Generations ago business deals were made by a simple handshake between two parties. Aided by advancements in communication technology the handshake has evolved into email conversations, tweets, Facebook wall posts, collaborative wikis, and more.
So maybe it's not such a big stretch to imagine social media playing a key role in effective business communication. Let's start with a typical business scenario of a company trying to drum up more business by finding partners that could help them open a new market. The traditional method would be to attend a tradeshow or networking event, interacting with other attendees or sponsors who could be potential partners and collecting their business cards. Most people you meet, however, will be complete strangers in terms of understanding their business background, potential synergy, and reputation.
Now with all of the social media technologies available, we can we use interactive social networking tools to discover potential synergistic business relationships much more efficiently. Instead of attending tradeshows, there are industry-specific online communities to participate in and industry groups available to join on social networking sites. Instead of collecting business cards, you can hold online conversations with potential partners who have related interests and goals. That's the first handshake. You can then add the right contacts to your growing online network – using social media as a Rolodex that updates in real-time for unmatched accuracy.
The list of social media platforms is growing exponentially, so only use the ones that make sense for you and your needs. Consider, for example, whether a larger, more general network or niche platform would be best to help connect you directly with relevant contacts.
The next step is to use social media to continue collaborating with these potential partners—and even prospective customers—and move toward mutual business goals. Online collaboration tools and wikis provide a platform for working together throughout the course of a project—rather than merely sending formal documents via emails or exchanging phone calls. By providing an appropriate medium to share incomplete thoughts and in-progress documents, collaboration tools bring the value of brainstorming and in-person synergy to the online world for enhanced productivity and quality of work.
Taking it a step further, industry groups serve as a virtual networking event where you can share industry news, insight, or ask questions. It's vital to join the conversation. The more you participate, the more likely you are to connect with prospective partners and customers, as well as stay connected with current ones. It's also an opportunity to show your expertise and create an opportunity for someone looking to collaborate to offer up their handshake based on your knowhow.
Social media for business isn't a fad. Just like email, social media is yet another tool that smart businesspeople will use to create valuable customer and partner relationships. The people who are the most effective at conveying information and building networks of relationships will be the winners of the future.
About the Author: Mark Sochan is CEO of Partnerpedia