Over the last few years, I’ve finally come to terms with the fact that I will never love networking. So instead, I’ve learned to network smarter.   Here are a few tips I use to help maximize the benefits of networking with minimum pain:

1.  Have a Game Plan:  Don’t go into these situations blind – have a plan and execute. Most networking events or conferences will publish a list of attendees prior to the event, so take advantage. Create a list of who you want to connect with and make it your business to talk to them at least once during the event.  If you don’t know the person, take a look at your existing contacts. Is there a client or co-worker who may be able to broker the introduction?  If so, tee it up ahead of time so it will appear seamless when you meet them.

2.  Make People Come to You:  One way to avoid being the stranger in a room is to make your presence known.  For me, one way to do this is to become a panelist, speaker or company sponsor of the event.  By putting yourself in the limelight, you create an opportunity for people to seek YOU out for a change. It also helps position you and your firm as an expert, which makes for easier introductions and follow up after the event. If you are sponsoring the event, ask for the opportunity to say a few words about your company – this will ensure other attendees understand your business and can follow up with you directly  if they are interested in learning more.  

3.  Maximize Your Opportunities: By way of illustration, I recently spoke at a large real estate association event that typically attracts around 3,000 attendees.  These big events are expensive and tend to me a little overwhelming.  To make sure I wouldn’t get lost, I worked with the event organizers in advance and secured a speaking slot on their social media panel, a topic I enjoy and am comfortable sharing my expertise.  Leading up to and following the panel, we promoted the panel via the association newsletter and social media platforms, along with Maven’s own newsletter, facebook and twitter feeds.  During the event, I connected with the association’s director of social media, who then asked me to participate in a video Q&A that would be posted to the national website, association e-zine and e-newsletter.  The panel ended up being standing room only, and afterwards I was able to connect with dozens of people I consider to be excellent new business leads.   By increasing my visibility and leveraging it for additional exposure, I was able to create new relationships with relatively few awkward introductions. 

4.  Play to your strengths:  Some people thrive in the large “cattle call” events, while others need a more intimate setting to shine. Personally, I get lost in the former and do much better in smaller settings – dinners, smaller cocktail parties and association panels and speaking events.  Know what format works for you and choose events that meet that criterion.

5.  Follow up in a Timely Fashion:  After you’ve collected that business card or had a particularly meaningful interaction, to send an email or thank you card within one week to those you were able to connect with.  Add them to your LinkedIn network and schedule time for coffee, lunch or an in-office meeting. Sometimes it’s hard to remember HOW you met the person, which makes follow up a little tricky.  To prevent short term memory loss, I jot down a few notes about them in my Blackberry or on the back of their business card (e.g. Jack Taylor:  met @ ULI social media panel on Jan. 1; knows Kevin Smith; has upcoming business event that needs PR support). These little notes make follow up a breeze and add a personal touch to your outreach.