Highly Effective Networking: Andrea Sobocinski Of Society for Marketing Professional Services New York Chapter (SMPS-NY) On 5 Strategies for Successful Networking, Both Online and Offline
An Interview With Athalia Monae
Don’t just network; make friends. Some of my best friendships have been born from networking events. It is not just about the people you can meet and know, it’s the relationship you can forge with them.
The art of networking is pivotal in today’s interconnected world. Establishing meaningful connections can accelerate career growth, foster collaborations, and create opportunities that might otherwise remain hidden. Yet, the dynamics of networking are intricate, often requiring a nuanced blend of authenticity, strategy, and adaptability. And with the digital revolution, networking has transcended beyond face-to-face interactions to virtual platforms, expanding its scope and complexity. In this series, we would like to discuss the art and science behind effective networking. We are talking to seasoned professionals, career coaches, networking experts, and thought leaders who’ve mastered both traditional and online networking techniques. As part of this series, we had the pleasure of interviewing: Andrea Sobocinski, CPSM, Director of Membership, Society for Marketing Professional Services New York Chapter (SMPS-NY)
As Director of Membership for the Society for Marketing Professional Services New York Chapter (SMPS-NY), Andrea Sobocinski leads member engagement and recruitment for one of the largest SMPS chapters in the country. SMPS offers networking, educational opportunities, and industry-leading research to provide marketing professionals with a competitive advantage.
As SMPS-NY grows its membership, Andrea understands that networking is a key element in building successful personal and professional relationships. Whether online or offline, effective networking can create opportunities, provide valuable insights, and contribute to overall success. She would be happy to share with your readership how professionals can amplify their networking strategies.
Through her experience at SMPS-NY, she has helped to increase chapter membership and has helped educate members on the keys to successful networking, particularly through authenticity and building genuine relationships.
Thank you so much for joining us in this interview series. Before we dive into our discussion about networking, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
As a Senior Project Systems Specialist for an architectural and engineering (A&E) firm, I’ve learned that there are not many paths in which this is a defined option. Throughout my career, I’ve had to trailblaze my path forward. My bachelor’s degree was in Music Business forged during a time when Napster was changing the industry. Highlighting the business aspect of that degree, I fell into commercial account reconciliation for a major banking firm. With two years of experience in accounting, I shifted over to the A&E industry as a project accountant. I quickly found that it wasn’t the numbers and accounting I enjoyed but the software and the business processes/operations that went into the role. From there, I honed my software implementation and process integration skills on the ERP side and then moved into the world of marketing when my firm needed a lead for its new CRM system. Driven by a passion for operational systems management, I take opportunities as they present themselves, as the path continues to be ever-changing.
Can you share the most interesting story that happened to you since you started your career?
Interesting? I work in data! We are numbers and analytics and operational processes. Rarely is that deemed interesting. I’m not the type of marketer who creates pretty graphics or shiny proposals. I love working in the architecture and engineering industry though. The most exciting part of my career is when I start talking to friends or random people I meet and they reference a building or project and I get so excited when I can say my firm had a hand in it, or even if friends of mine in the industry at other firms had a hand in it. I’m super proud of everyone’s work and accomplishments!
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
The number one trait I aim to live by, and a recurring theme in my comments and brand, is authenticity. This has not always been an easy road. As a developing professional, there were times I went up against conflicting personalities when it would have been easier to give in and follow the crowd. There were internal battles I had as to whether I stuck to my principles or allowed situations to progress without voicing concern. Ultimately, I knew I had to stay true to my values and as difficult as it was to get through those moments, I can now look back on my career with pride. This trait has also helped my role in SMPS. When engaging with new members, I want them to understand that the knowledge I am sharing and the information I am providing is what I believe to be important to them and not some canned sales pitch.
Another trait that I believe is instrumental in success is the drive to achieve, to accomplish. In my role, and throughout my career, I’ve moved away from positions where my tasks have been cyclical or spokes in the wheel, but instead are purpose-driven. I thrive when I know the work that I am completing can improve a situation or a process.
Lastly, if not most important, compassion. While going through the process of obtaining my MBA, one of the key facets of management that stuck out was moving beyond empathy and managing with compassion. Over the years, I have found that coming from this perspective, I have not only been able to help those around me find the best in themselves, but I have also been able to learn and grow personally through compassion in those moments.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that we are all on the same page. How exactly do you define “Networking?” Is it just about meeting new people?
To me, networking is building relationships. It is meeting new people but it’s also about engaging with those individuals either from clicking at the onset or over time. Not everyone you meet is going to be a part of your network; you have to work to cultivate a relationship from those moments.
In today’s digital age, how important is face-to-face networking, and how do you balance it with online networking?
