The New World of Networking

Question: I've never been great at "meet and greet" - a.k.a. business networking. I'm more at home on my PC than attending a Rotary Club lunch. But networking is pure common sense for anyone trying to launch or build a small business. Can I put the power of networking to work online?

Answer: If you are plugged into the Internet, you have at your fingertips the latest and greatest business networking tools yet devised. Sure, the best networking successes often spring from personal relationships built in the face-to-face world. But networking for your business in the online era has taken on vast new meaning, popularity and scope.

Now any entrepreneur with a modicum of tech savvy can build and manage a mountain of networking contacts online, leading to expanded and profitable opportunities.

A new world of Web- and software-based business networking has taken hold over the past several years. As with traditional networking, it emphasizes relationship building and spreading the word about what you do. With the help of popular new online networking sites, along with older tech tools such as e-mail, Web conferencing and instant messaging, the new cyber schmoozing aims to put more opportunities in your pocket. The e-mail you exchange, and online connections you make will lead to the phone calls, meetings and ultimately the done deal.

Online communities are nothing new. They've been around since the advent of the Internet. But lately a few online business networking groups have managed to create trustworthy online environments that are attracting business owners of all types. As more and more business owners discover the latest online networking tools, those relying mainly on letters and lunches could risk being left behind.

All of the major Internet players, including Microsoft, Yahoo!, Google and AOL are getting involved with "social software" that includes a business networking component. One of the most popular players in online networking, however, is Palo Alto, CA-based LinkedIn Corp. (www.linkedin.com). This free site has 3.3 million users worldwide and helps members accelerate business effectiveness by leveraging and extending networks they already have in place, but might not be using effectively.

The LinkedIn network helps you seek out opportunities with partners, clients, investors, advisors and others in a way that also protects your privacy, your inbox and your existing professional relationships.

Earlier this year, LinkedIn launched a local business search feature designed to connect business owners and local professionals with in-area service providers such as accountants, lawyers, tech consultants, marketing experts and others. With LinkedIn gaining thousands of new members daily, the site will likely offer more new features in the near future.

Whether you network online or otherwise, basic principles apply. Here are some tips for making the most of your networking efforts:

1. Be prepared. In the old days, that meant carrying a pocket full of business cards. Today it means both polishing your online presence (your Web site in particular), and also doing some research on connections you make. A simple Google search will often be enough.
   
   
2. Ask and listen. Ask good questions of the contacts you make, and listen to (or read) the answers carefully. Establish from the outset that you are interested in who they are and what they do.
   
   
3. Share your knowledge. Go out of your way to provide information and help connect others to opportunities, including potential clients, investors, partners or distributors. Passing along a tip about an upcoming trade show or seminar to someone is an easy thing to do and one that people appreciate. These actions will expand your own network and the person you help will return the favor one day.
   
   
4. Initiate action. Networking in any context is no time to be passive. Whether you introduce yourself in person or online, it's important to step up and make something happen. Don't be shy. Others are there for the same purpose as you.

• The Virtual Handshake: Opening Doors and Closing Deals Online (AMACOM, 2005) by David Teten and Scott Allen is a new book that shows readers how to use the latest virtual tools to develop professional contacts, create an effective presence online, attract new business using online social networks and use discussion forums to build awareness.
  
  
• Other networking Web sites of interest include: Spoke.com, Meetup.com, MySpace.com and ZoomInfo.com