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Three Trends in Business Networking

By Dr. Ivan Misner

There are three trends in business networking that I foresee over the next several years. They relate to:

1. Integration

2. Education

3. Association

Integration

Many business people have said to me: “I have thousands of connections on LinkedIn, Facebook, Twitter, and other social media sites… now what?”

“Now what?” seems to be the big question. How do people turn these connections into business? There are many social media experts out there with suggestions – many of them very good. However, the question still lingers: How do business people turn their social media contacts into real business for their enterprise?

First, let me be clear. Although I am mostly known for my face-to-face networking expertise, I love social media. I’m definitely a fan. I don’t believe it is an “either/or” scenario when it comes to social media and face-to-face networking. I believe that it is a “both/and.”

I think that they will not only co-exist, but also that their co-existence will be one of the many ways that social media can have a direct payoff to business people. This payoff will, among other ways, come through the integration of social media and face-to-face networking.

The phrase “Think globally and act locally” may no longer be as relevant as it once was. We are increasingly living in a global economy. Businesses are reaching across greater geographic areas. Many local businesses want a global network. Those who don’t actually do business in another country may still want to communicate with people in other areas to improve their expertise. Technology flattens the communication hierarchy and allows people to do business or talk business anywhere in the world.

I believe that forward-thinking networks will effectively and directly integrate technology and social media systems into their face-to-face operations.

This will be particularly powerful for networks that have strong shared values and a clear-cut mission of participation. Many networking groups are seeing their memberships gradually convert from Baby Boomers to Gen Xers and Millennials. This transition to a younger membership will dictate the need to integrate technology more effectively into a face-to-face model.

I believe the technology piece will take place by having “walled-gardens”—communities accessible only to members of that group. This will not only apply to traditional types of face-to-face networking groups but also to other types of networks. For example, it may also be effectively utilized in professional associations, communities for users of specific products or services, alumni associations, and much more.

These communities will be more than groups under existing social media networks. I believe they will be groups of people with highly controlled access; they will be based on a membership database that allows participation from the top of an organization. In effect, they will be mini-social media sites that are niche-oriented, and in some cases, global in perspective.

The attraction to groups like this will be the niche orientation and the shared values and/or mission of the organizations. The technology will allow greater connections—while the face-to-face will allow deeper connections.

Education

Don’t hold your breath for colleges and universities of the world to begin teaching networking and social capital. These systems are behemoths of bureaucracy. They are so far behind the curve of small business development that I’m beginning to despair that they will ever catch on. Most full-time professors have never owned a business and are completely out of touch with what is happening in real life, especially in small business.

Only one or two universities in the world have a core-curriculum course on networking and social capital. And I don’t think that will change anytime soon. Full-time university professors (who have complete control over the curriculum) view business networking as a soft science and not something that can be taught.

They are—quite simply—wrong. Networking can be, and is, taught around world, just not in school.

In the same way that sales and closing techniques are taught outside the university, I believe that networking will be taught more and more outside the university.

I think the current trend in networking and social capital education will emerge in the form of private professional training organizations, in much the same way that private industry has controlled the educational market on sales techniques (another area where many colleges fail miserably).

The downside to this is that the consumer needs to be well informed about a training company’s real knowledge in the area in which they are claiming expertise. I’ve seen many people who think they know how to network but aren’t qualified to teach the process.

I met a man recently who had utterly failed as a business coach and subsequently decided to try his hand at teaching networking. His only substantive qualification was that he had previously attended a networking course by another training organization. He figured that since he could pass the course, he was qualified to teach one.   I watched him network one evening; he wasn’t qualified.

Buyer beware: If you want a course in business networking, look over the qualifications of the company that developed the material, and check the qualifications of the trainer. Increasingly, these types of trainings will be offered by independent organizations, and it will be important for the consumer to do their due diligence.

Association

I believe there will be attempts to create an association of networking groups over the next several years. I also believe they will greatly struggle or fail to succeed.

