(Published June 22, 2009)

Facebook. LinkedIn. Twitter. The press is all in a lather about the popularity of these social networking sites and their usefulness as business networking tools.

Despite this, a recent poll conducted by SHRM revealed that friends, relatives, and colleagues easily remain the most popular means of professional networking. However, online networking sites did prove to be more popular than such traditional means as job fairs, alumni associations, and mentors, signaling a possible paradigm shift for the future. After all, Gen Y is already known for heavily favoring electronic communications over face-to-face interaction with other people. Conceivably, 20 or so years from now, the art of networking in-person could be lost, dismissed as "quaint" and unnecessary in an electronically-based business world.

That would be sad, wouldn't it? But, just as I'm getting ready to climb up on my soapbox and encourage everyone to continue to rely on old-fashioned networking, I am embarrassed to realize that meeting new people for the purpose of forging new business relationships isn't really among my strong suits. Is it one of yours?

Maybe we need a refresher. Here are some tips we can use to help us feel more comfortable "working the room" at professional networking events.

• Remember that almost everyone there feels just as uncomfortable as you do.
  
  
• Have a goal in mind before you arrive (e.g., collecting 10 business cards, asking for a meeting with someone from a particular company, finding at least three prospective recruits for your own organization).
  
  
• Remember that this is primarily a professional, not social, event. Watch your alcohol intake, use of salty language, flirting, etc.
  
  
• Wear your name tag near your upper right shoulder (making it easy to see when you extend your hand for a handshake). Seek out other people's name tags when meeting them and greet them by name.
  
  
• Approach a person standing alone (easier than trying to break into a group who might already know each other). Have a couple of standard conversation openers ready (e.g., "What organization do you work for? How long have you been there?" or "Is this your first time at an event sponsored by this group?")
  
  
• Be a good listener. Ask follow-up questions. Most people love talking about themselves, and they'll appreciate your giving them the opportunity to do so.
  
  
• Remember to smile. It's not a funeral!

Of course, once you've attended a networking event, the real key is following up with any connections you've made. (This is where I tend to drop the ball!) It's at this point where online communications can prove valuable. Drop them an e-mail with a relevant professional article attached or asking for their input on a project you're working on, or reconnect periodically on social networking websites.

Good luck! Maybe I'll see you at a local networking event — you'll know me right away by my properly placed name tag, my fearless approach towards loners, my handy conversation openers and probing follow-up questions, and my big, bright smile!

Eileen Mager
Writer