It really amazes me how some small business owners believe that having a LinkedIn profile and joining LinkedIn groups, but not participating, equates to networking.
Nor is having a Twitter profile but never participating in discussion an effective networking strategy.
The following (lack of) actions, in my opinion, do not constitute as networking:
- Joining your local business club/society/association but never going to the meetings or events.
- Signing up to online networking web sites such as LinkedIn, Twitter, Ning and not participating or contributing.
- Never attending seminars or industry events.
- Having a blog for your business but not allowing comments from your readers.
- Not submitting articles authored by you or your staff to industry publishers or top online focused sites.
Business owners need to start working on building trust with prospects and customers directly again.
In order to build trust you need to prove that you can be trusted.
In order to be trusted you need to communicate in a more direct manner with people.
On reflection, before modern technology such as the printing press, radio, TV and Internet people did business face-to-face. What the new forms of technology allowed us to do is communicate with many people for minimal effort.
However the latest technology we are now creating focuses on getting back to 1-on-1 communication again. It seems that we, as humans, are slowly starting to comprehend – again – that face-to-face is the only way to really form lasting relationships.
Broadcast technology, whereby the message is sent by one person and reaches many, is failing because no one is listening anymore. People have been bludgeoned into putting up defenses against the noise such as the mute button on the TV, the trash bin for direct mail and SPAM filters for unwanted email.
People are not listening anymore to the puffed up ramblings of the PR machine which vomits out such delights as “leader in ”, “award winning”, “best in market” etc… In fact some very high profile bloggers are starting to get very upset with it all.
As a business owner you need to network and network well not only by using the new social media tools available which allow for 1-on-1 communication but to actually get off your bum and meet your prospects and clients. Only then can you truly listen to what your prospects and customers need from you.
What say you?
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Totally agree Marc.
Most businesses keep their heads in the sand and hope that some one comes along.
And given that so few take part or give their knowledge, it isn’t difficult to be seen as an expert in your field.
Marc,
I couldn’t agree more with what you have written. It’s so easy (for the most part) to sign up to Linkedin and the like that people forget that real lasting relationships in a business sense only come about once you have met face to face. That’s not to say that buying basic commodities for your business can’t take place without ever meeting but for those of us who aren’t in that area of work we really need to get out and ‘press the flesh’.
Paul
Good points Marc.
One of the things I am finding is how much time it takes to keep up with the Social Media networking!
Still, as one who is starting a new business it is an effective way of getting my presence out there, without spending vast amounts of money. Social Media networking like all effective strategies is hard work I guess!
Off to tweet, link or chat!
Jill
I heartily agree! I would add, that it is critically important to be networking where your ideal customer (think Niche Market) is hanging out. Too many times, small business owners think that networking is going to events where their competition is (think accountants hanging out at accounting events or graphic designers joining graphic design groups on linkedin).
It’s good to be involved in those groups for continuing education, support and keeping up on the latest developments in your industry. But that’s NOT networking. Networking is getting yourself in front of your potential customers. People buy from people they know, like and trust. Getting yourself in front of your market allows them to get to know you, like you, trust you. So when they’re in need of your services, they think of you.
Also, remember in these circumstances, that you need to let them get to know you – not just your pitch or your product – but you. So be a person online and off!
Your Coach,
Debra Russell,
Certified Business Coach
For creative professionals and the professionally creative
If anyone is sceptical, I’ve been using twitter for a whole month. I’ve picked up one, possibly two functions and met some very nice people. All without ever once saying ‘we’re fantastic’ or ‘come and give me your money’. Just real conversations with real people. Not hard, even for a committed troglodyte.
100% agree – for most, networking may take them out their comfort zone but nothing like the passion of the business owner to “sell” the business
When I entered the Internet arena 5 years ago, I sense it was a Networkers dream..
A bridge to communicate with a vast audience and it has proved to be such a valuable resource for me and my Business clients.
BUT like any other facet of Building network of satisfied customers, eager to come back for more, it takes a mundane regular assignment of Massive Time and Energy.
Even my smaller Business clients realize their ROI is excellent and may delegate the the responsibility to others quickly.
In fact we have formed networks of people offering their services for Social networking and blogging for others…
Creating employment with Government Deficits