There is a genuine need to codify the ethics and education of a business networking curriculum. As I mentioned above, there are virtually no university-level courses on the topic, and I sincerely doubt that will change in the next decade.

There are many associations that exist for many purposes. One might assume that WOMMA (the Word Of Mouth Marketing Association) fits the bill for what I’m describing, but it does not. WOMMA seems to be a very good organization from everything I’ve heard (they must have good word-of-mouth). However, their focus is more on buzz marketing and social media than it is on the type of face-to-face networking that I am describing here.

WOMMA works for many reasons. It’s important to note that one of the most important reasons for its success is that its members represent varied companies from many non-competing arenas (such as AT&T, Coca Cola, Intel, Sony, and ESPN).

An association of networking groups would have a substantial amount of perceived and real overlap, and possibly even conflict. For this reason alone, an association devoted to the advancement of business networking will struggle or fail to get off the ground. I’m afraid it’s one of those good ideas that will be difficult to sustain.

There are many changes in this field. Technology is a big one. However, the biggest change is simply the recognition of the field itself. When I wrote my first book on business networking in the late 1980s, there were virtually no books or materials on the subject.

When I did media interviews, the most common question was: “Isn’t networking just a fad?” After 25 years, I don’t get asked that question anymore.   This is a field of study that is coming into its own.   When I did my research for my first book, I could find almost nothing in the library on the topic.

Today, I Googled “business networking” and got 150 million hits!   Times are changing, and so is networking.

Called the "father of modern networking" by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the Founder and Chairman of BNI, the world's largest business networking organization and the Sr. Partner for the Referral Institute. His newest book, Networking Like a Pro, can be viewed at www.IvanMisner.com.

Tags: global networking, January 2011 Edition, networking, social media, social networking

27 Responses to “Three Trends in Business Networking”

Nancy Dube Says:
January 3rd, 2011 at 4:38 pm
I love Dr. Misner’s passion for networking and his committment to being on the frontier. As he stated, some 25 years ago people questioned whether networking was a fad. I hear more and more small business owners questioning whether Facebook, LinkedIn, and Twitter are fads as well. In my opinion, Dr. Misner is correct that times are changing and so is networking. If the small business owner does not want to be left behind, they must seize the moment and become knowledgeable about social networking to expand and grow their businesses.
Sue Henry Says:
January 3rd, 2011 at 4:45 pm
Ivan,

Great article! It’s been my experience that face-to-face networking skills are as essential in social media as they are in actual live environments. Like face-to-face, social media is about creating meaningful dialog, not a monologue. It’s about getting to know your contacts: their interests, hobbies, background, business, and what problems they have. It’s about “How can I help?” vs “Here’s my product or service. I know you need it!”

We’ve moved past the digital age to the age of connectivity. Successful networking in any platform is ultimately showing that you care about the other person and sincerely want to help. Closed communities and “walled gardens” will provide opportunities to get to personally know people while filtering out the “marketers”. I believe that this is where most of the business will be done!
M. Ettisch-Enchelmaier Says:
January 5th, 2011 at 11:31 am
Dear Dr. Misner!

Any tips how to turn social media into business?
If gotten, permission to submit them in my newletter
International Business Calendar????

Kind regards,
M. Ettisch-Enchelmaier
Peter Quintana Says:
January 5th, 2011 at 11:42 am
Interesting article, but I cannot agree with your comments about universities. I am an alumnus of Warwick Business School (WBS) in the UK, and chair the entrepreneurship network, which is exactly the sort of on-line ‘walled garden’ you refer to in your article. WBS-EN is sponsored by WBS, and both it and WBS itself are active on LinkedIn, Twitter and Facebook. WBS also includes core courses on entrepreneuship. Many other universities in the UK are doing similar things, and I am sure the same applies in the US and elsewhere around the world.
Jim Dills Says:
January 5th, 2011 at 11:50 am
Ivan,
I hear you. But, I think that BNI referrals have spoiled me. I have a regular conversation (fight) with my self about investing more money and time into tech stuff. You can guess which side wins. I am on Facebook and my business has a fan page – but, I am not comfortable. Perhaps comfort and competence are involved. I know I need to greatly improve my web site. Frankly, I just don’t know what the answer is for me and my business. By the way, I love being spoiled by BNI referrals.
Nabih Nasr Says:
January 5th, 2011 at 11:56 am
Dear Ivan,

