It wasn’t too long ago when networks meant television; purveyors of small-screen programming, ad spots and big shared experiences we could gab about the at work or with friends.

But social media – or maybe the late arrival of the thing called convergence – seems to have changed that. Networks have become more personal – the sum total of an individual’s contacts and, to a large extent their contacts’ contacts too.

Which is where Linkedin comes in. I’ve grown to appreciate this community.

But one thing that bugs me is getting a form letter to connect. You know, the default that pops up and says: ‘I’d like to add you to my professional network on Linkedin’. I especially resent the mock personal signature at the end.

Yet I still oblige.

I think if you’re going to reach out to someone, why not personalize the request? Even if you don’t know me, send me something that piques my interest and makes me want to find out more.

And if you want to build your network (and mine), figure out a way to truly engage me. Offer me a fresh perspective. Keep in touch.

Maybe one day you’ll provide your network with that big shared experience we’ve been missing since the demise of not-to-be-missed TV.

(Note: Linkedin is being upgraded as I write this, but will be back soon.)

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

• View all posts by Martin Waxman →
• Blog
• Twitter
• Facebook