Not So Social Networking

By Jennifer Murray

Social Networking is definitely the latest buzz – and many businesses are learning how to work this powerful information source. The temptation is great when you see a store full of candy and so many innocents clamoring at the jar!

So what is it really? Entire Web sites (which grow to colossal proportions) have been created to assist people (users) in being social online and find commonalities among them. (Think of My Space and Facebook, for examples.) Users create a profile where they can include as much or as little information about themselves as they feel comfortable. Once an account is established, you can see what groups are listed (social ones, like you find in any real-life community) and how they are unique to certain people. You can create your own group if you don’t feel you belong to an existing one; it depends on what kind of social interaction you are looking for and what you are willing to share online. Once you’ve found people with common interests or experiences, you can “chat” easily from there…or not.

When I signed on to a popular social network, I did so for personal reasons, with no intentional link to businesses or services. It was a place to have fun and reconnect with people. Now, the business woman in me says I’m a fool not to tap into it since there is such a yummy source of information waiting to be eaten up. Whoa! What a dichotomy!

I seriously wonder though, how much candy I could trust to satisfy my business sweet tooth. Information is great; it’s what we expect to get out of it that makes the sum greater than its parts. It’s a tricky recipe though. How many parts marketing, demographic targeting, overt and covert needs, and reliable information is what makes the business candy.

Having heeded the warning of including personal information on the Internet, I know there are significant parts about me that I have not shared. Serious information that would affect my buying patterns and intentions from a marketing perspective are coveted but not available for the world to see. Learn about your customers, yes! Create groups that you can poll, yes! But don’t be lured into thinking you’re getting the secret family recipe for candy taffy.

Do we consider ourselves social when we are networking? Certainly, but we don’t always consider ourselves networking when we are being social, right? People who are self-employed recognize this and put huge value in each social interaction. They are always networking; and business can thrive because of it. It’s the other bunch (the gang who go out for coffee or beer for the fun of it) that I put into question. Can we accept their interaction as a green flag to use what we learn from them within our business?

Probably not which is why I caution against using information from social networking sites. People who share information with one intent will not be happy if it is used for another, and so they should be. Regardless of where you get the information; be sure to use it respectfully and with integrity. Only the same will return to you.

Jennifer Murray, proprietor of The Nimble Assistant, determines efficiencies for small businesses and simply gets the job done in her role as a virtual assistant. Her energy, enthusiasm, flexibility, and focus have lightened the load for many managers and entrepreneurs. Growing a small business requires a team where each member does what he or she does best. Jennifer creates an opportunity for small businesses to grow their business while supporting their existing business. She can be reached at jennifer@thenimbleassistant.com.

Publishes April 2008 Networking Today