White Cap Marketing

I was not always a person who networked to get business. Or so I thought. Being a tech guy at the start of my business career, I relied on a technical trick to get projects. Before anyone else was faxing from their computer, I was using the mass fax blast as a way to drum up income. Because everyone published their fax numbers, it was easy to create a list. And because there was limited competition, I got a high rate of response. Yes, I was a spammer before spamming was cool. But I was also creating a limited form of a social network for business – I put my resume in front of as many eyes as I could and hoped for a response.

Of course this is not all that comprises a social network for business. Being a member of Business Network International, I know that business networking is about people educating themselves on connecting with other people in meaningful ways. Such meaningful relationships create trust, which in turn is critical to facilitating cooperation between entrepreneurs and other businesses. Such cooperation improves learning and information-sharing possibilities, reduces risks, and increases opportunity for introduction to business prospects. In plain talk, that means reduced costs for marketing and increased sales thus leading to higher profits.

Recently, people have been talking about Online Social Networks (OSN). OSNs are websites which have tools and technologies that make it easier to identify and connect with people of like minds or shared needs. You can create networks of “just in time” expertise, invite and manage those allowed to be in your network, and communicate utilizing various media while managing relationships and sharing content with people in your networks.

I have been using a number of networking sites for years. Through “Company of Friends”, the first online business network launched in 1997 by Fast Company, I met a co-founder of one of my ventures. In its initial free stages, I used Monster.com as a social network for finding the expertise to start my first dot-com venture. In various enterprises I have used LinkedIn, Jigsaw, Ryze, Meetup, Tribe.net, and others to make opportunities and manage relationships. In many respects, every site you can “join” becomes a social networking site. The question for me is how do you formalize this into an organized business process?

This is a challenge I have set for myself as part of my decision making process to accept the responsibility of this column. This the not the only thing I will write about, as I have much to say on web tools, building business, and get found on the Internet. But it is the fresh topic for me that I plan to share with you.

As the initial step, I am consulting friends and experts. I first turned to my friend Jerry Ashton, who is President of American Indian TV (in full disclosure, I am a partner in this venture). American Indian TV is an IPTV (Internet Television) company that has the goal of being the best platform for experiencing the original American voice (plug alert :). In my experience with Jerry, I have found him to be one of the best networking business people I have ever known. I know he utilizes extensive online resources, so I interviewed him for this article.

PLAIN TALK: When did you start using online social networks for business?

JERRY: I would have to say that I began to utilize some of the earlier manifestations of this phenomenon. You know, popping in and out of chat rooms on Yahoo to poke around and spread my “word,” locating SIG’s (special interest groups)that addressed my interests, or even going to a BBS (bulletin board groups) to do that.

A couple of years ago, I began searching out like-minded people by way of Meetup.com. I started out being in charge of a political action group, but really couldn’t give it my time.

However, that experience led me to joining the “Social Entrepreneurs” group here in NYC and I have made some great connections to further the work I am doing in bringing work to the American Indian and Alaskan Native. I also just joined Idealist.Org.

PLAIN TALK: What are the current networks you use?

JERRY: In addition to the “Social Entrepreneurs” group, I am a Power User of LinkedIn, and an occasional user of Jigsaw. In LinkedIn, I provide my resume and seek like-minded people. On Jigsaw, I direct my attention to people I “buy” as leads so that I can make contact to promote my endeavors.

PLAIN TALK: How often do you use them and how well do they work?

JERRY: Nothing beats “exposure.” No matter how good the cause or worthwhile a mission, if no one knows about it, your work will go nowhere. The bios that people put up are, in the main, wonderfully honest as to their likes and desires. I simply look for those who are looking for me.

PLAIN TALK: With regards to AITV, has anything specific propelled you forward that was a result of online social networks?

JERRY: Yes. One of the greatest needs a start-up has is access to talent and experience. Starting up an IPTV (Internet Protocol Television) channel dedicated to film and video featuring the American Indian requires skills I do not have.

However, it only took a few hours of emailing people with those qualifications in the NYC area to come up with a half-dozen people who are now helping me understand TV production, programming, artists rights, etc.

PLAIN TALK: If someone wants to get involved in online social networking, what steps would you recommend.

JERRY: First, check out the sites I mentioned above and sort through them to locate “your kind.” If you are business oriented, as I am, you would enjoy reading this article on MSN: http://www.msnbc.msn.com/id/5488683/ to start.

PLAIN TALK: How would they become better business people because of online social networks?

JERRY: As I said earlier, whatever it is you have to “sell,” whether it be a social mission or a product or service, you have to gain exposure. Online social networks allow you to target your audience. If they are not your audience, they will let you know. Not always politely, I might add.

PLAIN TALK: How would they make more money?

JERRY: The same way I did. Someone will actually buy your product and service, thereby validating it so that you can then follow a chain of referrals as opposed to approaching people “cold.” LinkedIn is especially good in this fashion.

PLAIN TALK: Do you envision online social networking as a part of AITV?

JERRY: Absolutely. Think of chatrooms and SIG’s that address the needs and interests of the Indigenous peoples of the Americas…or the world. We expect to draw a lot of content from native submissions – and we will figure out a way to include them in the money that can be created.

PLAIN TALK: What is the future of online social networking in your opinion?

JERRY: Whether it be a pickup bar or a business card exchange meeting, people will want to connect for very specific reasons. No one will replace the benefits of meeting in a nice restaurant or fancy boardroom – face-to-face is the ultimate qualifier – but, a lot of work can be done online to eliminate dragging yourself out into the cold to do this work.

And, it is such a pleasure to hit the “delete” button when you don’t want to connect!