More women need to tap into power of networking

Dear Professor Bruce:

I am a young woman with a small crafts business. I am doing fairly well and I want to take it to the next level. What would you recommend as important steps to help garner the resources I need to do that?

Answer: One of the most critical resources that women entrepreneurs need - one far too many women lack - is a strong social network. Despite the strides women have made in business, many women are still disadvantaged, relative to men, in building and using this vital form of social capital. Dr. Jeanne Hurlbert, Professor of Sociology at Louisiana State University and head of Optinet Resources, offers this advice for developing the social network that can fuel that process:

First, recognize that women entrepreneurs need networks that can take them to the top and help them survive the ride. Those networks combine a strong business sector with a vibrant personal sector. The business sector provides the resources she needs to grow her business-sales leads, referrals, access to venture capital, and the like. The personal sector provides the social support to cope with the stress of entrepreneurship, deal with major life events, and just ensure that someone can pick up the kids, if she's held late in a meeting.

Second, she needs to assess her current network, doing a "check-up" on those two sectors. Does she have a business mentor? Does she have enough people to provide the advice, referrals, and sales leads she needs? On the personal side, does she have enough people to talk with about stress, to help her juggle her business and her family obligations? If a major crisis arose in either her business or her life, would she have the people she needs to help her deal with it effectively?

Third, she needs a solid strategy for building the two sectors of her network. Crafting the business side is best done through participation in professional groups, trade associations, civic groups, and the like. Online business networking - harnessing the power of Web 2.0 - can also be effective for strengthening this side of her network. Forging connections to other entrepreneurs (men and women) is critical. To nurture the personal side of her network, she can increase participation in hobby groups, places of worship, children's groups and activities.

Fourth, women entrepreneurs often need to learn that "using ties does not mean using people." Many women are reluctant to ask for help, fearing that doing so will damage the relationship. In reality, social exchange - giving and receiving help from others - strengthens, rather than weakens our network connections. Start by looking for ways to help other businesswomen and then don't be afraid to ask for help, when the need arises.

For more information, visit www.optinetresources.com.

Bruce Freeman is president of ProLine Communications, a marketing and public relations firm in Livingston, N.J. and co-author of Birthing the Elephant (Ten Speed Press). E-mail questions to Bruce(at)SmallBusinessProf.com.