Virtual Networking
Entrepreneurs dug deep and were creative, when navigating the beginning of the pandemic. They worked hard to pivot their businesses amid the chaos of constant change. This year, as the weather cools, our natural transition towards indoor activities will have a bigger impact as it is coupled with the global increase in COVID cases and shifts in restrictions.
I feel a concern mounting that there is a gap in strategies to take us through what we know could be a difficult winter with social distancing restrictions in place. In recent conversations with clients and other entrepreneurs, many have expressed concern about their business growth.
How do I network? Summer provided some freedom with in-person networking because we could safely meet outdoors. Now what?
As we know, our journey through the pandemic from a health perspective will have the greatest success if we work together. We also know that this is true for the survival of small businesses. So, what can we do to build our business during a time where the traditional in-person networking isn’t an option?
Here are a few thoughts on two strategies we have as part of our daily lives – social media and social capital.
Social Media
Although a few years old, this 2017 article from Hureka Technologies Inc provides a meaningful perspective on the purpose and importance of social media. A dictionary definition defines social media as “the series of websites and applications designed to permit people to share content quickly, efficiently and in real-time.”
The greatest advantage of having a social media presence is having a conduit for marketing and networking at a reduced cost due to the virtual format, compared with traditional forms of media such as radio, televion, newspaper and magazine advertising.
Although we may have a love/hate relationship with social media and struggle to maintain a healthy perspective and boundaries regarding its use, we can embrace the use of social media to sustain and grow our businesses with an intentional strategy.
How do you want people to engage in your social media channels? How should you engage with other businesses on their social media channels? Good news! These two strategies are often the same, harkening back to the golden rule: Treat others the way you want to be treated.
Here are a few ideas on how you can encourage others to engage with your business and in turn support other businesses in our communities.
Follow or Like the Page
Leave a Positive Comment
Repost
Take and Share a Photo of yourself using/enjoying their product/service
Leave a Review
PRIORITY TAKE AWAY: Make sure your business leads the way in engagement if you want the engagement of other entrepreneurs in your business.
Social Capital
Social capital is defined as the networks of relationships among people which allow us to function effectively. When working remotely, we need to adapt our social behaviors to stay connected with our current network, create new connections with clients and potential clients, and strengthen our relationships with collaborators.
It may feel awkward to build these relationships and networks virtually, but I’ve been pleasantly surprised to find that I have fostered some strong ties even more quickly than face-to-face interactions.
Personally, I think that this virtual from home connection has required us to be a bit more authentic. We are required to share personal experiences (insert incessant puppy barking here), that normally would not take place in a board room or at an in-person event.
There is always opportunity when we push our comfort zone. An outcome of the pandemic is that we are learning to stretch our networking muscles a bit and function effectively in a new way – to increase our social capital in virtual environments.
So how do you make new connections?
First, be authentic. Don’t try to build connections with businesses or people that do not authentically resonate with you. It won’t serve them well and it won’t serve you well. Authentic connection creates a genuine ground swell of support for both businesses.
Second, become clear on what you will bring to the relationship. Why would this entrepreneur want to connect with you?
Finally, understand that you are NOT selling. You are building relationships, genuinely forging a connection that will help the entrepreneur achieve their goals.
PRIORITY TAKE AWAY: Networking in an authentic and genuine way is always necessary, regardless of where and how you connect.
How to prepare before a virtual networking event
Do an audit for your online presence. Check out the channels you are active on. Make sure the details are current, there is a fresh look, and current activity. If you have shifted away from a channel and don’t plan to use it again, close your account. Whether we plan for it or not, every business has a brand. Make sure your online brand is consistent, active, and appealing.
Do an audit of your current network. Consider what your business goals are for the short and medium term. Who do you have in your network that can support you in this journey? Are there gaps that you can authentically close? It is vital to be genuine and authentic in your desire to help them. That the relationship must be reciprocal.
Do become comfortable with technology. Test it, test it again and test it once more. You do not want to be struggling with how to get your video, and audio working. Yes, we all have technology challenges, but know your way around trouble shooting. Get comfortable so you can show up comfortable. Also bear in mind that everyone has experienced a glitch with technology so there is a lot of patience. Technology mishaps are another example where being human is showing up in our virtual work.
Do reach beyond your comfort zone. Our imposter syndrome can rear its ugly head when we are pushing outside of our comfort zone. You need to fundamentally know that you have something to offer, that your life and business experience is unique, which means that you have a unique perspective to share. This unique perspective will add value to those that you authentically and genuinely connect with.
Do talk to strangers. When you have completed your network audit you might require some shifts so that your network can reflect the community that you want to work in. Reach out to entrepreneurs asking for assistance. If the idea of talking to strangers makes your stomach churn, don’t worry, just ask questions and listen – the conversation will unfold. Connect on a personal level to learn and understand how the pandemic has impacted them. Be generous with your time, and your support of their business goals. Do practice weekly virtual networking habits. The biggest impact on our networking success is just doing it. Have a weekly target of the how, and the frequency of networking you will do in a week. Stay committed to your goals. Remember, attending a virtual event and sitting back and listening (or multi tasking and answering emails) is not networking. Networking is engaging – more about this later. Network consistently each week: set up a virtual coffee to meet someone new, reconnect or stay connected with someone in your network, or attend workshops to learn and engage with other participants.
How to network at virtual workshops
No one could anticipate the sudden and prolonged shift to virtual work. From day to day interactions to workshops and conferences, virtual is a daily habit for most and quite likely there are elements of this approach that are here to stay. It is important to learn the new skills of networking in a virtual setting.
Document the names of the speakers and panel members. Gone are the days of a list of participants and contact information. Maybe if you are the sponsor you might receive an attendee list, but the balance of attendees has to engage in a different way to build our network. Keep track of who you meet and where.
Engage in the participant chat. Typically, a workshop has a chat streaming during the session – in this chat you will be able to meet new people, engage in dialogue and potentially use our expertise to solve or bring clarity to another participant. Offer to go off-line after the workshop (i.e. connect by phone, email, or video call) to discuss and offer further support.
Take the time to reach out after the event. If you manage to capture names and you can build – yep I’m saying it again – authentic connections, consider emailing those select individuals to ask more questions, offer feedback or support their business. People love to be helpful and many are willing to speak with you to brainstorm ideas for the market space you are targeting.
Finally, offer your expertise to workshops, workplaces or conferences to bring content to your network and audiences where you want to expand your network.
Having a robust and consistent strategy to building a virtual business network has another significant upside – you will be supporting your mental health and the mental health of those you engage with. As entrepreneurs, we will continue to adapt and find creative ways to thrive, regardless of the challenges ahead.
