Has this happened to you? You establish a business connection via social media. That person responds with sending you plenty of information about their company or organization that has virtually no relevance to you - or worse, you do that to them.

This is the "buckshot" approach to social media networking. Just as buckshot is used in shotgun shells for hunting large game to spread out in a pattern, this networking method attempts to spray its targets with any hits it can make, regardless of the effect or how many misses result from it.

Well, people aren't deer and don't appreciate being treated as them. Buckshot networking only prompts potentially key business connections from following you or talking to you. They will regard your communications with them as spam and either ignore you or cut off their relationship with you.

Effective business networking via social media should involve these approaches instead:

• Making your message short and sweet. If you cannot describe your talents or your organizations within 15 seconds, you are not communicating effectively. A concise summary lets prospective contacts know how you and/or your organization can benefit in working together. Do NOT make it a sales pitch, however - that is a turnoff.
• Following through effectively. If you receive a person's e-mail or contact info on a social network, send a short, appreciative note of thanks in response. Suggest a future meeting or follow-up without being pushy.
• Keeping your social media information up to date. Providing your contact info on LinkedIn, Twitter or Facebook can backfire if they see you haven't refreshed it in days, weeks or longer than that.
• Being patient. Professionals typically receive dozens of inquiries for networking from social media they must review and prioritize. Top employers will want to review a person's background and reputation thoroughly before pursuing a serious relationship. If you have favorable references and proof you can actually achieve what you promise to them in the initial networking, they will respond in time.

If you have questions or want more details about how to network effectively, with or without social media, we would be happy to help you. Vaco Raleigh is a leading firm in filling positions in select businesses with the right talent and making the process work for all involved. For more information, call (919) 719-6500 or e-mail Crystal Suazo at csuazo@vaco.com.