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Online Business Networking Sites: Are They Worth Joining?

Heidi Thorne is an author and business speaker specializing in sales and marketing topics for coaches, consultants, and solopreneurs.

Weigh your options and find out if online business networking sites are right for you.

Weigh your options and find out if online business networking sites are right for you.

Not another one! Another day, another email in my inbox that has a subject line similar to “So-and-so has invited you to connect on such-and-such online business networking site (e.g., Ryze, Alignable, Refer, etc.).” I often truly know, like, and trust the people who have sent these invitations. But I promptly send these invites to my Trash folder.

As someone who has been pretty active over the years in networking, why would I decline an invite to connect?

What Is an Online Business Networking Site?

An online business networking site is a service that seeks to connect viable networking partners with each other via an online platform. Some may operate more like directories of sorts. Others may offer more tools to create conversation and deeper connections. But the primary incentive for joining is to get referrals for your business.

The one thing that distinguishes many of them from standard offline, in real life networks is that there is usually no meeting requirement to use the service. However, that doesn’t preclude people from setting up meetings with other members, or the network host from holding special events for members.

Membership in these networks may be free, or there may be a freemium and paid version. Those that are completely free may be supported by advertising, sponsorships, or affiliate links.

Challenges of Online Business Networking Sites

No meetings required, low or no cost, the ability to add new people to your network easily, and possibly getting referrals . . . sounds like a great deal, right? Well, as with the rest of life, everything works in theory, but you need to understand the landscape.

Would You Refer a Stranger?

You may only know other network members from their profiles. Plus, these online networks may do little or no vetting of members. So you’ll have to do your due diligence and outreach as you would with any other connection in regular networking opportunities or social media.

True referrals and connections are not automatic, and usually based on long-term associations. Don't expect the impossible.

People May Be There Just to Get, Not Give

Promotions for these networks may tout the network’s ability to help you get business. There is no doubt that most members who sign up are looking to get business, not give business. They’re not bad people; they just need to get a positive ROI from their participation.

Like the aggressive Instagram folks trying to build their followers with follow/unfollow tactics, there will be a strong temptation for some members to “connect” with a large number of network members simply to promote themselves.

Compare this to leads groups (e.g., BNI, LeTip) that require members to bring leads and referrals for other members, or risk being dropped from the group. There’s an incentive to be looking out for the betterment of other members.

Geography Covered

One of these groups promotes that you’ll get to know other small businesses in your immediate community. This would be suited for a business that offers products and services to the local community on either a B2B (business to business) or B2C (business to consumer) level, e.g., insurance agents, real estate sales, hair salons, restaurants, etc.

But for a business like mine, I don’t care who’s doing business in my neighborhood. If I only had only my locals as prospects, I’d starve since I have a very niche service. My customers span the entire country, with an occasional international customer.

Understand the geographical focus for whatever network you're considering. This is no different than what you would consider for an offline, in-person network.


This is my biggest issue with these networks, and why I have refused invitations: Redundancy.

I had to laugh when I saw networks suggest that members need to promote their membership on social media. Um, shouldn’t your social media profile already be clear about who you are and what you do, along with your contact information?

As I looked at some sample profiles on these networks, I noticed that the profile information was very similar to what would be already on LinkedIn, currently the top business online social network as it has been for years. Why would you want to duplicate what’s on your LinkedIn profile on yet another, maybe lesser-known, network? Then you need to make sure that all of these profiles are continually updated so that they all match.

Plus, I'm often already connected—either online or in real life, sometimes in multiple venues—with the people who have invited me to connect on these sites.

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It's all so redundant! As I've discussed in the past, you do not have to be on every network. Just the ones that offer the most benefit to you and your business.

If It's Free to Join, Why Not?

If these networks are free to join and participate, why not add another network that could provide a referral? Well, it takes time to maintain profiles and participate on any online platform. Think of how much time you already spend on Facebook, Instagram, LinkedIn, Twitter, etc. for your business. Remember, even if joining an online business networking site is free, your time and energy are not.

Remember, even if joining an online business networking site is free, your time and energy are not.

— Heidi Thorne

This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

© 2018 Heidi Thorne


Heidi Thorne (author) from Chicago Area on July 10, 2020:

Hello, Roger! Those business networking sites, ugh. I've seen less of them lately. For a while a couple years back, they seemed to be popping up everywhere. Luckily, that's cooled off a bit and I see more people sticking with the likes of LinkedIn. Thanks for sharing and have a great day!

Rogerrabbit1a on July 10, 2020:

I am looking for NOT a free business networking site! Do you know any? Nor mixed up with free and charge networking site. Only for long end personalities! Could be 1000 or 2000$ or even more fees neworking sites. I just want to be connected by non price sensitive Personalties!

Heidi Thorne (author) from Chicago Area on November 18, 2018:

Natalie, I have to agree. There have been some less than optimal networking that I've done that has uncovered some valuable connection, too. Thanks for adding that insight to the conversation! Have a great day!

Natalie Frank from Chicago, IL on November 17, 2018:

There are so many options for networking, marking, connecting with others around needs, purpose and function it's always great to get a reminder to look into new things. Even if they do turn out to be a waste of time, are not free as advertised or the free version is a foot in the door for paid tools or doesn't control people joining who just want to get instead of give, every so often you will find something that is worth it. Thanks for the article.

