4.1 in 150 friends on Facebook are considered dependable One of the most dangerous myths in marketing is the one that suggests that connecting on social media is networking – or, indeed, that there is an inherent benefit in building the number of people you are connected with on a social media platform. The fact […]

4.1 in 150 friends on Facebook are considered dependable One of the most dangerous myths in marketing is the one that suggests that connecting on social media is networking – or, indeed, that there is an inherent benefit in building the number of people you are connected with on a social media platform. The fact is, having 10,000 or even 100,000 connections on LinkedIn has no inherent merit!Whenever someone proudly explains that they have 10,000 connections on LinkedIn, I ask them: How many of those people have ever given or referred business to you? How many of those people read your content and look at your profile? How many of those people could you call now and organise to have coffee with? Generally, these questions are met with a blank face, suggesting that there is little, if any, commercial benefit behind the connections accumulated. For those who do answer, the…