Is Social Networking for business just koolaide?

Sister Iskra,

I love your questions and your honesty. Way to go by calling all of us out to "testify!"

Here goes: I'm one example of someone who felt she did "everything right" the first 2 years of her business: tons of advertising in print and online, lots of article writing in print and online, book promoting (online), a free talk at the library, guest speaker in a friend's church and synagogue (not the same friend, and yet the 2 of them are friends), yellow book advertising, dex online, yada yada yada! I didn't start "succeeding" as euphemism for "earning more money" often said on behalf of "serving more clients," until I was coached by someone who had "walked the walk and shifted the talk." Okay, that was superbly corny and sloganeery; so scratch those last 7 words or so.

Truth be told, until I "jumped ship"--breaking out of the SOLO part of the Solopreneurship--to get myself on dry land in face-to-face conversations with people who might be interested in my particular niche, nothing seemed to click.

So you're right, online social networking is folly if it stays online. But, it is a beginning (and it can be a nice little bottle spray for parched plants like me) but it's not how the garden grows and continues to flourish through the seasons. Okay, I like that metaphor much better than the "walk the talk" one.

It's like Obama said, "If we're going to have a changed future we've got to change the way we do business! It can no longer be about grabbing the most for me (and mine) by tricking others into giving what little they have for my sole profit. Change comes when we take actions that come from caring and nurturing our communities. It comes from being a contribution who profits others by offering service that reflects their soul." [Quote is cobbled together by my frame of reference when listening to Obama].

Course, you could do what Kool-Aid inventor Edwin Perkins and his wife Kitty decided to do. When they invented Kool-Aid in Hastings, Nebraska they bested their predecessor -- a guy who sold a liquid concentrate called "Fruit Smack." The Perkins's reduced their shipping costs by removing all the liquid from Fruit Smack, leaving only a powder. This powder was named Kool-Ade. A few years later, it was renamed 'Kool-Aid', due to a change in U.S. government regulations regarding the need for fruit juice in products using the suffix "-ade". The Perkins's eventually moved production to Chicago in 1931 and Kool-Aid was sold to General Foods in 1953. The rest, shall we say, was...

FYI: No need to go crazy corporate, just bring your particular stuff (you and your stuff, really) out in the open to places that most likely REALLY want what you have. You know, that stuff that we really will want and need to buy from you.

P.S. Hastings still celebrates a yearly summer festival called Kool-Aid Days on the second weekend in August, in honor of their city's claim to fame. [see Wikipedia]

Iskra- great question.

Social networking simply needs a target audience. This first means that you have to have a purpose to networking: it doesn't matter if it is real life or online.

As a business: I have directly gained multiple clients from different sites, including Biznik, Linkedin, Facebook, Wordpress, ActiveRain, FastCompany, MyRagan, and Intuit.

I have also found through social networking: half a dozen reseller partners, at least three vendors, an investor, an employee, about ten freelancers, and numerous media contacts... along with roughly fifty professionals that I refer work to (give and receive.)

I also do a lot of research when I am networking. Before most Biznik events I have usually looked at EVERY attendees profile to ask four questions:

1- What can I do for them?

2- What can they do for me?

3- Who can I introduce them to?

4- Who can they introduce me to?

In my opinion, to ask "is there any business here?" is not really a sustainable method of networking. Business networking is a very karmic method of give and receive.

Another faulty mindset in business networking is typically thinking now vs future. Depending on the scale of what you are doing, many arrangements take great amounts of time. My typical contact requires ninety days to network with. If I am looking for an enterprise contract it is usually 6 to 9 months of relationship building.

Social networking tools do not accelerate the growth of relationship. It does expose you to a better selection of prospective candidates that you must choose to cultivate over time (and planting the wrong seeds now will still produce little or no return.)

With this in mind, I suggest anyone looking at these tools to really examine who they are reaching out to and why. Having a three and six month plan is essential, as you move people from introductions to friends.

In the end, it is all about who you select to be in your inner business circle.

Hi Iskra

I asked those same questions at first but now I see it working. I have gained actual new clients from Facebook. People found me through their friends, they received my announcements, signed up for my online monthly Biz Tips off my website, did a free 30 minute strategy call with me and eventually signed up as a client. It really happens. Although you of course have to have a solid business with a good sales funnel and good customer service etc. In other words, the online marketing will bring potential clients to you but you still have to have quality products they want. :)

Thanks Iskra for asking this question.
Barry and Kaya have given great responses.