Although I believe that networking is something positive in creating business opportunities, I am of the opinion that that same networking in the way BNI is doing it, is not applicable to all types of businesses.I am saying this because I have experienced it myself, in Dubai, when I joined one of BNI new chapters for one full year to give it full chance. Unfortunately it was what I have expected for my business at least.I do agree that for many members who were in education, advertising, car rentals, insurance and the likes, were very happy to have joined, but for my type of business it was not a success so I had to end my membership after the first year.
I would welcome your comments and suggestions.

Best regards and happy new 2011
Nabih Nasr
John Lillywhite Says:
January 5th, 2011 at 12:03 pm
Excellent article, Ivan. A must-read for ALL businesses!
Jae M. Rang Says:
January 5th, 2011 at 12:33 pm
Ivan ~ thanks for sharing your findings and predictions; as always, very insightful.

I think you missed the mark on one thing though; that Universities teaching business programs will likely not include professional networking as part of thier curriculum within the next decade. I agree that they are currently far from it – as you mentioned many business professors only know business from a book. Myself, I’m having fun reading my son’s business programs from which he is currenlty studying,and often help him understand the application in the real world!. This can and should change, though, and you are just that person whoh could do so.

(I also work in a business that is typically seen as ‘soft’ and not measurable but in the right hands, this couldn’t be further from the truth. Adjusting that engrained paradigm is no easy feat.)

I look forward to hearing more about “Dr.Ivan the Cruisader” being welcomed by the teaching institutions to recommend new curriculum for our “future” business leaders.

Best wishes to all for tremendous success in 2011.
Jae
Mary Provo Says:
January 5th, 2011 at 12:37 pm
I totally agree that social media is an vital to networking, and I was trilled to read that you love it! Members in my BNI chapter are not embracing social media how can we (you and people like me) get the message to them that face to face, and social media connections are not separate forms of networking,… and both will build our referral connections?
Many thanks!
Bruce H. Donald Says:
January 5th, 2011 at 12:42 pm
Ivan, Thankyou for your comments on the Three Trends. I am a new member of BNI in Bartlett, Il. I live in Glen Ellyn about 35 minutes from our meeting place every Tuesday AM. My wife drives me because I am considered legally blind, low-vision, in the state of Illinois. The people I associate with at BNI have accepted me for what I am, those who know. I am still a business man enjoying the field of the Premium Promotional Products, & some part of the Graphic Arts Industry. The whole idea of networking through integration, education & association for me is a must as well as an enjoyment-Thankyou!
Mike Spanjar Says:
January 5th, 2011 at 12:51 pm
Bravo, Ivan. The global networking landscape in which we live has changed dramatically over the last five — and even ten — years. We now have online networking tools to complement face-to-face, but our children are getting a one-dimensional education on how to utilize them. Imagine the advent of the personal computer without anyone to show us how to use it. The educational system refuses to adapt, at a time when networking has become as universal a human preoccupation as driving or using a cell phone. As the Internet continues to provide new pathways to products and services from anybody and everybody, relationship building becomes more critical to entrepreneurial survival. Understanding how to do it correctly has got to become a greater priority.
Karsten Bach Says:
January 5th, 2011 at 12:52 pm
Ivan,very leaningfull article, i specially like the point that social media and face-to-face networking is a “both/and.”
Stephanie Hackney Says:
January 5th, 2011 at 1:00 pm
Dr. Misner,

I enjoyed the article and the many excellent points. I am especially excited to hear someone addressing face-to-face networking and its relation to networking online and/or through social media channels. Bottom line, both require a genuine interest in “the other guy.” Both benefit from a “What can I do for you?,” position and eventually fail if the attitude is one of “let me tell you about me.”

