Networking 2.0: Driving Networking

Through the Power of OnlineThere's a whole science behind it while others refer to it as an art. Knowing how to get the most effective utility out of a networking opportunity provided to you is tough work. Should you feign fun and frolic and be the loudest member in the crowd or should you stand in a corner and wait for someone to locate you? What should you talk about and how can you possibly figure out what to say packed into a few seconds of a first time interaction with a room full of potential customers?And in case you're wondering why this article is running in a publication geared towards marketing directors, well, here's the rationale: it's all about marketing. When you pitch your company and expect a response, you have just opened the door for a possible business collaboration or partnership.

Believe it or not, the opportunities for networking might be there at every conference ever organized, but the number of people who actually come back from the event feeling like they might have actually generated leads is thin. When we talk about marketing, we're talking about things beyond just selling a product or service -- we're referring to the whole buy-in process where you get a complete stranger to believe in you and plant the seeds for a relationship that you can follow up on.

How do you position your company within the industry itself or complementing verticals? Focused networking such as the ones our experts have commented on, allow you, the marketing director, to conduct a number of assessments. Find out how much of a strong brand name you have; assess what additional opportunities for your company's business growth can be; discuss and identify trends and new ideas. Unfortunately, in times of economic and financial distress, it is neither easy to be the gregarious social animal, nor do you have the time to invest into meeting people for 20 minutes at a high tea without anticipating what you're getting out of it.We ran the question across the CIO Pakistan community on LinkedIn and got some, what we call, rules of engagement. Stephen Shooster, Co-CEO at Global Response North, for example, wrote in saying, "Be genuine and be yourself." And then lends what is the most difficult.

"Be prepared," he says. "The preparation is the hardest part. It is reputation that will carry the day and create confidence amongst the people you meet. Try and match the contact in mannerisms and interest. Don't just copy but give things a chance to warm up." It's about creating an impression and getting your foot into a door you otherwise may not have open access to.

For more professionals, a networking opportunity at an event is much akin the appetizer before the meal. If you don't like the experience during this short time, chances are you'll have a tough time landing the actual meeting. But yes, if you're meeting people for the first time, do not download your business history right there. Not only will you benefit by meeting other people there, but the person who you're talking to, is probably there for the same reason -- allow him space to mingle.