Is Your Net Working?

Do your kids check their MySpace pages everyday? It is likely they do, because they understand the importance of up-to-date (if not up-to-the-minute) information.

Using social networking sites may seem like something only teenagers do, but tools like LinkedIn, FaceBook and Plaxo are ways for you to connect with colleagues (past and present) and even future clients. By utilizing networking sites you can share all of your company's news with people you may not otherwise have the opportunity to connect with in person.

First and foremost, I don't feel that online networking is comparable to face-to-face meetings, the same way that I can't seem to convince my son that a virtual pet is a suitable stand-in for a dog. However, online communities provide businesses with a way to connect with colleagues and clients in a manner not possible before. Online forums allow you to build a buzz like no other arena can, just by the massive number of people who pass in and out of the communities each day. But it's not as easy as creating a profile and waiting for offers to come knocking on your virtual door. There is an online etiquette that businesses should follow and some major pitfalls they should try to avoid.

The Dos:

1. Choose your social networking sites wisely. It will take a time commitment to keep these profiles up to date; so don't just sign up for every network and then neglect them. Choose the sites that most closely align with your business strategy. And as allbusiness.com points out, "social" networking sites are not structured for you to find people based on occupation or business interests. Pick sites like LinkedIn and Plaxo to really meet these goals.
2. Be active! Don't just sit on the sidelines, get in there and play the game. Join the groups and clubs that relate to your business and post discussion topics and answer other people's questions. This will help you build up your network outside of the people you know.
3. Helium.com suggests that you include your website on every post. I couldn't agree more. Compare this to going to a business luncheon without business cards - you wouldn't do it. Always leave a way for people to get in contact with you.
4. Get recommendations. This is where the online arena soars – imagine walking into a networking event carrying all of your advocates on your back. Well, online you can. Ask your colleagues and satisfied customers to post recommendations about you on your profile so that everyone can know how great you really are.
5. Brand your page. Remember this isn't your holiday letter; this is an extension of your company. Minimize the personal pictures and keep it branded and focused on your company and its products and services.

The Don'ts:

1. Don't spend too much time. Networking, in any capacity, should only be one part of a larger marketing plan. Keep your profile relevant and timely, search for a few key contacts and GET OUT. We've all seen our kids (and even some of us!) get sucked into the vortex, and we don't want to fall into that same trap.
2. Don't pretend to know people you don't. When you are requesting to be connected with another person, be honest about why. If you don't really know them but would like to, tell them that.
3. Don't overwhelm. People will visit your site as often as they feel necessary. You can prompt people occasionally (and with their permission) but don't bombard people with comments, postings and emails.
4. Don't use inappropriate and unprofessional language. As I mentioned before, this isn't the time for slang and dirty jokes, this profile is a reflection of your company.

By keeping these simple rules in mind, you can have yet another tool in your company's marketing arsenal. Still having trouble deciding what networks you should be a part of? Visit insideCRM.com for a list of 50 sites that every company should be a part of.