Lastly, I could not agree more with the assertion that most professors have never “been there, done that.” While there is most certainly value in learning the fundamentals of business, marketing, etc., how one applies those teachings in the real-world, the non-academic, get it done, world, is critical. I am much more inclined to listen to the advice of someone who understands my challenges and frustrations if they have been in my shoes. I believe most people are of this same mindset. Show me by example, teach me by doing.

Stephanie
Coach Debbie Says:
January 5th, 2011 at 1:20 pm
I am very pleased that Ivan has addressed the social media’s need for more integration, education and association. I am constantly searching for ways to better help my community and in my search there is alot of nonsense fluff and I WANT REAL information! Love reading your books Mr. Misner. You are on my bookshelf!
Ivan Misner Says:
January 5th, 2011 at 5:42 pm
Thanks to everyone for your ongoing comments. I have two follow up comments of my own.

First in response to Nabih…

I’d recommend this podcast. It is all about difficult professions working in BNI:

http://www.bnipodcast.com/2010/04/28/episode-152-do-unique-professions-work-in-bni/

The next is to Peter. I stand by my observations relating to Universities. I taught at University for over 16 years. I now sit on the Board for a well-known university in Southern California. They absolutely, positively, will not change anytime soon relating to teaching business networking as a “core – curriculum” course. They may have lectures and they may talk about it in a class – but, it will not be a stand-alone course in most universities in my life time.

If that seems hard to believe – ask yourself how many universities have a degree in sales? Almost none (or at least very, very few). Like it or not (and I don’t like it), this is not a topic that is going to be taught as a mainstream course in college for a long, long, time. I understand there are and will be exceptions – however, the rule currently is that it is NOT being taught. I don’t think that will change dramatically for a long time. And that my friends, is a shame.
Benny Sheridan Says:
January 5th, 2011 at 6:52 pm
Power of Association according to John Paul Getty is one of three essentials “if one wishes to be the best that you can be” being part of the BNI association allows us tap into the Power.

I Enjoy the SucessNet,

Benny
Barry Neagle Says:
January 5th, 2011 at 7:00 pm
Does anyone see a mini-trend towards improved networking by using better techniques such as elevator speeches that are memorable, personal professional biographies, upgraded business cards, etc? BNI teaches us great skills to use in the chapter meetings, but we need some skill enhancements for the other hundreds of people we meet during the year. I’m fortunate to have a client (BNI referral!) who has been exposing me to some great new tools.
Rick Itzkowich -TheLinkedInGuy Says:
January 6th, 2011 at 3:19 am
Ivan,

To support point number 1 about integration, my own experience is that the online/offline worlds are becoming more and more connected.

Just yesterday, one of my BNI chapter members posted a discussion in a LinkedIn group. He was looking to connect with a Real Estate Attorney in San Diego.

I knew a former BNI member who knew a Real Estate Attorney.

I initiated a three-way call and connected the two of them.

My chapter member got the phone number of the Real Estate Attorney and called him.

Turns out both of them work on the SAME floor of the SAME building and were able to meet face-to-face within minutes. Talk about integration!

Thank you for championing this initiative to help BNI stay current with the demands of our times.
AnIl Kumar Gupta Says:
January 6th, 2011 at 5:03 am
I loved the insight and totally agree with the below sentence because I experienced it this morning.

I believe the technology piece will take place by having “walled-gardens”—communities accessible only to members of that group.

Let me start by saying that I was not enjoying Facebook and then my cousins created a family group last week which I didn’t join as I imagined it will be an open group. This morning a cousin commented to visit his place as temperature was like a hill station and I logged in and noticed only family members were represented in closed group. WOW what an idea and immediately I liked the Facebook and the private group concept. I never connected with my grown up son on Facebook but then this morning I invited him to be part of the family group.

You are dead right as I have experienced it and will shortly even consider starting few private groups. (even the idea of creating a group for our chapter came to the mind.) Niiraj our Country Director created Facebook page but I didn’t join then. But now I know it is a closed group and will search for it and will join it.

