Jaimie Dobson Internet Consultant

Business networking in the real world

Real-world business networking groups have been around for several years. The more traditional ones such as the Chambers of Commerce and Trade, the FSB and Rotary Clubs to name but a few; have traditionally dominated the scene here in the UK and were a lot more subtle in their approach to generating business for their members.

Then, about 15 years ago, from across the pond; came the more evangelical American networking groups such as BNI who changed the British networking landscape forever. Suddenly it became acceptable to openly talk business with strangers in a social situation. Not traditionally the British way, but hey! We soon became sucked in and grasped the concept with zeal!

Since then, attending a business networking group has become an integral part of everyday life for many companies, particularly the smaller ones; with several home grown and imported networking groups present in every major and minor town across the country.

Blurred Lines

Social Networking and Web 2.0 Websites

As an extension of this; over the last couple of years there’s been a dramatic rise in the useage and the number of, social-networking websites. This fact is well documented with Facebook and its 250 million plus Userbase dominating the online social scene, closely followed by mySpace with new upstart Twitter snapping at both their heels.

Historically social networking sites have been the domain of kids and geeks. However with their acceptance by the general web surfing populous and more importantly the business-networking community over the last 12 months, a transformation is currently underway of how business networking is being done with the lines between off-line and on-line networking becoming increasingly blurred.

Example Uses

I was intrigued to find out how my own business associates were using the social networking sites for the benefit of their organisations; so I conducted a quick survey, out of which, came the following examples:

• A virtual personal assistant successfully used Facebook and Twitter to publicize her forthcoming book and when it was launched, she capitalised on this awareness by driving people to the book’s sales page on Amazon.
• An NLP trainer uses LinkedIn to discover new and qualified contacts he can target his services to.
• A local hotel uses Twitter to promote specific events including their themed restaurant nights and encourages bookings by giving away discount vouchers to their followers.
• A utilities supplier uses Twitter and Facebook to keep a track of their competitor’s activities
• A marketing and PR agency uses various Twitter tools to monitor mentions of their clients brands.
• A marketing consultant uses LinkedIn to research potential clients who he then markets to both online and offline.
• A town-planning consultant uses ‘groups’ both on LinkedIn and Facebook to build up her network of associate partners and target clients.
• A photographer uses Flickr to portfolio his work and drive traffic towards his website.
• An independent fashion designer uses YouTube to showcase his work by posting short videos online.
• A management trainer uses the technique of ‘guest blogging’ to establish his credibility and drive traffic to his website. Links to his guest posts are consequently syndicated around the web by each blog owner using sites such as Friendfeed, Technorati, Twitter and Facebook. This in turn gives him lots of free coverage.

How Do You Fare?

These examples are just the tip of the iceberg I’m sure. If you actively use the social networking websites for any aspect of your business I’d love to here about which ones you use and how you use them to your advantage.

Contribute with a comment below.

Top Photograph Courtesy of Rob Arthur Photography

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Tags: Business Networking, Social Networking