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Wikipedia on business networking:

"Business networking is a marketing method by which business opportunities are created through social networks of like-minded business people. Many business people contend business networking is a more cost-effective method of generating new business than advertising or public relations efforts".

Wall Street Journall:

"With many small businesses scrambling to weather the recession, the networking business is thriving... Business people realize that in this tough economy they've got to do some extra things." Or maybe just the right things.

Business Week - How P&G uses word of mouth:

"Indeed, no major corporation has embraced word-of-mouth marketing as aggressively. P&G is the only such company to have developed its own in-house business units devoted to it, and it has the nation's largest legion of connectors. The effort started in 2001, when P&G launched Tremor, a word-of-mouth program also headed by Knox that is aimed at teens. Tremor now has enlisted 225,000 teens".

Business networking became just as ubiquitous as the air we breathe.

And just as weak and fragile, when the goal is to grow your business.

Networking means anything and everything related to keeping in touch with people. From sending a keep in touch e-mail, to sending an e-card for an anniversary, or an interesting article, or an invitation to an event, or a bunch of flowers, or a thank you note, or a special offer, or simply spending time on Facebook or LinkedIn, or attending an event at your local Chamber of Commerce, etc. Business networking, in its most widely used sense, means keeping in touch with other busy people.

It is obvious that keeping in touch is not a goal in itself, but a basic human need. And just keeping in touch is nowhere near where you want to be when growing your business is your goal.

On the other hand, with the mass proliferation of advertising, often used as a hammer (every problem looks like a nail), consumers became less and less receptive to the traditional forms of advertising messages (TV, radio, press) and even less receptive and less reliant on the companies who target them with these messages.

Yet, person to person advice and referrals are genuine, highly credible and very, very efficient.