online networking

Social Media or Face-to-Face Networking?

Social media is ubiquitous. We are being implored, seduced, and threatened that we must use it or perish. I was initially a reluctant participant, entering each new platform and site with trepidation and doubt. I considered myself an “old school” networker who met others face-to-face rather than virtually. However, a few years later and I am a strong advocate of using social media to expand your network…and your message. It started with LinkIn, was followed by my blog, Facebook, and then Twitter. I have become quite active in all of those platforms, but never stopped meeting others face-to-face in networking groups, for coffee, and meals. It is really the confluence of social media and face-to-face networking that makes an effective marketing strategy. Social media allows you to take your campaign global without leaving your office (or computer), while the face-to-face interactions give others a sense of you as a real flesh and blood human being. Just as a good football team has to have a varied attack (rushing and passing), an effective networker must also vary the attack. Continue to show up to mixers and gatherings, all the while remaining active and visible in social media of your choice. You don’t have to tweet, but you do have to meet. Remain open minded, because one thing we can be sure of, and that is change. Stay aware and stay connected, not only for the business benefits, but also for the intrinsic joy of being connected in a meaningful way with others.

Where is Facebook’s Place?

Facebook, started by a 23 year-old Harvard student named Mark Zuckerberg with two small servers in his dorm room to keep track of fellow students’ doings,  is now the largest photo sharing site in the world.  It is all the rage, and Baby Boomers are the largest new demographic group seduced by its charm.  Where does Facebook fit into Social Media?  It depends on your age, purpose and life situation.  I am 61 years old with an expertise in Psychology and Business Networking, and for me Facebook is but a part of my online and face to face networking.   Facebook is a tool that allows people to connect with others through pictures and “updates” as well as announcements, opinions, invitations and other forms of online communication.

For me, Facebook is for fun!  Though I sometimes post my business activities, it is primarily social and a way to stay connected to family and friends.  In many cases it has supplanted email as a form of communication.  It is also an excellent way to find people from my past, though my age group is still under represented compared to people under 35.  I enjoy making humorous and philosophical comments, as well as commenting on others’ situations or posts.  One interesting aspect of Facebook is that you can engage in online communication with others with whom you wouldn’t ordinarily contact.  In fact, there are a number of people with whom I have Facebook communication that I don’t even know their phone number, email address or where they live.  It is this kind of worldwide online community.

Some people post their innermost thoughts and even bodily functions.  Some are quiet observers or even voyeurs.  In some cases our Facebook “friends” are not really friends at all.  As a serious networker, Facebook is more social, more fun, less business.  For others, it is merely an extension of their business world.

The core of Facebook is visual: pictures, albums, and the like.  It is also a way to announce important events life births, weddings and other passages.  You can publicly post things on others’ “Walls” or send private emails to “friends.”  You have to be careful though, because public postings can be seen by everyone in your friend network.  An intesting aspect of Facebook is that of developing communication exclusively on Facebook with people with whom you are not particularly close, or eavesdropping on their communications with others.  Some “Facebook skeptics” eventually join because they want to see if Bobby’s baby is as cute as everyone says he is.  Facebook has left My Space in the dust, but only time will tell if it is here to stay.

Now I will Retweet this post on Twitter, which will be the subject of another posting.

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.

Social Networking Tips

Below you will find some general tips for effective online social networking.  I recommend you focus on a few sites.  For business,  the best and most used are LinkedIn, Twitter and Plaxo.

Here’s what you need to do:

1. Make your profile as detailed as possible with professional background, education and areas of expertise.  This is a free online advertisement.

2. Invite everyone you know professionally with a personal note.

3. Build your network daily, weekly and monthly.

4. Join groups related to your professional and educational background.

5. Ask and answer questions.

6. Review your connections, their background and their connections.  Level 2 connections might just be the people you want to meet.

7. Acknowledge birthdays and accomplishments of others in your network.