Why/Barriers to Using Online Networks

Online networks present particular difficulties for executives. The networks' creators often don't clearly explain the sites' risk management capability or their value proposition for enterprise executives. While technology entrepreneurs are brilliant designers and builders, they often don't appreciate the mindset of pragmatist executives who run established organizations.

In addition, online social networks represent a new social milieu with their own social behaviors. Think of the first time you participated in a board meeting. Much of your nervousness was undoubtedly due to your uncertainty about how to act in the new environment. Social networks are new situations, too. Even more daunting, these networks are very public, which can increase the risks of missteps.

The Executive's Guide to LinkedIn fills the gap by addressing:

• How does LinkedIn work? What is it exactly? How does it compare to other executive-focused venues?
• Is it safe? How do you protect yourself from vendors and hackers?
• What is the value proposition? What kind of return on investment could you expect if you invested time and reputational capital?
• What could you expect to achieve by using LinkedIn that you couldn't do without it?
• How much time is required?
• Are your technical skills sufficient to succeed?
• How does LinkedIn work with your email and other communication systems?
• What should your position be in terms of your colleagues' involvement?

Executive interviews show

• Online networks do not address the risks perceived by high visibility leaders
• Often, they do not communicate the value they deliver in terms executives can appreciate

Think of the first time you participated in a board meeting. Much of your nervousness was undoubtedly due to your uncertainty about how to act in the new environment... digital social networks are a new environment

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