HBR Guide to Smarter Networking (HBR Guide Series)

CHAPTER 21

The Best Ways to Use Social Media to Expand Your Network

by Doug Camplejohn

I’m a big believer in the power of social media to diversify and evolve one’s network, build on the strength of weak ties, and nurture relationships over time. I’ve seen the business value of social media firsthand as the founder and CEO of three technology startups and as a product executive at LinkedIn. My experience is backed up by research: 75% of B2B buyers and 84% of executives use social media to make purchasing decisions, according to IDC. And LinkedIn’s 2018 State of Sales report found that 89% of top salespeople consider networking platforms to be critical to closing deals.

That said, it can be challenging to reach out to people you don’t know. I’ve ...