Member Article

Defining the 'Likes': Is There Still a Place for Face-to-Face Networking in the Digital Age?

Networking has long been accepted as a vital part of any business strategy: a way of building relationships to ensure the future success of a company. The technological age is ensuring that almost every aspect of the modern business operation is digitalised, and the popularity of platforms such as LinkedIn and Twitter suggest that the networking process is no exception, as businesses are consciously spending time cultivating mutual online relationships.

While social media networks are great for extending an olive branch to a range of new contacts, there are still many benefits to face-to-face networking that the online world just can’t offer. One organisation that continues to champion the benefits of in-person networking is the Forum for the Built Environment (FBE), who organise regular national events for those in the construction sector.

Making a Good Impression

National Chairman of the FBE David Jones says: “We often find that people attend our events having made initial contact online, but looking to cement relationships with a face-to-face conversation.

“It’s far more difficult to build a meaningful relationship with someone if you’ve got only a small photo and a basic online profile to work from. Allowing a connection to physically attribute a face to a name means that they are more likely to respond to subsequent digital communication.”

Indeed, a recent survey found that 72% of business people are influenced by personal appearances and handshakes, meaning an in-person meeting is the best way to make a positive and memorable first impression.

A Chance to Be Yourself

Online communication can often lack the personal touch of a face-to-face meeting, and it can be these small touches that ensure a meaningful relationship is maintained.

“Having a conversation in person is more authentic and flows more easily,” says David. “You can also read important body language and non-verbal signals, as well as avoid misunderstandings which might arise from an email or social media conversation.”

“Nothing really beats it in terms of sparking a genuine connection.”

Expect the Unexpected

Relying on online platforms to build connections also requires a degree of knowing who you are looking for, which can result in missing out on potential opportunities.

“You never know who you’re going to meet at networking events.” David adds. “A lot of our members comment on how an unexpected conversation lead to an opportunity, sometimes through the connection themselves, but sometimes through an individual being able to connect people with those in wider fields.”

“Having to have at least some idea of who to search for online can be restrictive, and mean that you risk closing doors.”

Despite the rise of online job sites, recent statistics show that a huge 85% of jobs are filled through networking. Bear this in mind if you’re recruiting, as you never know who you might meet at a face-to-face networking event.

Though the internet age is most definitely here to stay, be wary about underestimating the value of in-person meetings. It remains the most effective way to forge meaningful, memorable contacts to advance your business.

This was posted in Bdaily's Members' News section by Holly Wright .