Social Networking: Where Virtual and Real-World Communities Collide

Social networking updates, especially on Twitter, can get fast and furious. But if you think the quick musings of others are meaningless, you’re missing the point. The truth is, if you are not using social networking as a springboard to relationship building with others, you’ll be left behind.

Most of us don’t want to miss out on all that social networking has to offer. Yet many of my Facebook friends and the like fail to notice one important element: The magic of bringing those relationships to other social networking sites, and better still, offline and into the real world.

The savvy social networkers I know use online tools to create abundance in their professional and personal lives, discovering resources and opportunities they may not have discovered otherwise. They meet like-minded people through chats on Twitter, which restricts their postings to 140-characters, and take these introductions a step further by forming groups on LinkedIn, where they can carry on in-depth conversations. They meet professionals who live nearby and share similar professional goals, and regularly get together in either one-on-one or group settings. They also educate and support causes that they might not otherwise know about, and as a result find occasions to connect with people who share their concerns, passions and interests. And through their new contacts, they learn about projects on which to bid, ask for business advice, and offer their expertise when they can help.

In short, they are building communities. Yes, it takes effort to develop a presence on three or four sites on which they might post five quick status updates a day, perhaps announcing news at their firm, pointing to articles on industry trends, or whether they enjoyed the latest film or a meal at a local eatery. But they understand that these are the kinds of postings that invite thought-provoking dialog, and initiate friendships, both personally and professionally.

The Ultimate Invite: The Guest Blogger

Social media can provide the very shot in the arm your business – and the members of your community – seek. For example, on Twitter, Facebook and Plaxo, I recently put out a call for guest bloggers on my site, www.hilarytopper.com. This led to a flurry of new voices and opinions, driving new traffic to my blog – and new opportunities for not only me, but also my community. One posting was from a freelance writer who subsequently joined my team as a staff writer.

In another successful outcome, a guest-blogger told me that one of her prospects from across the country had searched for her name on Google, saw her posting, liked her insights, and subsequently signed up as a client. It was a winning social-media scenario: The episode drew additional traffic to my agency’s site, and my guest blogger remembers the experience as an opportunity from my firm that helped her win new business.

Doing Good, The Social Media Way

I encourage those who are reluctant to guest-blog to leave comments and discover similarly positive results. Consider, for instance, a post I wrote about the time my son had rescued a lost dog, which, frightened by a nearby fireworks display, had run away. One of my followers replied to my post and featured very valuable safety tips for dog-owners to keep in mind during the summer fireworks season. He also included a link to a YouTube video showcasing his pet-photography work. He not only drew new viewers to his video, but also helped inform others about a dog’s fireworks anxiety that is especially prevalent given the species’ sensitive hearing.

Social media is a great tool for doing good and getting involved in causes that can really make a difference in someone’s life. For example, I posted an entry to encourage others to sign a petition to help a friend’s friend, denied by insurance, afford treatment for debilitating headaches that left him paralyzed. I then microblogged about the entry on other sites to create attention to this cause. Even though the insurance company never changed its stance, I relish the fact that I became part of a community that helped boost awareness and raise money for this critical procedure.

Meetups

I also look to bring my online relationships into the real world whenever possible. Recently, for instance, I began extending invites to my online communities to meet in Manhattan for monthly mixers, and now a group of about 10 or 15 professionals gather regularly after work, where we don’t simply talk business but get to know each other in a relaxed setting. These meetups are akin to a definitive business group, minus the fees and dues, where members can expand their horizons. Since they were successful, I’ve also started holding them up in my Rochester office.

The Right Relationships, The Right Opportunities

Some of the most practical among you will ask about return on investment – wanting to see some kind of measurable result. It’s important to understand that when it comes to social networking, base your currency in relationships, not dollars. And know that when you spread good will, success often follows.

So, here’s what I want everyone in my online community to do. Go the extra mile with your social media tools to venture forward. Consider your 140-character posts on Twitter a launching pad to generate meaningful discussions elsewhere. Think beyond the obvious online mediums, such as the home page where you might be hawking goods and services. Instead, form or join existing groups on LinkedIn and Facebook, where you can begin to nurture fruitful relationships. Or, rally those who share your professional goals – by now I’m sure you know who they are – and form regular meetups. And don’t forget to use social media as a tool to find like-minded people and together help make the real world a better place.

Go ahead and journey to a place where virtual and real-world communities collide. It’s new and sometimes uncharted territory where there are few if any rules, and the new connections and positive outcomes are often immediate. Best of all, it’s also a place to jumpstart your goals and find that the opportunities are endless.