30 Dec How NOT To Bridge Traditional Networking With Social Media Networking
What NOT To Do in Merging Traditional Networking With Social Media
Not long ago I went to “The Big Networking Event” in Tucson Arizona. I presented a work shop at the event with Gary Wagnon of 800Biz.com on LinkedIn and afterwards I had a booth to meet participants of the event. There were about 800 or so of my “closest friends” there but I was able to make some great strategic connections. One of the event connections passed me a card and suggested we had a lot of clients in common and that we could be great “Strategic Referral Partners“. With that suggestion I was very interested!
Networking events, mixers etc. are great opportunities to meet strategic referral partners that send you multiple referrals over time. Networking professionals look to find one person that will send them 20 customers verses directly trying to connect with 20 new clients. Strategic referral partners also continue to send leads as long as the relational is mutually beneficial. Do the math, it’s a better strategy for any kind of networking.
Back to the young man who handed me a card. The day after the event he emailed and left a message and in the email he sent me a prospectus for what he was selling. I returned his email and call with concern that this looked more like a sales meeting not a strategic partner meeting. He assured me there would be no sales call so I agreed to meet. I went as much to see how he would handle the meeting as much as the possibly of a good referral connection. When I arrived the contact stood me up. Very anticlimactic I know, but it does point towards a few good and bad examples in merging digital and traditional marketing.
Here are a few Good and bad examples:
- Good: Follow up after the event with contacts by connecting with them on LinkedIn.
- Bad: Follow up after the event with contacts by connecting with them on LinkedIn and immediately try to sell something.
- Good: Email, or LinkedIn message contacts telling everyone it was nice to meet them and mentioning something about your conversation with them.
- Bad: Adding someone to your Constant Contact or other email list from a business card without asking their permission. Email Marketing = Permission Marketing! Permission! Permission! Permission!
- Good: Research the contacts that you would most like to partner with or do business with online.
- Bad: Cyber Stalking them by connecting with them on every social channel at once.
Your investing valuable time and energy at a networking event. Make sure to make your digital follow up marketing equal quality to the time and energy you have already invested.
What other good and bad have you seen in merging digital and live networking?