BOOK REVIEW: THE TRUTH ABOUT PROFITING FROM SOCIAL NETWORKING, by Patrice-Anne Rutledge

Social networking on the net & on mobile has generated a lot of buzz in recent years. In fact, I have joined a few of the known outfits just to experiment for myself, e.g. Facebook, Flickr, LibraryThing, Linkedin, Lunch & Shelfari.

When I first saw this book on display in a local bookstore recently, I just grabbed it instinctively.

On the other hand, I was also curious to find out more about this technology-enabled phenomenon, especially on how to profit from its proper usage for personal & business advancement.

For me, the book is like a compendium, written in a quick-to-read, easy-to-understand perspective, with numerous examples, deep insights, good advice & easy-to-follow guidelines.

The author, apparently a reputable media consultant & eMarketer, with several books to her credit, has revealed 50 "truths" (as well as "myths") about real-world social interaction on the net.

Besides the usual networking basics, I find her treatment of the subject reasonably broad & deep, with ample advice about finding a job, recruiting the best candidates, launching a product or service, & supporting worthwhile social causes, all from the standpoint of networking.

I certainly like her clear insights into future trends, & also her exhortations to think strategically about the best ways we can leverage the new power of online collaboration & relationship building to enhance our career, business & life.

More importantly, she has also highlighted the potential dangers as well as the necessary precautions to undertake with regard to safeguarding our privacy online.

Like it or not, as the author has asserted, social networking on the net will expand exponentially in the next decade.

I reckon the author has summed up her book best through her last "truth":

"You don't have to follow the (networking) trends just because they're there", with 3 great suggestions:

1) Follow the (networking) trends as they relate to you - focusing on the big picture & then drilling down to the details that affect your world;

2) Don't be afraid to not to follow the (networking) trends - knowing what works best based on your specific goals, budget & target audience;

3) Start your own trend - instead of chasing (networking) trends - focus on creating your own innovations that meet your own or customers' needs;"

In other words, the networking must ultimately serve your purpose.

I also concur with the author that innovation is the first key to networking success; solid execution is the second. Be different. Be bold. Be first, & profit from the endless possibilities & unlimited potential of linking with more than a billion people around the world.