SmallBizResource Blog -- SmallBizResource

Social Networking: Evolution Before Your Very Eyes

Posted by Gayle Kesten Monday, Jul 21, 2008, 10:22 AM ET

Ever feel like the whole world is in on secret that you're not privy to?

That's how I feel about social networks. There, I said it.

Yes, I'm set up on the well-known LinkedIn, Facebook and Twitter. Of the three, only Twitter has introduced me to new industry contacts that I doubt I would have connected to otherwise. But do I need to know someone I'm following just ate a turkey sandwich? No. As for LinkedIn and Facebook, if someone out there is looking for me, then I've provided the means to be found. That, to me, seems like their biggest value.

Now what?

In this space I've also blogged about new, cool social networks that do what they say they do in terms of functionality; networks like Briz.com, Dotster Connect and Visa Business Network (read "A Trio of New Social Networks for Small Businesses") and Moli.com (read "Moli: A New Way For Small Biz To Connect"). Their founders all have solid messages for why small businesses should participate.

Of course, I'm fully open to the realization that maybe I'm slower than the average bear in getting my arms around social networks. That said, I read two articles that unwittingly made me feel a little bit better. One, according to a Deloitte survey of 140-plus companies that sponsor online communities, keeping members engaged is the biggest obstacle for half of the respondents.

And in an interview with bMighty's Naomi Grossman, when asked point-blank if there is value in smaller businesses joining social networks, John McCrea, VP of marketing for social network developer Plaxo, answered: "We're so early in the world of social media that I would say small and midsize businesses would do well to have representation on Facebook, Linked In, and Pulse. It's not a zero-sum game. Use all the tools. The third phase is just about to dawn and it is fundamentally about social networking and the Web becoming social, that's the world of the future."

So maybe I'm not as far behind as I think.

Bigger picture, we're all part of this incredible Internet evolution that, even if not completely understood, should be embraced.

What social networks do you belong to? Are you an active user? What do you see as their value for your business? How have they helped you?

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