Execumama Online

Would You Attend the Event Pictured Above?
The wide-spread availability of Web-based networking via Facebook, Twitter, LinkedIn, and countless specialized social networking communities, has left many wondering whether the “old school” methods of professional networking are still necessary.

Is face-to-face networking still relevant? Some would argue it’s an imperative step in the transition of your customer base from chat buddy to committed client.

What are some of the key elements and benefits of face-to-face networking?
In a word: Monetization

Conversations online don’t easily translate into monetary transactions. Sure, you use the successes of Twitter, with its 1500% annual growth rate, and Facebook, with its more than 200 million users, to promote your hand-crafted products on Etsy, your self-published book, or your graphic design services, and when you engage in conversation, odds are, your Web-based buddies will visit your Web site, but will they purchase something? Probably not without a fusion of new (social media) and traditional (promotions, incentives, etc.) marketing methods, which includes seeing your product up close and personal. People still want to chat about products and services, theirs in particular, with their designer coffees in hand, and nifty name badges pinned to their shirts. This is where conferences, meet ups, and mix and mingle networking events become critical.

Conferences, for example, provide once-in-a-lifetime opportunities to see the superstar of your industry speak, and meet like-minded people from various parts of the country (or world!). Meeting your potential allies, customers, and collaboration partners will leave a much longer lasting impression that one tweet. The chances of you making an in-person connection with someone, then maintaining and building on that relationship with the help of social media are much higher than maintaining the relationship solely via the Web.

Mix and mingle networking sessions, some with unique twists such as speed networking, (coming to Atlanta December 10, courtesy of Corporate Chics, LLC and Execumama Enterprises – shameless self-promotion!) offer great after work opportunities to see and be seen with purpose. Marketing your brand is still about connections, and in the sea of millions of users online, you may find that though your online followers and friends can easily climb to the thousands, eye-to-eye will still drive the conversation from “you’re so cool” to “my credit card info is…”

***Certainly, I am in no way claiming to be a student of, nor an expert in advertising, social, or traditional media. This is my perspective as an entrepreneur/social media user navigating the waters of new and old selling methods.***

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Okay, so people are becoming less afraid of the “The Big E”, but what are some of the strategies that may keep our adventurous lot from being trampled by the stampede of fellow talented business owners? How can we entrepreneurs increase our survival odds?

Tip # 1: Understand Personal Branding

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Many of our most celebrated professionals welcome opportunities to work without immediate compensation. Restaurants donate food to various projects, attorneys take pro bono cases, and medical professionals volunteer their expensive skill sets to impoverished areas around the world.

What about you?

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With all the hubbub around Facebook, Twitter, and all the topic-specific social networking communities, do we still need to attend conferences? If we can chat with our clients through our blogs, and meet new ones through Facebook, why shell out cash to look at people you may not even get the chance to meet?

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If they burn you once, they’ll burn you again, right?

Depends.

As entrepreneurs, we absolutely must set the tone for the value of our work and our time, because most clients will treat us as well or as poorly as we allow. We put so much energy into getting clients and retaining them, and one sure way to negate those efforts is to under-price your work hoping to increase your client base. That can be a tough pill to swallow, as typically, the start-up entrepreneur’s model is “Just bring in clients, more is better!” But you will find that approach does more for increased headaches and wasted efforts than it does for increased income. Seasoned business owners seldom settle for quantity over quality when it comes to clients.

It’s not working. Just cut my losses, right?

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