Using Social Media to Build a Local Network

by Joan Friedlander

This article is possible only with the input of several people in my personal professional network. Using LinkedIn's "question" tool I asked 60 people I know, who I also know to be active on Social Media platforms, the following question.

The Question:

Dear Friends and Colleagues,

I am wondering if you have had some experience with this. What are 1 or 2 ways Social Media can be used to expand a local network of business contacts? *Can* Social Media be used to more quickly build a local "following?"

Here's a little background:

After years of leading tele-class programs I want to start running in-person group programs. Though I have developed a small network of contacts in my new home area (Northern VA) in the past year it's not nearly as vast as my California network.

If this helps you respond, in-person group programs will be for self-employed (primarily) parents running their businesses from a home office, 6 owners per program. By next year I want to have 3 going, one for "mompreneurs," one for "dadpreneurs" and the third for introverts, both men and women."

As you read through the various suggestions I encourage you to do what I did. Notice which ones get your interest. They'll be the ideas that quickly cause a rise in your energy, and thoughts about how you can do it. I might go as far as suggest you do them first.

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My personal favorite was offered by Doug Gfeller, of Critical Mass at OCTalkRadio.net.

Run an Internet radio show with local "call" letters. (My words, not Doug's). Invite other business owners to be featured on the show. This strategy does 3 things for you. 1) gets you in the door without being salesy, 2) helps you understand the issues and concerns of your target audience, 3) enables you to more effectively align your marketing and sales presentation to meet the needs of your audience.

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My vote for most generous suggestion was offered by Suzi Pomerantz who runs Leading Coaches Center.

Ask for an introduction to people in your friends' networks who might be interested in your offer. Don't make a blanket request, but take time to research their networks and ask for personal introductions. (Thanks Suzi, I will definitely do this!)

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Suggestions that deserve honorable mention and can help with local connections:

1. Search for local "groups" and "fan pages" on Linkedin and Facebook respectively. Join the groups, follow and post for a while to get a sense of who is participating before reaching out.

Similar, but a little different in approach, figure out what groups your ideal clients belong to, then find corresponding Social Media groups to connect with.

Or, offering a slightly different, yet more targeted tactic, look for broad-based business groups for your local community. In my case I'd look in several nearby counties/suburbs in Virginia, Metro DC and Maryland, too.

2. Use Meetup.com to invite people in your target market to attend a free or low-cost introduction. If I were to use this strategy I'd probably offer a one-hour fee-based workshop to make a connection with Introverts in Business, something like my (Buzz) Marketing for Introverts. Though I have other things to talk to Introverts about, marketing is a touchy subject for many. Note, to use MeetUp as host costs $19/month.

(When looking up the URL for meetup, I noticed Google search offered local MeetUp links in my area, for DC, Northern Virginia and Virginia. It can be that easy.)

3. Send invitations to your networks on LinkedIn (create an event) or through a Facebook "Like It" Page, formerly known as Fan or Group pages. It is hard to keep up with Facebook changes at times. To create a Page on Facebook for your program or business click on "Account" then "Manage Pages" and then "Create a Page for my Business." (Steps may change in a month.)

4. Search LinkedIn and Facebook for broad based business oriented groups (in my case), then introduce myself to individuals in my area who may be interested in my service. (See second suggestion in the next section for my personal caveat on this one.)

Check out local chambers of commerce to find out if they have Social Networks for their special interest groups.

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Here are a couple my own ideas

1. On Twitter, search for the leaders in your industry or on your topic matter, and follow them. They may not follow you, but their followers might. Be sure to Retweet and/or reply to their posts too. I know I was afraid of this one at first, but I have noticed that when I follow someone I'll get a few more followers myself. My colleague and friend, Laurie Marrelli, suggests setting a target to follow 25 people a day over some period of time to quickly build your Twitter network. (I might go for 10 a day and feel pretty good about that.) You can use Twitter's search function with high-end keywords to find these people. For example, I might search "metro dc business owners" or "Northern Virginia entrepreneurs" to cast a few wide nets to start.

2. After you join geographically local groups or groups of interest to your target audience, reach out to specific people directly. Don't rush to the invitation, though. Say hello, reply to or retweet/post something they said. Then when you sense a real connection has been made invite him or her for a chat on the phone or a coffee meeting. As one respondent said,

I've found that face to face encounters are best. So, I try to engage online, set up calls, then meetings to put an online face to a real life personality. I pitch partnerships, co-branding whenever possible.

3. Be sure to link to, follow or "friend" or "like it" any local networking group you belong to!

4. Invite everyone you meet - with whom you make a real connection - to connect with you on LinkedIn, Facebook or Twitter. To truly make a local impression you still have to get out in front of people and shake hands. You have a few choices here: attend networking events, attend professional seminars that attract your colleagues or target audience, or offer 1-hour workshops to local organizations. FYI, I notice that most people I meet extending such invitations are using LinkedIn or Facebook.

Personal connections still matter,
regardless of the "platform."
My personal thanks to the following for your time and excellent ideas.

Doug Gfeller	Anita Goldin	Sue Koch
Judy Knight	Laurie Marrelli	Helene Mazur
Suzi Pomerantz	Diana Schneidman	Markell Steele

 

 

by Joan Friedlander, © 2010. All rights reserved.