The Old-School Guide to New Social Media Networking
The social media landscape can feel like a crowded party where everyone is shouting. With so many platforms out there, it’s tempting to just skip the whole thing, assuming you don’t have time to do it right. But here’s the good news: you don’t have to be everywhere. The real strategy is picking the right channels for your business and sticking with them. This is about being smart with your social media marketing, not just being loud.
Go Where Your People Are
Choosing the right social media platform is a lot like old-fashioned networking. If you wanted to connect with accountants back in the day, you’d figure out where they gathered and show up. The principle is the same, just translated to the digital world.
When I first started my career, I was told that real business happened on the golf course. As an estate agent in a small town, my boss and I made sure to be at every chamber of commerce breakfast and local event. Our goal was to meet people who owned homes and might one day sell them, so we went to the places they congregated. After two golf lessons in the pouring rain, I realized it wasn't for me—I never looked good in the trousers anyway. But the logic holds up.
Ask yourself: who are you trying to connect with? Where do they spend their time online? Go there. And don’t just stick to the platforms you’re comfortable with. You need to meet your prospects where they are. One practical tip: whenever a new social channel launches, go claim your brand name, even if you don't plan to use it immediately. It’s usually free, and it secures your identity for the future.
A Look at the Major Platforms
Twitter is often what people mean when they say “social media.” It’s a fast-moving stream of conversations happening in 140-character bursts. I personally love its immediacy; you can dip in and out, and the conversations just keep flowing. With hundreds of millions of active users, having a presence here is practically non-negotiable for almost any business.
Think of Twitter as the hub for your other social activities. To make it work for your , share your Twitter handle everywhere. When someone follows you, it's an open door to introduce them to your blog or other profiles. Use Twitter’s search function to find conversations about your industry. I keep a search open for “business networking” and constantly find new articles and people to connect with. When you find something valuable, don't just retweet—add a comment, @ the person, and start a real dialogue. This is about conversation, not just broadcasting.
Facebook moves at a more relaxed pace. Here, you have more space to share information, blog posts, and offers on your business page. The real value comes from engaging with what others post. Take the time to read, comment on, and share content you appreciate. If you see an opportunity to add value to a conversation, jump in. When you tag someone in a post, it notifies them and encourages them to engage, making the interaction feel more personal.
Just be mindful of the line between your personal profile and your business page. If someone follows both, they don't want to see the same post twice in their feed. If you create a distinction, maintain it.
For professionals, LinkedIn is the place to be. It’s less about your vacation photos and more about your career and expertise. When you're , this platform is invaluable for establishing yourself as an authority. Share regular updates, join groups related to your field, and participate in discussions. This is where you can find a ready-made audience with shared interests. When someone in a group posts something insightful, comment publicly and then send a private message to connect. It’s a powerful way to build meaningful professional relationships.
Blogging
A blog can be the heart of your entire social media strategy and the core of an . It's where you share your deepest knowledge and establish yourself as an expert. Whether you use WordPress, Medium, or another platform, the goal is to write content that inspires a response. This dialogue provides valuable feedback and helps people understand what you stand for. Once you publish a post, share it across all your other channels to maximize its reach. Effective starts with a strong home base.
Visual and Location-Based Platforms
- Instagram is like Twitter for photos and short videos. It offers a window into your world and your work. Vine, owned by Twitter, was all about creativity in seven-second clips. The lesson from both is the power of a quick, compelling visual message.
- This is a visual discovery engine built around “pinning” ideas to “boards.” It’s highly graphic, so non-visual businesses need to get creative. Think about creating visual diaries of your work or pinning images that highlight key points from a presentation.
- This location-based app is especially useful for local businesses. You “check in” to places you visit, which can be shared on other platforms. It also lets you see who else is nearby. I once checked into a networking meeting, and a local deli saw it, tweeted at me, and suggested I stop by for lunch. Their two minutes of effort earned them a £10 sale on a slow day.
It’s All About People
I could write a book on the technical side of each platform, but that’s not the point. If you understand you should use these tools, figuring out becomes much easier. is just an extension of real-life networking. Behind every account is a real person.
Focus on bringing value to every interaction. Ask yourself what you can offer, just as you would in person. The specific platform you use is less important than your commitment to genuine engagement. That’s how you build a community and how can grow into a thriving operation.
