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Focus on Marketing Basics
Online Professional Networks for Small Business Owners
By Karen Simmons
There are probably few people today who
haven’t heard of the social networking website MySpace. Other
similar sites include Facebook and Bebo. These websites conjure up
images of teens and young adults communing in mass numbers late into
the night. However, social networking has transitioned to
professional networking.
A professional network focuses on interaction and relationships for
business rather than social purposes. People establish their real
identity, and that of their company, in a verifiable place rather
than using an alias. This type networking service enables business
professionals to network and collaborate by industry and business
type so that they can discuss similar interests, stay informed, and
share knowledge.
Business Application
Online professional networks can be extremely beneficial for
entrepreneurs and small businesses looking to expand their contact
base. A good example is LinkedIn.com. Their aim is to connect
professionals and it has become one of the most powerful and widely
used networking sites. They started with 8,500 users in 2003 and
grown to more than 20 million users.
Professional networking sites connect people at a low cost, which is
a bonus for entrepreneurs and small businesses looking to expand
their contact base. Many small businesses use these sites as a
customer relationship management tool, or to facilitate online
meetings. Many of the social networking websites offer the ability
to place banner and text ads. Since these sites operate globally,
they make it easier for small businesses to make contacts around the
world.
A professional network is used to enhance the business-to-business
marketplace. Business professionals can share experiences with one
another. They can post their own content in the form of blogs,
pictures, slideshows, and videos. The ability to find, connect, and
network with other business professionals in the same or in
complimentary fields is one reason why social networks such as
LinkedIn are so popular.
Getting Started
If you have not yet joined one of the many online business
networking sites, it is relatively easy to do. However, it does take
time to reap the benefits. You submit your contacts, then invite
friends and colleagues to be part of an "inner circle" of business
or personal associates, then use the system to seek "friends of
friends" or business contacts of your associates. Soon, this inner
circle of contacts expands as individuals are contacted directly or
as introductions are made by mutual friends and associates.
The registration process is similar across the various social
networking websites. For example, on LinkedIn you simply upload an
exported file from your contact manager and LinkedIn will
immediately tell you which of your contacts are already registered.
This method saves you the laborious task of entering single emails
or searching individuals by name.
With your account set up and contacts entered a small but growing
network of individuals can now easily search your personal network
for relevant business contacts. This may be as simple as entering a
name of an individual you're seeking, or specifying a broad search
for contacts within a specific industry. Be sure to read the
instructions and preview their privacy policies, as there are
security controls you can employ.
If you have a larger organization,
InfoJuice.org offers this
helpful article:
An Adoption Strategy for Social Software
_____________
Karen Simmons is the owner of
Info2000 Information
Services Inc. and provides marketing consulting services,
market and competitive intelligence, and small business website
design.
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