NETWORKING: More Than Linking In or Twittering

I cannot hammer a nail, so if you gave me power tools, I would probably be dangerous. On the other hand, I am a facile writer. But if I wasn't, all the Spell Check and Grammar Check wouldn't give me the ability to construct a sentence.

I was reminded by that in a recent speech by nationally known networker Peter Shankman, founder and CEO of The Geek Factory, Inc., a boutique PR firm in New York City. At a recent PRSA event in Philadelphia, Peter pointed out that if you are a lousy networker -- e.g., if you go to an event and can't meet or connect with people -- social media will not help you. As I review Peter's background, I realize that he knows of what he speaks. This is a guy who raised the money for his first agency by selling T-shirts. (He capitalized on the success of the film "Titanic." He printed a picture of the boat with the words, "It Sank! Get Over It!" What a way to make a buck, but he has an agency and I don't.)

PR Week Magazine has described Peter as “redefining the art of networking,” and that was obvious in his energetic, presentation. While he know Peter for his ability to use press relations, marketing and advertising to get his word out, he is particularly adept at connecting with people. His talk inspired me to dig a little deeper into using social media. Here are some suggestions:

1. DETERMINE YOUR OBJECTIVES - Do you want to find a job? Find customers? Find employees? Build friendships? All worthy goals. As in most communications, know your objectives.
2. IDENTIFY YOUR TARGET - Once you know who you want to reach, what do you want them to know about you? What should they do with this information? And how will they find you?
3. MEASURE HOW MUCH INFORMATION YOU WANT TO SHARE - Think about how much information you want to share. How much detail will you go into? Do you want to share private information? Decide, and then stick with it.
4. PICK YOUR STYLE, AND BE CONSISTENT WITH IT - If you want to be approachable, write in the first person. If you want to be more formal, write in the third person.Whatever style you want, project it.
5. DON'T FORGET IT'S THE WEB; THINK IN TERMS OF KEY WORDS - As in other web-based marketing, you need to use the phrases that are most relevant to your objectives and your target audience. Google searches social media, too.

I know this is high level, so I encourage you to search your various social media and check out their capabilities. I can only tell you that I have connected with long-lost friends and colleagues through the social media, and I have made new friends and contacts. I get lots of questions answered, and I share my own experiences (yeah, like I need even the slightest provocation to express my opinion on something). And then get out to some parties, shake some hands, and also connect in person.