At FocalPoint, we think it’s fair to say networking is on the marketing spectrum. After all, it is a way to get your brand or name out there using communication.
The biggest difference is that unlike paid advertising, networking is impossible to control. You don’t know what is being said about you or your company – or where your business card or a friend’s text may end up. Could be deleted or thrown out. Could be put to good use. Who knows?
Of course, there is always a chance that it could lead to a key contribution to your work, or can impact someone else in your network, or become a customer by virtue of their sphere of influence, network, or present job. And yes, they could also screw things up for whomever you connect them to, reflecting badly on you.
Most importantly, networking outside your usual planes has the potential to broaden your knowledge, gain new perspectives in life and business, and maybe help open doors for someone simply needing help to build a new opportunity. We’d say that’s well worth the effort.