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The Networking Myth

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The Networking Myth

Some associations have boiled networking down to simply getting a group of people in a room together. They tout the networking benefits of conferences, luncheons, and the other events offered.

However, networking is about much more than this. In recent research from the American Society of Association Executive (ASAE), the elements that make a strong community are explored. One of those elements is the value of storytelling. Members of the community benefit from telling their stories, and others benefit from hearing the stories.

The issue is that getting members in the same room together is insufficient.

Associations must facilitate networking in further ways, such as by:

• Ensuring that there is an understanding of the type and make-up of the audience

• Using specific tools and methods to promote the storytelling (i.e. sharing of knowledge, experiences, etc.)

• Providing the time and opportunity to do it (e.g. blaring music is not suitable at an event promoting networking)

• Providing access and removing barriers to networking (e.g. too many suppliers limits the networking potential for your primary audience)

• Encouraging storytelling in one-on-one and group situations as is appropriate

• Increasing attendance (not just those looking for answers, but those who have knowledge and experience to share)

The networking myth assumes that networking happens. The reality is that associations must facilitate networking. That is a significant advantage that associations have which could be a significant member benefit. Unfortunately, many associations subscribe to the myth, and the result is minimal networking and minimal value for the member.

Sometimes association and non-profit staff, volunteers and other stakeholders lose touch with the bigger picture because they are so caught up in what is happening in the trenches. Our intent in offering the Reality Check feature is to get these individuals to step back and re-think their existing views.

To build better
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