Like dropping a stone into a calm pond, building your social network starts ripples that will pay off in ways you cannot even imagine. When I talk about networking for business, I mention the analogy of planting seeds. The harvest doesn’t come instantly, but when it does, it usually turns out to be well worth the wait.
A ripple spreading out across a pond takes time to travel, too. It may collide with other ripples, started by other stones — yours or someone else’s. Our social media activities are small gestures, just 140 characters, or a short status on Facebook, maybe even a brief comment on a blog. This is far less work than traditional business networking activities. You can achieve more with less effort.