CONNECTING IS NOT ENOUGH: Networking - Your Questions Answered

Connecting Is Not Enough with Andy Lopata

UK business networking strategist Andy Lopata was recently asked to answer questions on networking and referrals in a webcast for business software company Sage UK. Here are some of the highlights of the two hour q & a session.

Among his answers Andy discussed

- How to pick the right social networking sites and get a return from them

- How to approach people when you network

- How to overcome a fear of approaching strangers

- Why people should network


Isn't this social media stuff just a load of hype? I'm unconvinced that networking of any value (in the business sense) can be achieved by the internet. I've signed up to LinkedIn and I haven't had any value from it. Convince me otherwise!
Henry

Many people sign up to LinkedIn, Twitter and other social networking sites without seeing any benefit. Most commonly that's because there is little education about how to use them effectively towards specific business goals. If you set clear objectives for your use of each network and understand how to best participate and reach your objectives, you will find your membership far more productive.

For example, I teach people how to use LinkedIn to generate referrals. The site can show you how you are connected through your network to the people you most want to meet. You can then ask for introductions to those people. That relies on a strong relationship with the person passing the connection, often forged online, and a compelling message for your prospect so that they want to connect. If those are in place it's a very quick, easy and efficient way to generate referrals.

If you want to find out more about what is happening in your marketplace or your clients' martketplaces, social networks make it easier to reach out to people across the board and learn from their experience and expertise. Ask questions on Twitter or on LinkedIn. Post in forums on Ecademy. Join niche networks focused on those industries.


Can you suggest any concrete targets for networking activity? Is value of new business gained the best measure to use? And how to you assess something as fuzzy as "raising your profile"?
Warren

Some of your objectives will be tangible, such as amount of new business generated. In those cases always measure them over a reasonable period of time and not purely on financial grounds. Networking isn't that simple or easy to break down.

If I were to suggest a new business target I would recommend a 'Referral Mix'. For example, target different types of introduction and client and the numbers of each that you'd like to achieve. That's far more targeted and true to real business than purely financial numbers.

For less tangible objectives you may focus on what you need to do, rather than how you will measure the results. However, you might be looking to build your profile in a particular country, industry or other marketplace, and the results of those activities can be measured in new business.


As a small business owner I'd like to know more about how to tap into and utilise social media, what's the best tool to start with? Blogs? Tweets? Facebook?
John

Understand why you want to use social media first. You can then pick the right approach for you. For example, if you want to develop your profile (become better known) and share your expertise, a blog may be the best place to start. If you want to engage more frequently with people you know, Facebook or Twitter might suit. If you want to meet more people, perhaps a site like Ecademy would work.

For Henry and John, and anyone else baffled by social networks, I've just published a new article to help you get started on social networks. The Beginner's Guide to Social Networking is now available at http://www.lopata.co.uk/blog/beginners-guide-social-networking


Recently someone told me that when networking never ask 'So what do you do?' What do you think and what should I ask instead? I do want to know 'what they do!'
Rita

Thanks for asking my favorite question! I always advise people not to ask 'what do you do?' It's the networking equivalent of 'Do you come here often?'!

The scenario I'm referring to is when you first meet someone at an event. At that stage many people simply ask what the other person does as an ice breaker and their interest isn't genuine. They are either looking to see if you are a prospect, or waiting for you to respond and then ask them the same so that they can launch into their elevator pitch.

My advice is always to build the rapport and relationship first. Find out what you have in common and build on that. I would always prefer someone to ask what I do when they genuinely care, rather than when they've first met me.

I always ask 'Do you come here often?'! OK, I don't actually use those words, but you are looking for something in common. If you are at the same event, that is common ground. So asking someone if they are a member or if they're a first time guest is a good way to start a conversation. If they've been before, what benefits have they seen? If it's their first time, who else do they know there, why did they come, where else do they network?

From there you always have somewhere for the conversation to go, including finding out what they do if appropriate.


I have a real problem with approaching people. I get very nervous and tend to clam up. Are there any techniques you can suggest to help me combat my fears and get out there? I know I really need to do it, but it's scary!
Trish

Hi Trish, you are not alone. My last book was called '...and Death Came Third!' because of a survey where more people were anxious about walking into a room full of strangers or speaking in public than dying!

Personally I blame my Mum! After all, when I grew up she kept telling me not to talk to strangers. I think this is the root of a lot of our fears, and it's not a rational fear in a networking event. I can't remember the last time I saw someone attacked at a networking event; rejection is very rare too.

Write down five qualities you bring to your business and the businesses you work with. Also write down five of the qualities that make you a great person to spend time with. Ask your friends, family and colleagues for what they most admire and respect about you.

