Integrating online networking with face-to-face networking
I was at a networking event recently and in talking to some of the other people there discussion turned to the theme of social networking websites and their usefulness to business.
Do you really need to join Facebook? Isn’t it for kids?
It does seem that both large and small businesses are embracing social networking sites like Twitter and Facebook in order to informally network or ‘connect’ with their customers. The same thing that attracts students to these sites, the ability to informally contact friends and acquaintances, also has benefits for business-people and their organisations. Having their brand present on social networking sites allows them to:
- ‘befriend’ customers,
- receive their questions or comments,
- take an opportunity to spread news stories,
- make special offers to customers, creating a ‘club’ atmosphere
that creates trust in their brand.
Because users can quickly take in messages they are interested in on a Twitter Stream, or on their Facebook wall they can quickly home in on offers and links that interest them from any organisation they follow.
The chances are that whatever type of organisation you are a part of your brand could take part in social networking and benefit in a similar way. You could let customers know what special offers you have, what exhibitions you’ll be at, when you have appointment times free to meet them or let them know about current projects.
Ok, so I might be interested. What will it cost me?
Although most of these sites are free to use in terms of there being no charge to join, it is the creation of your profile, the profile of your business and writing your updates that will take time. This presentation of your personal and business brand is worth spending the time to get right because it helps your customers to recognise you when they find you online. So your investment is the time taken to learn how to use the sites as well as creating your profiles asnd writing updates in an on-going way.
What about traditional, face-to-face networking?
Surely the investment of time would be better spent in face to face networking at events run by Chamber of Commerce and other groups?
Social networking allows you to add to the networking you do in the real world, rather than replacing it. Many people you meet may try to look you up on the virtual networks of Twitter, Facebook and LinkedIn after a networking event to find out more about you and your organisation than they could do in the space of one meeting.
Help them to find you online afterwards by including your social networking details on your business card as you would promote your website and company telephone number. Your business-card can introduce your brand and help contacts to recognise your online branding if you keep the logo, colour and style consistent. Extending the way that peole can contact you benefits your brand by making you available, however someone prefers to make contact.
So, what other features would be worth the investment of my time?
On Facebook try using the photo gallery tool to display images relevant to your business. You could show photos of your office, from networking events you attend, of your display stand or of your projects or products to show interested customers what you can do for them.
Using Twitter you can promote your blog and include a link for followers to read your latest posts. Look up people you meet face-to-face on Twitter and connect with them online to keep up with their activities.
Try putting a sticky question on Twitter, next time you need to find a supplier of solve a technical issue try tweeting about it and see what the wisdom of the crown can come up with to help you solve problems.
