Humans are hungry for information. Content consumption via storytelling, libraries, educational institutions, industry publications, radio, telephone, television, movies, the internet, and mobile technology is evolving so fast, it’s hard to keep up.

The ‘global village’ is now at our doorstep whether we like it or not. People who are ‘tech savvy’ have been using these tools for the last half of the 20th century. Graphical interfaces and programming languages have made technology even more accessible to the general public. As a result, we have ‘digital natives’ who have never seen a DOS prompt (disk operating system) or remember IRC (internet relay chat).

It’s only now that we are starting to acknowledge the overwhelming speed of knowledge transfer and “e-relationship building” when marketing products and services to others. This is an incredibly powerful paradigm shift that has resulted in many social media debates.

Marketing content and social media/internet networking is no longer occurring in isolation:

“the most important aspect of social media marketing is to remember that it is just a piece of the marketing pie, and the rest of a company’s marketing activities cannot be abandoned in the clutter or noise generated by social media.” ~ Debbie Laskey, brand marketing consultant to non-profits and start-ups in Southern California.

The social media noise can overwhelm us, just like other new concepts. People usually seek guidance when deciding on the best way to cut through it.

Because technology has become so intuitive, it is very hard to prove that you can advise others on how to use it effectively. As a result, Social Media Consultants are not respected in such a new field of specialized marketing and communication. Many people perceive that using social media is just common sense. However, social behaviour has always been an acquired skill. We are/were raised by adults, not media tools and technology.

We must be taught to use social media effectively – just like we learned to read and write. As someone who observes children using iPods daily and helps college students set up profiles on LinkedIn, I welcome the term Social Media Consultant. We are all hungry for information, but we can’t start this new communication shift dismissing our parents, teachers, and mentors – just some of the people who formed our social world and set the foundations of our business perspectives. If cutting through the noise of social media means you can make some real dollars and build some positive relationships with your customers, there is no reason to do it without guidance.

Susan Varty, co-founder of Social Tactics, has been providing writing services, digital strategy, and technology advice to small businesses and corporate clients since 2006.

The business world is now immersed in the age of Facebook and Twitter.  I’m not saying there aren’t other social media sites out there, but these are the top two most used social networks in the world.  However, using Facebook and Twitter can be difficult for B2B companies, who don’t really have a public to engage with directly.  I often come across other consultants and CEOs who are on these networks, but say, “so what?”

The missing factor in these networks is the connection that can only come from a person-to-person meeting.  That’s where Meetup.com comes in.  Meetup has been around since 2001, but only really took off in the last 5 years when the site became more user friendly.  The number of groups has now grown to 79,000.  Whatever your industry or niche is, you can be sure there’s a Meetup for it in your area. And if there isn’t, or if you’ve tried it and found it hasn’t been of use to you, you can organize your own.

While there are a myriad of generic business Meetups in each city, I would definitely recommend trying out as many as you can instead of putting all your eggs (your time) in one basket (one Meetup).  Just as with any networking group or business organization, it takes time to get to know the members and discover whether or not it’s a good fit for you.

If you like that aspect of networking but find you aren’t getting the clients or customers you want, try connecting online.  And for god’s sake, complete your profile so people can contact you.  The worst thing that can happen is if you meet someone who’s an ideal client and they forget a business card at the event, and don’t have their contact information listed on their profile. Diddo goes for you!

Meetup.com has an easy to use interface for event organizers, as well as calendars, forums, and message boards. Make sure to adjust your settings each time you join a new group, as you may end up on the alert list for news “as it comes” vs. once a day or week.

When it comes to building your network at a Meetup, remember your networking etiquette. It’s not about scattering your cards, but building valuable relationships.  Happy meetings!

Sandra Garcia is the founder of Middle Child Marketing. She is an independent Publicist and Marketing Communications Consultant based out of Vancouver.

Women have the advantage here. Just by purchasing a few unique accessories, women may find it easier to engage others in conversation and become more approachable instantly.

