Art of Networking
Onffline Networking?
The ultimate form of business networking.
By Bill Jula

That's not a typo. It's the convergence of online networking with offline networking—and it is the future of business networking.

Onffline Networking ends the debate over whether online networking is more effective than offline networking (or vice versa); it embraces both tactics to create the "ultimate form of networking." Onffline Networking is being embraced by professionals both young and old as a way to communicate across multiple generations to gain visibility and more opportunity.

By combining the best of what online networking has to offer (quick introductions, transparency) with offline networking (human interaction, personal branding) professionals who practice Onffline Networking have a higher likelihood of getting noticed and eliminating the potential of alienating a particular demographic.

As technology improves and professional networks continue to grow, the two types of networking will converge. Most people you meet offline will have an online presence, and many people you meet online will want to eventually connect offline. It's the best of both worlds.

After facilitating hundreds of networking events around the country over the past five years, I've met many people (mostly in their 40's and 50's) who naïvely think that face-to-face networking is the only way to network. Some comments I often hear are:

• "I've always found success networking face-to-face. Why change?"
• "Online networking is for kids. I'm a professional!"
• "Online networking is too impersonal. My business requires human interaction."

Conversely, as the owner of an online business network called Fast Pitch! I've watched people (mostly in their 20's and 30's) place blind faith in online networking. Some comments I hear are:

• "It takes too long to meet people the old-fashioned way. I can meet 1,000 people online in a week!"
• "Offline events are expensive and time-consuming. It's so much cheaper to network online."
• "Offline networking is a thing of the past. Online is the future."

Each of these arguments holds merit; however; they fail to embrace the big picture of networking in the 21st Century. For example, while it is true that you can potentially meet a lot of people in a short amount of time by networking online, it is also true that many of these connections may lack substance because they lack real human interaction. Conversely, limiting yourself to offline networking decreases your potential to connect with millions of other people who are actively networking online everyday.

The point is … why not do both?

Below are some suggestions for incorporating an Onffline Networking plan into your daily activities.

Onffline Networking Recipe for Success:

1. Join an offline leads group (e.g. BNI www.bni.com). Become a part of a highly structured business organization that keeps you accountable and guarantees you'll meet new people. Continue the dialogue 24/7 with each of these members in an online environment. Then leverage the online network to grow your own network by connecting with other people your group members already know.
2. Join an online business network (e.g. Fast Pitch! www.fastpitchnetworking.com). Join an online business network designed to help you not only make connections but also promote your business. Doing so will help increase your visibility across the entire Internet, and ultimately create more opportunities to meet more people offline.
3. Join an online social network (e.g. Facebook). Let's face it, we all want to socialize. Socializing online can also be a great way to network and indirectly promote your business if done correctly. Be careful, however. Mixing your business with too much pleasure can be risky for your brand.
4. Attend at least three offline tradeshows/conferences per year. Although tradeshows can be time-consuming and expensive, they are a great way to network in a different environment. Tradeshows often bring people together from different backgrounds and locations, which can help broaden your reach.
5. Schedule at least 50 face-to-face meetings with people you meet online. Make it a point to network face-to-face with people you meet online who have the potential to help you grow your business, particularly people who are highly connected themselves. Come full circle with these people. This is Onffline Networking at its finest.

Lastly, it's not enough to simply say you're going to network online and offline. You need to understand how to do both effectively. Each requires a different mindset. Below are a few tips I've learned along the way.

Onffline Networking Quick Tips:

Online Tip: Use online networking as a screening process to pick and choose who you want to connect with on your terms. Use the online environment to begin a conversation which may eventually lead to an offline meeting. Continue to leverage the online network to grow the relationship further by passing referrals and inviting other people to join you. Consider creating your own online groups based on different affiliations. Encourage your online group members to meet offline. Note: Do not use an online network to try and make a sale. Be patient and save that for future offline meetings.

Offline Tip: Use offline networking as a way to establish your identity within the community. First and foremost, be yourself and always look for ways to help others. Always dress professionally and practice communicating your message (i.e. 'Make Your Pitch'). Encourage the people you meet offline to also connect with you in your online network. Use your online network to refer business to the new people who join your network.

Good Luck!

Bill Jula is the CEO & Founder of Fast Pitch! www.fastpitchnetworking.com, one of the most successful online business networks in the world. Fast Pitch! allows business professionals to make new connections and market their business online. Fast Pitch! fills a void in the marketplace left by social networks such as MySpace, Facebook and LinkedIn by giving small business owners the tools they need to effectively market themselves and their business.