I’m reading your thoughts as then I can start learning faster.
Louise Says:
January 6th, 2011 at 10:12 am
Great article Ivan! I totally agree that the face to face networking activity that business owners KNOW is essential to their success, definitely has to be dovetailed into a strategy with social networks. In today’s business world you need to have a way of communicating with all your contacts to ‘keep the conversation going’, and social networks provide the necessary framework for doing just that. It’s definitely a case of AND not INSTEAD OF!
Gayle Says:
January 6th, 2011 at 6:24 pm
Excellent and timely article, Ivan. It is time for businesses to get their heads out of the sand and embrace social media. It is their friend, not their enemy. LinkedIn can be used just like BNI, only now you know who knows the people you want to meet.

I agree that universities are not going to present courses focused solely on networking anytime soon. On the other hand, there are individual professors who recognize the need for sales, networking and social media training. I recently had the honor to be the guest speaker at an Advanced Sales and Marketing class at Sonoma State University. My topic was Marketing with Social Media. While I was working with the instructor preparing my presentation, we got on the subject of networking. He learned about BNI, and ended up inviting our BNI County Director, Trey McAlister, to speak to his class as well. The instructor also sent his students to a Santa Rosa Chamber’s After Hour Business Mixer so they could practice networking. There are a few that see the light!
Bill Watchulonis Says:
January 7th, 2011 at 11:08 am
I agree. Once people understand social media is a natural progression of the networking we learn thruogh bni. Don’t look at it as a new language but a new more transparent way to be more who you are instead of who You’re trying to project. I guess it can be summed up by the old expression “get real”.
Embrace change as Spencer Johnson suggests in his book Who Moved My Cheese. Have fun with the different networks and to borrow a phrase get the conversation started.

This is a tremendous opportunity to gain social authority and be that referrable business expert; and remember it’s all in the motto of bni because givers do gain.
Duncan Hannay-Robertson Says:
January 9th, 2011 at 7:13 pm
I totally agree. Social Media is just another method of communication. Just like the letter was one of the first forms of communication, then telephones, email etc. We have to keep pace with constant change. Thankfully people are still at the centre of the relationship however you communicate.
Scott T Simon Says:
January 11th, 2011 at 3:29 pm
Ivan-
I agree totally with your inclusion of education. BNI is the first word-of-mouth organization to make education a core value but if one wants to take Education to the next level in regards to networking then one needs to get involved in the Referral Institute, the most qualified organization specializing in teaching networking. We are proud new owner’s of an RI Franchise and believe it will continue to help set ourselves up as the experts in our area and apart from the the self proclaimed experts.
Sudhir jain Says:
January 12th, 2011 at 3:32 pm
Sir , I totally agree.social media is a best media to creat a new relation from unknown person…I start using facebook from last more then 14 month before and now I know what I m getting from there..facebook is biggest marketing place..after joing Bni I know the value of networking and refrral ..so friends keep live your media place always
Renia Carsillo Says:
January 18th, 2011 at 1:34 pm
This is a great article that I’ve seen popping up all over my social networks and finally got a around to reading (see, social media works).

I think Entrepreneur magazine summed it up best in their December issue when they said, “businesses who do not develop a social media presence within the next 3-5 years will go the way of the dinosaur.” Social media in it’s purist form takes what is great about networking and what is great about sales and blends the two in a beautiful cocktail that goes down easily for EVERY target market a business could think of; from new Moms to airport safety purchasing, to Tony Shea’s races with million dollar robots, social media isn’t just the future, it’s TODAY’s greatest opportunity.
Robin Giangrande Says:
January 20th, 2011 at 6:04 pm
I am new this year to BNI as I am to being in business for myself. My one concern before I joined was that BNI was going to be too “traditional” and not incorporate social media networking. So, I am pleased to see this article by Dr. Misner. I raised the subject of social media and web presence to my chapter, and they immediately put me in charge of it! So we will learn together and all grow our business is “old” and “new” ways.

27 Responses to “Three Trends in Business Networking”

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