THE NEW RULES OF THE GAME:
How to Deal with ‘Information Overload’ in this New Age of Networking
Presented by: Nick Araco
May 7, 2009

AGENDA
• INTRODUCTION
• SOCIAL NETWORK LANDSCAPE
• RULES OF THE GAME
• WHAT‟S NEXT
• STRATEGY
• CONCLUSION

SUMMARY
Professional Networking Trends: Online vs. Face-to-
Face
• Several emerging issues and trends for effective
networking are being create out of the need to find
timely and cost effective ways for professionals to
develop qualified connections to
people, organizations, events, and opportunities.

PROBLEM
With the advent and mass adoption of social media
tools…
• Many professionals are now finding themselves in a
steady state of „information overload‟, torn
between spending time at in-person networking
events vs. spending time online utilizing professional
networking sites.

SOLUTION
Why not embrace both? Over the course of this
webinar, we will:
• Learn how to navigate the increasingly crowded world of
online professional networks.
• Rules of the Game – How to avoid the Pitfalls
• You are not Alone – Your Company/Employer‟s
increasing use of Social Networks

EVOLUTION OF SOCIAL NETWORKS
Social connections on the Internet have been around as
long as the Internet itself
• Bulletin Boards – FidoNet (transfer files based on general
interests)
• Online Services – AOL, Compuserve, and Prodigy
• Web 1.0 – Geocities (creating your sites based on interest
and niche communities)
• Friendster – First example of social graph
• Today – Facebook, MySpace, LinkedIn, Xing, amongst
many others

BACKGROUND
Professional networking sites have the following in common:
• Freemium Model - Basic functionality is free though
most sites offer a selection of paid „premium user‟
services.
• Network Effect - An increasing user base makes the site
more valuable to each respective user.
• Profile Security - Flexibility in who views your profile and
what personal information you want to share.
• Permission Marketing - Principal brand outreach
method.

SITE SELECTION CRITERIA
The following criteria applies:
• Ease of Use – Does the site actually promote
communication amongst the community?
• Relevance of the Audience – Are you interacting with
people you need and want to interact with?
• What Powers the Connections Offered - What are the
qualifiers for the Connections: „Friend-to-Friend‟ or More?
• Text and Multimedia Elements – Are you happy with
the layout and user interface?

SOCIAL NETWORK LANDSCAPE
Who are some of Today‟s „Players‟?
• LinkedIn – social network for business professionals.
• Facebook – social network started for college
students, now open to everyone.
• Twitter – social network and micro blogging service.

LINKEDIN
Pros
• Ability to leverage network
• Groups
• Q&A
• Develop expertise in your functional area
• Integration of Applications
Cons
• No „velvet rope‟ – The site is heavily populated with recruiters, job
seekers, and salespeople
• Group features and functionality is limited
• Integrity of group creation
• Lack of niche-focus
• Relevancy of connections

FACEBOOK
Pros
• Ability to leverage network
• Newsfeed/Status Updates
• Groups
• Integration of Applications
• Amount of users on Facebook
Cons
• Applications – leads to numerous invitations from friends. Most
applications do not enhance productivity
• Individuals typically do not utilize this site for business purposes.
• Lack of niche-focus
• Relevancy of connections
• Pokes/Virtual Gifts

TWITTER
Pros
• Ability to leverage network
• Newsfeed/Status Updates
• Integration of Applications
• Exponential Growth of Users
• News Source - micro blogging
Cons
• Information Overload!
• Applications – “Wild, Wild, West”
• Lack of niche-focus – seen as a knowledge aggregation tool
• Relevancy of connections
• Time

RULES OF THE GAME
Social networking brings with it some cautions…
Avoid public embarrassment
• Your comments and photos can get you in trouble – even if it
is „tagged‟ by other people.
Create boundaries
• Be careful in the attitude you reflect – potential employers and
clients will see.
• Ensure privacy settings
Be honest and consistent
• Respond to every connection request with a consistent
message.

WHATS NEXT
While we‟re a proponent of social networks, they are not
the final answer to professional networking…
• They do not offer timely and cost effective research tools for people
to use to learn about others, their backgrounds, and to connect with
them based upon shared friends and colleagues.
The next generation of social networking will be…
• Predicated on connecting with people, organizations, events, and
opportunities based upon „what they know‟ instead of just „who they
know‟ (Knowledge-Based Connections)

WHAT‟S NEXT?
Social networks built on…
• Niche – shared industry and/or professional or functional focus
and expertise.
• Predicated on the individual
• Interest in sharing and receiving valuable, targeted knowledge
and experience.
• Relevant and recommended connections
• Exclusivity
• Trust and Reputation

ENHANCING CONNECTIVITY
Blend of physical and online networking tools are crucial…
• Online networking works, but relationships must still be part of
the process.
• Case Study – The CFO Alliance
• Face-to-face networking continues to expand
• Provides opportunities to improve your networking efforts – not
replace them.
• Technology flattens the communications hierarchy
• People who understand this will begin to use technology
effectively – without replacing physical relationships – to take
their marketing to new levels in the years to come.

WHAT TO DO
Effective measures to enhance connectivity:
• Online presence should be a proxy for physical networking
• Utilize social networks that are relevant to you
• Develop your thought-leadership on these sites
• Stay consistent and update your online presence
• Engage and interact with your network
• Be open and transparent within your community

WHAT NOT TO DO
Effective steps to ensure you get the most value out of your
social networking experience:
• Provide value to your network – do not spam your network
• Complete your profile (including a photo) – provide an online
identity. Not having an identity does not provide visibility to you
and your abilities
• Consistently update your profile – it‟s an investment of time and
effort
• Update your online presence – stay consistent
• Engage and interact with your network – don‟t just „take‟.
• Be open and transparent – be honest in your interactions.

YOU ARE NOT ALONE
Here are some places where you will find your company using
social networks to reach and engage an audience:
• The “New” Workforce – means of communication and collaborating are
changing
• Conferences – interacting in a virtual environment
• Market Research – leveraging social networks to organize and conduct
studies
• Training – interactive training sessions on social networking platforms
• Intranets – incorporating internal social networking capabilities
• Enterprise Software – various social networking tools built into our
business software programs.

CONCLUSION
Maximize the ROI for face-to-face networking by:
• Measure ROI for your time and $ by qualifying the event – Do your due
diligence on registrants, feedback on prior events, who is sponsoring,
hosting, where the event is taking place – location, time of day, venue
• Do your homework on who the „host(s) is/are – Always get to know the
„host(s). They are the most popular people – will act as your informal
„guide.‟
• Volunteer to assist in any way – It changes your „posture‟ from attendee
to host.
• Hang out by the food and drinks, but don‟t over-indulge.
• Look for the „loner.‟ He or she may be in the „same boat.‟
• Practice your „exit‟ strategy
• Take enough business cards with you.

ABOUT
Nick Araco, Jr., Esq.
• As cofounder of the CFO Alliance and CEO of AchieveNext,
Mr. Araco is considered one of the region‟s most prominent
business, career and life „Connectors‟ for accounting and
finance professionals.
• Mr. Araco has over 15 years of developing and growing
business consulting practices with a focus on cultivating and
Contact: educating his ever-growing network.
nick.araco@achievenext.com
• In addition to his role at the CFO Alliance and AchieveNext,
610-316-1660
Mr. Araco serves as a Director in RSM McGladrey's
Philadelphia office and as Functional Lead for all of the
Business Consulting practices. In his role, he is responsible
for building relationships with prospective and new clients and
representing the firm in key industry forums and associations.

THANK YOU