by Ashley Andrus

If you’re like most people, you finished that saying with, “…it’s WHO you know.”

That was true for a long time…but in the age of online social networking, it’s more accurate to say, “It’s not who YOU know, it’s who THEY know.” More than ever before, the internet makes it easy to access the networks and circles of influence of the people you know.

As networking expert Sarah Michel explains the equation in today’s market: The value of others + the value you bring to others = your netWORTH (™) . In this economic climate of free-falling 401(k) values, your network has become quite literally your netWORTH (™) . Are you putting social networking tools—especially LinkedIn and Twitter—to work for you?

There’s a catch, though. Too many people forget about the second variable in that equation (the value you bring to others) and focus exclusively on the first (what’s in it for me?) REAL WORLD TIP: The people you’re reaching out to don’t care what’s in it for you—they care about what’s in it for THEM.

Some quick tips on maximizing your efforts so your equation is balanced: 

THE GOOD:

• Success in HR outlines “15 Amazing, Sneaky Little Ways To Use LinkedIn to Advance Your HR Career”. Their pointers don’t apply just to HR folks. Anyone hunting for a job (especially a professional services-type position) will benefit from following these strategies.
• For tips on getting your LinkedIn profile in tip-top shape, see this overview from Mike O’Neill at Integrated Alliances (IA), an expert in maximizing your LinkedIn presence. Need more help? IA has a full step-by-step guide you can purchase here.
• For Twitter, see this About.com overview of resources for job seekers within Twitter. Remember that Twitter is also an excellent place to establish your expertise on whatever it is you happen to be an expert on.
• Whether online or in person, do some research upfront, tap into your network, and find ways to bring value to whomever you’re reaching out to or interviewing with. Success story shared by the South Metro Denver Chamber of Commerce: A guy goes in to a job interview—and he brings a possible sales lead for that company. He wasn’t applying for a job in sales; however, he demonstrated that he can bring value from the first moment he walked in the door. He got the job.

THE BAD:

• “I” is one of the most common words in the English language, but fight that urge–remember not to be “all about me”. I met a woman in transition recently at a networking function. When I asked how I might be able to help, she asked me if I would send a blast to all of my LinkedIn contacts about her. Less than 5 minutes after meeting me. Hmmm….let me think….no.

THE UGLY:

• Remember that once you put something out onto the Internet, it’s there for posterity. Posterity is another word for “forever”. That offhand comment, rant, or slam could come back to haunt you later. See ResumeBear’s “30 Ways to Lose Your Job on Twitter” for some real-world cautionary tales. (Thanks to @noraburns for tweeting that link!)

Even if you aren’t looking for a job right now, these same principles apply for using LinkedIn and Twitter for sales, business networking, and other applications…including building up relationships for when you DO need your next job!

If you’re feeling overwhelmed, take a workshop! Opportunities abound, and here are two resources:

• Nora Burns will be offering “Twitter 101” at the Denver Jobing offices on May 4th and June 19th. Details in the blog post here.
• For LinkedIn, see the list of upcoming webinars and workshops with Integrated Alliances here.

Web 2.0 isn’t going away. Google is here to stay. Jump on that bandwagon and put “the folks who THEY know” to work for you!

Ashley Andrus is President of Zoe Training & Consulting. Her passion is making HR folks and meeting planners look like *rock stars* by providing one-stop access to 90+ speakers, trainers, facilitators, coaches, and consultants.