Social Networking, Just for Partners

New sites such as Partnerpedia, PartnerUP, and even IBM's PartnerWorld offer "an effective and targeted marketing tool that connects my company with partners and customers," says Nathan Greenlee, a solution provider from Denver.

By Samuel Greengard

Social networking sites such as LinkedIn, Facebook, and Twitter have changed the way people act and interact. Now a new wave of sites is taking aim at the business world, including SMBs and channel partners. These services--from the likes of Partnerpedia, PartnerUp, and IBM's PartnerWorld--seek to ratchet up the value of relationships through increased visibility and connectedness.

Business-oriented social networking sites allow members to post questions, list opportunities, find resources, network, and identify others to serve as mentors, advisers, partners, and even board members. Most offer a free basic membership and some charge for premium services. Pundits say that the offerings simplify business relationships and expand opportunities.

"Social media is a powerful tool for the business world. It puts a tremendous number of resources at an organization's fingertips and helps close deals and grab sales," explains Sam Liu, director of marketing at Partnerpedia. The site, launched in mid-2008, is growing at a quarterly clip of nearly 40 percent, he says.

PartnerUp, which went live in 2007, has signed up 135,000 members and, according to founder Steve Nielsen, touches 3.6 million small businesses per year. "Small businesses are focusing on customer acquisition and revenue generation. They are trying to improve the bottom line," he says. "Social networking helps small businesses and channel partners achieve greater flexibility."

One person who agrees wholeheartedly is Nathan Greenlee, founder of (aTs) al33t Solutions, a consultancy and IT solutions provider based in Denver. He signed up for Partnerpedia last February. The service has spurred collaboration, streamlined partner interaction, and boosted lead generation. "It is an effective and targeted marketing tool that connects my company with partners and customers," Greenlee notes.

Although the jury is still out on whether these sites will gain widespread adoption and provide the results they tout, one thing is certain: Business-oriented social networking isn't going away anytime soon.