Heidi Thorne (author) from Chicago Area on November 07, 2018:

Hi Shaloo! So sorry to hear that you lost money from being on one of these sites. :( But I think that serves as a great reminder to thoroughly evaluate all of these sites, even if they just waste your time.

Thanks so much for stopping by and have a lovely day!

Shaloo Walia from India on November 05, 2018:

I once tried it, lost money and since then have stayed away from them.

Miebakagh Fiberesima from Port Harcourt, Rivers State, NIGERIA. on October 18, 2018:

Hello, Heidi, I appreciated your comments. Thanks. And, enjoy the day.

Heidi Thorne (author) from Chicago Area on October 18, 2018:

Hello, Chitrangada! Glad to see that I'm not the only one who's noticed that these sites have just seemed to spring up from everywhere these days. Also glad to see that you're making a choice that preserves your time and energy.

Appreciate you stopping by and sharing your experience with us! Have a beautiful day!

Heidi Thorne (author) from Chicago Area on October 18, 2018:

Hello, Miebakagh! I agree that LinkedIn is my choice for more authentic connections than other sites. So I'm sticking with that for the time being. I agree that it's wise to just watch how it goes on any other site, and then make a decision about continuing.

Thanks for sharing your experience with us! Have a great day!

Chitrangada Sharan from New Delhi, India on October 18, 2018:

Great, informative article!

I am aware of these online sites, which have mushroomed overtime. People must be getting benefits from them, but I haven’t tried to be a part of it. The reason, you have already pointed out, in the quote at the end.

But thanks for the education on this topic. Have a good day!

Miebakagh Fiberesima from Port Harcourt, Rivers State, NIGERIA. on October 16, 2018:

Hi, All, One of the safe sites I realize is I can connect with a friend Iknow from But Facebook had its many problems like any other site scammers!

Recently, a friend on Facebook invited me to join a business network site. I accepted the invitation and join. I am just only a month and watching. That will tell me either to stay put or quit the site to make passive income. Thank you.

Heidi Thorne (author) from Chicago Area on October 16, 2018:

Linda, since you and I are active on multiple social networks, we're both very aware of the true investment yet another site can take! I know I've become more discriminating over time. Thanks for stopping by and have a beautiful day!

Heidi Thorne (author) from Chicago Area on October 16, 2018:

Liz, you're not alone on both time and security issues! I tend to ignore most invites unless I really know the person through other venues. But, for me, the time to get going and active on lesser known sites is just not worth my energy.

Thanks for chiming in and have a great day!

Linda Crampton from British Columbia, Canada on October 14, 2018:

You've raised some great points in this article, Heidi. I love your quote at the end. The time and effort required to fully participate in a networking site are very important factors to consider.

Liz Westwood from UK on October 14, 2018:

Your reference to time constraints rang bells with me. I also wonder about the security of some of these sites and the checks made on people joining. We hear too often of people masquerading on the internet using fake identities. Maybe I am becoming a little too paranoid.

Heidi Thorne (author) from Chicago Area on October 14, 2018:

Flourish, I'm so out due to the redundancy factor! If I didn't personally know a lot of the folks sending these invites, I'd probably send them to the spam folder, too.

Thanks so much for stopping by! Have a beautiful weekend!

FlourishAnyway from USA on October 13, 2018:

The redundancy factor would turn me off as well as the time involved. If there's no value add and it wastes my time, I'm out. Thankfully, I don't get these requests. If I did, I'd probably spam them.

Heidi Thorne (author) from Chicago Area on October 13, 2018:

Lovelli, some great points!

Agreed, the learning curve for some of these sites can be quite an investment. Then, if the site falters, you've wasted that investment. That's why I choose to stick with some of the more established platforms such as LinkedIn.

I do see a point in having different profiles for different sites. This would especially be the case if the sites address dramatically different markets. Then it's almost a necessity to be different. But on very similar sites (e.g., LinkedIn and Alignable for example), it's a duplication of effort.

Thank you so much for adding that perspective to the conversation! Have a great weekend!

Heidi Thorne (author) from Chicago Area on October 13, 2018:

Bill, you have cultivated so many relationships already! At some point, it just becomes overwhelm and you have to take the stance of being a celebrity with followers. :) Plus, I agree, either you're all in or all out, but decide.

Thanks for stopping by and have a great weekend!

Heidi Thorne (author) from Chicago Area on October 13, 2018:

Hi Miebakagh! Thanks for pointing out the issue about scams. That's another reason to thoroughly investigate these invitations before automatically accepting. Appreciate you stopping by and have a wonderful weekend!

Bill Holland from Olympia, WA on October 13, 2018:

I see their value, if one has time to cultivate relationships. This boy does not, so why do it half-assed? :)

Wishing you a brilliant Saturday!

Miebakagh Fiberesima from Port Harcourt, Rivers State, NIGERIA. on October 13, 2018:

Hello, Heidi, thanks for the article and the useful information it provides. I remember the time I was invited to connect with someone I did not know. Nonetheless, I was nearly a scam. So, I left the site. At another time, I refused to connect and wonder how they got my identity. Now, I am wise enough for all that. Thank you for sharing.

Lovelli Fuad from Southeast Asia and the Pacific on October 13, 2018:

Another issue that I observe with online business networking sites is "stagnation", which you've also covered in one of your hubs. With these networking sites, the platform takes a lot of getting used to. After a while, people just got bored and leave. Similar profiles is a challenge, too, but I actually prefer having different profiles for different networking sites - they may mean different things to different people. Even different profile pics can make you look like entirely different people, right?

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