Feature Articles

Social networking has seen an unparalleled explosion in popularity across all generations, over the past three years. Although we’ve moved past fad and cutting edge technology into something more mainstream, there are still a lot of people out there looking for some kind of direction, especially when trying to use social networking on a professional level.

The main thing to keep in mind when you enter the world of social networking and online communities is that you are dealing with individuals. It isn’t advisable to barge in to a community, blog or bulletin board and announce that you are the guru of any given topic, any more than dialing a random phone number and announcing to that person that he or she was now your BFF.

You have to build relationships and take part in conversations much the way you would face to face getting to know someone at a party. Even the sharpest of membership management software is designed to help forge connections, simplifying the process, not take the place of them. You cannot simply buy software and expect it to create an online community on auto-pilot. So how do you make social networking work for you? Try these ideas to get started:

1.Do your research. Find out what others are doing around you; that means competitors, specialists, trend seekers, even your friends. How are they using social media/networks? You might be surprised what gems you collect from such unexpected sources.

2. Mimic. Find a successful entity to model your organization after. Can't find one you like? Pick one you don’t care for and do the opposite (You really can learn from other's mistakes).

3. Subscribe to RSS feeds or enewsletters. Most industry people will tell you they do a lot of skimming of the Internet for content meaningful to them and their organization(s). RSS makes it easy. As you're surfing the Net, when you find content you like, check for a little orange icon and click on it to request updated content be sent to you automatically. No RSS feed on the site? Use your bookmark feature instead of your favorites. Then those sites can travel with you no matter what computer or phone you're on.

4. Blog, blog, blog. Blogging has gone mainstream. There is no better way to convey your organization’s voice than through this method. Whether you choose multiple blog contributors or just one, don’t concern yourself with your inability to write the Great American novel, concentrate on your message (but do run spell check, please). Also, it is not necessary, or advisable, to write solely about your organization. Feel free to add some personal touches or industry information. Try to elicit feedback.

5. Comment on other blogs. Share your insight but make sure it's relevant to the discussion. You can insert your own site URL (if it makes sense within the conversation) to increase traffic on your site. Use the same discretion you would when giving a recent acquaintance a business card. If it seems like a good opportunity where you both will benefit, do it; if not, wait for another opportunity. Don't overlook micro-blogging sites. Amass a following and be a follower.

6. Don't try to do it all yourself. Why recreate the wheel? There are companies out there able to do it more efficiently than you can. Seek their help. Look for a vendor partner that offers web-hosting, site design, networking/membership management, administrative tools, customer service and all future enhancements for one low price. Do you really need to take on the expense and time of doing something in-house that can be done elsewhere for less money and resources?