Small Groups, Big Impact
The most successful digital networking initiatives share a common thread: They prioritize intimate conversations over large-scale interactions.
Jennifer Pitts, vice president of programs, products, and certification at the National Association for Healthcare Quality, has witnessed this firsthand through the organization’s flagship NAHQ Next event, which attracts roughly 5,000 attendees annually.
“Our research posters are presented in a Netflix-style gallery, each with a concise 10-minute video that brings the work to life and invites discussion — an easy on-ramp for participation,” Pitts says. These “poster mini-talks” create natural conversation starters while keeping group sizes manageable.
Gimpel reinforces this approach: “Networking tends to work better in small groups, be it online or in person. Groups of two, three, four, or maybe five allow for genuine conversation. Typically, once you get past six people — and certainly past eight, 10, or 12 — it becomes difficult to let everyone talk and share meaningfully.”
The key is structured intimacy. Rather than dropping attendees into large virtual rooms and hoping connections emerge organically, successful associations create multiple small-group touch points throughout their programming.
Making Interaction Effortless
The most effective digital networking feels natural rather than forced. NAHQ’s approach centers on seamless integration of networking elements into existing content. “The standout feature in my opinion is the live‑chat layer in every session. It’s simple, always‑visible, and co‑located with the content, so participation is effortless,” Pitts says.
This “frictionless UX” philosophy extends beyond chat functionality. NAHQ’s moderators ask targeted questions like, “How are you handling X?” prompting attendees to share workflows, policies, and tools directly in chat. “Peer practice beats panel monologues,” Pitts observes, highlighting how authentic connection emerges when participants become co-creators rather than passive consumers.
Gimpel advocates for similar collaborative approaches. “Any activity that requires people to work together or discuss something in small groups tends to succeed online,” he says. “This could be solving a problem, round tables, etc.” The emphasis on shared activities transforms networking from awkward small talk into purposeful collaboration.
Beyond the Attendee List Approach
Many virtual platforms fail because they burden attendees with the heavy lifting of connection. “Often, it’s a huge burden on attendees to visit a long attendee list, research dozens or hundreds of people, figure out who’s worth meeting, send a bunch of hopeful messages in an app few people check,” Gimpel explains.
Instead, successful associations take ownership of the networking experience. NAHQ employs “human facilitation” where staff seed links and questions to maintain momentum, while their pre-recorded content provides production quality without sacrificing live interaction opportunities.
Gimpel suggests several alternatives to the traditional attendee directory approach: “Let attendees make short asks (30 to 60 seconds) for help or feedback. This energizes the group and sparks connections.” He also recommends “microcelebrity moments” where regular attendees receive brief spotlight time, helping others identify connection opportunities based on specific expertise or challenges.
Measuring Authentic Connection
How do associations know if their digital networking efforts are creating genuine relationships? NAHQ tracks multiple indicators beyond simple attendance metrics. “Authentic connection means purposeful, peer‑to‑peer exchange that goes beyond consuming content,” Pitts says.
Their measurement approach combines behavioral and qualitative signals, such as live-chat activity, one-on-one messages enabled by the platform, repeat logins across multi-day events, and post-event activity in ongoing programs.
