Online marketers are constantly trying to get eyes on the products they’re pushing. Social networking can definitely help in that regard. Once a product gains awareness, it gains interest, which often turns to sales. This is especially true if consumers get excited about it and share it in their personal feeds. But how, exactly, do companies use social networking to drive sales? You can’t rely on the consumer to start the conversation – you often have to make the first move.

The practices preached in social networking have actually been around long before the Internet. Humans are social creatures, and have always made contacts through contacts, regardless of the presence of an electronic medium. Community events, social engagements, trade, it’s always been there, and it still exists. The importance of face-to-face engagement is one of the most effective ways to create a social networking presence. Think about the last conference you attended. There were probably a hundred or more people there you’ve never met. Conferences and conventions are a goldmine for creating new contacts.

Some companies are so large that employees can cycle through a portion of their career there and not know everyone. Social networking at large companies is also an important aspect increasing your ability to establish more contacts. A healthy list of contacts often means that when you run into an issue you can’t solve on your own, you’ve got a long list established that could be of assistance.

Any mention of social networking today generally bring to mind the technological medium, such as social networking sites like Facebook and Twitter and Google Plus. Even Apple tried to get the social network ball rolling within its iTunes application (to little success). Google Plus utilizes a savvy process that influences what viewers see in their search engine queries.

Basically, users can give products that they have enjoyed a +1 in the URL where the user found the product. Since Google knows who is a friend with whom on Google Plus, the search engine will skew search results to rank those sites recommended by friends higher in the list. Companies that own iWeb websites are privy to this practice and are trying to get as many people as possible to give their site a +1.

Social networking is proven to drive traffic to sites, whether it’s through the supposed Luddite’s way, or through traditional social networking sites. There are many methods to choose from, and all should be considered. The key is to test your social networking strategy, measure the results, make adjustments and try again. Your social networking presence should be driven by a flexible plan to ensure you get the most bang for your buck.

In short, your social networking presence is essential – you’re competitors are doing it and are more likely to dominate on these mediums if you don’t get involved. It’s time to make this networking a priority and capture those missed opportunities.