Before I begin today’s rant, let’s get on the same page:
According to Stanford University, a black holes are:
‘… regions of spacetime from which nothing, not even light, can escape. A typical black hole is the result of the gravitational force becoming so strong that one would have to travel faster than light to escape its pull.’
Keep this in the front of your brainbox for a moment.
LinkedIn is a black hole.
Well ok, most social media is a black hole but many people see a Flakebook black hole and not a LinkedIn black hole.
Yet, that’s what it is.
It is a yawning expanse of space-time that sucks up everything, retains the virtue signallers, and crushes everything else.
Once you’re stuck in this place, it feels like there is No Other Way.
It’s a professional network. Surely, the value is immense?
Well, it depends on how you use it.
Recently, I decided to do something nice for people.
I sent 1,000 direct messages offering referrals to people for business, personal growth, jobs, or other.
Guests how many replies I got?
I got TWO replies.
That’s a response rate of 0.2%.
Was I shocked? You bet your juicy steak I was shocked.
It was a genuine offer.
As part of the offer, I requested a fair exchange: That if I give you warm introductions to 3 people, you connect me with a couple in return. And that we would have a quick interchange about who/what/why… You know, otherwise it’s not a referral, it’s a contact dump.
That way, you’ve got skin in the game.
Like everything, you value what you pay for. A good referral takes due consideration.
The thing this makes me wonder is how serious people actually are about their networks, as opposed to being a freeloader.
There’s nothing wrong with being a freeloader:
Most people on your mailing list are freeloaders.
Most of your downloaders of free stuff are freeloaders.
The internet has conditioned us to expect loads of things for free. Many free things are awesome and unconditional.
But in a network that is supposed to add value to people, the lack of interest in a solid referral astonishes me.
Especially right now, when apparently businesses are failing.
Whatever it is, it is a great lesson for you:
Test your channels.
Push your distribution.
Really understand why you’re there and what you’re using it for.
From here on in, my use of LinkedIn will be mercenary.
Just as likes are not sales, your “content attention” is really only valuable if you’re using it to get material in front of people who want it.
So today, really think about whether that’s your modus operandi.
And in the meantime, put your hard-earned where it will pay off:
Get hard copy reading with in-depth articles in the realm of content and communication for just $28/year.
Leticia “travelling faster than light away from useless guff” Mooney