Argh, how many times have you heard 'you have to maintain a healthy professional network' or 'networking is how you get a job, not sending resumes around'?  Does it conjure up a positive connotation for you, or does it seem slightly 'sales-y'?

Marny Lifshen is a communications expert, speaker and author on women's networking, and she is here to set the record straight on what it is and how it can help you.

The term networking is often overused, misused and misunderstood. Some think networking means a crowd of sales professionals mingling in a hotel banquet room with a cocktail in one hand and a business card in the other.  If this is you, you might be thinking “what in the world does networking have to do with me?”  

Networking is actually the process of creating, building and maintaining mutually beneficial relationships, both professional and personal.  By this definition, women in mid-life – a time that is full of change, stress, new challenges and new opportunities - will certainly benefit from networking. There are many different reasons women may become motivated to begin or renew networking; consider these scenarios:

• Camille’s employer has just transferred her to a new city and she is anxious to develop a network of colleagues and friends.
• Jane is thinking of switching careers and wants to build her skills, experience and contacts in a new area.
• Nancy has recently been through a divorce and wants to begin creating a new circle of single friends.
• Audrey is considering starting her own business and wants test the waters with potential investors and customers.    Suzanne’s children are now in college and she is ready to get involved with charitable organizations in her community.
• Diane is newly retired and trying to find a new direction and focus for her life.
  

There is no right or wrong reason to network, as long as you understand what networking is, and what networking is not.

Networking IS:

• A verb.  It is an active, ongoing pursuit that requires a commitment.
• A process.  You will not necessarily see results immediately; it will take time and consistency for you to achieve your networking goals.
• A two way street.  It is a give-and-take relationship, and you must be willing to help people as much (if not more) as they help you.
• An opportunity to change your career or change your life.
• A lot of work, and also a lot of fun.

Networking IS NOT:

• A noun.  While it is valuable to have database of contacts, it is what you do with those contacts that really counts.
• An occasional activity.  It must be a part of your lifestyle to be truly effective.
• Cold calling or sales.  Successful networking is about building real, long-lasting relationships – not closing a one-time deal.
• Schmoozing or working a room.  While you can utilize events for excellent networking opportunities, this is just one small piece of the puzzle.
• Rocket science.  Anyone in any profession or stage of life can improve their ability to build strong relationships through networking.
  

A network of colleagues and friends can support, inspire and advise you through some of life’s toughest times.  They can also bring you amazing opportunities.  And, you can be just as much of an asset for them.  But a network has to be built and cultivated and cared for, and that takes effort – it won’t just come to you because you need it.  So, THAT is what networking is, and what it means to you!    

Marny Lifshen is an Austin-based marketing communication consultant, author and speaker with more than 18 years of experience.  Marny specializes in professional services marketing and public relations.  She has also contributed articles and columns to many print and online publications on networking during of her career. Marny is an experienced speaker, and specifically addresses women's organizations and conferences across the country on the topic of networking and building a personal brand.  Marny can be reached at www.marnylifshen.com .