Online networking has picked up so much that if you're not doing it, you're quite literally out, or close to being so! What is it about online networking, and social and business networking sites that has taken our global net savvy community by storm? We take a look at the subject, and in line with our assumptions, we reached out to networks for inputs for this article - so over to our interviewees...

Why network?

What is online networking and why should you network? Social and business networking sites are places where you create an online image for yourself - which includes posting details regarding your academic background, professional life and personal likes/dislikes - and connect with other people who have done likewise.

Irrespective of whether you're an employee with an MNC, an entrepreneur starting out to convert your dream into reality, or are on the threshold of taking on your family business, online networking is the most happening business tool you need to equip yourself with.

In fact, online networking via sites such as Ryze, Ecademy, Linked-In, Orkut et al just became the coolest thing to do!

Something for everyone: People are drawn to these sites for the instant connections they facilitate - whether with the aim of creating friends or business acquaintances. The key to a good networking site is that it offers something for everyone. For now, let's focus on the business aspect.

In this sense, Ryze is a well-known site, well-populated by Indians who have gained from it in various ways. Divakar, a Chennai-based consulting partner with Keystone, equates networking on Ryze with the creation of new contacts and active pursuing of business leads. Ryze has yielded him excellent professional contacts through who he has struck business deals.

Sunder Ramachandran is lead training consultant at W.C.H. Training Solutions in New Delhi. According to him, "Ryze has been of tremendous value. I have bagged several assignments through Ryze."

Why is online networking effective?

It's not as though networking is a new concept. Business people have been networking since years, during meets organized by social clubs such as Lions and Rotary, at parties, industry events, seminars, conferences etc. But how does virtual networking compare with conventional networking?

Shivaji from Dubai is regional manager (MEINA) with IDTech. He has bagged sales through a Ryze contact in Dubai for a comprehensive biometric solution, and has linked up with a Ryze contact in Oman who heads country operations for a business that is part of a larger group, to exclusively distribute their solution.

He says online networking is far more effective, as it is more sophisticated, faster, has a wider reach, as well as is [usually] less provocative. Sophisticated - because it involves a hi-tech medium, wider - as the Web quite literally sets its limit which as we all know is extremely vast, fast - as it takes a mere click of a mouse to say ‘Hi' and less provocative - as it makes it possible to reach out to quiet people who appear to share ones interest and disregard ‘pushy' types. After all, it isn't so easy to avoid those who hog attention at events.

Apparently, online networking grants you the freedom to connect with whoever you want, and side-step riff-raff or those you don't care for! You can even network from home wearing pajamas!

Network etiquette: Even though online networking doesn't need you to quite literally ‘dress up', it does have some ground rules. Shivaji cites honesty and precision as essential for effective online networking, especially since you interact with people online and typically don't get to see each other.

Devang, a business manager with Optimetrix, an IT company in Bangalore, emphasizes the need to receive genuine contacts and queries when operating in a competitive industry, to avoid having to answer numerous requests that lead nowhere. He traces a sizeable portion of his business as coming from Ryzers, who he says are very, very reliable.

Being Bangalore-based, he is active on the Bengalooru (aka Bangalore) Business Network, a network within Ryze, which makes it very easy to create and maintain business contacts and relations in Bangalore city. After all, how much can you commute from one end to the city to another, how many informal groups can you mingle with, seeking out people who may wish to avail your services or product?

A network within a network: Most social / business networking Web sites facilitate the creation of focused networks, consisting of people sharing an objective. Ryze itself has several city-based focused networks - Bengalooru (aka Bangalore) Business Network, Mumbai Business Networking Mixer, Dynamic Delhi Business Network etc.

Besides, professionals working in specialist fields can seek networks catering to their needs. Mona, a Bangalore based freelance voice over artist/specialist with RJing experience has joined several Ryze media specific networks like VOICE Overs, India Radio Forum etc besides the Bangalore Business Network. She says she has gained professionally from Ryze, as it has generated all the voice over work she has in hand in Bangalore as well as yielded valuable radio contacts.

Focused groups also allow members to ask for help - a query, a product or service etc. As Consultant dental surgeon Dr Chandra Gupta points out, "You can post any kind of requirement and it is attended to by some member or the other."

The advantages of networking vis-à-vis ‘other' modes of contact

The best part is that such networks boast of a professional, yet informal atmosphere. Hence, even a formidable CEO becomes approachable, in the absence of an irritating secretary who censors calls!

Hence Mona says, "Somehow people are more helpful over the net. I mean how many people will entertain cold calls in their offices, but if you message over Ryze, you will get a reply." No wonder then that for Mona, Ryze definitely works!

