Networking 101

Networking. It's a loaded word. Cringe-worthy, even for the best of us. But when it comes down to it, all 'networking' really means is gaining professional friends/fans. To destigmatize networking, I've curated a list of the most valuable things I learned as an undergraduate New Media major and social media intern.

So...you've signed up for a networking event. You've planned out your most professional work attire. You've done your basic research on the event. But you have NO CLUE how to actually do the thing the event is meant for: networking.

Luckily for you *maybe*, the host(s) of the networking event will actually FORCE you to talk to other people during 'exercises'. This may be something as simple as participating in a discussion or exchanging business cards with at least one person before leaving.

So what do you do when someone approaches you?

Remember these few simple steps and you're golden:

1. Introduce yourself.

For many of us, our mind goes completely blank. "Who am I?" you ask. This key to not freezing during this crucial moment is all in the pre-planning. Think of this portion of networking as your elevator pitch, except you're not selling anything, which takes a massive amount of pressure off your shoulders. You're simply stating in a clear and concise manner the following things:

State your name. This can be your first name, first and last name, or your best James Bond impersonation. Whatever you choose, remember to keep it real.

Tell them what you do. Now, if you have a fancy job title with the company you work for, this should suffice. If it's a bit generic, it might require a little explanation. But if you're a small business owner, you can't very well say "I'm the founder of my company" now can you? You have to lay out the services your business provides, whether it helps or serves or inspires people, and maybe even an overview of your target market.

TIP: Here I'd highly recommend taking a look at your company's mission statement for help. You might even want to refer to your latest project if it provides a more accurate representation of who you are as a professional.

Wait—you're not done yet. If you're the founder of a company that produces stuff, you MUST tell them what makes your stuff UNIQUE. If your company manufactures its products only from sustainable materials or via 3d printing, that's your golden ticket! Don't miss out on a chance to show your brand's uniquity.

If you're a freelancer, things are a little less black and white. Freelancers, by definition, don't work for just one company, so unless they're immediately recognizable companies, don't mention them. Just cut to the chase and tell them your preferred job title and how that is inherently unique. If you're a freelance writer, add that you write blogs or sales copy or whatnot.

To give you an idea, have a look at my own self-introduction:

I'm a filmmaker, photographer and writer. Imagine Changes Media is my creative team where we share holistically, personalized stories to inform and inspire.

Granted, it's vague, but that's why it's such a great conversation starter. If they're not asking questions, you've already lost them. But fear not! Just move on to the next step.

2. Get personal.

At this point, they've already introduced themselves. You have a basic, if not detailed account of their profession. But I can almost guarantee that they haven't already answered this question.

"What's the biggest challenge you're facing in your career, right now?"

In this phase of networking, you're pretty relaxed. The spotlight is no longer on you. Let them do the talking. All you have to do is listen. Make mental notes of how you or someone you know (I'll talk about this in more detail later on) can help them work through this challenge.

"But what's in it for me?" you say. Get that out of your head, right now! You have to be willing to help people out of the goodness of your heart when networking. Just remember that what goes around comes around, at least under these circumstances. If you can personally help someone through their most pertinent career challenge, whether via your services or your problem solving skills, they WILL remember you.

If you can't help them personally, don't sweat it. Chances are, you know someone who can. Or know someone who knows someone who can. You follow? If you're able to connect your new connection with one of your colleagues, everybody wins. By solidifying your new connection, you're helping not only them, but yourself and your colleague.

EXHIBIT A: I went to an event as part of my work, met the founder of a non-profit, chatted for a bit, he mentioned a guy leading this global movement related to my work, I made a mental note, I attended a networking event hosted by my professor, I met a woman, we swapped introductions and stories until she realized she actually knew this guy leading this global movement, she put us in touch, we swapped introductions and stories, *lightbulb moment* I saw an opportunity to connect him with someone I just met who had a service I thought he could use. It's a small world. End of story.

3. Close the deal.

Don't forget what you came here for. Yes, you've presumably had a pleasant conversation but unless you're able to contact that person in the future, they'll forever remain a stranger. You MUST exchange contact information.

If you're a college student and can't afford business cards at this point, no worries. Just bring a notebook and pen to the networking event and write down your LinkedIn URL. If you don't have a LinkedIn profile, which I highly recommend, just pass on your email address. If you do in fact have business cards, your life just got a whole lot easier.

TIP: Make sure they're not too small or too flimsy or not aesthetically pleasing. A lost business card is a lost connection.

4. Follow up.

If you don't, they might as well have lost your business card. Now, don't take it personally if they don't do the same. It's your responsibility if you want to maintain this connection. You can follow up simply by sending an email telling them you enjoyed speaking with them and providing them again with your best contact information (phone number, relevant social media links, website, etc.). Send this first follow-up email the day after meeting, so you're still fresh in their mind. This is especially important if they're serial networkers and come across hundreds of potential connections the week after meeting with you.

TIP: Make sure to include a specific detail mentioned during your conversation in this first follow-up email that might jog their memory.

Periodically thereafter, send them an email to touch base. Tell them what you're up to and check in on their progress. This concern alone might lead to another networking opportunity, but if not, it WILL increase your credibility and worth in their eyes.

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While these are just the tips I've gathered over the years through education and experience, I recommend just giving it a go and figuring out what works best for you. After all, we are all unique in some way or another, so we can't all follow the rules to a tee. Now go get 'em.

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