Networking in the Digital Age: Connections & Community

When most people hear the word “networking,” they think of awkward mixers, handshakes that go on too long, complimenting the stock used on one another’s business cards and clumsily trying to make small talk with strangers. But guess what? The world is changing! Networking today doesn’t have to be confined to stiff suits and uncomfortable elevator pitches. In fact, most of what we encounter today is digital networking, which can be done from your couch, wearing whatever pants you want (we won’t judge).

Networking —whether you’re building relationships, finding collaborators, or growing your brand—has always been about building connections that can help everyone grow and succeed. With the rise of social media and digital tools, business networking now happens online, often in ways you might not expect. This post will walk you through what networking is, explain how it’s evolving in today’s digital world, and offer some online networking tactics you can use to level up your business.

What Is Networking, Anyway?

At its core, networking is about building (and nurturing) relationships. Whether it’s business, personal, or even professional friendships, it’s all about connecting with people who can offer you value—and who you can offer value to in return. It’s not just about asking for help, but also giving help where you can.

In the business world, effective networking can mean finding new clients, collaborating with others, cross-promotion or learning about new opportunities and trends. Think of it like creating a web where all the different threads are people, and the stronger your web, the more support and opportunities you’ll have.

The Evolution of Business Networking

In the past, networking meant in-person interactions — trade shows, meetups, conferences, or casual coffee dates. Social platforms have transformed networking from a face-to-face activity to a digital-first one. They allow you to connect with people not just locally, but globally. Online networking involves connecting with people through digital platforms—think social media, blogs, LinkedIn, and even online communities or forums.

This shift from physical to digital networking has made it easier to reach a wider audience, but also more important to stay active in your engagement. Networking is no longer about handing out business cards; it’s about consistently engaging in online conversations, sharing content, and supporting others in your industry.

7 Online Networking Tactics You Need to Know

So, now that you know networking is all about building relationships, let’s look at just a few of the tactics you can use to do it online. From creating your own content to sharing other people’s posts, there’s no shortage of ways to get involved and make connections. Here are a few of the most powerful tools in the digital networking toolbox:

1) Internal Linking: The Secret to Keeping People on Your Site

Alright, here’s the thing: if you’ve got a website or a blog (check out CupOCode’s here!), you’re already ahead of the game. But there’s one sneaky trick that most people miss — internal linking. This means linking to other pages or posts on your site, so people can easily find more of your awesome content. Think of it as a way to show people around your digital world, like giving a grand tour of a shop!

When you create new posts or web pages, especially if you’re a content creator, entrepreneur, or blogger, link them to older content that’s relevant. Not only does this improve your SEO (Search Engine Optimization) and help people find your content, but it also keeps visitors engaged longer on your site.

Example:
Let’s say you run a personal finance blog. If you write a new post about saving for retirement, link to older posts that talk about budgeting or managing debt. By doing so, you’re connecting people to more of your content, offering additional value, and increasing your chances of building stronger relationships with your readers.

2) Backlinking: Building Your Digital Reputation

Backlinks are like digital word-of-mouth. When other websites link back to your content, it’s kind of like having someone else introduce you to their friends, and the best part is, it helps you get discovered by a bigger audience. Not to mention, it gives your content more credibility in the eyes of Google.

How to use it effectively:

• Guest post on other blogs or websites in your industry and include a link back to your site.
• Collaborate with influencers or other businesses to create joint content or products, and link back to each other.
• Reach out to websites where you can contribute, adding valuable insights that naturally lead to backlinks.

You don’t need to be shy here — reach out to people whose work you admire. You’ve got something great to offer, and they do too. This is how you start building those mutually beneficial relationships!

3) Cross-Promotion: Helping Each Other Shine

Cross-promotion means teaming up with others to promote each other’s content or products. This can be especially effective when you collaborate with people who have a similar audience but are not direct competitors. Think of it like a mutually beneficial partnership.

It’s like saying, “I have something cool, and you have something cool, so why don’t we team up and make it even cooler?” This can be through shout-outs on social media, joint webinars, or even product collaborations.

Ideas for Cross-Promoting:

• Share each other’s content on social media through posts, tagging or sharing
• Co-create something like a podcast episode, an e-book or a webinar
• Collaborate on a product, giveaway or event (For instance, a realtor may choose to co-host a client appreciation event with a lender at a favorite coffee shop!)

Remember: collaboration over competition. The more you support others, the more they’ll support you. It’s a beautiful thing!

