The third instalment of our 'Going social' series in our monthly online magazine Insight moves onto our blogs in order to walk the walk. This month guest author Heather Townsend looks at the arguments for using both online and face to face networking to generate business and career success.

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When I say the words 'business networking' what comes to mind? I would place a large bet that you are thinking about a physical room full of people talking, possibly at a CIMA event, with people wearing a name tag. However, what about social networking?

Many accountants fall into the trap of thinking about either online or face to face networking exclusively, rather than combining the two for maximum effect. Did you know that LinkedIn and Twitter are fantastic tools for keeping in touch with people who could seriously influence your future career after meeting them at an event or workshop?

Using time wisely
Let’s talk about the time pressures which you face as a management accountant. The joys of month and year end often mean you are squeezing all the rest of the stuff you need to do into a very short space of time.

With the typical demands that your life as a management accountant places on you, it is not always possible to get to a physical networking event. Yet I bet that your next job or assignment will rely on you growing and maintaining an extensive in house and external network. This is where online networking has the edge over face to face networking. It is always possible to indulge in some online networking in a spare five minutes.

Many accountants (and, let’s be honest, other professionals), would rather pull out their thumbnails with a rusty pair of pliers than willingly go to a networking event and socialise with strangers. Face to face networking doesn’t have to mean attending a formal networking group or a room full of strangers. Do you have your networking hat on when at social events? You never know what possibilities a hen or stag weekend may offer.

When you attend your next training course, rather than thinking, 'how many CPD points will this get me?' make sure you have your networking hat on. Who on the course list would you like to stay in touch with after the event?

The personal touch
Many people think because I am a huge advocate of online networking, I don’t see the value or point of face to face networking. They couldn’t be more wrong. A face to face physical meeting can generate trust far quicker than a purely online relationship. Indeed, it is rare to find a very strong business relationship which hasn’t been cemented by some time spent physically together.

And even, if a face to face meeting is impractical, a video call or phone call is better than an email or Twitter relationship. Until you have actually taken that step to have a real time conversation, opportunities and real life assistance are unlikely to flow from that person.

With the arrival of social networking, an accountant’s networker’s tool kit is now huge. But, just as you wouldn’t use a hammer to crack a nut, knowing which tool to use for which job is the key to networking effectively and efficiently.

There are definitely times when face to face has the edge, and times when online networking is better. The trouble is that most networkers (and accountants generally!) get into a comfort zone, and tend to stick with what they know – and for many networkers that means being blinkered and choosing one or the other.

Our conclusion is to use both online and face to face networking to help you generate the career and business success you deserve. It’s the most efficient way!

What are your thoughts?

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Heather Townsend is speaking at the forthcoming event:

Joined up networking – how to use online and offline networking for career and business success (free joint event with CIPD - book here)

Event details: Wednesday 19th October 2011 at 18:45
Cottesmore Country Club, Pease Pottage RH11 9AT, Sussex, UK.

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Post questions for Heather online via Twitter in advance of the event, marking each question or comment with the hashtag #joinedup.

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Previous 'going social' articles in Insight:
Going social: what is social media for?
Going social: creating a profile that works

September Insight homepage