We turned to social media, and in particular Twitter to fill that gap.

We have successfully used Twitter to grow our network of peers, suppliers and customers and discovered that just like real-world networking the know, like, trust process still applies… it’s just that social media accelerates that process.

KNOW: FIND PEOPLE TO FOLLOW
One of the best places to start is with journalists in your sector. Most have a Twitter account these days. Follow them, then look who they are having conversations with. Those people are also likely to be good people to follow – either important people in your sector or people who have the ear of journalists – in either case, good people to know.

Next, look for key local people, local business leaders, large local companies and trade associations. Follow them too.

LIKE: OLD RULES, NEW TOOLS
It’s 60 years old now, but Dale Carnegie’s classic principles from How To Win Friends and Influence People apply just as well in the new world of social media as they did in 1950s America. Introduce yourself to people you follow. Tell them why you followed them, and ideally, pay them a sincere compliment. Say hello to new people who follow you and take a quick look at their bio and timeline. What are they talking about? If it’s their cats, ask how they are; if it’s a business trip, recommend your favourite restaurant. Tweet things of interest to people you want to engage.

Look for conversations in your timeline where you can add value. Share your own insights and Retweet insights of others. Make others look good.

Find excuses to get back in touch. Keep an eye on your contacts’ status updates. Even small status changes can give you something to start a conversation.

Proactively link people together. Don’t wait for others to ask for an introduction. Review your contact list and look for ways to add value to them.

TRUST: TAKE IT OFFLINE
When you are ready, start to take your new network into the real world. Most people will be flattered that you want to take the time to meet them face-to-face. Keep it informal. Suggest a catch-up over coffee for instance, the next time you are in the area.

Try to position yourself at the centre of your new online network. Use industry events to arrange group meet ups when many of your contacts are likely to be around. One of our biggest successes came from organising a real-world meet up (a Tweetup) that grew to the point where conference organisers began asking us how they could get involved in our event.

One final thing: Don’t let social media become a drain on your time. Time box it in a way that works for you. Check it for 5 minutes every hour for example; while waiting for a train, bus or taxi; or schedule some time around lunch time or at the end of the day.