North of the 49th | Amway

So what’s the best form of social networking? Any guesses?

Every day we’re inundated with new platforms: the next Facebook, the next Twitter, the originals, the obscure, the old Facebook, the old Twitter…

There are the sites the cool kids are using – and desperately trying to convince you why you should forgo sites like Facebook with its 70-bazillion users for this amazing new ϋber-network. There are sites that some of the die-hards refuse to let go of (although even GeoCities finally had that final shovelful of dirt tossed on it); and there are always going to be new and dynamic sites popping up, created by people trying to build a better digital mousetrap.

In fact, according to Wikipedia, there are 193 active social networking sites (yes, I know Wikipedia’s not the be-all-and-end-all, but let’s just say, for the sake of argument, that 193 is in the right ballpark). There’s no way one could possibly be conversant in even a quarter of them – much less be considered an expert. But I’ve had the pleasure of experimenting with some of these – and in my humble opinion the best tool for social networking is still the original.

That form of social networking? A simple handshake.

It’s an interesting paradox. At the same time that we’ve become more interconnected thanks to the Internet age, we run the risk of becoming more isolationist in nature. If you’re working in an office, think about how often you send an e-mail or an instant message to someone sitting no more than five paces away from you. Picking up the phone to talk to someone is rare – rarer still is actually getting up and physically interacting with them.

Yet that face-to-face contact is still the best way to develop a relationship.

I’ve had the pleasure of working for a couple of companies now that are Canadian affiliates of U.S. organizations. And while differences in scale afford Canadians the opportunity to become more broad in their experience – after all, we’re often responsible for jobs that are handled by multiple people in our parent companies, we can sometimes get lost in the shuffle.

It’s not a condemnation of anyone. In fact, it’s understandable. If you’re responsible for a North American market, the majority of your time is going to be spent on the part that represents a potential 90 per cent of your business. But there is a way to put yourself front and centre in the minds of your international counterparts – and that’s actually getting to know them. Personally.

Think about your interactions on a day-to-day basis. When someone’s nothing more than an e-mail address, you’re likely to be courteous and do your job to the best of your ability. But when you actually know the person – when you’ve developed a relationship with that person and they can put a face to the name/e-mail address/Twitter handle – there’s a greater investment. Like friends, you’re willing to go the extra mile – and you’re less likely to forget about them.

It’s a relationship that needs to be cultivated. I had the pleasure of spending a few days south of the 49th meeting with my cohorts at the Mothership. Yes, we got work done, but we also were able to strengthen that foundation. There are things that get lost in translation when only dealing electronically with people, so it’s important to be there in the flesh sometimes.

This business is one that advocates a high-tech, high-touch philosophy. Yes, the technology is there, but it’s only a tool. The key to success is through relationship-building. And that’s best done in person.

Do you agree? How do you balance technology and personal interaction? Do you value one more than the other? Or am I hopelessly outdated and that face-to-face social interaction is simply a thing of the past?

Let me know. The comments are open. And if you ever get the chance, make sure you come by, say hi, and – most importantly – shake my hand.

All the best,

Jay