Networking Through the Chamber and Social Media

Submitted by: Jody Raines, President & Inbound Marketing Consultant, WebMarcom.Net

I founded WebMarCom, an Internet strategy agency in November of 2009 on the premise that businesses are no longer able to survive on the old way of marketing. Static websites are passe. Traditional media is less effective. Social media is on the rise. The writing was on the wall.

One of the first things I did for my fledgling company was to procure WebMarCom's membership to the Greater Philadelphia Chamber of Commerce. There is no doubt in my mind that the relationships and opportunities made through the Chamber helped establish a networking ethic that yields results.

Much of my success with social media is based on same type of networking experiences that I share as a member of the Greater Philadelphia Chamber of Commerce!

So here are my social media secrets; a brief primer on how to succeed with Social Media.

With applications such as Twitter, once I've created and branded the account I look around to see who I want to follow. My considerations? What I can observe of the conversation, the traits of the profiles, the interests (and whether they compliment my own), my business prospects and my goals. I enter the experience knowing no one. I'm determining who seems approachable and then striking up a conversation.

At a Chamber event, I do the same thing. Essentially I enter a room of 'strangers' and my goal is to "network" and to make connections. Generally, by the time the event concludes, I feel that I've made some new friends.

If I stand in the corner and tell passers by what I sell, I am destined to become a lonely wallflower. How boring is that? This has the same effect on Twitter. If all you do is talk about your business and your sales, you are missing the point.

In my opinion, in social media, as in the Chamber, our goal is to make connections. So my strategy is to look around, see who is near and looks approachable, then walk up to that person and say "hello." The first second may be awkward so for me it's easiest to ask the person what do they do?

With Twitter, it's the same approach — striking up a conversation is a matter of asking someone a question or answering one. We use the @ sign before the person’s "handle" to identify that the question is directed at that person. If you direct a question to me you may say "@Sunswept what has your experience been with the Greater Philadelphia Chamber of Commerce?"

Of course in Twitter, those remarks have to be phrased in 140 characters or less. At the Chamber, we don't have those restrictions.

But please note: If you expect to go on Twitter or go to an event from the Chamber and make an immediate sale, you will definitely be disappointed.  Chamber meetings and Twitter communications are not a sales environment.  These are social situations — to make new connections and to engage with others.

You may ask, "Jody, if you aren't there to sell, how does Twitter or joining the Chamber help my business?"

It's not the people who you come into contact with who are your targets! Think of the people you meet at the Chamber as "influencers".

Your role at the Chamber or on Twitter is to be real. To be genuine. To meet people. To express interest. To learn about what they do and how you may be able to CONNECT. You will connect them with people you know who may need for their services.

In return, they will want to do the same for you.

So, if you connect with one person, and he or she recommends you or refers you to two or three people in their network, you will do more business than if you tried to sell to that one person.

But wait: remember the power of a referral? It huge! You can't buy that kind of intro, no matter how much is spent on traditional media. One good word by a friend or an associate has much more weight than any advertising message.

It works exactly the same way on Twitter. Only faster.

The payoff begins when you gain credibility. Credibility is established by participating in the Chamber or in social media. Make the commitment and you'll see the rewards.

Using Social Media this way or participating in the Chamber is destined to build your network, develop your reputation, and increase your sales. Remember, it is so much easier to walk in the door when you've been recommended.