-line advertising has for years tracked the click through rate as a means of enabling you to calculate a return on your Internet-based advertising program, there is no similar method as far as I can tell, to correlate the number of contacts with meaningful business numbers.

Interestingly enough however, there are no shortages of numbers when it comes to proclaiming how many people are involved with social networking as illustrated by a PEW Research Center study which estimated that 82 percent of 18- to 29-year-olds are interacting on-line in some network or another. Of course to prove that social networks are not the exclusive domain of the young, a Forrester study claims that more than 50% of adults between the ages of 35 and 44 spend varying degree of times on-line. As for those over the age of 45, we like to take naps.

So there you have it! Lots of people coming in but what is actually coming out relative to a return on the investment of time and yes even money? Or to put it another way, how do you justify the time that you spent on LinkedIn to reach the 20,000 mark?

As you contemplate this question, the answer to which we will delve into at some length in Part 2 on Thursday, why don’t you take a few moments to respond to our LinkedIn poll and let us know the answer to this question . . . With what percentage of your LinkedIn contacts do you actually interact with on a regular basis? (Hint: the answer to this second question may actually help to answer the first question.)

About Jon:

Jon Hansen has studied and written extensively about e-Procurement and the changing face of procurement around the globe.  In addition to being a highly acclaimed international speaker, The PI Social Media Network reaches an audience of 2 million each month worldwide (Procurement Insights, PI Window on Business Show and PI Window on Business Blog).  In December 2010, The PI Social Media Network was listed in the second edition of The Social Media Bible as one of the 120 most influential social media companies in the world.

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