When does working your LinkedIn network cross the line into abusing your network?

I had an interesting discourse with one of my LinkedIn connections this morning. He messaged his connections, asking for a critique of his new website. Since this is one of my paid services, I emailed him asking if he wanted a quote. He emailed me back, obviously indignant, and said that he didn't know that's what I do, and he was simply working his network, and asking for advice, which he certainly didn't expect to pay for. The key, however, is that this man and I are strangers, so he didn't know anything about some of the people he was asking for free help.

He was abusing his network.

So, what is appropriate conduct on LinkedIn, and what crosses the line?

Is LinkedIn really any different than real-life? Would this man stand up in a restaurant, interrupt everybody's lunch, and ask that they stop eating and review his website as a favor to him? Yes, that's an extreme example meant to emphasize the rudeness of the request. It's one thing to ask friends for help. Most people are generous about helping those in their personal lives. But strangers? This isn't courteously holding a door open for someone behind you, it's asking someone to take time out of their day, do work, and make a report back. That absolutely crosses the line into inappropriate behavior.

Now, let's discuss the delivery method, the LinkedIn message system. LinkedIn members generally do not expect to be interrupted by irrelevant communications from their connections. This is not the first time that this particular gentleman messaged me. The last message, a few days prior, was a sales pitch for his product. Again, misfire. Nobody wants to be sold something that they don't want from someone they don't know on LinkedIn.

Make no mistake...everybody is on LinkedIn to sell something...their expertise, their service, their products...

LinkedIn is a wonderful personal marketing tool. However, some people don't seem to understand that this is not the place to push anything. LinkedIn, and social media in general, is about subtly positioning yourself as an expert and being helpful.

LinkedIn is about getting to know people, developing and enhancing relationships, and earning trust and respect.

Only then have you earned the right to sell, and even then, it's usually when someone makes an inquiry about what you have to offer. Interrupting and disrespecting people is not the way to be successful on LinkedIn any more than in the real world.

 

- Christine Pilch

Comments

[Pedter Coombs]

Christine, I think you've hit the nail on the head. He crossed a line and then get annoyed with you. Not a good sales approach. It's also not the approach to take in social media. Let's be clear, social media is all about the "soft sell." As soon as someone gets aggressive, and delivers more of a hard sell, they are doomed. They will turn off everyone who can see their message. Social media is about creating and developing relationships, ones that can lead to sales. But it's foolish to assume that someone will want to buy from you when they don't know you or your company, and possibly, don't even see a need for your product or service. Social media is about being patient, not going after quick on-line sales.

[Helene J. Powers]

Very helpful post. Thank you, Christine. As someone who is still navigating her way around Linked In and other socia media, it's very useful to see specifics about the etiquette and uses of this tool.

[Michael Oberther]

A very interesting article Christine.

I have been a member of LinkedIn for years, but have only begun to “use” it recently. Part of my apprehension was fear being obnoxious. I was never sure what was appropriate, and I saw a lot of interruptions and did not want to be like the man in the restaurant.

I find the true challenge of LinkedIn to be balancing the soft or social aspect against the selling aspect of LinkedIn. There are times when an interesting question is posted on a group discussion, but the question in no way reflects the skills group member who posted it. I find this annoying. I want to know who my connections are and what they do, and I want what they post to reflect who they are as a professional.

Do you have any suggestions as to how LinkedIn users can improve their balance?

[Christine Pilch]

Thanks for your post, Michael. There are no hard and fast rules governing LinkedIn behavior. I can only suggest what has worked well for me and my clients over the years and what is generally perceived to be best practice.

I don't understand why you find it annoying when a member posts a question that is unrelated to his skill set, as long as it is relevant to the group's mission. To me, questions are best answered by qualified experts but may be posed by anybody who needs information. Perhaps you could post an example that would help clarify this.

I look forward to receiving more information from you.