Well, they've finally done it. A company in San Mateo is now requiring that all 900 of their employees spend an hour every Friday updating their Facebook pages and networking.

 

Some might think this a total waste of time, while the more enterprising employees (read: under the age of 41), are attempting to maximize their company's exposure to generate more revenue.

So what about you? Are you maximizing YOUR social networking opportunities? Not only is there Facebook, which is now focusing more on the "over 40 crowd", there is MySpace, LinkedIn, and many others. It seems like I get an invitation to "join" a new social networking group every week. 

 

According to Leonard Lodish, an expert on this topic, "The cost of gaining new customers is practically nothing because users join voluntarily and provide their own content through their profiles. If a classic advertising or subscription revenue model is used, he says, low-cost social network sites could be highly profitable."

 

But if you are an employee, what can this mean for you? Are your customers using these sites? If so, how? Another question to ask is what are you getting out of the time invested?

 

I personally use LinkedIn as my social networking site. I can't say we have instituted a "Facebook Friday" initiative around here, however, I can say that just before I shut down my computer into the wee hours, some networking activity is done.

 

The way it's worked for me is to stay connected or to re-connect with those whom I've lost touch with over the years. Also, the benefit of socially networking is that I've now become a resource to clients, potential business partners, and suppliers.

 

For example, just the other day, someone in my network observed that someone else in my circle was an old friend they went to law school with. These two people haven't talked in 18 years...but want to! I helped the two connect with their contact information and now there are two happy people in my network, thanks to my connections.

 

So, if you are networked, great. If you aren't, here are my top 5 tips for socially networking (whether it's on Friday's or not):

 

1. Avoid including everything you have done since you started teething. Only your parents are interested in that level of detail and even then, you're pushing it. Provide a synopsis.

 

2. If you are posting your photo, make sure it's a good one. If you look as if this was your mug shot from six years ago, delete the photo or get a new one.

 

3. Even though you are selling for a living, the soft sell works best. After all, you don't know who is reading your profile. You want it appealing; not cheesy.

 

4. Get a few recommendations. On LinkedIn, the icon is a "thumbs up" sign. People in your network who are using these social networking sites often, are very happy to write how great you are to work with. (What's the down side?)

 

5. USE the site. If you have gone to all the trouble of setting up a profile, start connecting with people. Ideas include: current colleagues, vendors, business partners, former associates, and of course, clients. There isn't anything worse than having your profile up and looking like you are the last to be asked to the prom! At least get your contacts into the double-digit range.

 

Oh, and one more thing. A social networking site does not replace the telephone as your sales tool. So you STILL have to make those calls. Use all the tools in your bag and success will continue to be yours!