As with anything that’s an investment of time or money you should be able to see a beneficial outcome. So you’re certainly asking some of the right questions in your comment above.

My one addition would be that many of those outcomes are in our own hands.

Social networking is not that different from ‘traditional’ networking – you have to be willing to commit to making it work before it will.

Going to the latest Chamber of Commerce mixer accomplishes little if you simply sit in the corner and only speak to people you know.

Better to put yourself out and make the valuable connections that will help you move your business forward. No doubt it will take time and effort but provided you make a sincere effort, in my experience, the contacts you seek are out there.

As for the ‘latest and greatest braggart’, the great thing about social media is that you get to decide who you are social with.

In my limited experience I’d suggest that anyone considering making social media part of their business ask the same kinds of questions that you are.

But, if you can see the benefit – and challenges – in networking and relationship building offline, then I’d say you stand a good chance of making it work online too.

Mark

Regards,

Alden~

As you say, building fruitful relationships requires a commitment – dabbling, at best, builds acquaintances. When people have a choice as to who they engage with they’ll choose those that are willing to take the time to reciprocate.

I love your most recent post by the way, recommended: http://tinyurl.com/67yvtd

@Luis – I don’t think I’m there quite yet I do think that there’s a growing trend amongst marketing bods to draw a clear distinction between what social media is good at and what it isn’t.

For me social media is about being part of a conversation – as much about listening and learning as it is about talking and promoting.

Luis’ post: http://tinyurl.com/63p6uh

I did a similar rant on my own blog a while ago. Perhaps they should just crown you and I Kings of All Marketing!

Presence vs. participation. Just showing up isn’t enough. Like Gill said so well, it’s cultivating instead of propagating.

Not only does propagation dilute your actual “presence” but it makes it nearly impossible to participate in any way that adds value because you’re only listening peripherally. It’s like talking to someone who keeps looking over your shoulder for a better conversation at a party.

Social media is something you really have to chose to commit to. Do it badly and it’s not worth doing – may even be detrimental.

Heck, is this us cultivating??

OK, I’ve nicked that one.