Every week a post or three is written about the validity of social networking as a business deal maker.  A few comments will then  denounce the validity of social networking vs. working a sphere of influence.

Why?

Social connections and SOI are one in the same.  There shouldn't be a question about the validity of one over the other.  They should both be worked together.

• Both are valid resources for referrals.
• Both are valid sources of direct business.
• Both need to be given attention.
• Both need a system in order to produce a net gain.
• Both will become your evangelists if you value the relationships.

If you help your Sphere of Influence engage in social networking you will gain new connections through them.  If you engage your Sphere of Influence on a socially connected level you will build a stronger connection with them. 

If you engage your social connections on a traditional meet and greet atmosphere, over the phone or face to face, you win  business opportunities that only exist through personal flesh and blood interaction.

Talk to your social connections on the phone and meet them in person when possible. 

Talk to your sphere of influence online and help them make beneficial personal and business connections.

Why chose one networking system over the other when both systems fit so naturally together?  Why separate the two when clearly it will give you a competitive advantage to work both systems together?

Your social connections and SOI are birds of a feather meant to flock together.