Now that we know what networking is (relationship marketing) and what it isn’t (an annoying sales tactic), and how to get the most from face-to-face opportunities, it’s time to tackle the newest kid on the networking block: online networking. Unlike face-to-face networking, where connections can be made and acted upon quickly, online networking takes more time and, well, work.

There’s no denying the convenience of online networking: You can connect with people right from the comfort of your own home or office. Heck, you could still be wearing your fuzzy bunny slippers, and no one would be the wiser. And this convenience helps to make online networking so appealing. However, with so many options out there, it’s hard to know where to begin, or what to do once you’ve started.

1. Start small.
The best way to get the most out of your online networking is to actively participate, so I highly suggest starting out small, joining one to three (max) networking sites. That’s enough to give a nice range of sites, without spreading yourself too thin. Once you get the hang of it, though, feel free to add more sites. Just don’t forget which ones!

2. Variety is the spice of…online networking!
There are so many types of networking sites—from business networking sites like LinkedIn and Biznik, to social networking sites like Facebook and Friendster, to industry-specific networking sites like those that can be found at Meetup.com and About.com. I’ve found the most effective way to work the online networking machine is to join a variety of sites: a business networking site and an industry-specific site, at the very least. That way, you can find potential clients, as well as advocates, partners or even someone to collaborate with in the future.

3. Consistency is KEY.
As with any marketing endeavor, making sure your message is consistent is key. And online networking, which is absolutely a form of marketing, is no different. So make sure your online profiles are consistent with each other, and with the message you want to convey about yourself and your business. Your profile is often the first impression others will get of you and your business, so take extra care to make sure that it’s professional, interesting and consistent!

4. Everyone likes a compliment.
That goes for your business, too! And no, I don’t mean sending a stranger some flattering email (although who knows, that may work, too—if you try it, and it works, let me know, okay?) What I do mean, though, is that you should seek out others in industries that compliment yours. If you’re a graphic designer, find printers or print brokers, illustrators, copywriters, photographers, etc., to network with. Or if you’re a Realtor®, look for mortgage brokers, real estate attorneys, and appraisers to network with.

By reaching out to people who are your natural industry compliments, you’ll help to not only build your network, but also your professional resources, allowing you to better provide for your clients and customers, and hopefully, create a reciprocal referral situation. A win-win for everyone!

5. You’re the expert, right?
So share your expertise! Many networking sites allow you to post articles or answer questions. Take advantage of that! By writing articles, or providing well-thought-out answers to others questions, you’re able to show your areas of expertise without any hard sell. It is truly one of the easiest ways to get your name out there, start building a rapport with others, and hopefully become the go-to person in your industry. And best of all, it’s usually free!

6. Still, nothing beats personal contact.
Once you’ve meet someone online, connect with them offline. If you can meet with them in-person over coffee, excellent! That will help cement the connection, and hopefully build a successful professional relationship.

Of course, as online networking eliminates geographic barriers, face-to-face meetings might not be possible. So set up a phone call. Sometimes, just taking the time to chat over the phone helps to establish that personal connection. And if that still isn’t possible, even sending a “nice to meet you” email can work. The point is to take the initial contact one step further to establish a personal connection. When you do that, you’re more likely to be on their mind and someone they’d consider working with or referring business to.

And there you have it. While I don’t recommend eliminating or replacing your face-to-face networking, I hope that these few tricks help make your online opportunities just as successful as the in-person ones.

Additional Resources:

• LinkedIn
• Biznik
• Meetup.com
• Fast Pitch
• Ryze
• ConnectBuzz
• Wild Women Entrepreneurs
• Business Networking Me
• Bizmeed
• Facebook
• Networking for Professionals
• Start-up Nation
• JumpUp