Written by Lynn Dixon, co-founder & COO, Hourly

Networking. Some people consider it a guaranteed way to connect with industry luminaries. Others believe it’s the ideal way market your professional capabilities and build brand awareness. Still, others dread the concept, and try to avoid it at all costs.

Truth is, networking remains one of the most effective techniques for selling yourself, as well as uncovering new business opportunities, projects and jobs.

But there’s a key to networking success that isn’t often discussed — knowing how to conduct yourself in various social situations is essential.

While handing out business cards may work wonders for you at a designated networking event, the same strategy might not work in a different atmosphere. Is there a way to predict what techniques will be effective in a specific setting?

Let’s look at several common social scenarios, and consider an appropriate networking plan of action for each:

1) Work Events

Work events come in all shapes and sizes, from professional development courses to off-site meetings with colleagues. These events tend to be more formal and task-oriented. Typically these settings are not ideal for aggressive networking, primarily because your participation is tied to other business goals.

How to play it: Although you may know most people at a work event, you can subtly network by introducing yourself to other attendees. When it fits into the flow of conversation, you might also mention recent accomplishments or challenges you’ve overcome. This helps people in your internal network see where you shine, and helps them envision how you could contribute to future projects with them or others they know.

2) Office Parties

Events like the annual holiday party or your boss’s birthday don’t usually scream “networking.” Conversations are often focused on personal life, and you may not want to think about business. Although no one wants to “talk shop” throughout an entire office party, it can be an awesome opportunity diplomatically reinforce your strengths.

How to play it: Put the alcohol down and get to know colleagues you don’t know well, especially those in other departments. You don’t have to brag about your accomplishments, but you can weave in your expertise. Chances are, one day they may need your skills on a project. Be memorable and focus on how you add value.

3) Family Events

You probably believe family events are the last place to whip out your resume and market yourself, but these events can be a networking goldmine. Think about it. Your family wants you to do well in your career. It’s like preaching to the choir. You just have to know what songs to sing.

How to play it: Although members of your family probably don’t work in your industry, they’re likely to know someone who does. That’s why it’s advisable to touch base about business with as many people as possible while you “work the aisles” at reunions, weddings and other family gatherings. Bring a stash of business cards, in case someone expresses interest. In the future, if someone they know needs someone with your skills, you’ll be the first person on their radar.

4) Industry Conferences

Conferences are a great way to establish excellent connections who can help you expand your network. Sometimes the premise of a conference centers on networking. Other conferences are developed for you to learn more about your industry by listening to speakers, attending workshops and sharing ideas with professional colleagues.

How to play it: This is one of those obvious networking situations where you’ll need lots of business cards, a stack of resumes, and a variety of portfolio samples. Since conferences attract a plethora of industry colleagues, you never know who you’ll run into — so you need to be prepared. It’s also smart to refresh your LinkedIn profile before the event, so anyone who checks your profile afterward will see your most current information.

5) Running Errands

Picture this: You’re at the grocery store when you see an influential member of your industry. You don’t want to throw business cards at this important person, but you do want to make a connection. How do you approach a power player in public without appearing to be desperate?

How to play it: Look for an appropriate opening. Briefly introduce yourself and explain why you admire this person. Try to mention a recent article they wrote or compliment them on a recent accomplishment. Then, close quickly by asking if you could connect via email or on a social network. This opens the door to future conversations while downplaying what could otherwise be an awkward situation.

The ability to market yourself in any situation is a skill that should be practiced and polished. You never know who you’ll bump into and how they could help you out in the future. Look at every situation as a chance to boost your network and provide a possible stepping stone for your career.

What do you think about the power of networking in social settings? How have you marketed yourself at various events? What has been effective for you?

(About the Author: Lynn Dixon is the co-founder and COO of Hourly.com, an employment network that quickly matches people who are interested in flexible positions with the right opportunities. Connect with Lynn and Hourly on Twitter and LinkedIn.)

(Editor’s Note: This post is republished from Brazen Life, with permission. Brazen Life is a lifestyle and career blog for ambitious young professionals. Hosted by Brazen Careerist, it offers edgy and fun ideas for navigating the changing world of work. Be Brazen!)

(Also Note: To discuss World of Work topics like this with others in the TalentCulture community, join our online #TChat Events every Wednesday, from 6:30-8pm ET. Everyone is welcome at events, or to join our ongoing Twitter conversation anytime. Learn more…)

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