Be a social animal

Kari Owers, Managing Director

Networking may not come naturally to everyone, but in today’s world there has never been so many options open to us and it doesn’t always mean leaving the office.

As part of any PR strategy we always review a client’s networking activity, on and offline, and make recommendations as to how they can raise their company profile by making clever connections.

In this region we are spoilt for choice. As well as the industry networks such as NEPA, a:design association, CIM and the CIPR to name a few, we have business to business networks like BNI, the Entrepreneurs’ Forum and NECC. The list is endless, but knowing which are right for your business and the best use of your time requires a strategic approach.

All networking takes time, which is a limited resource, so use it wisely. Consider your target customer, and what level they are at in their organisation and then identify their hunting ground. For me the CEO and Managing Director of the business is usually the one with an interest in strategic PR, so events like the NE Business Executive of the Year or the annual CBI dinner are a great way to meet senior level executives.

Remember, an event where you are forced to press your business card into another’s hand, or where a bell rings every two minutes, is not where the real decision makers will be hanging out!

Networking isn’t all about sales either. It can help you find like-minded people for advice and direction in growing your business. For me, an organisation like the Entrepreneurs’ Forum allows me to meet other entrepreneurs further along in their journey for inspiration, contacts and guidance. It can also make you more visible in your sector and lead to partnerships and collaboration with affiliate companies for greater combined returns.

Recruitment is another good reason to network. Your next recruit will be out there at your industry events, and meeting people at all levels in your own industry is a great way to make connections that could be your next appointment.

The key to good networking is to be real. Seek out people you really want to meet at the event before deciding to go, research the attendees of the event as much as you can, and have something to say to them other than a sales pitch. And always follow up afterwards if you feel you could benefit from meeting again on a one-to-one.

So what about social networking? I can connect with hundreds of people without the hassle of having to don a black tie and give up my evenings, I hear you say.

It is true that social networking sites such as Twitter, Linked In, and to a certain extent Facebook are a great way of making contacts, but more importantly I believe they are a better way of keeping in contact. Converting networking to sales is not an overnight exercise, and social networking can help you build a rapport.

The most popular brands in social media tend to post less about their products or services and more about things that help their customers get to know the people and personality of their company.

Our social media strategies for customers encourage them to be more about engaging their customers than selling to them, about starting conversations, having a valid opinion (and sharing it) and being tactical in growing their online networks - and not just socially networking with a small group of people they are already connected to, as many people often mistakenly do.

As long as you treat online social networking just as you would if you were doing it in person it can reap massive rewards for your business. The first rule is to be in the right places, just like ordinary networking not every party is worth going to. Work out where your customers are likely to be online and focus on that.

The second rule is to represent. Give your social media presence the attention it deserves, and ensure those responsible for populating it do so with your brand values in mind. Give it a personality too, be unafraid of that. There is nothing worse than a corporate Twitter page that has no feel of the people in the business.

Finally, be active. Just like the effort it requires to drag yourself to a breakfast seminar, social networking is not for the lazy. To use a cliché: you get what you put in.