A few years ago I was invited to a Business Exchange type of networking event - an event where there is hope that a lot of business folks can get together and hopefully help each other out in winning business or developing new strategies / synergies for products/services. It was held at a rather nice hotel, i.e.: what they (the hotel) describe as one of the finest hotels in London / the world - The Langham. With champagne and freshly squeezed orange juice ‘laid on’, together with hors d’oeuvre’s of all shapes and sizes - so were the attendees!

I probably didn’t know what to expect as the way the event had been described to me was very different to what it turned out to be. Upon arrival we were led to the hotel’s grand hall. Waiters rushed backwards and forwards ensuring that upon entry each entrant was supplied with a glass of his/her chosen damage. In front of me was a sea of dark suits, both men and women engaged in filling the hall with the sounds of rhubarb, rhubarb, rhubarb… With a glass in one hand and a plate of mini quiche’s in the other I walked towards bunches of people in a hope to contribute at an appropriate point of interlude.

One group was busy discussing the power of quality procedures, another on how financial management (cash flow et al) is important and another discussing financial management arrangements. It then dawned on me that most of the conversations were being led by financial and legal consultants who would typically emerge from the right hand side of the hall and ‘net’ individuals within their vocal grasp. I remember being financially propositioned (in a ‘would you be interested in a business loan’ manner) at least twice. In addition, being introduced to at least two legal experts, ceremonially leaving their cards with me on departure.

OK, maybe what I have described is not typical of what happens at all these events and I have had described to me lots of similar events where guest speakers pitch their services and there really is potential to engage in valuable debate around gaining new clients, together with identifying possible synergies - some regional and others national.

Social media offers more that traditional online communication. Bulletin boards have been around for a while. However, Web 2.0 offers interactivity through RSS and greater chances for referencing, for example Facebook and Linkedin. With social media people can exhibit their personal creativity, share thoughts and record activities, assuming of course that they know how to use the required/necessary online tools. This raises the question of whether those that are more technically savvy have an unfair advantage?

If we take lessons from the example that I gave and create a blended networking infrastructure, then there maybe a chance that new and real business opportunities can emerge, niches can be identified, true friendship can emerge and less food can be wasted!

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