Ask any business owner for the definition of networking. Chances are, you’ll hear about building relationships and finding new prospects by attending meetings and events. But if you search for networks in Google, the results focus on computer networks, social networks and the Internet.
Network users are also divided, and most identify with one tool or another. You are either a networker (attending events, shaking hands, building relationships) or you are a social media marketer (posting on twitter, writing articles and connecting with fans).
So what happens when the two worlds collide?
Done correctly, either tool can result in brand recognition, strategic alliances, and increased sales. The combination of both tools allows business professionals to leverage efforts to get even better results. The following is an example of what can happen when traditional networks meet social media marketing.
LeTip International is the oldest privately owned networking organization in the world. LeTip’s foundation is based on highly structured weekly meetings. The proven structure of building strong relationships with members acting as independent sales representatives to each other has generated millions of dollars in “tips” and groups around the world.
CEO and President Kim Marie Branch-Pettid has a vision to move LeTip forward by capitalizing on social media and enabling members to connect in online and offline communities. While other networking organizations had started using social media, Branch-Pettid wanted to embrace the true nature of social media, building a community rather than using social media as just another website.
Working with local marketing communications company Three Dog Marketing, LeTip International launched a Social Network MarketingTM program that combined training, online relationship building and good old fashioned networking. Although the program is still in its infancy, several valuable lessons are already evident.
1.) Whether online or in person, the same networking rules apply.
It turns out that Social Network MarketingTM and traditional (in-person) networking are not that different. Both methodologies thrive on building relationships, supporting other business professionals, and creating value for your product or service. Social media platforms allow networking groups to create the same supportive, educational, and community atmosphere that successful groups create in their on-site meetups, but social media allows others to experience this process and easily share it with their friends. and business partners.
2.) Use online networking to take advantage of in-person networking.
A compelling testimonial is an excellent tool for any network professional. LeTip members are encouraged to submit testimonials to serve other members. Nothing builds trust and support like group members who give praise for a job well done. Social media allows those same testimonials to reach your online community, multiplying their value. Now, these compliments not only show up on your friends and networks, but the next time a prospect searches online, your testimonial shows up as spam. Social Network MarketingTM also serves as a great follow-up tool, a great way to invite new guests, and a great way to find out about other educational and networking events and who will be attending them.
3.) Use networking to build credibility and your repertoire of skills.
LeTip’s in-person meetings have always provided members and guests with the opportunity to learn from each other and develop public speaking, sales and other skills. Online communities provide the opportunity for Members to share valuable education and training information with their fellow Members 24 hours a day, whether by answering a specific question, highlighting their own writing, or sharing a particularly helpful article written by another expert. The value of this community of fellow business professionals to share and learn is multiplied through networking online and in person.
Once you get past the terminology and pretensions associated with networking and social media marketing, both tools have more in common than one would think. The differences between strategic network marketing and in-person networking make combining the two even more effective – the opportunity to leverage your time and efforts and complement the strengths of both tools.
Networking is networking, and networking is good for business.