Networking doesn't have to feel like a sale. Or an awkwardly ostentatious forum for egotistical schmoozing and one-upmanship.

Networking should feel more like socializing—finding common interests and then sharing ideas and solutions to problems—especially in Portland's diverse but cooperative small business culture.

So-called networking "events" shouldn't even necessarily be formal affairs or paid conferences, but rather a real, honest encounter where you can develop professional collaboration or even a friendship. And while networking often means breaking out of your shell and putting your best foot forward, many difficult situations in life are also moments of growth and require going outside of your comfort zone.

But, you can use new school, digital means to initiate contact with the groups and individuals you're interested in approaching before tackling the in-person encounter. Many small business education opportunities are also great places for networking, but here are few more ideas to help you find the like minds that surround you in your own city.


Make Internet Friends

Biznik is a community of independent business people where you can create a profile, add friends, join conversations, and find events to attend.
Biznik is a community of independent business people where you can create a profile, add friends, join conversations, and find events to attend.

Social media networks provide immense opportunities to find others with similar tastes and cultivate online relationships. These relationships don't take much effort and there's no cost.

Social sites like Facebook and LinkedIn have both private and public groups for every field imaginable. Start with an alumni group or widely recognized association or even just search the listings until some piques your interest. A site that's even more specific is Biznik, a community of independent business people, where you can create a profile, add friends, join conversations, and find events to attend.

Then, the interaction is up to you—simply follow along to see what others are talking about or interact, communicating with people without even joining a paid-group and then feeling bad because you never attended any events or mixers.


Reach Out Online

A more personal and interactive approach is to reach out to those that you respect. Find a group or individual's page and actually communicate directly with the person behind the account.

Do not feel uncomfortable contacting someone you've never been introduced to or even met. Facebook is no longer the world of college boys creeping on sorority girls—it's the world's largest social network and a tool utilized by countless businesses and their owners. Approach someone like you'd approach him or her at an event—introduce yourself, mention your shared interests, and ask your question or make your pitch.

Another personalized strategy is following a hand-picked list of Twitter users. It's like setting up an automatic news filter. You get all information related to your area of interest but it's been curated, and commented upon, by an active audience of interested parties. You can then interact directly with the people that are creating and re-Tweeting the content.


Browse Event Sites

Discover public events by browsing the options on event sites and perusing local resources like pdxMindShare and Silicon Florist.
Discover public events by browsing the options on event sites and perusing local resources like pdxMindShare and Silicon Florist.

You can find plenty of public events on Facebook but you often have to be invited to know what's going on—that's where building friendships with the hosts come in handy. But if you want to discover a random swath of events, browse through the options on event sites like Eventbrite or Meetup. Many professional organization use these sites as a way to promote events and lots are open to the public to simply RSVP (sometimes pay a fee) and attend. More great local-only options include pdxMindShare, which provides resources listing education and networking events as well as job postings, and Silicon Florist for the tech community, with jobs, events and news featured.


Find "Traditional" Events

But let's try to keep them fun and informal. The above social strategies are great for discovering events, but sometimes you actually have to show up somewhere, shake some hands and, dare we say it, exchange business cards.

Many of the workshops and education opportunities (like CAKE, SEMpdx, I Heart Art, VOIS, Mercy Corps, OEN) listed here offer casual and informative chances great for networking. Other local groups include the female-led Women Entrepreneurs of Oregon and the minority- and women-focused Urban Entrepreneurs Network, both offering educational and networking events, while Trillium Artisans is a nonprofit that caters to artists. And how many more we could name? Well, here's a nice list via Mercy Corps.

As you should understand from the advice above, networking is more about being active in a community rather than selling yourself to as many people as possible. Or as Russell Davies said: "The best way to be interesting is to be interested."

Find a group, interact online, and actually drop by an event to meet your new business friends in person. And tell us about the groups, activities, and events you frequent for networking in your field.