Before you go to any event look at the two lists and then ask yourself why anyone WOULDN'T want to spend time with you! They'd be mad not to want to enjoy your company and benefit from your expertise wouldn't they?

Another tip for Trish, when you go to events, look for people standing on their own and then ask if you can join them. Work on the basis they haven't gone to that event for solitude.


If I walk into an event not knowing anyone, and all people there are already in conversation, can I walk up to a small group of people who are already having a conversation and just say hello without coming across as being disruptive/rude?
Fiona

When you don't know anyone and everyone is in conversation, look at the body language of each group. If you can easily walk up to a group and join in without them moving their position, their body language is 'open' and you should be OK to join.

If you'd have to elbow your way in, they are more 'closed' and I wouldn't approach as you may be interrupting.

When approaching, rather than going up and introducing yourself, stand on the edge of the group for a few seconds and let the conversation continue. Don't interrupt if someone is speaking. If you can join in the conversation they are having, that is perfect. Otherwise, wait for a suitable pause before asking if you can join them.


How do I get someone to remember me from the other ten people they met that very same night?
Holly

The chances are that the other ten people they met will have tried to sell to them! Dale Carnegie said 'People are interested in people who are interested in them', so drop the elevator pitch and show a genuine interest in other people.

If it's appropriate, offer to introduce them to other people you know. If it's a powerful introduction they will certainly remember you for it.

Look for common ground. If you share an interest, background or experience in common they will relax in your company and you will stand out from the crowd.

Finally, follow up. Make your follow up personal and do what you said you would do. Unfortunately most people don't bother, so you really will stand out over the long term.


What would you say are the top benefits of networking? I often find it difficult to manage my time running a small business and am sceptical on how intense networking can be.
Liam

Networking can help you reach many of the objectives you set in your business. From lead generation to sourcing suppliers, to gaining market knowledge and support with challenges you face, Networking can help you by spreading the word.

If you have a strong network around you who make any task easier by sharing their knowledge, experience, expertise advice and contacts, then that is going to save you time, tears and effort elsewhere.

That's why you need a strategic approach to your networking, rather than running around like a headless chicken without objectives.


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Are you struggling to put an effective networking or referral strategy into place? Do you want to know more about how to ensure you get the maximum possible return from your networking?

Visit Andy's brand new website at http://www.lopata.co.uk/ for more resources and ideas about how Andy can help you.

Andy's new book, on how to generate an effective referral strategy, will be published later this year.

“In this book Andy Lopata demonstrates how so many businesses ignore potentially their most powerful resource – their networks. Andy’s in-depth, practical advice will show you how to both build and profit from the relationships in your network.”

Ivan Misner, NY Times Bestselling author and Founder of BNI and Referral Institute

Andy's Audio program, "Networking in Ninety Minutes," will give you the tools you need to make the most from your networking. Available in CD or mp3 format here.

Andy Lopata's newsletter archive
Andy Lopata's LinkedIn profile
Join Connecting is not Enough - Andy Lopata's Facebook Page

For more information, please visit Andy's TNNWC Bio.

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Capital, Traffic Building, International Customers and unique SERVICES.
The National Networker Publications™ produced by TNNWC Group, LLC
Resources for Business Planning, Development, Capital and Growth

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CONNECTING IS NOT ENOUGH: Networking - Your Questions Answered

CONNECTING IS NOT ENOUGH: The Beginner's Guide to Social Networking

Connecting Is Not Enough with Andy Lopata

With the growth in popularity of social networks, UK business networking strategist Andy Lopata shares ten tips to help any social networking newbie generate powerful results from a new life online.

Andy will look at:

- How to make sense of the vast choice of social networks, and find the one that's right for you

- How to overcome fears about your security online

- Why engagement is so important, and broadcasters inevitably fail.

In October 2008, participation in social networks online overtook visits to pornography sites* and their prominence continues to grow, as does the number of networks we have to choose from. In September 2010 50% of all UK internet users reported being active on social networks**.

However, many businesses and individuals still struggle to recognise why they should participate online, what relevance social networks have to them and worry about the negative aspects of social networks they read in the newspapers. With the high level of interaction elsewhere, there is a strong possibility that people who don’t grasp the power of social networks soon will be left behind.

This possibility becomes even stronger when you realise that over the last year the percentage of active 18-24-year-old users has grown from 73% to 75%**. This is the next generation of entrepreneurs and company managers, a generation who will expect to interact online as well as face-to-face.

Here are ten simple things to think about before you join a social network, which will help you use them effectively, productively and securely.


