Social networking is a major buzzword in the marketing and sales world these days.  It can easily become a complicated practice that consumes full days out of the week if not correctly executed.  Here are some tips on how to effectively social network online to expand your business.

Pick Between One or Two Social Networks
It seems that every day a new social networking website launches offering a different set of features or new ways to connect.  In order to be most effective, pick no more than two and focus all attention on their success.  The goal should be the quality of relationships, not the broad range of exposure.

Keep Business and Personal Accounts Separate
It’s very difficult to manage personal and business matters within the same account and not have them overlap.  A potential client will likely be turned off when discovering details on a not-so-glamorous trip to the country western bar last weekend.  Likewise, friends are likely bored by the latest home sales trends in the San Francisco Bay Area.  Save both parties the unnecessary noise and keep different accounts.

Complete Your Profile
It should be a priority to complete your profile and replace the default profile image.  To gain influence and trust, others should have a sense of your investment in the community.  A complete profile conveys a “buy in” as well as provides a chance to share your accomplishments and expertise.

Be Yourself
Nobody wants to be approached and have a sales pitch shoved down his or her throat.  Online social networking is no different.  Be yourself and strike up natural conversation.  The best bet is always to be conversational, informative, and helpful.

Social Sites Are Not a Sales Medium
In business, social sites provide a chance to expand the network of people whom trust you.  Any trust earned will translate to sales and referrals in time.

Find the “Influencers”
It is the general rule that every site has its influencers. These individuals have significant impact within the community and are very active contributors. Find these users and begin to build a relationship.  By associating with influencers it raises your own credibility within the network.

Be Selective When Accepting “Friends”
This can sound counter-intuitive on the surface, but the goal is not to acquire a million friends.  Much more success can be found in having less than 100 high quality relationships that are maintained effectively.

Make Introductions Between Members
As in the real world, making introductions between two parties gives the perception that you are acquainted with many people and useful for expanding others’ networks.  People respect and appreciate someone who is not purely self-serving.

Move the Discussion to Your Blog
We’ve discussed reasons to have a company blog in the past, but blogs naturally serve as a great medium for discussion.  Share a relevant post on your blog that answers someone’s question or fills a specific need.  This discrete marketing technique won’t offend the community because of the strong value your content has added.

What other social networking tips have you found to be helpful in the expansion of your business?