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Networking in the Modern Age

The concept of business networking is changing as rapidly as every new development in social media.  Self-styled experts are telling us to tweet, to post, to update, to blog, while traditionalists are insisting that there is no substitution for face-to-face, belly-to-belly old school schmoozing.  While some are quick to embrace every new social media fad and channel, others wisely adopt the solid aspects of social media, while continuing to talk to others in person and on the phone.  We have more choices than ever about how to build relationships and develop business through the networking process.  It takes a discerning approach to utilize all of the options in an optimal manner.  For example, we are able to easily find out about people in advance of meetings through Google or LinkedIn.  However, this pre-knowledge is not enough.  We still need to meet people in the moment and be open to them as they express themselves.  Just because we can find out a lot about others in advance doesn’t mean we always should do so.  In fact, some people might resent or be suspicious of people who seem to know too much about them. Additionally we might make incorrect assumptions about others based on where they worked or where they went to school.

Social media allows us to “network” in front of a computer screen or on our smart phone.  We can certianly enhance the effects of in person meetings by a judicious use of social media.  Some people will truly be impressed with us for “doing our homework.”  However, a dependence or over emphasis on social media can backfire.  You might decide to send a Tweet about a meeting you had with “Bob”, but “Bob” might not have wanted that meeting to be broadcast over the internet.  I suggest using social media as an enhancement of the overall networking process, not the centerpiece.  If you have a pleasing personality, you are missing out by not meeting others in person.  Conversely, it is short-sighted to eschew social media because you don’t know how to navigate it.  Ultimately it is the confluence of face-to-face networking and social media that will yield the best overall results.

There have been and will continue to be monumental advances and changes in the way people connect.  No one really knows exactly how the business world will look in five or ten years in terms of how people interact with one another.  Take a look at business cards of 20 years ago.  Almost all of them had physical addresses on them and few of them had e-mail addresses on them.  Today almost every business has a web site, and most progressive businesses use that web site as a integral part of doing business.  The other day I exchanged cards with one of my competitors, and was astonished that his card did not have his e-mail address on it.  You don’t have to be a computer whiz to be successful in business, but you have to at least have an e-mail address so people can get in touch with you.

The real key is balance, and the realization that you have to use various channels in order to connect effectively with a variety of people.  More importantly, you have to be flexible and determine which channel they have tuned in, so you can reach them.  Be open to change while continuing to use more traditional approaches that still yield positive results.

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.