10.7 Social Networks
Learning Objectives
- Discuss social networks and their value.
Social Networks
Most leadership and management textbooks do not cover the subject of social networks, which is unfortunate. Social networks can be considered “the invisible organization”—they are the pathways through which communication and resources flow between individuals and groups, and how work actually gets done. An organization flowchart might communicate who reports to whom, but it is ultimately the internal (i.e., within the organization) and external (i.e., ties between members of the organization and people outside the organization such as suppliers or customers) social networks that really explain productivity (or impediments to productivity).
You are probably already active on social networks such as Facebook, Instagram, and LinkedIn. When it comes to the role of social networking groups in leadership, these sites are only the ‘tip of the iceberg’. Networks provide leaders with three unique advantages:
- access to information and knowledge
- access to diverse skill sets; and
- power.
While leaders see these advantages at work every day, they might not pause to consider how their networks regulate them. In this chapter you will learn about the role and importance of social networking groups, and social network analysis. You can take the opportunity to map and evaluate your own social network and evaluate its effectiveness personally and professionally.
Example: Networking Powers Relationships
Networking has the potential to open doors and create possibilities for jobs and partnerships. Networking establishes connections between individuals and groups, with access to information that one might not normally have access to. Reaching out to strangers can be an intimidating and nerve-racking experience. In business, the more central you are, the more power you have. Creating connections and ties to other people affords you the opportunity for power and the ability to more closely control your future, so while at times networking might feel awkward and uncomfortable, it is a necessary and important part of establishing and maintaining a career.
Online social networking sites play an important role in this networking process for individuals both professionally and personally.. These online sites have created new opportunities for networking and allow individuals to branch out beyond their normal world of industry, school, and business. The key is to avoid costly missteps as employers have begun to search online for information about prospective and current employees.
Many of these online sites have become a tool for business. For example, LinkedIn targets working professionals and provides them a way to maintain lists of business connections and to use those connections to gain an introduction to people using mutual contacts. Unlike other social networking sites, LinkedIn is almost entirely used by professionals. The power of social networking flows in both directions. Employers can screen applicants through their online accounts and recruiters more than ever are using these sites to view background information, individual skill sets, and employment history, which can be cross-referenced with submitted applications. Job seekers can review the profiles of those at top management firms and search for mutual contacts. LinkedIn also provides statistics about firms, which can be useful information for individuals looking at potential employers. Additionally, LinkedIn Learning offers the opportunity to build skills that can help individuals advance their careers or organizations to provide additional tools to increase employee capacities.
Networking is about building your brand and managing relationships. Using social networks as a vehicle to market one’s self and make professional connections is becoming increasingly common, as well as using loose ties or connections through others to open doors and land jobs. In an increasingly high-tech and digital world, it is important to be aware and conscience of the digital footprint that we create. But with careful cultivation, these online networks can present many opportunities.
Exercises
- Should employers track the use of LinkedIn or Facebook among their employees? Why or why not?
- How is online networking different from, or similar to, in-person networking? Please describe your experience with both.
- What are the downfalls and benefits of social networking?
- In what ways are indirect ties as powerful and important as direct ties?
- To what extent have you built your own brand? Is this something that you have ever considered before?
Key Takeaways
“Social Networks” and “Case in Point: Networking Powers Relationships ” in Principles of Management by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
