1. Networking in the Digital Age
By Buff Parham, President
Parham & Associates, LLC
No matter what business you’re in and no matter what you’re selling, productive
networking is critical for long-term success. It always has been and always will
be. Networking in this new “digital age” has made connecting easier and faster.
There really are no more reasonable excuses fornot cultivating more and deeper
personal connections.
Productive networking requires consistent attention and action. Along with
the rest of our routine activities, we need to allocate regular time and energy to
expanding and enhancing our personal networks. All of the social networks have
mobile apps, so we don’t need to be at a desk or a PC to work on LinkedIn, Twitter,
or Facebook. It’s just a matter of figuring out what time works best and committing
to doing it on a daily basis.
Productive networking is a “two way street.” Far too often, we ignore inquiries,
requests, etc. from others on social media. Big mistake. No one wants to be
perceived as unresponsive to the overtures of others. Hitting the “delete” button
should be reserved only for the really marginal requests, while most of the others
deserve a few minutes of your time. Current estimates say that we’re no more than
“six degrees of separation” online from anyone on the face of the earth. So you
ignore a request or incoming message at your own peril.
Productive networking requires us to have a consistent “brand” across all
platforms. Given the fact that most people spend time on multiple social media
platforms, one’s “digital image” should not be vastly different from place to place. If
it is, then confusion and suspicion come into the picture. A solid personal brand is
authentic and consistent regardless of where it’s posted. It should reflect who that
person really is in both their professional and personal lives.
Build your personal networking strategy with the end in mind. What exactly do
you want to accomplish by committing to this regular activity? How will you know
when you have achieved it? Is it a realistic expectation? Those are some of the
questions that should be asked before getting started. It’s similar to how we
approach attending a large meeting or convention—whom exactly do we want to
meet and what do we want to share with them? Networking effectively in a digital
setting requires the same approach.
Productive networking is more about giving than taking. It’s far better to offer
pertinent and relevant information than to be constantly asking for the same from
others. Many people think it’s cool to pose open-ended questions and then wait for
the answers to come in. Have the courage to take a stand on specific issues or

2. trends and let people respond to your position instead. That’s the first step to being
perceived as a “thought leader”. And thought leaders are the most influential people
in the networking sphere. Regardless of who you are or what you sell, that’s as good
as it gets!
Have some fun with networking in this digital environment. While it’s a very
serious undertaking, it’s also a chance to let your true personality shine through,
which includes your sense of humor and overall outlook on life. Taking a
professional yet relaxed approach to networking will also convey a more authentic
impression of who you are. Being perceive as a phony online is simply unthinkable.
So keep it positive and relaxed as you build and cultivate your network for ongoing
success!