A discounted book sale and a cash bar doesn't make a networking event.
And door prizes do not replace structure and substance.
This lame gathering I went to was touted as a pro-grade level event and I expected a pro-grade level of organization.
What I and the other 200+ doomed souls received was much less than that.
It was closer to a middle school dance with business cards, all the awkward standing and staring - but none of the music.
This sounds bad and believe me - it was, but apparently, bad is the norm.
In talking to a friend who goes to these things much more than I do, there's commonly more thought placed in hors d'oeuvres than in organization.
This is unfortunate and certainly a winning argument for social networking sites everywhere.
Though face-to-face networking events allow for face-to-face interaction, this only narrowly makes it worth it.
We need to evolve the networking event beyond happy hour or mere cocktail party and we don't need the glam or glitz or even the Guinness to make this happen. We need clear focus and intelligent direction.
Here are some ideas of mine based on a system of groups:
• Groups of professionals within the same segment, category, specialty, industry, etc.
Ex: Marketing Professionals (pr specialists, advertising executives, copywriters, etc.)
• Groups within groups
Ex: Healthcare marketing professionals
• Preassigned degrees of separation
Ex: Pharma CMO is 1 degree away from Advertising CD with medical specialty.
Jr. Freelance designer is 1 degree away from CD and 2 degrees away from CMO.
• Predefined goals/needs
Ex: "I have a need for B2B Web Info Architect" or "I'm interested in learning more about consumer trending."
• Established communication and coordination prior to event.
Ex: Email introduction/I'm looking forward to meeting you
Mingling outside of groups will and should occur but in a more natural, unforced way.
It's one of the options, NOT the only option.
Through this system, all networkers' purposes are better served and the value of event is realized and elevated.
I'm sure there are many ways of approaching this problem and some networking events may have already answered it.
If so, fantastic! I'd love to hear more about them. If not, consider this.
