Social Media Network

It’s Not What You Know…It’s Who You Know

Gee Ranasinha Business, Communications, Social Media

Social Media Network

Not so long ago, a big part of doing business locally involved you getting to know people of influence through organizations such as alumni associations, business organizations, religious groups, the golf club – and of course the Freemasons.

But aren’t these old-style networks threatened by social media? By online networks such as LinkedIn, Viadeo and XING?

The issue with the various old-style networks is that they generally want new members to be of the same class and cultural background as the existing constituency, thereby discriminating against race, sex, age, religion and goodness-knows what else. Online networks, in contrast, have no such membership restrictions.

Conversely, while old-style networks are notoriously difficult to break in to, online networks are open to everyone. That should be a good thing. However, it also permits abuse – as anyone who’s had a flood of email invitations from virtual strangers can relate to.

Whether accessed by a web browser or a pitching-wedge, both types of network are invaluable for finding, securing and referring business.

As Groucho Marx once said “I don’t care to belong to any club that will have me as a member.” However, business culture is as much about who you know as what you know. It always has been.

Image courtesy of KEXINO

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at


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