While networking remains an important part of doing business, these days you’ll seldom see me swapping business cards at a networking breakfast. Networking online saves time and energy and I can still reap the rewards of building relationships.
Successful online networking online comes down to a few key strategies:
Choose your networking platform.
Choose the platform(s) that you enjoy using and that your clients are using. Do your clients use Twitter, read blogs or spend their time on Facebook most, when looking for your product or service?
I choose to network using LinkedIn – where the context is business and so a request for an appointment or a referral is not intrusive (assuming I’ve taken time to connect and get to know the person first).
Tip: You don’t need to be on Facebook AND Twitter, and Google+ and Pinterest. Just be GREAT on the platforms you enjoy most and which are populated by your target audience.
Be social (or suffer the consequences).
Much as the card-swapping ninjas I’ve come across at networking events would like you to believe that shoving a card at you with a quick ‘elevator pitch’ is the way to do business. I disagree. This approach does not work offline and it certainly doesn’t work online.
The equivalent version of the card-shoving approach is the blasting of promotional messages at you online without adding value OR the ‘connect with me’ invitation without context or reason or a ‘hello’.
Social media and communicating online has a social element, the rules of which, if broken will sever otherwise sound relationships.
Tip: Always explain why you’d like to connect. (And, for ‘mutual benefit’ doesn’t cut it.) And, never use the faceless invitations in LinkedIn. Always personalise.
Share, share and share some more.
Share articles, links to blog posts – share useful and relevant information and you’ll attract the right customers and peers. Sharing has drawn new customers to our organisation thousands of times. It has also lead to new relationships and business partnerships.
I use Twitter at conferences and business events. My tweets can provide a real-time stream of valuable tips and resources to followers while establishing me as an expert in the area in which I do.
It’s also a great way for me to get my thoughts out and documented and tweets have been a good resource for creating content later. e.g., a blog post to review the event I attended.
Tip: Share what adds value, without hooks. Is there an article or podcast you really love? Share that. Don’t worry about getting a good ROI on every post. Just be useful.
Of course there is still a place for face-to-face networking. So, when you have the opportunity to, DO get along to the events that are attended by those you want to meet – like minded people.
