Networking 101: Online Networking

Online networking is a relative newcomer to the networking scene. Here are a few tips to help you get the most from your online networking opportunities.

Written Apr 08, 2008, read 673 times since then.

Now that we know what networking is (relationship marketing) and what it isn’t (an annoying sales tactic), and how to get the most from face-to-face opportunities, it’s time to tackle the newest kid on the networking block: online networking. Unlike face-to-face networking, where connections can be made and acted upon quickly, online networking takes more time and, well, work.

There’s no denying the convenience of online networking: You can connect with people right from the comfort of your own home or office. Heck, you could still be wearing your fuzzy bunny slippers, and no one would be the wiser. And this convenience helps to make online networking so appealing. However, with so many options out there, it’s hard to know where to begin, or what to do once you’ve started.

1. Start small.
The best way to get the most out of your online networking is to actively participate, so I highly suggest starting out small, joining one to three (max) networking sites. That’s enough to give a nice range of sites, without spreading yourself too thin. Once you get the hang of it, though, feel free to add more sites. Just don’t forget which ones!

2. Variety is the spice of…online networking!
There are so many types of networking sites—from business networking sites to social networking sites to industry-specific networking sites. I’ve found the most effective way to work the online networking machine is to join a variety of sites: a business networking site and an industry-specific site, at the very least. That way, you can find potential clients, as well as advocates, partners or even someone to collaborate with in the future.

3. Consistency is KEY.
As with any marketing endeavor, making sure your message is consistent is key. And online networking, which is absolutely a form of marketing, is no different. So make sure your online profiles are consistent with each other, and with the message you want to convey about yourself and your business. Your profile is often the first impression others will get of you and your business, so take extra care to make sure that it’s professional, interesting and consistent!

4. Everyone likes a compliment.
That goes for your business, too! And no, I don’t mean sending a stranger some flattering email (although who knows, that may work, too—if you try it, and it works, let me know, okay?) What I do mean, though, is that you should seek out others in industries that compliment yours. If you’re a graphic designer, find printers or print brokers, illustrators, copywriters, photographers, etc., to network with. Or if you’re a Realtor®, look for mortgage brokers, real estate attorneys, and appraisers to network with.

By reaching out to people who are your natural industry compliments, you’ll help to not only build your network, but also your professional resources, allowing you to better provide for your clients and customers, and hopefully, create a reciprocal referral situation. A win-win for everyone!

5. You’re the expert, right?
So share your expertise! Many networking sites allow you to post articles or answer questions. Take advantage of that! By writing articles, or providing well-thought-out answers to others questions, you’re able to show your areas of expertise without any hard sell. It is truly one of the easiest ways to get your name out there, start building a rapport with others, and hopefully become the go-to person in your industry. And best of all, it’s usually free!

6. Still, nothing beats personal contact.
Once you’ve meet someone online, connect with them offline. If you can meet with them in-person over coffee, excellent! That will help cement the connection, and hopefully build a successful professional relationship.

Of course, as online networking eliminates geographic barriers, face-to-face meetings might not be possible. So set up a phone call. Sometimes, just taking the time to chat over the phone helps to establish that personal connection. And if that still isn’t possible, even sending a “nice to meet you” email can work. The point is to take the initial contact one step further to establish a personal connection. When you do that, you’re more likely to be on their mind and someone they’d consider working with or referring business to.

And there you have it. While I don’t recommend eliminating or replacing your face-to-face networking, I hope that these few tricks help make your online opportunities just as successful as the in-person ones.

Learn more about the author, Tamar Wallace.

Comment on this article

Posted by Paul Philips, Humble, Texas | Apr 08, 2008

Can u help me on which Sites 2 Join. My company does:-

Business Lists: This hold list of all the key decision makers across all the verticals with contact name, contact number, verified email addresses, website, SIC codes, postal addresses etc.

Email Marketing: We deploy email campaigns and track the emails at different levels of interests shown by the recipients. We can exactly track who clicked on what details and not just the total clicks.

Email Appending: If you have an in-house list without emails or missing information like telephone numbers, we can append emails to the same and deliver back to you.
Posted by Tamar Wallace, Waltham, Massachusetts | Apr 08, 2008

Well, I would highly recommend actively participating here, on Biznik. It's a great resource! There's also LinkedIn.com, FastPitchNetworking.com, StartUpNation.com and Jump.com. The last two are great to find people just starting their business or are looking to grow, and need advice.

As for something in a complimentary field, I'd look into direct marketing associations and/or web sites. Join the forum at marketing.about.com, and help answer questions about business lists and email marketing.

Good luck!
Posted by Shannon Evans, Bainbridge Island, Washington | Apr 08, 2008

Thanks for all the really useful information in this article. I plan to dig in even MORE into the world of networking. Excellent ideas and advice are included for the experienced and the not so experienced networker.
Posted by Tamar Wallace, Waltham, Massachusetts | Apr 08, 2008

Thanks, Shannon! And please, if you have anything to add, feel free!
Posted by Jeff Weir, Winston Salem, North Carolina | Apr 08, 2008

Dr. Ivan Misner, in the recent New York Times bestseller, Truth or Delusion, says, “We truly live in a high-tech, high-touch society. The more technologically advanced we become, the more important it is to reach out and touch real people in our work – to connect on a personal level with people.”

And yet, as new as all this technological connectivity is, it simply takes us back to an earlier era, when we lived in small communities with our extended families and knew all our neighbors. The old ways have become new again.
Posted by Shea Wilkinson, Plymouth, Minnesota | Apr 09, 2008

Great article!

I'd like to recommend meetup.com as a great way to expand your network as well. Similar in a way, but not as good as Biznik (for personal business networking), it is a good addition for localized networking.

I'd also recommend sharing your expertise. Teach a Community Ed class, Open U course, or, if you're a real estate agent, etc, a first time home buyer course.

Lastly, stay on top of the latest methods of communicating with your audience. Barak Obama found that blogging and using mobile texting has been a way to one up the competition in getting the word out and reaching a young audience. It may have been the best tool, in his case, for improving his popularity and doing well in the political race.

There's more, but I'll stop there for now.
Posted by Tamar Wallace, Waltham, Massachusetts | Apr 09, 2008

Hi Shea,

EXCELLENT tips, all of them. However, in this particular article, I was sticking solely to getting the most out of networking online. In some cases, face-to-face opportunities are available (like you being in Minnesota, and I'm in Massachusetts), but people can still make online networking work for them.

As for Meetup.com, yes, I recommend them, too, as a way to find in-person events. Again, though, for the purpose of this article, I was trying to provide techniques to get the most out of online networking. I have another article, though, that's all about face-to-face networking, and would love to add your tips to that!

http://biznik.com/learn/articles/business-networking/networking-101-facetoface-networking
Posted by Evan Sohn, New York, New York | Apr 09, 2008

I would also recommend (self promotion) Salesconx at www.salesconx.com. Our site gives you the tools to both monetize your relationship capital and seek new business opportunities.