Network Theory for Networking (or the power of Kevin Bacon)

Every now and then, I see something on TV or read a book that really blows my mind. (Currently this seems to be happening about once a fortnight. What does that mean for my mind, I wonder?)

The show How Kevin Bacon Cured Cancer (5/6 of it is available on YouTube, Part 1 - www.youtube.com/watch?v=RcCpEf6_Ofg – yes, it is frustrating that it’s missing the last 1/6!) was one of these moments.

Up to my neck in studies, but unfortunately, a week after handing in an assignment it might have been handy for, this documentary, which explores network science, kept me awake at night for weeks. (I’ve just rewatched most of it, I hope it doesn’t have the same effect this time!)

Network theory is based on the idea that anyone on the planet can be connected in just a few steps of association, the mythical ’six-degrees of separation’. Through this documentary we discover it’s at the heart of a major scientific breakthrough, with some surprising results from understanding crickets chirping to finding a cure for cancer.

It seems everything from nature to social media has network theory at its core. The idea of gateways and hubs interconnecting everything in a few short steps, from cells to electrical grids, let alone every person on the planet, is truly mind-blowing. It truly is a small world.

Now, I must say that I am no expert on network theory – I’ll leave that up to hubby – but the potential of networks and links and hubs seems extraordinary.

What excited me so much at the time was the idea that this could be used in business – to build sales and help interconnect customers, as a way of building loyalty to your organisation. So what does that mean? Simply, you need to become either a hub or a link.

Hubs

They’re the ones who know everyone else (or so it seems) – like Kevin Bacon (actually, he is not even that good a hub, according to the show). This is ideal if your organisation is constantly linking other businesses to each other, such as a data resource, search engine or social media site, although if you have knowledge and contacts, and you are willing to share, you can also become a hub. If you are a hub, and you know how to really capitalise on that, well, there is just no end to your possible success…

Links

These are individuals that connect someone in isolation with the network. The example in the program was a contact in a major African city who was connected to the villager who received the original parcel. Sales reps are another example, although a good rep, who connects clients with each other for complementary needs, can easily become a hub. For example, the team at my previous employer, a paper merchant, were often linking designers with printers, end users with designers and printers, and so on, based on their central role in the network.

This is all very well, but to be a hub or a link, you need connections…networks. You gotta know who’s who and know where to send your customers for what they want. And that brings us to the dirty word – “networking”.

Some of us, moi for example, would rather be eaten by sharks than attend the typical networking event. I’m a fairly outgoing person by nature, but the thought of walking into a room full of strangers is just terrifying.

In my old job, I used to drag hubby along for moral support… so at least I wasn’t caught out being the paper rep with no-one to talk to. But with a munchkin to mind, and many networking events happening during the day, it’s time to grow up and face the world on my own.

I decided to start with the Business Mums’ Network – not too threatening, I figured. And I was right. Three events in, and I’m an old hat… some great networking opportunities, a group of friendly, awesome women who totally understand the challenges of running a business while raising a small child AND some excellent speakers thrown in. Our last event featured Brenda Thomson from Networking World talking about smart networking – i.e. not the 60 seconds Yellow Pages ad stuck to the forehead, but the kind that means you can find ways to work with some of the people there to help them achieve their business aims. In other words, being helpful rather than acting like you’re desperate for a sale. It’s certainly a better way to go, but I still feel like I’m shark bait.

Alternatively, you could create your own group. This is similar to the small business board or strategic alliance idea. Basically, you gather a small group of people that you know and are happy to spend time with (i.e. friends), to share ideas and run stuff up the flagpole, preferably over a good savvy. Slowly, you can add to the group by each adding another friend or two. I like this idea, and my own small group seems to be working well, but we’ve only been going a few months. The real trick is to choose people with a range of skills and knowledge that complement, rather than overlap, your own. Otherwise, you might find yourself dealing with groupthink (not ideal for creativity) or worse.

My hubby is a natural networker – his theory – just ask people about themselves, listen and be interested. Hmmm… I’m a talker, easier said than done.

So to be an effective hub – someone everyone goes to, in order to get connected – it’s vital to know the secret ingredient for networking. Anyone?