Holistic Networking: A Way of Life

There is much and sometimes contentious discussion these days about the best ways to network effectively.  On one side are the “old school” traditionalists, who eschew social media and believe it is always best to meet face to face.  On the other extreme are social media devotees, who are “true believers” in sites like LinkedIn, Twitter and Facebook.  The best method incorporates the best of both worlds, and involves face to face contact enhanced by the use of social media sites.  I refer to this as Holistic Networking.  In this approach, networking becomes a way of life that is infused in both in person and online activities.

It is not “either-or” but both methods utilized together that yield the best results.  I often hear professionals lament their lack of time and unwillingness to attend so many networking events or to use social media.  “I should guest more”, “Did you get any business from LinkedIn” and other comments betray a reluctance to embrace either approach fully.  It is perfectly acceptable to use one method more frequently or enthusiastically than the other.  You don’t need to attend networking events every week or join numerous social networking sites or groups.  The important thing is to realize the value of both approaches and their interaction.  One supports the other.  For example, you might meet someone at an event, become a connection on LinkedIn and Plaxo, and develop business based more on one approach than the other.

To be an effective networker, you must used a varied approach.  Success is really a combination of what you know, who you know and who knows you.  Given the global marketing strategy of some businesses, social media allows you to do things that in person networking does not.  Conversely, there is a limit in how deep your communication can go online.   You can’t shake someone’s hand or see their smile online  You need to show up, and show up regularly.  Be open minded but don’t overdo one channel at the expense of the other.  Network on a consistent basis, follow through and chart the effectiveness of the various strategies.