It used to be that new account executives in the radio business were only handed a phone book as a tool for identifying new customers.

One of the things we are asked most often during visits to stations is how to prospect more effectively using digital media.

Thankfully, technology has opened new doors for prospecting that can help any account executive to discover information on local companies and generate new business.

Social Networking on sites like Facebook and LinkedIn is a fine way to generate new relationships and keep in touch with your contacts. LinkedIn is built specifically for professional networking and relationships, while Facebook is used more for personal relationships and networking.

Keep these three rules in mind for your social networking profile to make it effective:

1. SHARE, DON’T SELL! Share information on your business, who you are, what you do, and thoughts/ideas.

2. INVITE RECOMMENDATIONS. On LinkedIn, you can invite colleagues, customers, and co-workers to share recommendations of your work.

3. PROVIDE CONTACT INFORMATION. Post contact information, such as your office number, on your profile to enable prospects to call you.

It is important that your profile is complete before you start to network. If you are adding friends on any network that you don’t know well yet, they will likely want to read more about you before adding you.

Once your profile is built, you need to build your network and add friends. One fast-and-efficient way to build your network is to upload your contacts from your e-mail address book into LinkedIn or Facebook. Both networks give you the ability to add your address book online, which will help you to quickly add contacts.

Also, make a habit of sending a LinkedIn invitation to new contacts after every new meeting.

Join Groups on social networks to create networking opportunities and grow your friends-list. Joining groups will help you to meet new people and network online. Search through groups on LinkedIn here:

Use Linkedin’s Advanced Search to search for potential buyers. Use keywords that fit the category or title you are seeking. Also, remember to use your postal code to lookup people who are specifically located in your market.

Send a message to new contacts that is short-and-sweet (no more than 2-3 sentences) introducing yourself and asking a question.

Use Facebook to get introductions to your friends’ friends. Introductions are ALWAYS more successful than approaching a prospect cold. Simply ask your friends for introductions to others who could benefit from your expertise and advertising/marketing products.

When preparing for a first meeting with a new prospect, research them online. Look at their website, social networking profiles, and search for the decision makers on Facebook and LinkedIn.

Share Information that is helpful to your first-degree contacts and prospects. For instance, when you see interesting information in Radio3D, forward it to your prospects! Of course, be sure that the information is accompanied by a short personal note. Jigsaw is another helpful tool for discovering new contacts and generating new leads. Jigsaw is a business directory with over 21 million contacts and company information profiles for private and public companies. Use it for free to find names, titles, and contact information for your prospects. In 2010, there is no excuse for a 100% COLD call. You can find information on nearly ANY company online, including the name of the person who manages their marketing and/or handles ad-spend decisions.

Also, consider HooVers to find information on local executives, new companies, and discover new leads. HooVers is a subscription service. OneSource is another subscription business information directory that can help you to generate new prospects and business.

Finding contacts and new prospects is easier than ever in 2010. The bigger challenge is knowing what do to when you get “in the door” for your ten-second-first-impression. Appeal to your prospect with how you can impact their reputation and success for the better.

With these new digital tools, your prospecting can be more efficient and productive than ever.