Picture yourself at a networking event. You just walk through the doorway and spot a group of people talking. No one has their business cards out. Maybe it's a hair stylist talking. Or maybe an attorney. Whoever it is, you tune them out, and you reach for your pocket.
As soon as the last word falls out of their mouth you launch into a sales pitch about what your company does, and how it can help. You hand each member of the group a business card, and quickly walk away. Do you think this will be an effective strategy? Probably not. You have not invested any time into listening to the others in the group who were talking. There were no "people skills" that went into this interaction.
When it comes to face-to-face interaction, many of us recognize the flaws in this strategy. We recognize the need to let the conversation run its course, and that small talk may eventually lead to business down the road.
So why is it difficult to grasp that networking online works the same way as networking offline? We all know the Internet is less personal than meeting somebody face to face. You're not in front of the person, and they can't hear your voice. That doesn't mean you can shout. That doesn't mean go for the hard sale all the time.
Social media is as much about listening as it is about talking. Information flows two ways. The best way to be a good social media citizen is to engage users. Reply to others' tweets. Post about your favorite sports team. See who is going to a rock concert. Never be above interacting with someone because the conversation is about something other than your business.
Participate in groups. LinkedIn has some wonderful groups that allow you to interact with other users. You can post information, ask questions and comment on other posts. Once you've interacted with people this way, follow through. Ask them to join your network. Ask them if they need further help with anything down the road.
There are also answer forums on several popular websites. LinkedIn, Yahoo, and Hubpages all have them. If anyone needs help in your field of expertise, it is a great way to establish your personal brand as an expert in your field.
The best thing you can do is interact. When it comes to social media, don't let the word media throw you off. Information flows both ways.