1. Why do you want to join a social network?

The first thing to look at before joining any social network is why you want to be there in the first place. What do you want to achieve and how will that particular network help you meet those objectives? This article might help you understand how to choose the right network for you.

I use different social networks for different reasons. For example, Twitter is primarily to engage regularly with my network and help people in my wider network understand more about what I do and who I do it for. It also helps people find out more about me before connecting, and see easily what other people say about me.

LinkedIn helps me track the connections in my network and generate referrals. Ecademy Blackstar members offer me support and advice.

Understanding your objectives helps you to cut through the baffling range of functionality on offer and focus on what is important, and relevant, to you.


2. To what do you need to commit to get results?

Just joining a social network won’t be enough, you need to be willing to participate, engage and be there for others. Be proactive, don’t just sit back and wait for things to happen.

How much time do you need to spend online? You might be surprised how little time you actually need to spend on social networking sites, particularly if your objectives are clear. It is far more effective to target your activity and engage in a focused way than spend too much time online, making a lot of noise but very little progress. If you spend too much time online people in your network will start wondering why you have so much time on your hands!

You do need to have a reasonable level of involvement however. Just putting up a profile and automatically sending content to all social networks will not be effective. Success on social networks is about the quality of your participation, not just presence.


3. Commit to being social

This is possibly the number one rule of social networking. It’s too easy to see sites like Facebook and Twitter as an opportunity to tell everyone what they can buy from you. But just like any networking event, most people haven’t logged in to buy. They want to engage in conversation and discussion, they want support and ideas, and they want to promote their own business or career.

Use social media wisely by developing relationships with people in your network, meeting new people and keeping in touch with old friends and colleagues. Show an interest in what they are doing, support them when they ask and share what they do with the rest of your network. They will then want to do the same for you.

If you engage effectively and show a constant interest in others, your online connections will be receptive when you do have something to share with them about your business or your needs. And they’ll be far more likely to respond and support you.


4. Protect your privacy

Fuelled, no doubt, by scaremongering in the mainstream media, many people shy away from social networks because of fears over their privacy. Not that such fears are unfounded. I’ve heard of websites that feature Facebook users who have publicised both their address and their absence from home, for example. And the grooming of children on social networks has been big news recently.

For a business person, however, many of these fears can be allayed with a certain amount of common sense. Don’t share any sensitive information on such sites. Check the privacy settings on each network you belong to and restrict who can see certain information. And let your friends and colleagues know where your boundaries are, asking them not to share anything that would be embarrassing or sensitive in any other way.

Many people are worried about sharing their network on LinkedIn with people who may start pitching those people. For me the answer is simple, don’t connect with people you don’t trust! The solution is often in your own hands.


5. What do you want your profile to say about you?

Spend some time getting your profile right. Don’t just write the first thing that comes to your mind. Instead, put yourself in other people's shoes. Knowing your objectives from membership, what do you need them to read to engage with them and for them to be in a position to help you?

Most people like to read profiles written in the first person, where they feel they are interactive with a human being, not a cold biography. And include a warm, yet professional, photograph, to engage people further.

Also include links to which people can go to find out more about your business, such as your website, blog and other social media profiles.


6. To whom do you want to connect?

As you start using a social network, have a strategy for connecting with people. This should fit with your goals for the network. For example, if you are looking to raise your profile you might have a more open connection strategy than if you are looking for referrals from your existing network.

Be clear on whether you want to accept connection requests from people you have never met before and, if you do, how you will develop those connections into real contacts. Is there more value for you if you grow a wide network or use the site to develop stronger relationships with existing contacts. Are you comfortable mixing the two on the same platform?

I have a mix of networks, on some of which I restrict my connections to people I know, like and trust and on others where I am open to new connection. I like to offer people an option rather than turn them away. I also have groups on Facebook and LinkedIn (the two networks where I restrict connections) to offer people an alternative way of engaging with me.

The important thing is for you to have a clear strategy in your mind and communicate it effectively when you ask people to connect and when you receive connection requests from people you don’t know.


7. What content is appropriate to your goals?

As you may have gathered by now, simply joining a social network and posting whenever the mood takes you won’t necessarily bring you the best results. The focus you have developed by setting clear objectives, understanding how each network will deliver those objectives and working to a connection strategy should guide the content you post and the interactions you engage in.

What message are you sending to others with your online conversations and blogs and how congruent are they with the image you want to portray? If you are looking to demonstrate expertise, make sure you comment on other people’s relevant posts, add value to any discussion in that area and start new threads that engage people with a similar interest.

