You may have heard about it. You may be actively doing it. But chances are many of you are still wondering what it's all about. Online networking, that is.

Professional online networking is the most important career management tool to come along since the Internet job search revolution launched in the early 1990s. Online networking leverages technology to build, manage and track professional networking relationships. It complements, rather than replaces, traditional networking by being based on the same premise - building fruitful, "give-and-take relationships. The technology component enables greater access to more people in more locations, professions and industries. Literally, the world is at your fingertips.

Online networking is defined as a process of building professional relationships through Internet-based social groups, discussion forums, blogs and personal websites, for the purpose of reaching your career and business goals. Whether you use it as a general career management tool, for competitive intelligence, for business development or as a recruitment resource, online networking is an essential business practice for professionals of all levels.

There are two different types of online networking: social (for the purpose of making friends, socializing by sharing photos, comments, stories, etc) and professional (for the purpose of making new contacts, developing business relationships, reconnecting with alumni, finding subject matter experts and service providers, etc). Many people are frequent users of both. This article predominantly focuses on professional online networking as a career management and development tool, with an emphasis on how to leverage networking websites.


Use and Prevalency on the Increase

While some of us are only just starting to dabble in it, online networking is rapidly increasing as a staple business practice. Consider the following statistics and bear in mind that just a few years ago most online networking resources were not in existence:
- 100+ million users of online networking sites

- 45% of all web users are represented on the 10 largest social networking sites

- 112 million blogs around the globe

- On of the most popular networking sites, LinkedIn.com, now includes more than 23 million people, of which 145,000 are CEOs, representing 150 industries, and including director level and above representatives from all of the Fortune 500 companies


Why Do It?

Our research shows that more than 50% of new jobs are found through networking. Online networking provides the opportunity to network 24/7 and gives access to more people, the right people, more quickly. The Internet bridges time and location barriers and can be less intimidating. It provides a springboard to building offline relationships and helps to expand the reach of your personal brand. It provides a lucrative platform for recruiters to source candidates, while at the same time enabling passive job seekers to have resumes posted as part of the professional networking profile without concerns.

Right Management research found that one in three people laid off typically jump right into their job search efforts - potentially sabotaging the very goal they set out to achieve by being unprepared and reactive. By having an already established online profile, you are better prepared than others should you find yourself in career transition.


Frequent benefits include:

- Visibility and accessibility - establish a virtual identity, heighten your corporate and personal brand, communicate professional objectives and selling points, and attract potential new recruits and business partners.

- Source career information - explore what's out there, source subject matter experts in relevant functions, industries and organizations, share feedback, get advice and rekindle old connections while you also build new ones.

- Target key contacts - find and reach key contacts, recruit with past colleagues and classmates, post open positions, and use as a screening tool to learn a lot before developing a relationship, narrowing efforts to specific areas of need and interest.


Defining Your Online Identity

All sites vary, but the basic premise of how most sites work and how to get started is as follows:
- A friend or contact invites you to join an online network.

- You accept the invitation, create a profile describing yourself, skills, interests and work experience.

- You then invite other colleagues or friends to join your network and then continue to expand your networking via message boards, blogs and more.

Your online identity should be consistent with your in-person profile. Never put anything online that you wouldn't want to see on the evening news. Your personal brand has a direct impact on and could easily jeopardize your professional brand when online searches are conducted by recruiters, clients or colleagues. Just as large companies invest in building their brands, you can too. Your knowledge, skills, accomplishments, goals, values, contributions and communicate style all link to build your personal and professional brand.

To get started in defining your online identity:
- Conduct an online search on yourself and see what comes up. Check in periodically to see how your profile may change over time. Evaluate how may hits you have. The longer your tenure and the higher your stature in your chosen field, the more results you should have. According to a 2007 survey of employment recruiters conducted by ExecuNet, 83% of recruiters have used search engines to uncover information about candidates, and 43% have ruled out candidates based on information found online about them.

- Clean up your "digital dirt. This is negative or inconsistent information you would rather not share publicly and could include such things as photos, public records or references to lawsuits or evidence of a moonlighting business.

- Build your profile. Utilize the traditional resources you have used to build your network (such as your biography, awards and resume) to create a profile for yourself online. Create a brief synopsis of who you are, what you've done, and what you have to offer - much like an "elevator speech you might use when meeting someone new. Be clear, concise and focus on benefits you have to offer rather than features. Show your personality through written words and let your energy and enthusiasm shine through.


Going Global or Local

There are so many online networking sites available. Revisit your objectives to decide which is the best suited for you. Do you focus your efforts on networking globally or on local relationships? The answer is probably "both, but let's consider the merits of each:
- Local - makes it easier to move from email to face-to-face. It provides access to event calendars and a good sense of who is doing what in your area as well as cultural and location-specific information. Local sites give direct access to people and resources if you do most of your business and recruitment locally.

- Global/National - provides access to a broader range of subject matter experts, trend information, market intelligence and thought leadership content. Global resources make it easier for you to look for peers, candidates and opportunities based on exact skills and interests.


Professional Online Networking Dos and Don'ts

Do:
- Get started by selecting one or two networking sites, become a member, develop your profile and grow your network.

- Set networking objectives and milestones to keep your efforts focused and in context.

- Assess your skills, talents, expertise and work style to convey your personal brand and unique selling points.

- Understand the value of quality versus quantity and focus on building relationships.

- Facilitate introductions to others in line with the principles of traditional "give-and-take networking.


Don't:
- Forget your manners (Netiquette) and be selfish.

- Have unrealistic expectations and get overwhelmed by joining everything. Be clear on your goals, do your research and join what will work best for you.

- Focus only on social networks - consider blogging, discussion groups and webfolios too.


Before Jumping In

If you aren't already networking online, it's time to get started. This is a business practice that is here to stay and activity will continue to rise. Don't miss the boat or be considered as unable to embrace and leverage new technologies. But before diving in, consider these cautions:

- Privacy - Online networking is safe. The major players have ethical privacy policies, but it's up to you to make sure you read it. You can upload your contacts without fear that they will take them or use them in any way. The sites use your contacts only to tell you who is online or registered and to help you make more connections.

- Time - Getting started is going to take some time to develop your profile, learn the technology and how best to utilize it to your advantage. Each site varies but the learning curve is mostly short.

- Maintenance - Be sure to be responsive to outreach from your network. If you have a large network, you could be inundated with requests. But most sites provide options for you to manage the emails and alerts received. Don't add everyone you know. Rather, be discriminating because on these sites you are a reflection of your network. Keep a consistent professional image and don't put anything out there that you wouldn't want your boss to see.

- Personalize - Email and networking sites are useful mediums to build and maintain your network. But don't forget to pick up the phone and meet with your contacts too. Personalize all interactions so you continue to build strong and fruitful relationships over time.

It takes time and energy to build your network. But with the Internet, we have the ability to reach more people, faster. Professional online networking is an essential resource to manage and develop your career. Get started today to connect, share, participate and open yourself to your new and existing contacts - no matter where they are in the world.