Over years of business networking, I’ve heard people comment that attending networking events does not bring about the quality sales leads they seek. While it does not provide the direct human contact that builds the emotional connection of a warm handshake, online social networking does offer the advantage of more targeted sales and marketing efforts.
Online social networking helps you to present: brand, thought-leadership, community, guidance, and resources. As well, social networking may add value to Search Engine Optimization when used with carefully crafted content and keyword phrases.
Online Social Networking Platforms
While most have likely heard of or used LinkedIn, a resume directory site, and even their newer tools for publishing, sales lead location, and job opportunities, it is not the only tool by which to network online. I’ve listed some of the social networks I have tried and use for business development (you can feel free to add other suggestions in comments). While the networks listed below offer free listing, some do require a paid upgrade for advanced functionality.
The emphasis for each network is quite different and depending on your goals, some may be more effective than others. There is little benefit from simply having a profile and not actively participating.
Time Expectations
Setup of your personal and company profiles can take a half hour to two hour per network. Once you’ve had a tour of the online system, it’s likely that you will have connected your existing social networks. LinkedIn is a historically strong data source, so other sites often ask you to import your LinkedIn network. Setup may take longer if you spend time reviewing and editing your contact list.
Thereafter, you should allocate time on a weekly basis for identifying and connecting with prospects; supporting them in their efforts for recognition with likes and shares; and communicating your value in concise, digestible, and memorable snippets of information.
Brand Expectations
Within your social networking platform, you should make certain to fill out the fields and include a photograph of yourself. People want to do business with people they can see and identify with. Since you are using the platform for social networking and SEO resonance, you should make certain to formally present your information with appropriate keyword phrases.