My network is almost entirely international, so face-to-face networking for me is at a premium. Therefore most of my interactions tend to be of the online variety. As I get into a little more in the next question, I believe the balance is being present when you have the opportunity to network in person so that you are fully engaged and getting the most of that moment, but then continuing that relationship online from time to time with social media engagements or personal outreach.
How do you maintain and nurture professional relationships over time, both in person and online, to ensure they remain fruitful and mutually beneficial?
At a minimum, I make sure to like and/or comment on their LinkedIn posts to show I still am thinking of them and appreciate them. Most of my network knows that I will make myself available whenever needed if they have a question within my area of expertise. I have some relationships where I might only communicate with them once or twice a year and it’s either myself reaching out for insight or someone reaching out to me. In those interactions, I ensure gratitude for our relationship at that moment with either a genuine thank you and appreciation or catching up on personal items. I believe the key lies in respect and gratitude while staying present in the interaction at hand.
How important is personal branding when it comes to successful networking, and how can individuals develop and maintain a strong personal brand both online and in person?
Some individuals LIVE by the idea of personal branding. I try to focus on authenticity in networking, which honestly might be my brand. I think the bigger focus going into any interaction is knowing who you are and what your goals are, short-term and long-term. Where I feel personal brands can come into play is perhaps the ability to compartmentalize that information to build confidence. It can be easier going into a networking event with a focus on your brand so that you don’t lose sight of your goals.
What is your advice for young professionals who are just starting to build their network? How can they effectively reach out to and connect with experienced leaders in their field?
I would recommend finding an organization such as SMPS to engage with as it brings individuals from all walks of experience together under the common bond of building the professional marketers space in the industry. You are presented with opportunities to learn and network with a variety of professionals, who from my experience, are very open to engaging with new and younger members on trending topics and questions. Without an organization to help facilitate those interactions, it can be quite daunting to find situations where productive networking across levels can develop.
Do you prioritize quality or quantity of connections? How do you determine when to invest more time in a particular relationship?
Quality! I tend to invest more time in individuals who inspire me to be a stronger, better version of myself or individuals who engage in genuine interactions where you can tell they are as invested in you as you are in them, or those who I can tell are in a place I have experienced in the past and therefore I can empathize and encourage or assist them.
What are your “5 Strategies for Successful Networking, Both Online and Offline”?
- Don’t just network; make friends. Some of my best friendships have been born from networking events. It is not just about the people you can meet and know, it’s the relationship you can forge with them.
- Get out there and be active. If there are events available, attend them. Maybe you won’t hit a home run at all of them, but especially for newer networkers, it’s great practice; and you never know what moments will end up being those that make a difference.
- Don’t be afraid to start online conversations. I engage regularly with a dynamic collective of fellow architectural and engineering software superusers. This community has significantly influenced my comprehension and advanced various skills, fostering profound discussions on processes and data capturing. Originating from a modest query on LinkedIn, one individual posed the question, inviting others to share their thoughts. This simple inquiry elicited a remarkable response, with numerous participants expressing their desire for a community of this nature. It underscores the transformative potential that lies within a single question or response. Encouraging the initiation of conversations and posing questions can lead to unexpected and enriching outcomes.
- Share your value — Believe in yourself. In counter to the above, don’t be afraid to answer the questions that are out there and share your knowledge. Join conversations. Demonstrating your value not only garners increased attention but also prompts people to actively seek your opinion, inviting you into more meaningful conversations. This, in turn, cultivates and strengthens your relationships, fostering a deeper connection with those around you.
- Mentor and be Mentored. I suggest actively seeking connections from both internal and external avenues, as this dual approach allows you to immerse yourself in corporate discourse while benefiting from diverse external perspectives. Personally, internal mentoring has amplified my impact within the firm, fostering a more cohesive expression of my ideas. Simultaneously, engaging with individuals outside my immediate context has proven invaluable for brainstorming and gaining fresh insights. The same principle applies to mentorship relationships. While I find fulfillment in sharing my knowledge, there’s immense value in learning from those I mentor. These relationships extend beyond the formal mentor/mentee structure, evolving into enduring connections that persist long after the initial mentoring experience.
What role does diversity and inclusion play in your networking approach? How do you ensure that your network is inclusive and represents a broad range of perspectives and backgrounds?
My favorite approach to networking is the discussion of industry-specific ideas, often around the topics of software data and analytics. I find that passion for a subject matter is all-inclusive, and I love it when new ideas are brought to the table. Focusing on that passion, I have been able to meet professionals from a variety of backgrounds who have shared their experiences and knowledge.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
It’s not a new movement, I have seen many instances of this on social media, but let’s continue to lift people. Recognize others’ achievements. Thank them for their accomplishments or for how they have affected or inspired you.
How can our readers further follow you online?
You can find me on LinkedIn: www.linkedin.com/in/andrea-sobocinski-cpsm-50247653
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.
Highly Effective Networking: Andrea Sobocinski Of Society for Marketing Professional Services New… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.