In previous columns we discussed a more meaningful way to network: connecting the causes and organizations you become involved with to the strategy of your business and the passions of your heart. Networking is substantially more rewarding on both a professional and personal level if you do the initial analysis to ensure the two are aligned.
In this column we discuss obstacles, tips and techniques to build powerful and meaningful social capital.

Time is always the biggest road block. How can anyone find enough to build a network? Given the overwhelming crush of commitments we all have and our promises to ourselves to do better, networking frequently takes a frustrating back seat. It seems that we honor all of our commitments we make to others, but not those we make with ourselves. To be successful, consider making connections as a high priority part of your job. Put an appointment on your calendar to reach out to others, and keep it. Looking for a reason to call? The holidays are a great one, as are sending out articles of interest.

For example, I limit my evening commitments by scheduling breakfast and lunch networking options. This is where it benefits to step into a leadership role where possible. Being a leader enables me to set the times and agendas that work better for me. For example, I led an “Emerging Leaders” forum for rising leaders in large organizations, and scheduled it for long lunch sessions. For a strategy association, I hosted breakfast meetings. For WITI, we held afternoon teas.

Another idea is to integrate your networking plans into your professional education plans. As you actively build your skill set, think of classes not just in terms of content, but also contacts. Who will be in the audience that you can meet in a non-threatening situation where you share a common goal – completing the class? If, for example, you want to meet HR managers to sell HR software, going to a class for HR managers will help you make contacts, and the content will help you understand their job and challenges.

Are you interested in doing public speaking? If not, you should be. Not only are the skills important for everyone in every career, but they also allow you to position yourself and meet people. I have learned a long time ago that I am not good at making ‘cold calls’ for sales. I get the same results whether I do it or not! Speaking, however, brings people to me that are already interested in the topic.