網絡時代如何用社交媒體建立關係網大綱

After getting his M.B.A. from the College of William and Mary, Chris Perry knew he'd have to venture beyond Williamsburg, Va., to find a good job in marketing and branding.
從威廉瑪麗學院(College of William and Mary)獲得MBA學位後，佩裏(Chris Perry)知道他必須去弗吉尼亞州威廉斯堡以外的地方闖一闖，才能找到一份與營銷和品牌有關的好工作。

The best jobs in his field are in big cities like New York, and industry recruiters weren't coming to his university. So, through the career website LinkedIn he started reaching out to people who worked at companies that he had an interest in. His first few introductions didn't get much response. Mr. Perry acknowledges that his notes were cordial but may have sounded too self-serving. So he softened his approach.
他所屬領域的最好的工作都在紐約這樣的大城市，行業招聘人員不會來到他們這所大學招聘。所以，他開始通過職業社交網站LinkedIn聯繫那些在他感興趣的公司工作的人。他最初發出的一些自我介紹沒有獲得太多回復。佩裏承認他發送的信息都挺誠懇的，但可能聽起來有點自私。所以他軟化了他的措辭。

'I'd put in the title that I was a recent M.B.A. graduate looking for advice, ' says Mr. Perry. 'I'd focus on talking about them during informational interviews and I'd mention any accomplishments of theirs that I may have read about.'
佩裏說，我會在標題中寫上，我是一名剛畢業的MBA學生，希望獲得您的建議。他說，我會在信息性的談話時集中談論對方，我還會提到我可能讀到的有關他們的任何成就的信息。

He also participated in LinkedIn industry groups that allowed him to communicate directly with contacts he couldn't have reached without a chain of introductions.
他還參與了一些LinkedIn上的行業組織，這些組織可以使他能夠直接與那些在該組織外需要經過一系列引薦才能聯繫到的人。

One fellow group member worked for Reckitt Benckiser, a British consumer-goods company with a major office in Parsippany, N.J. The contact agreed to speak with Mr. Perry on condition that he not ask for a reference. After a pleasant conversation, the contact ended up forwarding Mr. Perry's résumé to the HR department, which helped him get an interview and a job. He's now a senior leader on Reckitt's e-commerce team.
其中一個組織的一位成員在英國消費品公司利潔時(Reckitt Benckiser)工作，這家公司在新澤西州的帕西帕尼設有一個主要辦事處。這位聯繫人同意與佩裏交談，但前提是佩裏不要求推薦信。在經過了一次愉快的交談後，這位聯繫人最終將佩裏的簡歷推薦給該公司的人力資源部門，後者幫助他獲得了一次面試機會，最終他在這個公司獲得了一份工作。現在佩裏是利潔時電子商務團隊的高級負責人。

Social-media websites like LinkedIn have made job hunting easier by automating many tasks. But one-click networking invitations fall short when trying to reach people, say experts. Instead, job hunters need to engage other professionals on a more personal level. This includes getting introductions to people outside of your network who can help you with your career. The trick is knowing how to ask.
類似LinkedIn這樣的社交媒體網站，通過使許多工作自動完成，使求職變得更加容易。但專家說，在嘗試拓展人脈時，只點擊發送關係網邀請是不夠的。求職者需要在更加個人化的層面上與其他專職人員接觸。這包括使自己被引薦給你的關係網之外、可能對你的職業有幫助的人。竅門在於知道如何提出這樣的請求。

Focus on your first- and second-degree connections. The former are contacts that have already accepted your invitation to join your network, or vice versa, and the latter are contacts known to your first-degree connection. Third-degree connections require more than one introduction and can be difficult to reach, as you may not have a mutual acquaintance.
將注意力放在你的第一級和第二級關係上。第一級關係是已經接受你的邀請加入你的關係網的人，反之亦然，第二級關係是你的首要聯繫人認識的人。第三級關係是需要超過一個人引薦的人，你們之間可能難以建立聯繫，因爲你們可能沒有共同認識的人。