I too, have found clients through biz nik and love using the businesses within this network. The two cents I simply wanted to add was to mention www.Brooklynartproject.com as another more specific social networking site for artists. It is designed for artists to SELL their artwork more easily and network around the world. I have created wonderful connections through this site, and for example have referred friends in New York to an artist who creates custom mirrors in New York City. This is a great way for non-tech artists to get their work on view and possibly to have a blog as well. I am working mostly on BAP.com, twitter and biznik for my social media outlets for now.

Biznik, Facebook, Twitter, mailers, etc., etc. - all great ways to get yourself out there but never forget the power of your greatest assset- YOU. Nothing beats face-to-face and your best sales tool is your individual, unique personality. People buy from other PEOPLE. I find Biznik the best way to expand your personal contacts - these will be the people who become your salespeople to their friends and aquaintences you'd never reach otherwise. JON_ Move Consultant

Your mileage may vary, Iskra, but I have been very successful in getting new business through Biznik and have not even had a decent prospect through LinkedIn. Biznik has been successful enough that my wife/business partner and I are talking about using it to replace other networking venues that have generated about 30% of our business each year.

Two of the people I got business from found us just by searching Biznik. The majority have been contacts we made at events, so doing the networking in person is critical. Some of the business is the result of a long period getting to know people, but we've had some meetings where a couple of phone calls later, we were working together.

Iskra: I don't mind sharing information: here is a quick link to a Linkedin articles I wrote that helps identify some of the strategy that works for me.

123 Guide to Linkedin

Linkedin Applications- Finding Business with Linkedin

Hi Iskra,

You said: "Glad to hear the Biznik face-to-face plan is working for many of you. For most illustrators I know this really isn't a practical way to reach their specialized audience."

Face-to-face is powerful if you realize that all of those you meet are not necessarily your potential clients but people who can lead you to clients.

You need to think of it as a process or game. You meet someone and then you send them something valuable such as an article "Ten Mistakes that Art Departments Make in Hiring Illustrators." You invite them to be on your regular eZine. You swap leads, etc. etc. You can't be passive - you must be proactive.

I think the Biznick idea of linking online networking to face-to-face networking is beyond brilliant.

Also I'd recommend that you pay Biznik $24 a month for extra services like the ability to promote on the site. This fee is miniscule compared to the possible return.

Keep us posted!

Hi Iskra! I think the power of social media and of Biznik in particular is the same as the "hook" in the old Pantene(?) ads from the 70's: "... and she told two friends, and they told two friends, and they told two friends..."

The person you meet at a Biznik event may not be your eventual customer. However, they are a networker, they are an entrepreneur, they have contacts, and those contacts have needs.

When you meet that person and make a personal impression on them, they are more likely to refer business to you in the future because, #1, you are a Biznik, and #2, they like you personally, and #3, they have seen what you can do.

Networking is like creating your own personal sales force. You may not know 1,000 small businesspeople, but I bet Barry does. And if you meet him, make an impression on him, and he likes your work, then he may refer people in his network to you.

"And they told two friends, and they told two friends..." etc, etc, etc...

Such is the power of social networking, especially when it has the personal face-to-face connection that Biznik provides.

At least that is my $0.02 (and part of the reason why I choose to work here!). - Christian

Iskra, I just remembered an interesting conversation that we had in another thread that I think is related to our conversation here. Check it out:

Face-to-face vs Virtual Friends

Hi Idskra,

I met one of my largest clients because he sent me a message telling me he needed my services after he saw a question related to my business that I had posted in a group discussion area of LinkedIn.

It is time consuming to pick up a phone and call people that you connect with to find out more about their businesses so that you can send them referrals that won't waste both parties time, but I try to do that at least a few hours a week.

Even if you aren't connected it is easier to pick up a phone and tell a decision maker that you saw them on a social network than to do a regular cold call.

Be well,

Iris Salmins V.P. Sales and Marketing EJL and Associates Collection Agency for the Media Industry www.ejlandassociates.com Direct Line: 678-640-4896

I use Biznik. The other social networking groups that I belong to I joined because someone asked me to join and be in their network: my intention with the other networks is to direct traffic to my Biznik Profile, my blog, or my office website.

I know it's lazy and it's not as effective as it could be. It reflects priorities.