Business Face of the Social Networking

You’ve got a Web site, a blog , and maybe even an RSS feed. Think you’re done with Web 2.0? Think again. Socialnetworking sites—community-driven Web sites that aim toconnect friends and colleagues into an Interwoven Fabrics of anetwork—should be next up on your business agenda. The sitescan help you find referrals, vet ideas, get advice andmore—usually for free. When it comes to social networking for business, we’re notreferring to MySpace, FaceBook and other online popularity contestswhere teens and 20-somethings (plus 30-somethings who wish theywere still 20-somethings) post embellished or embarrassing tidbitsabout themselves in the name of “connecting” with friendsand strangers. (Though it doesn’t hurt to have a presencethere, if that demographic is your target market). Instead, there’s a universe of sites built by business peoplefor business people, with the goal of establishing a communitywhere business owners can connect with one another, get questionsanswered, get referrals for employees and foster new businessrelationships. If you already have a presence on the Internet, why do you needbranch out even more? “Having a Web site for your company isdefinitely helpful, but truth be told, no one thing alone willbring you and your company enough business,” said KristaCanfield, PR Manager for LinkedIn , the 800-pound gorilla of business social networking sites.“It’s best to take a multi-pronged approach in order toensure that your business is getting as much exposure aspossible.” And while a Web site tends to be a passive business-developmentvehicle, letting you capture contacts that come to you, socialnetworking sites let you be proactive in reaching out. “Socialnetworking sites let you use your existing network of customers,partners and suppliers to develop new partnerships,” saidRobin Carey, CEO of MyVenturePad , a business-focused social networking startup. She also noted thatthose networks are a great way to glean advice on almost anysubject related to running a business. “You would be surprisedhow much information you can get for nothing.”