Strategy: Local Connections? Then Why Do We Need The Web?

Just as Dorothy said, “There is no place like home.”  But Dorothy didn’t have a facebook account.  So, is that still true?  Do we have to nurture local relationships in order to conduct our personal and business strategies, or can we just “talk” on the social networks?

I came across this local arts article that argued that every part of the world, and in our cities, have their own art personality.  The article pointed out that with cover bands and reality TV, we can pretty much watch and hear the same thing regardless of which part of the country we are in.

The article makes a point, but only on the surface.  For example, I co-founded a local non-profit in Manhattan Beach, CA, that promotes local arts, music, dance, and literature back in 2009.  The strategy is showing promise as we exhibit local artists and their wares.  But, the interesting thing is the local connections have been made both on the web, and the old fashioned way.  Patch.com has promoted our events, in addition to the local newspaper, The Beach Reporter.  Our organization is using the web as a new way to connect with the locals, yet it is nourished through personal contact.  The resulting strategy has been a technology handshake.  Businesses, especially businesses located in the cities, need this  combination strategy if you plan to pursue something other that e-commerce.

For example, if you do not use the web, you will lose the ability to capture clients in the the long tail (see my previous article).  I landed a Los Angeles client because her mother in Canada found me through Google.  Our relationship has developed to where I am her business confidant in a new business venture.  Likewise, if you just take in clients off the web and do not meet anyone, you will not nurture relationships and strategic alliances in your own neighborhood.  I am in daily contact with business strategic alliances that I know from different areas of my life.  When people know you, they have a better chance of trusting you.

With all of this said, though, you must strategize.  Where are you now, where do you want to be, and how are you going to get there? Then do it.  Strategy that is just academic, does nothing but kill time.  You must put shoe leather on it, but use both conventional and web-based connections in order to have two shoes.

The strategy has to be a two-pronged approach in the current age.