You should also be comfortable with how much of the ‘real you’ you share online. I believe your online personality should be a strong reflection of your natural personality. Remember, however, that online forums lack the subtleties of personal relationships and face to face conversations and you should always maintain a strong degree of professionalism.


8. Manage your presence to fit the network

With the surge of new social networking sites, the temptation can be strong to simply accept invitations, paste your standard profile into each one and then connect with all of the same people. If you have followed Step One and understood which social network meets which objectives, it should be easier to resist this temptation.

After all, why connect with the same people and provide them with the same content in different places? I can’t think of a more ineffective way of spending your time.

Tailor your profile, your activity and your connections to your objectives from each network. And don’t be tempted to join those to which you can’t commit.


9. Build relationships offline

However involved with social networking you become, don’t lose sight of the importance of meeting people in person. Online networks should supplement your existing relationships, not take their place. Ultimately you get to develop trust and rapport when you see the whites of people's eyes.

This means maintaining existing levels of personal interaction with existing contacts, while finding the time to meet in person those people you have a strong rapport with online. The growth of ‘Tweetups’, networking events for groups of people who have met on Twitter, illustrates the importance of this face to face contact.

Naturally, this isn’t always possible, particularly with overseas connections. But make the effort where you can.


10. Constantly revisit your objectives

You started out your social networking journey by setting objectives from each network you joined. Of course, those objectives are only valuable if you constantly revisit them, measure how successful you are and refresh them where necessary.

Ask yourself whether you are either meeting your goals or on course to do so. Is your activity driving the right returns? Are there potential benefits you have previously missed?

If you can maintain your focus and engage in the right way, there is no reason why social networks shouldn’t prove to be a tremendous resource for your business, give you a greater reach, access to new markets and ideas and help you grow far more quickly than you could have done without signing up and logging in.



* http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html
** http://www.nma.co.uk/opinion/industry-opinion/analyst-speak-past-year-sees-social-media-bed-down-among-all-age-groups/3019011.article

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Are you struggling to put an effective networking or referral strategy into place? Do you want to know more about how to ensure you get the maximum possible return from your networking?

Visit Andy's brand new website at http://www.lopata.co.uk/ for more resources and ideas about how Andy can help you.

Andy's new book, on how to generate an effective referral strategy, will be published in early 2011.

“In this book Andy Lopata demonstrates how so many businesses ignore potentially their most powerful resource – their networks. Andy’s in-depth, practical advice will show you how to both build and profit from the relationships in your network.”

Ivan Misner, NY Times Bestselling author and Founder of BNI and Referral Institute

Andy's Audio program, "Networking in Ninety Minutes," will give you the tools you need to make the most from your networking. Available in CD or mp3 format here.

Andy Lopata's newsletter archive
Andy Lopata's LinkedIn profile
Join Connecting is not Enough - Andy Lopata's Facebook Page


For more information, please visit Andy's TNNWC Bio.

---

Capital, Traffic Building, International Customers and unique SERVICES.
The National Networker Publications™ produced by TNNWC Group, LLC
Resources for Business Planning, Development, Capital and Growth

Forward/Share This Article With Colleagues And Social Media:

CONNECTING IS NOT ENOUGH: The Beginner's Guide to Social Networking

DAVE CLARKE: Twelve Years of Online Networking

by Dave Clarke

Last month I wrote about Managing your Network using a combination of offline & online networks. This posts focuses on one online network. Online networks are an essential part of everyday life for many people, but that wasn't always the case. The first online network I joined was the US-based Linkedin back in 2003. Pretty soon after that someone recommended the UK-based network, Ecademy, to me.


Ecademy celebrated its 12th birthday in February this year so it's great to report on this UK site. It's not often that an Internet pioneer is a UK-based privately owned business with no venture capital funding. Ecademy founder Penny Power started Ecademy to support her husband's business. She said to Thomas at the time, "Surely many people feel like you when they run their own business - why don't we start a community on the Internet to help people who are in business."


Today Penny expresses the vision for Ecademy: "To be the place for business people to be themselves, without the need to push, without the need to force. A place to be a friend to other business people and through that see the wonder of what open, random and supportive communication can deliver for each other."


As Penny also says, "We are still relatively early in the adoption of building business through conversation and friendship. Some still utilize Ecademy and other social networks as a 'selling' opportunity, but they learn in time that it is much better to create a personal brand where people come to buy from you, rather than to brand themselves as a 'seller' who is flogging their products and services through utilizing a 1980's style of direct marketing!"


Some great lessons from Penny about business development and networking.


Until next time.

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

For more information, please visit Dave's TNNW Bio.

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DAVE CLARKE: Twelve Years of Online Networking