Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn. Neal Schaffer

with a growing map of the power grid. This map includes profile information that will guide users to far-away windmills that may share common interests. So how do you connect on the power grid with these far away windmills? LinkedIn gives you the tools to do so.

      You must have a purpose or objective when using LinkedIn; without a plan, LinkedIn may not provide much value. In order to devise this plan, you need to understand yourself and what your windmill strategy is. To the many people who ask me “How can I use LinkedIn better?” I always answer, “What is your objective?”

      As you start reading this book, think of your own windmill and what objective you have when connecting with other windmills. Once you have defined your objective for using LinkedIn, your success with this site will come soon thereafter.

      I will go one step further in this book; I will ask you to define your LinkedIn Brand. This starts with defining your LinkedIn Objective. I will provide the tools you need to then implement your strategy through a branded approach.

      Until the appearance of LinkedIn and other social networking sites, it was almost impossible to Windmill Network with others that lived far away. Meeting someone in person will always bring your relationship to a brand new level; meeting face to face is ideal. Think of Windmill Networking with virtual connections as supplementing your existing physical network.

      Most of us are still very new to social networking and LinkedIn, as many of LinkedIn’s members joined within the last two years. If you are new to LinkedIn, you may be apprehensive about meeting someone you have become virtually connected with in person. As one of my LinkedIn connections put it, some of you may have a natural defense mechanism that kicks in, telling you to think things over before continuing any conversation with a stranger.

      If you have experienced this feeling, the fact that you bought and are reading this book proves that you want to overcome this fear.

      I too have experienced this uneasy feeling. I remember feeling afraid to go to any meeting that had the word "networking" attached to it. I just didn't think they were for me. So how did I overcome this fear?

      Well, I used to be afraid of flying. I'd get sweaty palms while on the runway. I clearly remember my nerves slowly beginning to take over every time we approached the runway for takeoff. But then I remember coming to an important realization: if it wasn't for the airplane, I would never have the chance to meet so many amazing people—especially my Japanese wife! My father always said he was envious of my generation in that we could easily travel the world at an early age because of modern aviation. I overcame my fear of flying by focusing on the positives that modern aviation has brought into my life. I would have never had the enlightening experiences I have had if it weren’t for this amazing technological advance.

      To me, meeting people via LinkedIn is a similar type of technological advance. With so many benefits, it is simply counter productive to fear Windmill Networking. There are countless benefits to reap from proactive virtual networking in addition to meeting with people. It is wise to always be Windmill Networking; Dig Your Well Before You’re Thirsty! The longer you are plugged in and are developing new relationships, the more the other windmills will spin in your favor.

      Where Does Windmill Networking Fit In?

      Before delving into specifics regarding LinkedIn, I want to ensure that you firmly grasp the concept of Windmill Networking. In this section, we will review some common social networking concepts; we will then examine what a unique strategy Windmill Networking really is in relation to these approaches.

      Windmill Networking is understanding the unique value of creating and utilizing a virtual network through Web 2.0 social networking sites such as, but not limited to, LinkedIn; Windmill Networkers build up a sometimes virtual Trusted Network of Advisors to contact for help when necessary, while helping others in their network with a Pay It Forward attitude.

      A virtual network is a network through which you are connected not by physical means but by virtual means. This connection can be made through the Internet; more specifically, the connection is made through a social networking site such as LinkedIn. Scott Allen and David Teten’s book The Virtual Handshake takes a revolutionary look at how one can develop and close business deals online. I take this notion of a virtual network to be utilized for anything you would use a personal network for. Your objective for Windmill Networking can be anything you want it to be.

      Your Trusted Network of Advisors are those people you contact when you need advice, whether it be personal or professional in nature, regarding a specific subject matter in which you do not possess expertise. For example, you could have a friend who is a handyman who always gives you free advice, eliminating the need to hire a costly service provider. Creating a large and

      diverse virtual network ensures that someone who could potentially become part of your Trusted Network of Advisors is only an email or phone call away. One of the benefits of Windmill Networking is facilitating your creation of your own virtual but truly diverse Trusted Network of Advisors.

      Pay It Forward is the name of a novel by Catherine Ryan Hyde that describes how a 12-year old, as part of an extra-credit assignment for school, tries to change the world through positive action. Upon doing a good deed for someone, the 12-year old then asks them to “Pay It Forward” by doing good deeds for someone else in return. In terms of social networking, this means first doing something for someone in your network without asking for anything in return. People do not forget when you do something good for them. Windmill Networking will be most successful when you practice it with a Pay It Forward attitude; your own good deeds will extend beyond your own virtual network and will attract even more connections and valuable relationships.

      It is “Digging Your Well Before You’re Thirsty” on a scale that is only possible through social media. Windmill Networking is about being authentic, and never forgetting the importance of “The Personal Touch.” It is rooted in the belief that the more you genuinely give, the more you will receive when you really need it.

      Dig Your Well Before You’re Thirsty is a classic networking book written by Harvey Mackay. It illustrates how you can build up a network that will always be just one phone call away to help with whatever need you may have. By adding value to others and keeping in touch—by doing something for someone without the promise of personal gain—you take an important step towards creating a future network that will serve as your support system. Creating your Windmill Network is built upon the premise of digging your well before you need it.

      The Personal Touch is about being real and genuine. It is about being truthful when writing your online profiles. It is about being genuine in your willingness to help someone. Finally, The Personal Touch involves going the a mile and showing that you care. The Personal Touch is the key to adding a sense of warmth to online connections that can often seem cold and distant. Being genuine can make potential connections within your virtual network feel they have already met you. This is especially important if your LinkedIn Objective relates to business. People buy from people they like, not from those who send them a random email. The Personal Touch really does differentiate the successful from the failures in social media, because so many are tempted to send you irrelevant communications, which is easy to do through LinkedIn.

      By Plugging Your Windmill into the Grid, YOU determine your networking potential, which far exceeds anything that a limited physical network can provide. With a clear objective, supported by time and energy, you will undoubtedly connect with, and help, others while finding those who may be of assistance to you.

      You plug your windmill into the grid when you sign up for a social networking site, introduce yourself to the community in a meaningful way, and then establish connections with people that are not part of your physical network. It is this last action that is crucial to fully plugging your windmill into the grid. Without making a personal connection with someone, your Windmill is simply visible on the map. Without action, it will simply remain in the same dormant position. This action should be guided by objective.

      When