Mastering the "Virtual Handshake":
How To Raise Your Company’s Profile with Online Social Networking

By Jen Fagan

You practice the art of meet and greet at industry events, business luncheons, and seminars. Your 30-second elevator talk is flawless. But how are your online schmoozing skills? If you think Facebook is just a site for college kids, you are not alone—but you are missing out on a great opportunity to take your networking skills to the next level. Welcome to Networking 2.0! Online social communities such as Facebook, MySpace, LinkedIn, Flickr, Twitter, Digg, Bloggs, Wikis, and YouTube offer today’s business person an easy and effective way to make connections, build rapport, and grow relationships. Become an online social networking butterfly with these simple tips, courtesy of LeapFrog Solutions, Inc.

1. Join the Right Group
Picking an online community that works for you and your company is key to successful "e-networking." To avoid wasting time, understand the objectives of the online group, your company's business goals, and what you hope to achieve before you join. For example, if your company wants to reconnect with old business contacts, Linkedin, a site dedicated to tracking the careers of 25 million professionals by industry, is a great fit. But if your business needs to better understand its teenage demographic, Linkedin is a mismatch. If possible, opt to "test drive" the site as a guest before you join—this allows you to get a feel for who belongs and how members interact.

2. Choose Quality Over Quantity
You may believe that casting a wide online social net is the best way to raise your company's profile. In fact, this is not "best practice" online networking—quality of participation matters, so choose a manageable number of communities to join and nurture each account to build healthy and meaningful relationships. Also keep in mind that it is better to get involved gradually than to have a strong initial presence and lose momentum.

3. Maintain Professional Consistency
Most online social networking communities will require you to fill out a profile on yourself and your business. Remember to keep this professional information consistent among the various sites you join, paying close attention to how you represent your company's brand and identity. This will enhance cross-community recognition and increase the power of your reputation across multiple networks.

4. Update That Profile
Don't be that member who has not updated their profile since the first day they signed up! An up-to-date profile builds credibility and interest.

5. Participate
An online community is only as good as its members, so take the time to read and respond to posts, sharing both questions and answers. Keeping things short and to the point will increase your chances of being read and responded to as well. Build lasting relationships by giving value and creating value.

6. Don't be "That Guy"
You know…the one who posts a ton of links every day, but has not actually visited the sites he recommends. Or the one who sends the same canned comments to everyone in his social network, personalizing nothing. Beware of the temptation to use your online memberships for "social spamming"—in particular, avoid pushing company endorsements.

7. Practice Your Manners
Remember there is a person on the other end of that Internet connection, so exercise your best online etiquette. Check your membership sites often and reply promptly to comments and questions, especially if they are in response to comments you have posted. Always welcome new members—they will be more likely to identify you as a friend from the start.

8. Create a Following
Be the site that people bookmark, or want to check out daily. Build trust and credibility by becoming an information center for other networkers in your community. Recommend other members' blogs or Websites—such "crosspollination" will help build your fan base.

9. Expand Your Knowledge
After you meet online acquaintances in person, go back and search for them within other online communities. Ditto for any new acquaintance—this will bridge the gap from offline networking to online as well. Such research can result in greater accessibility to key business contacts as well as help you keep tabs on who is doing what.

10. Keep it Business Casual
On the spectrum of professional stuffiness, online social networking falls closer to the water cooler than the board meeting. Maintain your character but remember—these forums should not only be used to educate but also to stimulate and entertain.


LeapFrog Solutions, Inc., wants to virtually shake your hand! Visit us at www.leapfrogit.com and let us know if these tips encouraged you to join a new online social networking community.


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