4) Email Campaigns: The Direct Approach

Email campaigns are like sending a personalized invitation to the party. You’re not just hoping someone stumbles across your content; you’re bringing it straight to their inbox. Whether you’re sending out a newsletter, sharing exclusive deals, or offering tips, email campaigns are a fantastic way to nurture your relationships and keep your network in the loop.

Tips to Consider:

• ALWAYS get permission before sending. Customers should opt in willingly and also have the option to unsubscribe at any point.
• Segment your email list based on interests or behaviors. Not everyone wants the same information and you’ll retain subscribers by being thoughtful about what you send them.
• Keep your emails engaging. Use catchy subject lines, fun graphics, and valuable content but don’t overwhelm your readers with TOO much at once!
• Avoid sending too many emails (no one likes spam). Focus on sending high-quality, relevant updates.

5) Social Sharing: The Virtual Water Cooler

Social sharing is like stopping to chat with a friend in the office break room. You share something you found interesting or helpful, and your friend shares it with others. The more people share your content, the wider your reach becomes. It’s a ripple effect — one post can be shared far and wide, connecting you with new people and new opportunities.

Social media is the backbone of online networking. Platforms like LinkedIn, X, TikTok, Facebook, and Instagram allow you to share your thoughts, work, and accomplishments with the world. But sharing is only part of the equation — you also need to engage with others’ posts, comment, and start conversations.

Example:
If you’re an author, you could share a post about your latest book release on Twitter, but you should also engage with other authors, book reviewers, and readers. Respond to their posts, comment on their content, and show genuine interest in their work. This fosters a sense of community and opens the door for future collaborations or support.

6) Hashtagging: Increasing Your Visibility

Hashtags are like the breadcrumbs that lead people to your content. On platforms like Instagram, Twitter, and LinkedIn, using hashtags helps categorize your posts and makes it easier for people to find you. Use the right ones, and suddenly your post is in front of thousands (or even millions) of people who care about and are actively searching what you’re talking about.

Tips for Using Hashtags:

1. Don’t have more hashtags than words! Nothing can make your posts look spammier faster than a paragraph of hashtags. Best practices for hashtagging depends on the social platform with the following suggested numbers: Instagram: 5-11 hashtags, Twitter: 1-2 hashtags, Facebook: 1-2 hashtags, LinkedIn: 3 hashtags, YouTube: 3-5 hashtags, TikTok: 3-4 hashtags, Pinterest: up to 20 hashtags.
   
2. Consider different types of hashtags. Trending hashtags are already associated with an event or pop culture moment (e.g. #BlackHistoryMonth, #foodblogger or #WinItWednesday). Industry hashtags are custom for your particular area of service or product offering (e.g. #karate or #buyeragent). Location hashtags tie your business to your location (#LAFlorist, #JacksonvilleNCRealEstate or #USOlympicGymnastics).
   
3. Don’t hashtag all the time. You don’t need to use a hashtag with every post – you can hashtag where it applies.
   
4. Don’t be afraid of custom (or branded) hashtags. This would mean using a hashtag that has your business name or catchphrase in it, for instance, and encouraging your fans to use it, too.
   
5. Don’t use hashtags that claim to increase followers. On Instagram in particular, certain hashtags are used to indicate that if someone else “likes” your post or follows your account, you’ll reciprocate (e.g. #likeforlike and #followforfollow). These are vanity tactics and almost always involve overseas accounts and/or adult-related content.

For more on hashtagging, its benefits and disadvantages, check out this link.

7) Online Communities: Find Your Tribe

Some of the best networking happens in niche online communities — whether it’s a Facebook Group, Reddit thread, or even a Slack channel. These are spaces where you can connect with others who share your interests and passions. And here’s the cool part: you don’t have to be an expert to join in! Just show up, participate, and add your voice.

Example:
If you’re an entrepreneur, you might join a Facebook group for small business owners. You can ask for advice, offer tips, or just participate in a discussion. Over time, people will start to recognize you and trust your expertise. And that’s how those new opportunities start rolling in.

Conclusion: Networking Is About Mutual Growth

Online networking isn’t about being the loudest or the most outgoing — it’s about being genuine, offering value, and connecting with others in a way that feels real. If you’re consistent, friendly, and authentic, people will notice, and you’ll build a network that not only helps you grow but also supports you along the way.

So whether you’re internally linking your blog posts, collaborating with other businesses on an online event, or sharing content you find particularly valuable on social media, the key to success is to approach it with a mindset of mutual growth. The more effort you put into networking online, the more connections you’ll make, and the greater the opportunities will become.

Now get out there and start connecting! And if you need support, give CupOCode a shout.