LinkedIn: The Strength of Weak Ties

I recently read “The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell.

Its premise is that, under the right circumstances, it is possible for an apparently unremarkable event to create a ripple effect that results in a major change. I recommend it to any business professional interested in driving change.

The book introduced me to the work of Dr. Mark Granovetter, an expert in social networking theory, “The Strength of Weak Ties”.

In his paper, “The Strength of Weak Ties," he finds that social networks consist of a cluster of closely knit friends (strong ties) with loose links through acquaintances (weak ties) to other, independent clusters.

He posits that persons with a greater number of weak ties have an advantage over those with fewer, stronger ties in organizing groups or finding job openings, for example, because the weak ties expose you to options you don't have if you function solely in a limited “inner circle.”

This got me thinking about LinkedIn.

Social networking sites like Spoke, Xing, Plaxo and LinkedIn are the new-age business tool du jour.

LinkedIn has seen a 25% increase in the rate of sign-ups since September 2008, as professionals see an increasing need to network in this difficult economic climate.

Beyond the obvious benefit of connecting with old friends and former co-workers, these sites provide a way to reach and share information with persons with whom we would not otherwise be able to reach.

You might consider using LinkedIn to:

Ask an Expert. The LinkedIn "Groups" app creates communities of professionals with similar interests and experiences who want to keep up with trends and new developments, or ask questions.

Promote Events. A new application called “Events” facilitates promotion of speaking engagements, seminars and conferences, and allows you to search for events in your area by keyword or date.

Share Information. Customize your profile and share information. Incorporate your blog content into your profile with Blog Link. Upload online presentations with “Google Presentation,” or simply share your list with contemporaries.

Increase Traffic. Use “My Company” and “My Blog” links to boost your Google page-rank in Google search results. You and everyone in your organization should have your Web site and blog listed on all staff LinkedIn pages.