Stop! You're wasting your time

I was recently asked to provide this guest blog for Warren Cass's excellent new site, full of social media and networking advice. 

What could you be doing instead of reading this blog? Did you pick it up from Twitter or Facebook? If so, how long have you spent on either site today? What else could you have done otherwise?

If you’re going to a networking event later, why are you bothering? You might be doing something far more productive.

The truth is that thousands of man-hours are being wasted every working day on social networking sites and at networking events. We constantly hear about it in the media as study after study reveals how much productivity is being lost by employees using Facebook. Meanwhile, Lord Sugar, the UK’s most prominent businessman, tells us that entrepreneurs waste their time ‘bullshitting’ at networking events.

Despite the fact that I am a tremendous advocate of networking, I have to agree. To an extent. Many hours are lost by both business owners and employees going to events or signing into networks without any clear focus or outcome in mind.

This is the point where I depart from the media and ‘experts’. Rather than being genuinely interested in the true situation, in their search for a story and a stance they settle for simple headlines. ‘Networking is Bad’. ‘Social Media Sites are a Distraction’. After all, it makes good copy. Yet life is not that black and white.

Rather than look at the negative and denigrate all such activity, those in a position of influence would be much better placed to help educate business people how to use such tools effectively.

Networking, whether digitally or in person, can offer a lot to businesses. It is far easier to spread the word about a business, a product or a service than ever before. Even across national and continental boundaries. Information, about markets, companies, tools and innovation is more accessible than ever before. Many of us now have a network who will provide ideas, feedback and support at the end of the phone or who are approachable through a few strokes on the keyboard.

It is so much easier to meet new people, build a network and maintain contact with the people in your networks using networking groups, events and sites than it is without. Sites like LinkedIn open up connections and break down barriers in a way previously unimaginable.

With all of these benefits come tremendous efficiencies. Strong sources of referrals and a network of people telling others about you save time and money spent on cold calling and other routes to market. Advice and support from others prevent costly mistakes or expensive consultancy.

Why is it we don’t hear as much about the time saved and efficiencies achieved through networking?

There are two possible reasons. Number one, it doesn’t make for an interesting and newsworthy story.

Number two, not enough of us use our networking opportunities as effectively as we could.

Perhaps we have become over-reliant on our networks. To some I believe that they have become a comfort blanket, an alternative to doing something effective and proactive. Perhaps they give us the feeling of being busy, without the impact of hard work. Perhaps they are, in fact, a distraction.

I often get asked how much time I spend on social media sites. If I’m honest, the truth is probably too much, they do distract me at times. I do, however restrict much of my activity to actions based around clear objectives. Yes, I like to have a laugh and share banter with friends, but even in that I have a purpose.

There are people, however, who seem to be online at all times. Other people can be found attending almost every networking event possible. I call them ‘Martini Networkers’, because you’ll see them any time, any place, anywhere (one for the older generation perhaps!).

In the responses to Lord Sugar’s recent remarks in the Daily Telegraph, many people have criticised networking events for lacking any value. Many events do fail, but the fault often lies with a lack of focus from attendees rather than the event itself. Even in my old network we had groups that were outstanding and those that drove me to despair.

In the January/February 2011 issue of Speaker Magazine, US-based Australian entrepreneur Peter Sheahan explained how, for him, every day presents The Choice of Two Goods. “There might be two good things you can do,” he told Speaker. “So, you choose the better good of the two.”

For Sheahan, the better good may be sending an “industry overview and a synopsis of my experience for a bureau that just placed a hold, and close a $20,000 speech, instead of updating my Facebook status.”

Sheahan’s point is that, while there may be a lot of good that can come from networking activities, you need to consider whether you are choosing the most productive use of your time. It’s a good point and a question worth considering.

Any time spent at networking events or participating online should be well selected and focused. As I’ve outlined above, there are a lot of benefits and efficiencies to be had from networking, make those your priority.

If you’re reading this blog because you want to understand how to network better, if you’re on Twitter to build relationships with people who might refer you or influence your prospects, if you’re going to an event tonight to meet new people in a market you’re trying to crack, don’t stop. Carry on.

If you don’t know quite why you’re doing any of the above it is time to stop. Reconsider what you’re doing and why and use your time effectively. Always look for the “better good of the two”. If you plan your day well, that should always include some networking.