Get a lift from online networking (3/3)

Lapota believes that online social-networking sites, when used wisely, can prove to be beneficial to the small-business manager.

“Whereas people traditionally used cold calling or advertising to market their business, over the past 10 years there has been a big rise in referrals,” he said. “This is where social networking can be extremely helpful.”

Social networks provide an opportunity for members to build a profile for themselves and in doing so establish their name and market their business. They then have access to thousands of contacts with whom they can network. Members can read other people’s profiles in order to build relationships, ask for advice or share expertise. As trust builds, referrals become a possibility.

However alluring this may sound, Lapota warns that social networking is not a substitute for going out and meeting people in person.

“The big mistake for any business owner to avoid is turning your back on traditional face-to-face networks in favour of online social networks,” he said. “It may be easier spending a few minutes online each day than taking the time to meet people, but business and referrals will always be built on trust and understanding. That takes getting to know each other – you have to see the whites of people’s eyes.”

Lapota believes that Facebook should be used differently from the online networks designed for businesses. He sees Facebook primarily as an opportunity to let friends and family know what you do – if business does end up coming out of it, then this should be seen as a bonus, not the original intention.

“Where Facebook excels is in breaking down the barrier to getting friends and family to support you in business,” he said. “It’s a business opportunity in a different form as this can be the group that is going to help you the most and support you the most.”

Social networks can facilitate, manage and nurture relationships, but used alone they will never be enough to sustain your business contacts.

With the networking revolution set to gather momentum, joining one of these sites is not going to be a waste of time – rather, by putting in time and effort, the small-business manager is likely to see a wealth of opportunities as a reward.

Sources: Sunday Times