In the telecom industry, the "last mile" is the cost challenge associated with connecting the customer's house with the central station.

When it comes to "social networking," the "last mile" is the actual in-person meeting.

Despite our heavily digital lives, the relationships need to be consummated/cemented with that human touch.

Something like 93% of communication is non-verbal, so it's probably even less in a digital sense (remember we are taking out body language, tone, etc.), so while we all have "friends" and "connections" on the various social networks, you can only differentiate yourself by actually sitting down with the person.

There are two "last mile" scenarios.

1. where you meet the person and then connect online: the last mile is the 2nd time you see that person
2. where you meet the person online and then meet in-person

In the first scenario, you have received permission (here's how to ask) from someone to begin a "dialogue" via a social network. That's great. But, it's a responsibility.

You have a responsibility to keep the other person's attention by not being boring, by having a high "signal/noise" ratio. If you don't prove yourself worthy of attention over time, the associate (while not having the courage necessarily to 'de-friend you' may have already written you off.

Not good.

Even if you meet up the 2nd time, the opinion has been formed.

On the flip side, you have the chance to use the social networking tools as a 'relationship accelerator' and, if done properly (kept attention by delivering value), your 'last mile' will be easy to cover when you do meet. And then, you are steps above others in terms of the value of your network.

Now, let's take the second scenario.

You have the same challenge as above, except you are at an even greater disadvantage...because the other person hasn't had the full impression of you. I have no empirical data, but my bet is the withdrawal of attention and permission (in other words, the benefit of the doubt) is even shorter.

Bottom Line: In sales, there's an acronym known as WIIFM (What's In IT For Me?) The same applies to your social network. (Remember Johnny Bunko's rule # 3: It's Not About You)