Has traditional networking died as a result of social media?

If you think social media has killed off traditional networking, or offline marketing generally, you’d be wrong. Plenty of small businesses still don’t get proper value from social media alone, and for good reason: it’s one tool, not the whole toolkit. Big companies can run almost everything through a screen. Most small businesses, VAs included, can’t and shouldn’t try to.

I’ve built my own business on relationships made in a room, not just on a feed, and if anything that matters more now than it used to, not less. Everyone’s noise is online. Standing in front of someone still cuts straight through it.

Why we network

Networking is designed to build long-term relationships and connections, and to raise your visibility with other businesses in your local area or your niche. If you want the know, like and trust that business runs on, traditional networking builds it faster than almost anything else.

Use networking events to trade information, spot opportunities, and get support from people who genuinely understand what running a small business is like. There’s a personal upside too: turning up to an in-person event can leave you feeling more supported, less alone, and noticeably more confident.

If you want the full case for it, Forbes lists 10 reasons why networking is essential for your career, and it still holds up.

Why you need to network offline

Networking is about getting your face out there and being seen. Put yourself in front of people and you speed up the know, like and trust process no end. Think about the last time you met someone and just clicked. That’s what face-to-face networking gives you, and social media on its own can’t replicate it.

Social media networking is often one-sided, and text-based conversation gets misread constantly. That’s not an argument against using it. It’s an argument against relying on it alone. Balance your online activity with proper offline effort too.

Five types of networking organisation you need to know

In-person networking events vary hugely, so it pays to know what you’re walking into. Here’s a quick summary, based on the types set out in this Entrepreneur article: 

• Casual contact networks, such as your local Chamber of Commerce
• Strong contact groups (like BNI), limited to one member per profession
• Community service groups, built around helping your local area and deepening local relationships
• Professional associations, organised around your industry
• Online social media networks, which build credibility and visibility digitally

Once you know the types, you need a plan to actually get out the door and to your next event.  The Entrepreneur article is nearly 10 years old but it shares valuable insights.

Have a plan in place

You need a plan for networking, same as everything else in your business. Start by getting clear on what you actually want from it. Are you building connections in your local community? Raising your profile in your industry? Looking for support and advice from other VAs who get it? Or looking to promote other businesses in return for them promoting you?

Your answer narrows down which type of organisation from the list above is worth your time. Aim to work two or three different types into your business activity, and try before you commit. Most groups let you attend as a guest first, so use that.

Once you’ve settled on a few, show up regularly. Consistency is what lets you judge whether an event is actually worth the investment, and it’s what creates natural touch points with contacts and potential clients over time.

A change in mindset

If your first thought is “that’s a lot of time out of the office,” change how you’re looking at it. Networking isn’t time away from your business, it’s part of it. It puts you in front of the right people and builds the relationships a profitable business runs on. I’ve said before that networking is a bit like dating, and honestly, the comparison still stands.

Social media has opened doors for small business owners, no question. But it’s one tool, not the whole toolkit. To run a proper VA business, use everything available to you, and traditional networking is one tool you can’t afford to skip.

Understand why you’re networking, build a plan, and get in-person events into your calendar. Do that and you’re using everything available to you, while building business friendships that can carry your work for years.

If you want to raise your visibility in the VA industry and get the benefit of networking with other VAs, take a look at our VA Membership. It has an active community, it’s a great way to find other VAs in your area (get enough of you in one place and you can start your own local networking group), and it includes a networking course to help you nail this properly. Go and take a look at the VA Membership.