Prior to the advent of the internet, face-to-face interaction was the quintessential skill required for getting ahead in all areas of life—personally, socially, and professionally. Nowadays, the exact opposite seems to be the case: social media is the new prerequisite, both for social advancement and also for gaining a competitive edge in the marketplace. This, of course, presents us with a philosophical quandary, and from a business perspective, we are faced with a nuts and bolts question: Which medium is more deserving of our time and attention?
For years, face-to-face networking has been touted as the unparalleled, most effective method for deepening client relationships, building a steady pipeline of new clients, and generating collaborative partnerships. Personal interaction has always been counted on for inspiring genuine client loyalty, as well as for kindling friendships outside the realm of business.
Nowadays, however, with the speed and convenience of the internet at our fingertips, the game has changed ENTIRELY. When you consider unexpected scheduling challenges, road travel, last-minute cancellations, to-do lists that seem to have a mind of their own, and the inordinate amount of time required to build significant relationships of any kind, you have to wonder if face-to-face business meetings are even practical anymore?
Seriously, doesn’t it make more sense to search Craig’s List for a particular product, or LinkedIn to locate someone with a specific skill set? As far as creating a collaborative referral partnership, you could just as easily use a web-based affiliate program and yield a steady stream of passive income without even having to speak to another human being. (People do this with Amazon all the time!) It’s equally as simple to write a compelling post and reach thousands of potential clients—and theoretically more promising—than meeting face-to-face with one person over lunch.
No matter which networking camp you prefer, a passionate argument can be made for either case. My recommendation, of course, is to glean the best aspects from both approaches.
Here’s a personal story about re-connecting with a former friend and colleague whom I’ll call Robert.
Robert and I knew each other 15 years ago; he’d come from New Zealand and was working in an administrative capacity here in Virginia. We had a solid professional relationship for about two years, collaborating side-by-side on a daily basis, handling a wide range of customer issues. We had a great rapport, always laughing and swapping stories, and often bumped into each other outside of work at the local watering hole or at community cookouts. After a year of ongoing face-to-face interactions, we became part of a wider circle of mutual friends and in time, the line between our personal friendship and our professional relationship became blurry (in a good way). Eventually, Robert decided to return to his beloved homeland, and as the years rolled by, we lost touch with each other.
In October of 2014, I wrote an article about the passing of a mutual friend, and posted it on RefuseOrdinary’s newsletter, as well as on my own Facebook page. As it turns out, Robert and I had one mutual FB friend, and my article ended up in his feed. He was so intrigued, he began exploring my website, reading my archived posts, and watched a personal interview on YouTube—one that covered my professional endeavors and those of my wife; the interview also highlighted the challenges of running our businesses while wrangling our 2 year-old daughter.
With a few clicks of the mouse, sitting in his office (halfway around the globe) Robert had learned all about my family, my professional life, and my wife’s career. All of this eventually led to his getting in touch with me to engage my consultation services.
It would be easy at this point to say: “And so…through the wonders of modern technology, an email was sent and a business relationship was forged.” While aspects of that statement are true, it’s only a fragment of the entire story. My relationship with Robert was not generated on Facebook; our connection was established face-to-face in Virginia. A deep root of trust and credibility was strengthened over the course of 15 years, and those elements were at the core of Robert’s confidence in choosing to contact me for my coaching services.
The fact is, every relationship you create, (whether online, on the phone, or face-to-face) has the potential to grow into something larger, and in light of ongoing technological advances, it’s becoming possible to connect with almost an unlimited number of people. Needless to say, there are benefits to using each medium of interaction, and it makes all the sense in the world to continue cultivating your online connections while always deepening and enriching your face-to-face relationships.
There are two things to keep in mind whether your interactions are online, on the phone, or face-to-face:
1) Allow your authentic personality to shine through! Only a few years ago, it was practically a mandate in standard business practice (widely-accepted) that one’s professional relationships were approached differently than personal relationships; one’s personality was to be kept under wraps in professional endeavors. That archetype has changed drastically. Now more than ever, people want to know and connect with the real you, and at this point, the pendulum has begun to swing to the opposite end: The ability to effectively incorporate one’s personality into one’s professional endeavors gives you a marked advantage over those who do not possess that ability. (See my article on developing your personal brand.) That said, it behooves all of us to keep in mind the reality that postings and emails can inadvertently land on the screens of family members, business associates, competitors, and any number of random viewers antithetical to one’s target audience. (For clarification on this point, see Hilary Clinton.)
2) Be helpful! When you are sitting face-to-face with someone, listen intently and find an opportunity to help (even if their needs are as simple as locating a dog sitter). The same principal applies to social media: If someone is looking to connect with a good mortgage broker and you happen know of a good one—hook them up! Further, maximize your social media presence and make it a point to regularly post content relevant to your target market! Remember: People are seeing you and hearing you…and they are taking note!
The times they-are-a-changin’! Bridging the gap between virtual life and face-to-face interaction doesn’t have to be difficult. It’s about being consistent, authentic and helpful while engaging in BOTH modalities!
