Open

Oct 01, 2009 -

With so much emphasis on social media, it can seem like there isn’t a need – or enough time – for connecting in person.  But many entrepreneurs I’ve spoken to say that now it’s even more important to put a face with the message, to integrate your online and off-line networking.  

Amanda Neville, co-founder and Partner of Thinkso Creative, said that she found that integrating – and mobilizing – her network had helped find new clients for her design and marketing agency in New York City.  “We’ve always had new clients coming in, and it’s been at a nice, manageable pace for growth.  Now, that pipeline isn’t as big, and neither are clients’ budgets.  So we’re being more proactive than we had been.”

What they’ve done is “mobilized their network”, as Amanda called it, through three key tactics:

1. Make new connections through community involvement, trade associations, and events.  Among her volunteer activities, Amanda organized a series of workshops for entrepreneurs through her alumni club.  They also attend networking events for industries that are showing growth, like renewable energy. 

2.  Inform through social media: They started their own blog and fed it into other forums via RSS.  The three partners are all on Twitter and regularly update their profiles on Facebook and LinkedIn, as well as actively participate on other blogs and discussion boards.  “It’s really helped us generate new ideas for clients, in addition to leads. We’re now working on adding to our blog a video of clients talking about the value of design — giving both us and them some added exposure.”

It’s an integrated strategy:  make connections at events, build on them through social media, and then identify those who can help spread the word.  “It takes a more personal interaction to strengthen a relationship.  But still, we don’t approach everyone like a potential evangelist.  Sometimes we just invite people in to learn more over lunch.  Then they can feel more confident in mentioning us when they’re talking to someone who is looking for our services.  And we try to stay top of mind through consistent messaging, which loops back to social media.”

If you have a story about how you’ve used social media, please e-mail me at marcy@openforum.com.  I’d like to share your story with other OPEN Forum readers.  I also invite you to follow me on Twitter @marcyshinder and OPEN Forum via @openforum.

If you want to learn more about Thinkso (Cardmember since 2007) and their work, visit their Web site. You can also follow Thinkso’s partners on Twitter: Elizabeth Amorose (@thinksolizzy), Amanda Neville (@thinksomandy), and Brett Traylor (@btraylor).