If you’ve been building your business by referral, then you’ve probably been wondering how to fit in all these wonderful social media and connection tools into your system.  If you haven’t quite figured it out – don’t fret.  You’re not the only one.  There are probably hundreds of social and networking tools out there and you could spend a lifetime trying to figure them out.  But you don’t have to.  I’ve been playing with them for a while and narrowed it down to the critical few: LinkedIn, Facebook and Twitter.  There are my core social medida tools and here’s how I use them to complement my face-to-face referral system.

Use LinkedIn as Your Virtual Resume

If you haven’t already, then please go and create your profile on LinkedIn.  This is your virtual resume and when someone mentions your name in a conversation or e-mail, chances are good that this person will head over and either Google your name or search for you on LinkedIn — it would be good for them to find something.

• Fill out your profile 100% and post a professional looking picture (they have a little guage there that will tell you when you are 100% complete.)  Don’t forget to list the different roles you’ve held – you can post them as positions.  For example, I’ve written a book (Excel for Marketing Managers), so I have “author” as a position, as well as blogger.  So get creative.

• Write and call people with whom you’ve interacted online to bridge the gap between a virtual relationship and a “real” relationship.  A phone call or meeting is still more powerful than an online relationship.  I used to only connect with people I’ve met.  You can see how lomiting that is.  I’ve started calling and running referral meetings with people I only know online.  This brings them out of the virtual world and into reality.

• Let LinkedIn run through your outlook at search out any existing LinkedIn members. You’ll be surprised how many of your friends and collegues are already there.  I recommend you simply send an invite to all of them.  They’re already on there and they’ll be happy to connect with you.  LinkedIn will also ask you if you want to invite others from your book – check those people MANUALLY – otherwise it will spam your whole contact list.  I’ve done that – it’s painful.

• Search for collegues from companies you’ve worked with. Then search for people you went to college with.  This is a creative way to find and reconnect with old friends and connections.

• Join a Group or Create a Group. You can search groups that are in your areas of interest (like Marketing) or create groups for special topics or organizations.  Participate and connect with people you’ll be amazed at the referrals.

• Ask and Answer Questions. LinkedIn has a Q&A feature.  Ask questions, then connect with the people who answer by phone.  Answer questions and connect with the person who asked.  Be sure to share what you do and who your ideal client is — as well as asking them the same.

Have Fun on Facebook

Facebook is a more casual space.  If LinkedIn would be considered a work space, then Facebook would be considered Happy Hour.

• Make sure you have a photo – a more casual one. People want to see you being you.  This doesn’t have to be some fancy photo – in fact lots of people change theirs frequently.
• Get Personal. Facebook is where people want to know a little more about you – people who are connected to you will be able to see what you’re doing and get to know you on a more personal level.  How personal?  if you wouldn’t tell your husband, wife or mother — don’t put it on facebook.  Every now and then hop over to your facebook page and tell people what you’re working on, reading or doing.
• Link your blog posts and other feeds. Facebook has the ability to link your Twitter tweets and blog posts and posts from your favorite blogs on your page – so do that.
• Start a Group.  DIY Marketers has a group on Facebook – it’s more casual and conversational there.  People will join your Facegroup book that won’t join or subscribe online.  So it’s another way to promote and notify people that want to know what you’re up to.
• Have and Event.  Facebook has a cool application that will allow you to register events, promote them and invite people.  Take advantage of that.

Twitter, Tweets and Peeps

You’ve probably heard all you ever want to hear about Twitter.  And you’re still confused about answering the questions “What are you doing?” in 160 characters or less.  This is  a powerful tool for expanding your connections.  If you see a Tweet that leads you to an article on something interesting — then respond and connect with that person.  Get more information and get to know them.

• The Name is the Thing. Make sure you have a good Twitter name.  Use your personal brand name, the name of your blog, or your company.
• Write a keyword friendly bio. People search for people they want to follow.  That means they will use keywords.  So make your bio keyword friendly and searchable.
• Keyword friendly posts/tweets. People will also choose to follow based on what you tweet – so make sure to write tweets with great keywords and headlines.

Cross-Pollinate Face-to-Face with Virtual Networking

The recurring theme here is crossover.  If you are at a networking event and collect cards – search those people out on LinkedIn and Facebook – then invite them to connect.  Now you will always have them in your “rolodex.”

If you’ve met someone online – then make an effort to meet them over the phone or even Skype web cam.  Take a virtual contact and make them real.  This crossover activity will not only exponentially increase your referral connections, but people will become more memorable and stay connected if you invest the time to keep things updated.

Replace Your Business Address with a Virtual One

I’ve used Moo.com to create a new business card that has all my virtual ID’s on them.  I put my mailing address in my e-mail signature and all my digital addresses on my business card.

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It’s a funny thing about our “Uniqueness.” Everyone else seems to be so much clearer on what we offer that’s unique than we are.

Years ago, I ran into this “gift” worksheet in a book. I honestly have no idea which book it was – and if anyone has seen this before – please let me know so that I can give credit. I don’t remember much from the book – but I did happen to find this worksheet that I reference very often with myself and with my clients. I thought you might find it useful as well.

How to Use your-gift-worksheet

You have two choices: 1) write on the actual worksheet or 2) Copy each of the gifts onto index cards and then run the exercise with the cards. The nice thing with this idea is that you can actually use that card as a defining moment, decorate it, turn it into a business card – just use your imagination.

1. Go through the worksheet and identify those characteristics that you feel you NATURALLY give to others. This is from YOUR perspective – what YOU believe to be true.
2. Out of all the attributes that you picked, which 5 of those do you MOST ENJOY giving to others?
3. Of those 5, which do you give most often?

You can do this exercise alone or with a partner or with your team or with your customers. Truly, the more feedback you get, the better.

Tell us what you learned.

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