It is a necessity. For many, social network content is a turnoff. For others a frustrating task taking up too much of their already limited time. But for all of us who seek to expand our reach in the video business, social networking can be a rewarding experience. While many in the business appear to overdo their efforts with endless daily micro-blogs on Twitter, meaningless jabber on Facebook or overwhelming uploads to YouTube, which might turn people off instead of getting them to tune in, it beats doing nothing. If you don't spend a little time each day building relationships via social networking you are handicapping your potential. What you don't know about social networking can hurt your business. And there's a whole lot more to playing the game than Facebook, Twitter or YouTube.

Why isn't Using One Social Networking Site Enough?

In spite of being a household word there are more options to consider than the site that spawned a movie. Everyone has heard about what happens when all the eggs are placed in one basket. Though it does take planning and a significant investment of your time, spreading the word about your video business over several networks will not only help you gain exposure, it will keep you from getting lost in the depths of a site that gets millions of posts a day.

Have you heard of Jaiku, Ning, Orkut, Faceparty, Eons or Gather? How about MySpace, Flickr, LinkedIn or PartnerUp? Some of these sites are more popular in other countries, but that doesn't mean they can't be useful in establishing your brand or expanding your business relationships and marketing base. The world truly has become a global community. Distance and location are no longer relevant. Business references can come from anywhere on the planet.

Until recently, in fact, Orkut (owned by Google) was the number one social networking site in India. According to ZDNetAsia.com, Facebook only just snagged the top position there as the most visited social networking site with 20.9 million visitors as of July, 2010. Orkut, 19.9 million, got nudged out.

Tell yourself it doesn't matter who you connect with in India. You might not offer video services outside your Anytown, U.S.A. service area with a population of 20,000, but think about this: there are world renown videographers from the Philippines, the United Kingdom and other countries. They are brought to PVAs (professional video associations) and national video associations around the country to share their styles, talents and knowledge. Perhaps one of them spoke at your last association meeting.

Leads, links and referrals can come from the relationships you establish by participating in not only the popular local social network, but from anywhere in the world. Being in a destination location, I've had videographers from many states and other countries contact me regarding someone they know who is coming to California seeking local video services. This is what can happen when you participate in multiple social networking environments.

Different Experiences From Different Approaches

Not everything works for everybody, which is Another reason to spread connections over many sites rather than just one with the highest membership.

"Not only do I get an occasional gig through LinkedIn," says Missouri-based video producer Grinner Hester, "I often catch up with old colleagues I would have lost otherwise. Over and over this has brought revenue to my company. We are all in the friend-making business. I can't tell you how important it is to be on top of [their] mind when someone you once worked with needs something."

Philip Hinkle, Frogman Video,, on the other hand, says, "I don't do much there. Every now and then I go to it. LinkedIn is great but I only have so much time for social networks."

Daniel Casper, of Manhattan, Illinois, prefers Facebook, saying, "I am not an expert, but I have had great luck with Facebook. Brides posting [video] highlights on their pages and getting calls from other brides wanting to book us from seeing our highlights online."

Hester works the system, not only with LinkedIn, but Facebook and other social networks as well. Hinkle likes to micro-blog on Twitter, preferring the short and sweet links in giving and receiving information across the industry, following those who provide it. Casper lets his brides do the work with the realization that such endorsements are more powerful promotions than just about anything he could do himself. And J. Michael Long, JML Multimedia, Mississippi, prefers a mix of personal and business commentary, adding that Facebook works best for his style of marketing.

"I have used Twitter with little response, Facebook with great response, Ning with good response and LinkedIn with no response," says Long. "I'll probably drop Twitter. And Ning, after four years there, (Ning recently went to an all pay system, from being basically free), I don't use it as much now. But Facebook is a keeper!"

The secret to success with a huge site like Facebook, according to Long, is to post "like anyone else would, but now and then slip in a comment or post from your business site. Let people get to know and like you, then they will approach you for business."

Virtually all of those interviewed for this article stressed that constantly hammering with micro-blogs and social network site sales pitches, ads and promos for business will turn people off, eventually causing them to "unfollow, unfriend, or disconnect" with you. They might simply hide your connection and no longer read or refer your posts.