Part 2 : Networking to success

Denise, I want to focus on one of your core specialties - networking your way to business success. Can you tell us about the kind of opportunities the Internet has opened up in this context?
First of all, Mark, it depends on the goal you want to achieve. Do you want to create a branding strategy, build your reputation, create strategic alliances, strengthen customer relationships, find a new market or are you networking for some other reason? The key is determining exactly what your goal is and focusing your efforts around that goal.

I really see the opportunities as boundary-less. But, like with anything else, you must determine your goal and focus your efforts. Failing to do so can waste a lot of your time -- which most people don't have an abundance of.

Is online networking just as relevant for local businesses targeting a local market as it is for those with a wider potential customer base?
Absolutely. It does present some unique challenges since the Internet allows people to be anonymous. It's kind of tough to find your target market when they don't reveal anything about themselves. And, I'm not a fan of the direct mail services that have popped up on the Internet. I receive way too much mail that really doesn't apply to my interests.

There are so many discussion lists and forums. If you take the time to seek out the right places and participate on a regular basis, you can build relationships with local people.

One of the best ways for businesses to help their local market find them is to create some type of community such as an online forum. Another good way is to allow folks to opt-in to a regular newsletter sent out by the business. I haven't found a business yet that couldn't strengthen relationships with their customers, prospective customers or strategic partners by keeping in touch proactively via email.

Is there a kind of task list to think about when setting out to network online?
There are three key things you should do before you start your online networking.

• Have a goal. What do you want to accomplish via networking? Identifying your goal will help you determine where to begin.
• Find appropriate online groups for your participation. The web has exploded with discussion lists and forums on just about any topic. Begin your search for discussion lists at eGroups or Topica. Seek out forums at ForumOne.
• Make it a date. Put your online networking time on your calendar just like you would a face-to-face networking function. Plan on participating in your chosen groups and forums at least three times per week -- and don't forget to use a signature file!

And what are the most common mistakes people make?
The same type of mistakes they make in the face-to-face world -- thinking that everyone will love their product or service as much as they do and trying to sell when networking. The Internet culture is still one of free information -- direct selling, particularly when networking, will alienate people in a heartbeat.

I remind people all the time to give it the "face test." If you wouldn't do what you're about to do at a networking function with an audience, don't do it online either.

And the secret to online networking success?
It's about relationships. When networking online be professional, but let your personality shine through. Never forget you are dealing with people. Relationships must be built online just like they are when you network in person.