Network the Internet – Part 4 1/2 of Add Value

Would you like to go to the most mammoth “business after hours” networking event ever held? Would you like to show up anytime it fits your schedule? And, would it help if it included the best and the brightest in your industry? Well, just such an event is happening every hour of every day on your computer.

The Internet hosts the largest arena for networking ever created, filled with some of the most influential people in the world. Even so, almost no one knows about this networking arena – and almost no one attends.

We are not talking here about those networking web sites touted as a way to exploit the “six degrees of separation” – like linkedin.com or ryze.com (or even myspace.com, perish the thought). Those sites can be valuable, but networking the Internet is something new and personal – and very, very powerful. We call it “Nuclear Networking” because not only can it explode your contacts, but it can also vastly improve your networking success.

Before you continue reading this post, however, be sure to read the two previous posts called “News Alerts Make YOU the Expert” and “Networking the Internet.”

News alerts will keep you up-to-the-minute on the topics crucial to your industry, your competition and your clients. News alerts deliver the articles that contain information that is crucial to making you the recognized expert in your company. But, that’s not all they do. They also always include superb networking opportunities.

What makes news alerts such a fertile networking arena? The secret is in the way reporters write informational and feature articles:

EXPERTS
When a reporter writes an article, he or she is unlikely to be an expert on the topic featured. If the article is about a surge in beachfront property values on Marco Island, Florida, the reporter will interview and quote knowledgeable, believable real estate experts. They do this to give the article “authority” with facts, opinions, recent data and memorable quotes.

FEATURED INDIVIDUALS
Reporters also need a human-interest subject (or subjects) for the story. Articles that only include facts rarely capture our interest. As readers, we want to know how real people are affected. So, the reporter will include one or two stories about how potential buyers or owners are affected by the property values.

BY-LINE
Finally, and often very important, most such articles include the reporter’s name (and probably e-mail address).

So, what does all this mean? If you have retrieved a news alert about property values in Florida, you’ve done it because you have an interest in the topic. Perhaps your company sells beachfront property in South Carolina. From this article, take a look at the people mentioned in it – the experts, the individuals featured and the reporter are all potential networking connections for you.

Just Google Them
By doing some simple Google searching you should be able to locate the contact information for the experts and featured individuals. The reporter’s contact information is easy – it should be right at the end of the online article. You only have to ask yourself – “if I were at a business networking event with those same people, might I approach them?” The answer, of course, is yes. So, go ahead, approach them.

Homework Assignment: Using the “News” tab in Google, type this search:
“property values” Florida
Very likely, you will find several stories (no matter when you do this search) where you can test the above paragraph and locate the experts, featured individuals and reporter’s contact informtion. That’s your warm-up.

Next, do the same thing (using the “News” tab again) for topics or phrases of interest to your company or business. In each article, look for the quoted experts, the featured individuals and the reporter’s by-line. Do simple Google searches for the experts and individuals featured to obtain their e-mail (the reporter’s e-mail should be included at the end of the article).

Finally, think about what you might say to these folks if they were at a networking meeting. There are many possible approaches. Here are just a few:

1) Thank them or praise the ideas they voiced in the article (this might apply to the experts, the featured individuals or the reporter)
2) Ask a question (people love to show their knowledge)

3) Ask for some relatively simple help such as some business advice (people love to help – but keep it short and make it easy for them)

4) Just say hi – and refer them to something else that relates to the topic of the article (“I read what you said about the rising property values and thought you’d like to know what is happening in our state”)

All of the same rules apply to this kind of Nuclear Networking as apply to conventional networking. There is no need to learn a new networking approach. Conduct yourself online as you would in the real world. Your initial contact can be by e-mail or phone – or even conventional letters (does anyone do that anymore?!).

Without a doubt, though, when you network the Internet you will want to use Sarah Michel’s “intentional connecting” approach, as apposed to “transactional networking.” In a book called Work the Pond, Darcy Rezac (one of Sarah’s networking colleagues) calls this approach “schmoozing” – or, “discovering what you can do for someone else.” Most certainly, you will want to “schmooze” these new Internet network relationships.

Why does all this work? It works partly because almost no one is doing it. Your message might be somewhat of a curiosity – “why is someone writing to me from Wisconsin?” Your message may be somewhat of a blessing – “someone in Arizona called to say they loved my ideas!” Mostly, it works because people like to stay connected – and they like to stay connected with people who have similar interests.

As an employee looking to add value to your employer, can you think of anything more powerful (and more unique) than developing network relationships with the best and the brightest in your industry? If you cultivate networking acquaintances through news alerts, you will not only be the most informed person in your company, you will also be the most connected.

Think the boss might notice?

NOTE: You can see Sarah Michel speak (along with four other top-notch speakers) at the American Business Women’s Association Conquer! Life’s Curves event in Lakewood, Colorado – Saturday, September 16. Sheryl will report on the conference just in case you can’t go.