Consider whom you want to get an introduction from. Do research on LinkedIn, Google and even Glassdoor to find out what kind of employee your chosen first-degree contact is, says Dan Schawbel, a workplace expert from Boston and author of 'Promote Yourself: The New Rules of Career Success.'
波士頓職場專家施瓦貝爾(Dan Schawbel)說，考慮一下你想獲得誰的引薦，在LinkedIn、谷歌(Google)，甚至是Glassdoor上查出你選擇的第一級聯繫人是哪種員工。施瓦貝爾著有《提升自己：職場成功的新規則》(Promote Yourself: The New Rules of Career Success)一書。

'You really don't want an endorsement from somebody that's not liked at work or who has a poor workplace reputation, ' says Mr. Schawbel. 'How much do you really know about that person that you connected with at that trade show?'
施瓦貝爾說，你肯定不想被在職場不受歡迎或者名聲不好的人引薦，對於在那次展會認識的聯繫人你真正瞭解多少？When asking for an introduction, make it easy for your first-degree contact by mentioning how you'd like to be introduced and the reasons you need help, writing out the introduction to be forwarded and providing something in return for the effort. Networking works best when both parties can offer the other something useful.
當提出引薦請求時，要使你的第一級聯繫人能輕鬆完成這件事，你要告訴對方你希望以何種方式被引薦以及你需要幫助的理由，還要寫好引薦信，並且要對對方有所回饋。關係網在雙方都能爲對方帶來益處時能夠發揮最佳作用。

You should also give your contact an easy way out in case he or she isn't comfortable making the introduction, says New York career coach Melissa Llarena. 'Always be gracious, since at the very least they might offer useful advice or a referral to somebody else that can help you with an introduction, ' she says.
紐約職業導師利亞雷納(Melissa Llarena)說，你還應當使你的聯繫人能輕鬆拒絕這個請求，因爲這個引薦有可能會令他（或她）感到不便。她說，要始終保持友好，因爲他們至少可能會提供一些有用的建議，或者推薦另外一個可以幫助引薦你的人。

Groups are one way to contact second- and third-degree LinkedIn members directly. But don't join a group and start contacting individual members without making an earnest attempt to participate in community dialogue. You could get ejected from the group by the moderators.
加入行業組織是在LinkedIn直接接觸到第二和第三級聯繫人的一個方式。但不要一加入一個組織，就開始聯繫個別成員，而沒有認真嘗試參與社羣對話。你可能會被管理員逐出該組織。

Answer some questions and start new topics. Go beyond 'liking' updates by making thoughtful comments on new posts or by sharing relevant links. You want to show regular engagement, says Mr. Schawbel. That includes answering any network requests promptly.
施瓦貝爾說，你可以回答一些問題以及發起新話題。不要只對新帖子點“贊”，要發表有深度的評論或者分享相關鏈接。你要表現出你是一個經常積極參與討論的人。這包括迅速回復任何關係網請求。

Preface any requests with regular status updates to show that you're active. It will also give you and your contact something to reference. Just don't share the same personal updates about your cats across all of your social-media accounts. Try to keep your LinkedIn updates on a more professional level.
在提出請求前要經常更新狀態，這樣可以顯示你的活躍度。這也會給你和你的聯繫人提供參考。只是不要在所有社交媒體賬戶的個人狀態更新上分享同一個關於你的貓的信息。試着讓你的LinkedIn賬戶上的狀態更新更加職業化。

You'll get a much better response if your profile is up-to-date and includes a photo. That includes making your profile relevant to the job that you want to get, says Ms. Llarena.
如果你的簡介是最新的而且包括一張照片，你會獲得更好的回覆。利亞雷納說，這包括讓你的簡介與你想要獲得的工作相關。

Once you've established a regular dialogue, take the relationship offline as soon as you can. Ask for 30 minutes and treat your contact to coffee or lunch.
一旦你和聯繫人確立了經常性的對話關係，要儘快在線下發展這一關係。可以邀請你的聯繫人抽出30分鐘時間一起喝杯咖啡或者共進午餐。