One Entrepreneur On Social Networking: David Crumbaugh

This is part of a series called "The Entrepreneurs on Social Networking."  This interview is with David Crumbaugh.

What are your general thoughts on social networking (do you think it's highly important for today's business owner, a great way to build a web presence, a fad, exaggerated in importance, etc.)?

Social networking is the latest, greatest way to network and grow your business; however, it should only be a part of your overall networking plan.  I think too many people are becoming overly reliant on social networking as their only form of networking.

I also think many professionals misuse their social networking.  While it’s great you are sitting at the local coffee house, I want to know more about your business expertise.  Content is king.  Too many professionals give us too much personal or unimportant information that their business credibility can be harmed.

And please, keep the mafia wars/farmville/what sex in the city character you are on your personal page!

What have been your biggest challenges with social networking?

Leveraging time.  If your business is going to use social networking, you must leverage your time.  So much time can be lost going to every site to update your status or clicking every link.  Also, I have had to learn, usually the hard way, that you must avoid checking the sites every time someone sends you a message or an update.

What have been your keys to success when it comes to social networking?

For our business, social networking is a great way to update people on our events, make announcements, or engage in discussions that have given us great stories and testimonials that we use during presentations.  In addition, our business is very visible with all of our sites.  We promote them at every speech and workshop we do.

Keeping content fresh and updated have been a key to any success we have.  When I say content, I mean valuable information that a person reading can use.

Also, in our company, one person (namely me) is in charge of the site and content.  I have specific times during the day that I schedule to check my sites.  I also have one day each week that I have blocked time to work on the sites.

Do you have any techniques or routines that help you succeed with social networking?

One technique I use is a site www.ping.fm.  This site, and there are others like it, allow you to update your status in one spot, and it populates all of your social networking sites.  This has saved me a ton of time as now I can avoid going to every site we have to update the status.  Another technique is to hire a social networking coach/expert to help develop a plan of action.  Every business needs a networking plan to bridge its sales plan and marketing plan.  Part of your networking plan has to be a sub-plan for your social media activity.  If you lack expertise, and most of us do, find an expert, such as Sue Henry of SueHenryTalks.com, to coach you on an effective plan.

How important is social networking to the success of your business?

Social networking is a key component to our overall networking plan.  We use it daily to keep visible to our potential target markets.  Dr. Ivan Misner, founder and Chairman of BNI, the world’s largest business referral organization, talks of the VCP Process (visibility leads to credibility which leads to profitability).  Our social networking is part of our networking plan to increase our visibility.  Our presence has lead to contracts for business and speaking engagements.

Any final thoughts on social networking?

Social networking is becoming part of everyday life, both personal and business.  To be effective in your business, content is the key.  Provide valuable content on your sites and it will increase your positive results.

David Crumbaugh, CPA, is the co-founder of Nspired Networking Enterprises, LLC, a public speaking/corporate & franchise training company, which focuses on referral networking.  He has written articles for several publications and contributes articles to the Nspired blog and quarterly newsletter.  Along with business partner, Amy Kilpatrick, David is completing the first Nspired book, Connect the Dots:  An Nspired Way to Look at Networking, to be completed later in 2010.  You can find out more information at www.nspirednetworking.com.