Shivaji goes a step further - he says many times people respond to a cold call only when we say "Hi! I am from Ryze!"

As mentioned, it's not as though online networks only facilitate online contact. Mumbai-based textile designer Mamta, who launched Tribal Route, a handicraft store a few months ago and has decades of experience in the garments business behind her, reminisces about how difficult connecting with the right people used to be. Now she says, advertising, forming alliances, building awareness for a brand can happen so effectively online or during offline mixers. Mamta found her current business partner on Ryze, a Ryze contact helped organize a fashion show for her work in Dubai in 2005 and has numerous other instances of gaining from online acquaintances.

Offering a helping hand

Networks are in many ways, not only about helping yourself, but reaching out to others in need too. Mona says she has forwarded numerous resumes to her contacts just because someone got in touch with her through Ryze and she happened to know the right people in radio they should have connected with.

Some, like Mumbai-based director of Aware India Samir Jhaveri, takes the function of assisting others to a whole new level. Having entered the Web hosting and solutions business in 2000, along with his colleague Mayur Shah; Samir recalls how the duo built up their business quite literally from scratch as they assembled their first computer. During his early days on Ryze, back in 2003, he felt that in spite of attending a few offline mixers and managing to get some business, he was spending too much time and effort vis-à-vis the returns.

Then, as he continues, "One day it suddenly struck me - I expected others to give me business, but I had never thought of helping others get business! I realized I was being selfish and playing WII FM Radio (What's In It For Me). So I took a turn and started concentrating on building relationships. I took a genuine interest in people and helping them the best I could. I gave free leads, referrals and free tips on building and promoting Web sites. Slowly and gradually, my business increased and soon I became the ‘go to' person whenever there was a Web site hosting requirement. Today we are proud of being ‘the preferred Web hosting provider,' hosting thousands of Web sites across several countries worldwide."

Top of the networks

Mamta has used various networking options and believes Ryze comes out tops, for the simple reason that it is well-populated by happening Indians. Orkut, Xing, Linked-In and Ecademy are also good, insofar as building overseas contacts is concerned.

Business journalist and content editor with Bangalore's Amba Research Lawry has interacted with members of many networks, both online and offline. He cites Yahoo Groups, Orkut, Rediff Connexions, Flickr.com as examples. But he says no group beats the Bengalooru (aka Bangalore) Business Network in terms of diversity, liveliness, enthusiasm and business utility. He praises the groups' core members - Tarun, Rajat, Merlin, Arun and others - for having made it the most happening online network. Basically, it helps to have a network leader who commands respect and is able to steer discussions forward, besides lay down the etiquette for the group.

Samir is in fact doing extensive research on online networking based on his experience on Ryze, and will continue to collate more details regarding other business and social networks. This information will add value to a manuscript he is working on - Monetizing Web 2.0 - which he will offer as a free download at www.MonetizingWeb2.com. A kind of how-to manual, it will contain all the tips and tricks he has used to network effectively, how he prepares in advance for events, how, when and why to join hands with rivals, how he makes a fortune giving consultancy services and promoting other peoples' products, how to research intelligently, how to spy on competitors, etc.

Samir's parting advice? "Do not underestimate the power of these Web sites. You can reach a wider audience and open doors you never knew existed! If you play your cards well, you will soon surpass your competitors, leaving them wondering what happened."

Facilitating a global reach

Sandhya from Chennai would give a thumbs-up to Samir's suggestion. While she began her journey as an entrepreneur and CEO - Chief Energizing Officer - of Wide Range in 2000, she says there has been no looking back since she became an active member of Ryze in 2004.

Networking has helped Sandhya make a lot of contacts in her field - advertising and marketing - and these in turn, have helped her widen her reach for her clients. She has been able to identify associates to collaborate with, to organize and implement events and product promotions anywhere in India. More recently, Sandhya has also found associates across the globe for her new venture in medical tourism.

The power of networking

Director of Connexions India Srikant lives in Bangalore and is into the holiday and event management services business. A Ryzer since a year, he actively pursues enquiries posted on travel and travel-related networks, and says he has been able to convert a lot of such opportunities into business. In short, he says Ryze rocks!

Essentially, one thing leads to another. As the Chennai-based CEO of Kriya Corporation Hari Prabhakar says, within a year of starting his training company, he met three wonderful people - Manisha, Rubina and Jo through Ryze who now alongside himself form Kriya Corporation's core team.

Any wonder then that he mouths, "I love Ryze!" I mean, if it helps rev up business, who wouldn't?

Charu Bahri is a freelance writer and author of two books. She also writes funding grants and software for a charity working in the health sector.  

Issue BG72 Mar07

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