Stop Thinking About Online vs. Offline Networking

The opportunities to connect with people have never been more abundant, both in-person and online. Not too long ago, networking was an event you put on your calendar, maybe once a week. Outside of the occasional social gathering, your ability to connect was mostly confined to being in the same room as other professionals. But that's completely changed. Today, networking is a constant. It’s less of an activity and more of an attitude.

Your contacts, potential clients, partners, and even competitors are always online, continuing the conversation. For anyone or building a , these are incredibly exciting times. You need to be part of the crowd—or better yet, build your own.

People Are People, No Matter the Platform

I get it. Some people just don't “do” Twitter, Facebook, or LinkedIn. And many who do have a presence think that having someone schedule a few tweets or letting a LinkedIn profile sit there collecting dust is enough. They’ve checked the social media box and moved on.

But here’s the reality: that’s not enough. Just because you've decided to sit it out doesn't mean everyone else has. The conversation is happening with or without you, and ignoring this extended network is a massive risk. Your clients, prospects, and competitors are all talking, and if you’re not there, you’re invisible.

This is a topic I'm incredibly passionate about because so many people are missing the boat. The level playing field that small businesses have always wanted is finally here. The only catch is that everyone else is on that field, too.

People often tell me they don't have time for networking and social media, that they have “real work” to do. They wonder how I find the time to be at events and stay active online while getting anything done. The answer is simple: I make the time because this the real work. What could possibly be more important for your than talking to customers and contacts? What’s a better use of time than expanding your reach into new communities? Blending in-person events with ongoing social media relationships is just part of modern business.

Finding Your Core Connections

Take a minute to think about your network. Who are the people you're most connected to? I’m not just talking about a name in your social media feed. Who are the people whose businesses you truly understand, where you know exactly the kind of referral that would make their day?

• Who do you share a sense of humor with?
• Who consistently shares your content because they believe in what you’re doing?
• Whose posts on LinkedIn or Google+ do you actually look forward to reading?
• Who do you call when you're having a terrible day and just need to vent?

If you don’t have immediate answers, it’s time to find out. Scroll through your Twitter feed and see who you’re actually interacting with. These relationships often look like a series of overlapping circles. Think back to those Venn diagrams from school—who is in the very center, connected to you in multiple areas of your life? They might not even be a current client, but I’d bet they know a lot about your business. These are your strongest connections.

There are even tools that can help visualize this. Klout, for example, offers a simple score but also shows who you interact with and influence online. Another tool, Vizify, creates a diagram of your connections, showing how they move closer to or further away from you over time. Even Twitter has a connect tab that shows who’s been engaging with your content. The point isn’t just to collect data; it’s to understand who is in your corner so you can intentionally strengthen those relationships at every turn.

Show Up Before You Arrive

We usually think about taking an in-person connection online, but it works just as powerfully in the other direction. With a little creativity, you can use social media to make sure you never walk into a room full of strangers again.

If you’re heading to a networking meeting in a new area, hop on Twitter in advance. Ask who’s going. Check the event’s website or forum to see who the regulars are and what they’re talking about. Jump into the conversation and introduce yourself. Every group loves to welcome new faces, and this gives you a chance to build some rapport before you even shake hands. You can get a lot of the small talk out of the way and might even discover you have something in common.

I experienced this firsthand when I was scheduled to speak at a show in Manchester back in 2010. I didn’t know many people there, so I spent time beforehand using Twitter search to find attendees. By the time I walked into the venue, I felt like I already had friends in the room. Several people greeted me with a smile and said they were looking forward to my talk. Imagine how much better that feels than staring out at a sea of unfamiliar faces.

Do Your Homework on Prospects

People talk on social media—that’s the whole point. They share what’s happening in their lives and, more importantly for you, in their businesses. This is a goldmine of information if you're building .

Have you ever pitched a prospect only to realize you completely misunderstood what they needed? It’s an awful feeling. Before social media, it was hard to avoid. Now, you have an incredible opportunity to research a potential client before you ever speak to them. Start with the basics: look at their website and see who their clients are. Then, find the person who contacted you on LinkedIn, Facebook, and Twitter. Connect with other staff members, too. If the company has a social media page, join it. Pay attention to what people are talking about and what problems they're complaining about. Listen first, then speak. This simple act of preparation can transform a good pitch into an irresistible one.

Use Your Phone for More Than Scrolling

In a world of texts and DMs, it’s easy to forget we can still pick up the phone and talk. I want you to make a commitment to do this every so often. See something on social media? Respond with a phone call.

• A contact tweets about landing a huge contract? Call them immediately and congratulate them.
• Someone updates their LinkedIn with a new role? Call to say you’re excited for them.
• You see on Facebook that a friend is having a rough day? Pick up the phone and ask if they want to talk it through.

This simple act strengthens relationships more than you can imagine. It shows you care. I even do this with people I've only ever connected with online. If I enjoy someone's perspective on a forum, I'll find their number and call to introduce myself. It’s about turning those virtual connections into real human ones, which is a key part of that lasts. That’s how you turn a follower into an advocate and eventually transition your success.