Dos and don’ts of online business networking

Ifesinachi Okpagu

Smart business owners who wish to expand their network and customer base know that networking is one of the most integral but difficult aspects of marketing.

Networking builds and strengthens your connections, exposes you to new business relationship. And in a virtual world where opportunities are limitless, it also affords you the opportunity of reaching more people in less time and with fewer resources.

While networking online may seem a more interesting prospect than offline considering its advantages, it also comes with its unique challenges. One, trusting someone you just met over the Internet is a major issue, especially in this part of the world. Two, getting that person to trust you is as good as moving a mountain into the sea. Three, your brand reputation is at stake, especially if you employ a wrong approach.

These are causes for concern but rising above these concerns can be beneficial to your business and personal growth. First, be focused on what you want to achieve with online networking. Next, be confident about who you are and what you represent. A successful business man/woman can detect a phony from a mile away. Lastly, be strategic in your approach with your end goals in sight. Most importantly, always ask the question: will this step build or damage the reputation of my brand?

Below are ways you can take advantage of online networking to forge new business partnerships and expand your business relationships without losing credibility:

Put a face on it

For someone looking to grow her network, the prospect of making a new connection is exciting to me. But when a new invitation turns out to be a faceless person, it dampens the excitement and replaces it with wariness.

Considering that connecting virtually is already a challenge, making it easier for your prospective contact to accept your invitation and receive your arm of friendship will smoothen an otherwise difficult path to a rock-solid relationship.

Attach an image to your profile; and not just the image of your favourite pet or your favourite spot, but your picture. Depending on the platform, your image should be in accord with the social environment. While you can use a warm, laid-back photo for your Facebook profile, you must use a friendly but professional photo for LinkedIn. Having a face to link to the name is one barrier down from the many that could hinder you from building an ‘interested’ network of connections.

Watch your Introduction

So we have made a new contact. Good job! However, this is where it goes downhill for some. While face-to-face interaction allows room to compliment a person’s physical appearance, if you are keen on connecting professionally, it is the worst idea when connecting with a stranger.

There are certain neutral topics that can immediately gain your connection’s interest. Commenting on a mutual skill you both have can be an icebreaker. A mutual connection, trending topics worldwide or your past, favourable dealing with his/her company could be safe and interesting grounds to tread. Commenting on physical appearance, making a sales pitch or delving into tense topics, such as ethnic, political or religious discussions can be a put off for many, especially if the person does not share the same views with you.

Keep it short and simple. Remember: never sell your product on a first introduction, except of course your product is something that your new connection has announced that s/he needs.

Go the extra mile

Making a connection is one thing, but to be an ace networker you will have to be more interesting than a fly on the wall. Provide useful information, be the go-to person for all things trending or be the know-all for a certain subject. It is usually not wise to speak only about yourself or your company. It may seem interesting, but to others, it is usually not.

Do not bug your connections with unwanted messages. Give them the room to opt out of receiving your messages if they desire. Try not to send them thousands of invitations to play a game; it can be annoying and time wasting. Be considerate. Be open to advice. Be a good listener. Be flexible.

Be interested

You are not the only one with something to say; your connection has too. Being a good listener can be difficult but it is not impossible. Listen well. Comment when you have to. Share useful information occasionally, especially if you notice your contact loves sharing comments around certain topics. They will thank you for it, and later, when it is time to introduce your product or service, they will be happy to recommend or try your products.

When not to share

Conversing when you are upset, angry or intoxicated is usually a no-no offline, and it is the same online. It can damage your reputation and these days where things tend to go viral very quickly, you never know how far your blunder will travel. A rule of thumb states that you should not post what you do not want your future boss to see. It may come back to haunt you.

Do not share damaging posts about your employer that could be misconstrued or considered libellous. Need I say more?

Finally, networking online can cast a bigger net into the sea of useful business connections. Just be sure to make the most use of it at the right time and at the right platform.