1. Purchase a laptop case (the kind with wheels) in a colour other than black. Better yet, find something with a patent leather finish to make it shine through that endless sea of black. Just by having a red, shiny laptop case, I’ve found that more women and men compliment me on this case and I don’t even have to introduce myself. Specialty boutiques carry these, but I found mine at a popular discount department store chain for $75.00 CDN. This investment has created thousands of dollars in related business.

2. Jewellery has always been a conversation starter, but make the piece have a story on its own. A local artist, a special way it’s made, etc. can allow you to take “thank you so much” to another level and people will remember you a lot easier and often want to purchase something for themselves (and look you up to do it).

3. Of course, a professional and smart outfit is a necessity to make a great first impression. However, I find that my favourite jackets lack something men’s jackets typically have – real pockets! Two is all you need. Keep your business cards in one pocket, collect others’ cards in the other. It’s a great way to stop fumbling in your purse and keep them organized during the event. Try and have a pen handy for people with no cards. I usually keep a pen and a notebook in my purse to connect with students and other people without a card or mobile device.

4. A pin or brooch with your name on it can look very professional. It can also make you look like you work there, so have a custom pin made by a local jeweller or artist. Just your first name is all you need, and I recommend that it be integrated in an understated way. I came across an artist who creates some beautiful tree necklaces. Since my company name is Wordtree Consulting, I’ve commissioned her to find a way to incorporate my first name, discretely woven into its roots.

Sorry guys. Maybe I can convince my business partner Marc to write a few tips for the men out there!

Susan Varty of Wordtree Consulting has been providing writing services, digital strategy, and technology advice to small businesses and corporate clients since 2006. She is a copywriter and certified technical writer who manages a team of writers around the globe. Susan is also one of the Co-founders of Social Tactics, a social media consulting firm.

How many people do you meet on average per month? 2, 12, 20? If I asked you who you’ve met in October, would you struggle to remember? How about the other way around?

If I’d asked people who have met you, what would they say? Do they know what you do and how you are unique within your industry? Do you think you left a strong, lasting impression engaging the audience with opportunities to explore?

In my line of business I get to meet and connect with many professionals, lots of them hugely talented and passionate about what they do. Yet when it comes to introducing themselves, they find it difficult to clearly state in a couple of lines what they do and how they differ from the rest. A tough challenge commonly shared.

Being able to confidently introduce yourself, creating instant credibility and identifying possible synergies in the first moment of meeting a new connection, is one of the most powerful means of advertising. By spending time and having a well thought through intro pitch, you will capture your audience and distinguish yourself from any perceived competition.

Spending the time to refine your introduction, will be one of the best investments you will ever make. To get you going, let me give you a couple of tips on how you narrow down the key points for instantaneously engaging your new contacts:

1.) Think about what your product or service does for others – This may differ from target market to target market, therefore tailored responses will have a much greater impact.

2.) Stick to the benefits – Not many people will care for technical details but for the value that you offer. Make sure you focus on talking about benefits rather than technical features.

3.) Be brief – No-one likes to listen to a lengthy introduction. You will loose people’s interest in mere seconds if you can’t be short, sharp and to the point.

4.) Speak from the heart – Identifying what you will do specifically for that target market and clearly communicating your emotional understanding of their needs, will create immediate intimacy and contacts will be keen to hear more.

5.) Strengthen your confidence – Preparing a well thought through introduction will put you in control of meeting new people and give you the confidence to leave a positive and lasting first impression.

6.) Don’t forget to practice – Once you are happy with the content, let your intro become second nature by rehearsing your pitch until it sits.

Take the time to create a compelling intro. Sharpening your answer to the ever sounding: So what do you do?, will prepare you well and take some of the apprehension out of meeting new people. Even more importantly, you will open up opportunities by instantly capturing your target market’s attention.

Now go and get practicing!

————

A highly skilled and experienced international Business Adviser with key competencies in Sales & Marketing Strategy, Conny Millard specialises in working with savvy female entrepreneurs in Canada, US and Europe. For further information please contact her directly at cmillard@mcgbusiness.com or visit www.mcgbusiness.com.