A Year Without Connecting
BOSTON – By Mark O’Toole, EMA Boston
I like being known as a connector.
While it’s a term open to various definitions, I see it as that person who develops relationships that bring value to others in one’s network. And yes, sometimes it brings value to the connector directly – maybe it’s a piece of new business or a favor repaid. But that is incidental; those who connect solely for personal gain are merely takers, not givers.
For me, connecting is about being present, being available, being unselfish. It’s hard to maintain all those qualities, and I’ve known many for whom those are unattainable attributes.
The benefits have been wonderful. I’ve connected clients with similar interests or opportunities to complement each other somehow. I’ve connected friends with groups where I feel they can offer value. I’ve connected colleagues to new opportunities. For a few years, I was even a Connector, a title bestowed upon a group of 200 or so Boston-area professionals as part of Boston World Partnerships, a networking group with a mission to “inform and connect.”
I love connecting.
But for the past year, I stopped connecting. No networking events. No searching LinkedIn to help find matched interests. No speaking or presenting. No creation of content to share with my network. Nothing.
I even played the least amount of basketball in the last 35 years. (Yes, I’ve made a lot of connections on the court.)
It wasn’t intentional, at least not at first. Connecting does not have an off/on switch. It comes naturally, or it doesn’t. It’s in your blood, part of your mojo.
Last year started with a heavy workload at the office, a lot happening at home, and a commitment to my position as chair of The Freedom Trail Foundation. Something had to give.
So first, I (mostly) cut out networking events. I was heads down, moving fast, getting stuff done at work, at home, for the Trail. It felt good to have free time, to know the end of the work day was not the start of the (net)working night. No early morning Chamber events. No late night mentoring activities. A relaxing summer, enjoying nights on my patio or weekends down the Cape.
And then, I started to feel the gap. Fall approached, and with it the usual parade of events and opportunities and activity that fill up one’s calendar. And still I stayed out, though it was getting harder.
And now, a new year. One in which I plan to connect again. Maybe not with the fervor with which I had participated, but finding opportunities high in value and that re-immerse me.
What did I learn, a year away from connecting? Well, that requires a list of course.
Seven Reasons to Keep Connecting
- Free time is for later – Connectors fill their schedules; it’s their nature. When away from connecting, find an activity to fill your time. I did a few things: I caught up on some television series I had missed (Blacklist, House of Cards, Jessica Jones); I wrote a book of children’s poetry and actually plan to publish it; I coached 7th grade basketball. So I was busy but in different ways. But that sense of professional satisfaction that comes from connecting was still missing.
- Nurture your network – Without feeding it, a network can wither. Just this week I got a nice LinkedIn endorsement from an old client and friend. It struck me that we’ve had lunch or breakfast three or four times a year for a decade, yet nothing in the past year. I miss that. Sometimes we just talked about kids, other times we helped each other with professional challenges. So stay ready, friend; I’ll be calling soon.
- Become helpful to your fellow connectors – You hear things when you are plugged in. Maybe it’s a business opportunity for a client or a committee seat for a colleague. But you miss these opportunities when you are absent. Sometimes just being there is critical.
- Experience the power of social interaction – When you connect with the right group of people, it’s fun. Socializing with a peer group is comforting and rewarding. Why do you think Norm kept going back to Cheers? Or I keep ending up having drinks with Chad O’Connor?
- It helps to be known – Connecting is one of the greatest ways to raise the visibility of your organization. Being present at events important to you, your network and your business, generates awareness. And it spurs content creation, like this piece about spring break that I wrote after presenting at the first Master Slam.
- Social media does not cut it – While I’ve by no means abandoned my network, I’ve kept up with it via social media for the most part – I’m pretty sure I’ve read every @HeyRatty tweet. We share Tweets, or post photos on Instagram and we know who our network is and what they are up to, but it does not match the benefit of having a physical presence. Social is fleeting; attending is meaningful.
- Connecting is global – My agency’s participation in the IPREX network and my role as marketing chair keeps me focused on ways to help partners connect and engage online and off. I can only help make connections within the network better if I am in full connector mode myself.
So I’ll be there, at networking events, mentoring events, reconnecting with old clients, old friends, and will hopefully do it so it has value for my firm and my fellow connectors. See you out there.
About Mark O’Toole
Although Mark regularly creates meaningful, sustained relationships for clients, secures media coverage that builds no matter how long a client engages with HB, and consumes every type of media every single day, he knows PR is not about traditional media anymore. For Mark, PR has never been about media, but rather about helping clients meet business goals. By constantly applying his marketing mentality to solving business challenges, Mark created a platform that catapults client campaigns to new levels.