All business owners know the benefit of networking. In order to be successful in business today, one must increase their network. But what does this really mean and how can it be accomplished? I believe that business owners need to take a three-pronged approach to networking: first, by traditional face-to-face networking and second, by using social media. Finally, it is important that you take the time to give back to your community by philanthropic networking.

Traditional Face-to-Face Networking

The importance of face-to-face networking is paramount.  When looking for a new job, “[y]our time should be spent about 30 percent online and 70 percent networking with people,” says Teresa Daly, a founder and CEO of Navigate Forward, in a recent article. “Networking . . . is about connecting with the right people in the right positions with the right message.”  This holds true not only for those seeking employment, but for those running a company as well. The benefits of traditional networking include:

  • interpersonal communication (body language, voice tone, expression) is used throughout the one-on-one interaction.
  • what you say and how you say it are equally important.
  • you can tailor your message to a particular set of circumstances.
  • information is exchanged in real time, providing more productive interactions and solutions (particularly important in a crisis situation).
  • studies have shown that you make a more memorable impression in person than online.

Social Media Networking

In the spring of 2016, the Pew Research Center undertook a national survey of 1,520 adults to study the demographics of social media users.  The study found that  “68% of all U.S. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter.”  As a business leader, you cannot ignore the importance of social media to network as well to promote your personal brand.  The benefits of using social media as a networking tool include:

  • you can connect very quickly to an enormous number of people.
  • it is the most cost effective way of networking.
  • you can deliver your message directly to a target audience.
  • allows you to provide access to resources and referrals.
  • networking becomes more dynamic and fun in an online environment.

Philanthropic Networking

Philanthropic networking allows you to share your passion with a broader community and to inspire others.  What is important to you?  How can you pass on your values and visions to your community?  Consider the following:

  • many people make a financial donation to their favorite charity, but my concept of philanthropic networking goes beyond the financial.
  • the donation of one’s time and expertise to an organization is of upmost importance.
  • your donation could be a simple as offering to host a fundraiser to making the long-term commitment to sit on a Board of Directors.
  • be thoughtful about which organization you are choosing to support – take a look at their organizational structure and sustainability.
  • the organizations you choose to support should mirror your passion and inspire those around you.

In conclusion, as we begin a new year, consider the importance of these three forms of networking. It may take a combination of face-to-face, social media, and philanthropic for your business or personal brand to excel in 2017.