The Networking Equation: Adding Value, Multiplying Connections

Lisabeth Calandrino, Flooring Specialist and Associate Publisher and Director of Social Media, Fabulous Floors Magazine

Networking used to follow a standard script, but the pandemic completely transformed how we approach it and our perceptions of people. The shift forced us to rely on technology to foster connections, significantly altering the landscape.

In this digital age, forming connections online has become remarkably more accessible. COVID-19 drastically altered our modes of connection; the familiar in-person channels vanished, replaced by tools like Zoom and Google Teams as our primary means of communication. Despite the ease of online interactions, initial connections often prove more effective in person.

Engage by friending individuals on these platforms and sharing mutual interests through posts and conversations.

Being present where your customers are — online and at your physical location — and creating a seamless online and offline presence improves credibility and trustworthiness.

Keep embracing platforms like Zoom or Microsoft Teams for connections. These allow for face-to-face interactions, giving a glimpse of who they are and fostering genuine connections. Despite some not utilizing these tools, I firmly believe they continue to be an excellent means for meetings and relationship-building.”

In today’s world, defining who you are and what you stand for holds unprecedented significance. People are evaluating value systems more than ever before. The pandemic highlighted the significance of connections, especially as many experienced feelings of isolation. During this time, we observed how businesses treated their employees and formed opinions based on their actions.

Acts of kindness, like aiding others or hosting engaging events, resonate profoundly and foster significant connections. Engaging in community efforts, supporting causes, or serving on not-for-profit boards shapes identity, attracting like-minded individuals aligned with your values.

Hosting unconventional community events amplifies engagement and social impact. Theme events, such as fundraising for breast cancer awareness or pet adoption drives, captivate audiences and create compelling social media content.

Why not have someone come in and teach a Zumba class? You may not have a lot of people the first time, but after a few sessions, watch the group grow. An Ecuadorian juice bar in my neighborhood plays great music and shows dance videos all day long. I suggested they host a dance night; they did, and their customer numbers soared.

Strategic Partnerships and Workshops

Strategically partnering with complementary businesses expands outreach. Workshops on downsizing or DIY installations, complemented by snacks from collaborators, enrich the experience and foster stronger connections. Think Closet Retailers, a company that builds custom closets.

Innovative Social Media Engagement

Utilize social media creatively by hosting diverse events like dance nights or Zumba classes, engaging customers beyond business interactions. Workshops on social media usage, podcasts, and blogs equip businesses with tools for growth and storytelling. You can have someone from the local university teach a class on using these tools. The next time, invite the businesses to bring in what they’ve created and post it on your social media. They will love it!

You can also bring in an intern from a local university to teach one of these classes for other businesses.

Non-Business Hobbies and Interests

Hosting events centered around hobbies or non-business-related activities, like fishing or chess nights, creates unique networking opportunities. Such gatherings attract diverse audiences, strengthening community ties and fostering a memorable experience for potential customers.

Educational and Informative Content

Online platforms offer a space for informational interviews or insights into community businesses, generating engaging content and highlighting community members. Capturing the trade show experiences through interviews and product showcases can also garner interest from online audiences.

Customer Loyalty Programs

Implementing a customer loyalty program cultivates brand advocacy and fosters stronger customer relationships. Such programs, offering exclusive deals or housewarming gifts, encourage recommendations and positive reviews, driving brand loyalty. By exploring unconventional avenues and nurturing community connections, businesses can expand networks. ■