The act of networking has shifted. Face-to-face has been augmented and, in some cases, replaced with online networking. This new form of making connections has allowed people to stretch their tentacles globally and connect with a much larger pool of people at breakneck speed. Sites like Facebook, Myspace, Flickr and Twitter have evolved from social sites into social + business sites. And the lines between business and pleasure have become more blurred than ever. Is this a bad thing? Not necessarily, but as a result having a clear strategy is more important than ever.
The social networking pitfall that a lot of people fall into is they reach out and connect to potential business prospects and long-lost friends alike. They publicly reminisce about the day they got drunk and passed out behind their school, all the while forgetting that their business prospect is privy to those very same conversations. A perfectly devastating example of this is the recently circulated Twitter faux pas which shows what can happen when you don’t think about who’s listening before you post.
The best ways to avoid these pitfalls is to:
. have a clear strategy – what are you trying to achieve with social media, who is your target, what is the purpose behind your messaging? Stay true to this strategy.
. choose carefully – the scary thing about social media is it has a life of its own. Once you post something it can be quoted by someone else, picked up by another site or simply printed out. The second you’ve pressed send, you’ve lost control of your message. So choose your messages carefully.
. offer value – social media is a new way to make connections, build a brand and drive awareness. The best way to achieve success is to be unselfish. Focus on value for your target and your efforts will be rewarded.
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Cartoon via Gapingvoid
Lara McCulloch-Carter
Author of the Special Event blog ready2spark
Director of Marketing – Regal Tent Productions
President – ISES Toronto
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