How many times have you talked to a soon to graduate student who possessed absolutely no idea how to find a job? They have often never held an internship, worked in the field they now hope to jump into upon graduation, and don't know many people working in the field they've chosen for their first post-graduation career.

AFTER graduation, they start searching with growing frustration and are then told that they need to start networking because that's how most good jobs are landed. That's great advice, but why didn't they start earlier?

Translate That Concept into Web Marketing

You just spent months, if not years, developing a new product or web site and now you want to tell the world all about it. Who do you tell? Who do they tell? How large is your network? How influential is your network?

Do you have an established network on online friends who will help spread the word when the time comes to amplify your marketing? Notice that I said "friends" rather than contacts. People who you keep in contact with on a regular basis who you care about and who care about you. They're the type of people who will go out of their way to help you tell your story when it's ready to be told.

Frankly, most people and companies are not positioned to broadcast their marketing messages online today. They may create some great stuff, but growth will be slow without a network capable of spreading the word.

This, of course, helps explain why PR firms bill such ridiculous rates. They're selling access to the invaluable networks they've built over time while you were too busy doing other things.

Start Building Your Network

1. If you're not already, start getting more involved in online communities today. Comment on at least one blog a day that's related to your areas of interest (business or personal).
2. Start a blog if you haven't already. You'll surprised at how many people with similar interests will find you if you blog regularly on topics you're passionate about.
3. Participate in online networks such as forums, blogs, discussion groups, and other places where people with similar interests hang out.
4. Contact people you find interesting directly. Say, "Hello."
5. Get out from behind your computer and turn a few online friends into real-world friends from time to time.