Social networking can work for small businesses

Brian Basilico spends "at least four hours a day" promoting his capabilities on LinkedIn, Facebook and Twitter. Revenue at his business, Aurora-based B2b Interactive Marketing, Inc., has soared "significantly" this year.

Yes, there's a connection. But Basilico employs traditional networking techniques as well, and although he tells clients to "be prepared to invest time and money" to make social networking work, his suggested time commitment is closer to an hour a day than four.

"Hi, Brian. Don't know if you remember me from Wheaton North-I was asking the biggest technogeek I know-if he knew how to set up a Web site. Much to my dismay, he said he did not! But he had no problem offering you up!

"I am starting a new business and have no idea how to do this. Everyone keeps asking me if I have a site. I would be happy to compensate you for your time. You can write back or call-Sara."

Basilico got that Facebook message - and resulting business - last week because a Facebook friend told a friend. That's one example of social networking working for one business.

Basilico emphasizes, however, that "social networking is no different from regular networking. It's the same networking in a different venue. You're meeting people, establishing relationships and all of a sudden someone needs something done - and you can do it.

"This is relationship marketing" that in Basilico's approach to business development "augments traditional ways of creating awareness for your business."

Thus Basilico continues to go to meetings, give speeches, teach about the Web and marketing, and generally keep his name and face in front of referral sources and potential clients. He also blogs - a blog is part of the social networking process, too - to remind readers of his expertise.

Basilico's rule of thumb is that his blog is "50/50 business and personal." His dog Harley is a regular topic. Why the family dog in a business-generating blog?

Basilico's intent is to create awareness. The dog helps. "People tell me 'I loved the story about Harley,'" Basilico says.

Facebook gets the majority of Basilico's social networking time. "It's more personal," he says. "I can talk about the Bears, adopting kids for Christmas giving or Harley. LinkedIn is more for larger corporations and is more professional, but there are a lot of groups to get involved with. Twitter is more of a world view. People can search for keywords and find you indirectly" on Twitter.

Basilico also links his messages as appropriate to the three sites he frequents.

The question to be answered is how other business owners, not as web savvy as Basilico, can adapt his methods. Next week's column includes three who have ventured into social networking.

• Questions, comments to Jim Kendall, JKendall@121MarketingResources.com

© 2009 121 Marketing Resources, Inc.