create virtual communities where people are interacting in ways that are not possible in a physical world. People from different countries who have never met before can play interactive role-playing games, engage in real-time discussions, and share photos at the same time.
Social groups are a lot "looser" and more geographically dispersed than they used to be. The Internet and all of its related technologies, combined with social networking sites like Facebook and MySpace, have given people a chance to connect to others with similar interests, regardless of how well they know them or where they live. It is only a matter of time before this looseness extends to the professional networking world.
We are pioneers at the tip of the iceberg. We are extending the future boundaries of professional social networking by utilizing LinkedIn to execute Windmill Networking. Networking in person is ideal; however, reaching out online through a virtual network is the only way to network across the globe when you cannot physically meet someone. A key to being successful is to refuse to limit yourself geographically nor to a narrow group of people you already know.
For me, networking is a type of social insurance that everyone needs and you can never have enough of it. You never know when someone in your network, someone who may have never helped you out before, can provide invaluable advice or connections during a time of need. The more diverse your network is, the higher the likelihood that someone will give you advice for your particular situation. Although your current physical network of friends/family is also a great source for advice, it is limited in size and may lack the type of real-life experience that applies to your situation.
Going beyond the “Internet Era,” MySpace and Facebook have begun the User-Generated Content (UGC) revolution that defines our Web 2.0 era. UGC basically means that users are generating content and contributing to the website; essentially, they are the creators of the website. Amazon Recommendations, Wikipedia, and the plethora of blogs that exist are all examples of sites that rely on User-Generated Content. This dependence has generated new types of social networking sites such as LinkedIn and Twitter.
What is the key difference between social media and traditional media? Within traditional media, we are told what to read; within social media, you and other users actually create the content that you read.
If you think of social networking in terms of having a “real” network and a virtual network, you can see why there are people on LinkedIn (including myself) who have large networks filled with people whom they have never met. Don’t get me wrong—your “real” network will usually be the most dependable network; however, you would be surprised how a virtual network can supplement the real network you have built. As you have not met everyone in your virtual network, they may not always be willing to help you. Nevertheless, other Windmill Networkers and I have found there are more than enough good people in this world with a “Pay It Forward” attitude who are willing to help you.
Understanding this virtual networking concept will help you view LinkedIn in a new light. This new perspective will allow you to maximize the benefits of using its professional network. This is what Windmill Networking is really all about. As the MySpace and Facebook generations graduate from college and start working, it is only a matter of time until this type of “loose” or virtual networking begins to dominate the professional networking world. It is no coincidence that LinkedIn recently created a special learning center for graduates, as well as a LinkedIn Group just for “’09 Grads” to help facilitate this transition.
Note that LinkedIn and sites like it are only tools to facilitate networking in person, which is the ideal form of communication. A virtual network serves as an extension of your traditional network, giving you additional opportunities to meet people. When you can’t physically meet someone in person, reaching out online is the next best way to network across the globe. This form of online communication is key to becoming successful in 21st century professional networking. By doing so, you are geographically expanding your reach, instead of limiting yourself to a narrow group of people that you know. More specifically, using LinkedIn to begin this expansion is essential. If you are an ambitious professional, or hope to become one, there is no better place to be than LinkedIn.
On a final note, as we embark on our LinkedIn journey, never forget about “The Personal Touch.” Whatever your LinkedIn Objective is, your chances of being successful are greatly higher if you are real and genuine. Personalize the message you send to each person based on their background, any common interests, and what your objective is in communicating with them. Show that you are interested in them. By displaying each member’s profile information in varying degrees of detail, LinkedIn gives you a myriad of opportunities to personally connect and expand your virtual network. LinkedIn fosters Windmill Networking.
Utilizing Windmill Networking to Understand Social Networking & LinkedIn
Below I provide a more detailed definition of what I refer to as Windmill Networking:
Windmill Networking involves understanding the unique value of creating and utilizing a virtual network through Web 2.0 social networking sites such as, but not limited to, LinkedIn. Windmill Networkers build up a sometimes virtual Trusted Network of Advisors to contact for help when necessary, while helping others in their network with a Pay It Forward attitude. It is “Digging Your Well Before You’re Thirsty” on a scale that is only possible through social media. Windmill Networking is about being authentic, and never forgetting the importance of “The Personal Touch.” It is rooted in the belief that the more you genuinely give, the more you will receive when you really need it. By Plugging Your Windmill into the Grid, YOU determine your networking potential which far exceeds anything that a limited physical network can provide. With a clear objective, supported by time and energy, you will undoubtedly connect with, and help, others while finding those who may be of assistance to you.
As I wrote this book, I searched for an easy way to think about social media, LinkedIn, and how you should utilize it. I wanted a methodology, with a visual, that would allow anyone to understand the value in connecting. On a warm Southern California day, it hit me—Windmill Networking.
We, as people, are all stand-alone windmills. Our various blades represent aspects of our life, like family, work, and interests. We spin our windmills around and around each day, constantly generating enough electricity for us to get by. I will label the three blades “Career,” “Education” and “Business,” as I believe these are the three primary areas in which LinkedIn, as well as any other social networking site, can add value.
Figure 1.1. The Blades of Our Windmills
What happens when we plug ourselves into a grid and connect our windmills? Not only can we share our electricity with others; when we need a boost, we can also obtain fresh energy from new sources to which we connect. There is a natural advantage for us to be connected with others, as we are able to both give and receive.
Figure 1.2. Windmills Plugging into the Windmill Networking Grid
Life is composed of, among other things, health, family, work, friends, community, and religion, which I compare in a broader sense to our windmill blades. In order to allocate the time and energy these activities require, we need to draw energy and expertise from other windmills to keep our blades spinning. Combining this collaborative approach with our natural desire to connect is the strongest form of Windmill Networking, as we then find ourselves plugging into the grid on a daily basis.
Traditionally,
