Although I work in social media and I enjoy networking online (Linkedin, Xing, Twitter, Blogging etc) I still need to get out and about and meet people in person. I do believe that in the networked environment that we live in a combination of offline and online networking is very beneficial to a business.

I was at a networking event recently and I was introduced to a guy who spent 10 minutes talking about his company, after he was done he just gave me his business card and headed off. At no stage did he show any interest in what I was doing and/or how he could help me. He was simply broadcasting his message. This is exactly the same as advertising, however, advertising is not as effective as it used to be. Only 14% of people trust advertisements.

Offline networking and online networking using social media tools is very similar. You don’t just broadcast your message out there and expect to get good responses. What you need to do is add value to your target audience every time you speak online.  Are you providing valuable information? Will your customers appreciate what you are providing them? Are you demonstrating your expertise?

I’m reading a brilliant book at the moment by Mark Gouldston called Just Listen. It’s about the secrets to getting through to absolutely anyone. He talks about people persuading, encouraging and pushing and how this just creates resistance. Instead they should be listening, asking and reflecting back to people what they have heard. This is very useful in an offline networking environment as showing a genuine interest in the other person helps to build the relationship. In the online world the same applies. If for example, you read a blog post try and provide a well thought out structured reply that shows you have been listening and that you really get what their view point is. Your well thought out comment will not go unnoticed and you have started relationship building.

So next time you are networking online make sure you listen, give a well thought out response and above all provide value in everything you do. If you do you’ll start to see the benefits of social media. Same as any networking (offline) it takes time but it’s worth it.

What are your experiences with online and offline networking? What is working for you?