Lots of people are talking about ways to use social media to market your business. You can create a Facebook fan page, start a LinkedIn group, or tell the world about your services on Twitter. These are all great things to do. But for me, the real value in social media is how it enhances my efforts to create meaningful relationships with new people. 
This is me and Joe Cortez, meeting at Stauf's in real time after connecting on Twitter.
Let's take a look at a before and after scenario.
How networking used to work: I'd meet someone (let's call him Dave) at a meeting or networking function. Dave and I would chat about this and that, maybe talk about how much we loved the new Star Trek or what a giant disappointment the last Wolverine turned out to be. Then, we'd exchange business cards and move on to meet more people. A day or two later, I'd e-mail Dave and tell him how nice it was to meet him. If Dave was really interesting, I'd invite him out for a cup of coffee. Then we'd go our separate ways. Even though I wanted to stay in touch with Dave, calling him or inviting him out for more coffee seemed a little pushy, if not downright creepy. Dave and I might see each other again, a few months later, at another event. We'd politely say hi and engage in more small talk. But such an amount of time had passed that it was like we were meeting all over again.
How it works now: I meet Dave at a meeting or networking function. Dave and I chat about this and that, then exchange business cards. Sounds familiar so far, right? Here's where it changes. A day or two later, I invite Dave to connect on LinkedIn. I see that he knows my friend Jen and that we both went to the University of Cincinnati. We exchange several e-mails about how fun it was to go to Murphy's Pub back in the day and the time that Jen threw up on a candidate during an interview. I also find him on Twitter and Facebook, and connect there. As time passes, we interact from time to time on Facebook chat and Twitter. We also easily keep up on what the other is doing, who their meeting with, and yes, even what we've eaten for lunch on these venues (turns out, we're both big Q Doba fans).
At the next event, I know to look for Dave because he's seen on my Facebook page that I'm going and twittered that he wants to say hi. When we see each other this second time, we have so much to talk about. I ask about his son's piano recital, and how his wife's new job is going. He wants to know how my novel is coming along and when my husband's band is playing out again. It feels like a real conversation with a friend, and not just a re-introduction.
Now multiply the second scenario times many Daves and Darlas and Doreens and whoever elses, and you're building up more than just a network of acquaintances. You're creating a group of people who know and trust you. And people who know you are much more likely to refer you, buy from you, and introduce you to their connections. Not to mention that you now have many more people that you feel comfortable referring, buying from, and introducing.
Does it take time? Yes. Is it worth it? Absolutely.
How could you make over your networking connections using social media?
