Building up a business network isn’t easy, but it is essential if you intend to succeed anywhere in the world of business. This is especially true of small businesses without the track records of larger, more established organizations. Personal connections can mean all the difference between profitability and bankruptcy.

In a previous article, I wrote about ways to reignite your existing network online. In this post, I want to focus on how to use the web to make actual, lasting connections that will help you achieve your goals.

Many businesspeople don’t think of the web as a place to make connections, but rather to communicate with them. This isn’t true anymore, and in fact social media tools can be more effective than in-person meetings, especially when you’re trying to build an international network.

Most of the negative experiences that brands have had with Social Media happen because they are trying to broadcast and/or advertise in the channel. They are, essentially, trying to spam the network, lie to it, or pull a fast one over it. Those games won’t work on this playing field. Social Media is about real interactions between real human beings, and most brands do not have the Marketing culture and organization to transcend, so they use their old tactics in this new channel with failed efforts. This is where the fundamental struggle lies. Brands that are helpful, transparent and active do thrive in Social Media and – much like humans – are more than fine with the occasional mistake, foible and fumble (we all make them).

Kudos, Mitch — best title of the day! Follow the ‘via’ link to go to the source…