Last week I attended the annual conference of the National Association of Colleges and Employers (NACE), the largest organization for university career services professionals and entry-level recruiters. As someone who frequently talks about the powers of social media for connecting, this conference was a reminder that LinkedIn, Twitter and Facebook are only half the networking story.
At the NACE conference, I had the pleasure of meeting people in person whom I had previously only communicated with online or by phone. While I had good relationships with many of the people I knew virtually, something changes when you connect in person, waiting in an interminable Starbucks line together or sitting side-by-side on a bus to an offsite conference event. More trust is shared, relationships become a little deeper and stronger bonds are forged.
The Clicks and Mix Approach to Networking
The secret to successful networking in the 21st Century is what my friend Diane Danielson, with whom I co-wrote The Savvy Gal’s Guide to Online Networking, calls a “clicks and mix” approach: equal parts online and in-person networking.
This is not necessarily easy, as online networking and in-person networking require some different skill sets. Tech-averse people love chatting face-to-face, but find it awkward to communicate online. Tech savvy people and shy people often wish they never had to emerge from behind their computer screens to shake hands and make eye contact with real live humans.
If you face any of these discomforts, you must work to overcome them, because the most successful networkers are competent in both realms:
Successful Networkers are Competent in Both Face-to-Face and Online Communication
They belong to professional association groups online and attend the networking events of those organizations as well. This exposes them to all members of an organization and all benefits of membership.
They send emails or LinkedIn connection requests to stay in touch with people they meet at conferences (hint: I do this on the plane ride home following an event).
They determine how to communicate with a networking contact based on the other person’s “clicks and mix” preferences. Upon meeting someone, they will ask, “I’d really like to keep in touch with you. What is the best way to reach out — do you generally prefer email, phone or another method?”
And, most importantly, they behave the same way — professionally, politely and generously — in person and online. It’s terribly disappointing to find out that someone you liked in person is rude or inappropriate online. And — as I learned at the NACE conference — nothing is better than discovering that a person you liked over email or twitter is just as fabulous when chatting over a frothy Frappuccino.
