Marketing Job Trends

Half of Executives Network Online, Survey Shows

Half of advertising and marketing executives polled recently said they often network online with professionals outside of their companies.  Respondents were divided on the effect these electronic communications will have on face-to-face interactions in the coming years.  Forty-three percent said the ability to network online would prompt additional in-person networking, while 34 percent believe the opposite will occur.

The survey was developed by The Creative Group, a specialized staffing service that provides marketing, advertising, creative and web professionals on a project basis.  It was conducted by an independent research firm and includes 250 responses -- 125 from advertising executives with the nation’s 1,000 largest advertising agencies and 125 from senior marketing executives with the nation’s 1,000 largest companies.   

Those surveyed were asked, “How often do you network online with professionals outside of your company?”  Their responses:

Those surveyed also were asked, “Do you think the ability to network online will result in professionals networking more or less often in person in the coming years?”  Their responses:

Much more often		7%
Somewhat more often		36%
No change		20%
Somewhat less often		29%
Much less often		5%
Don't know		3%
		100%

“Many professionals use online discussion boards and networking sites to solicit feedback on workplace challenges,” said Tracey Turner, executive director of The Creative Group.  “These can be excellent venues for posing questions and receiving immediate responses from a number of sources.  However, online networking shouldn’t replace in-person interactions, which are important for building rapport.”

Turner noted that while the Internet can seem like a casual networking environment, the rules of etiquette still apply.  “Online networking often takes place before a broad audience, so it’s essential to be considerate.  Because faux pas may be witnessed by a large group of peers and are on record, they can be hard to recover from.”

The Creative Group cited these common networking mistakes to avoid when participating in online discussion groups:

• Giving too much information.  Keep in mind that not all networking sites are secure, so be careful about discussing sensitive topics, such as personnel issues, online.
• Replying all.  Communicate one on one when a subject isn’t relevant to others in the group.
• Breaking the rules.  Follow the guidelines for participating in the discussion group.  For example, some forums don’t allow any commercial or sales postings, so promoting your firm’s services would be frowned upon.
• Taking a negative tone.  What you view as light sarcasm may come across as searing criticism in a posting.  Read your message several times to make sure you’re being helpful, not hurtful. 
• Commenting on everything.  Be selective in your commentary; there’s no need to weigh in on every topic.  You’ll earn more credibility if you provide insight on the subjects you know best.