Fabian Tan

Joint ventures are great for building a business. But any business that relies entirely on joint ventures is walking on a tight rope. People who go in business together come out of it with an 'altered' relationship because of differences.

The question is: Do social networking sites like Twitter work and are they useful for building your business.

Well, you will generally find the more 'social and outgoing' types posting half a dozen Twitter messages a day. Is this productive? It could be, if your business relies heavily on joint ventures. If your business doesn't rely a lot on joint ventures, then social networking sites don't need to be your main priority. In fact, it should be low on your list of priorities.

Think of it as a replacement for 'office gossip'. It's an online version, just like what MSN, gTalk, Skype etc.

It's also mainly for those whose main business relies on joint ventures. These tools are invaluable for joint ventures, but you can't depend on joint ventures to build your entire business.

Most of the traffic you get from Twitter will be from JV partners or competitors who like to snoop around your business. It's not good to be too personal too on Twitter (stating your new projects, what you are doing before you sleep etc). Your competitors have a birds' eye view over how you run your business, get your traffic, when your next product launch is etc.

Generally, people will be friendly to you on Twitter if you had made some good money for them before. Other than that it's 'screw off'. That's a fact. There's a lot of hypocrisy and back slapping in business and Internet marketing. But sooner or later, such relationships go wrong in the long run.

As they say: "It's just business, it's nothing personal."

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