Ran into an associate last week, who has been very successful in business because of her well developed network. She knows how to network, is in a field that depends on it and is great at relationships. After our reunion, I suggested that I would friend her in Facebook, she laughed and said “that’s just a trend, no way am I getting into that”. This is not the first time I heard this, and wanted to consider the issue for a moment. Are Facebook, Twitter, and other emerging networking tools and practices a trend?
In summary, my perspective is an emphatic NO, these are not merely trends. Perhaps the tools we currently use are, but not the energy and behavior that is being developed, nurtured and practiced. Research has shown that networking behavior is instinctual, and that in order to survive people seek interaction that is relevant to their goals. This is why we form families, tribes and communities. This is a way for us to influence, politic, and advance. This is why when that Facebook friendship request comes up, it’s almost an addicting need to respond. The behavior of developing a network is not new, and the most successful people among us develop great working networks.
Perhaps the tools we are using are prototypes of what is coming, and these tools are teaching us how to use more advanced (or just different) ways to build communities. Therefore, participating in Facebook (or other tools) will develop a collective behavior, culture and norms that will evolve with our needs. For example, every teen has some exposure to these tools, and craves them to develop their own tribes and businesses are racing to incorporate these technologies into their organizations. None of us know what effect this will all have, but it is sure to happen and sure to have an impact on how we relate and produce work.
To validate my friend’s opinion, I stepped up my Facebook activity to see just how many communities’ business folks are using Facebook. Going through the business friends I have befriended, I looked at their networks and invited just the people I knew. I was not surprised that there were so many people using it, but I was surprised to find that many of them were prolific users. Some had as many as 500 friends. Business folks are using it.
It doesn’t take much imagination to consider the impact that all of this activity and energy will have. Like email, instant messaging, or any other technology, social networking will evolve to becoming as useful and interregnal part of what we do as email is now. What should happen next (a prediction) is that these fun tools will be applied to solving problems and advancing results. They may or may not look different, but they will exist and be part of the fabric of work.
Russ