You’re not looking for a job per se; you’ve already made your own. But as an entrepreneur, hobnobbing with intention is a great way to get the word out, get inspired and build community with like-minded movers and shakers. Carter McKinney, CEO at McKinney Media and host of vibrant networking events, shares his best advice on the optimum mixer mindset.
Have a Mind for Mingling
In his early 20s with six years of work and more than 25,000 people’s photos under his belt, McKinney has built a dynamic career out of making and multiplying connections. Switching from biology student to camera-toting enlistee of Northampton Community College’s Center for Innovation & Entrepreneurship, he’s been collaborating, marketing and promoting at a breakneck pace and bringing folks into the fold from across the tri-state area.
Hosting regular networking events for creatives, McKinney aims for an encouraging environment. “I went to an event a week or two ago,” he says, “where it was just food on the table, a bar and a free-for-all. Everyone just talked. I like a little more structure, whether it’s things like speed networking or even a panel discussion, because not everybody is as outgoing as others.”
Networking events are increasingly shedding awkward formality and embracing the fact that they bring interesting, creative folks together to
enjoy sharing the burdens and rewards of the lifestyle.
Show Vulnerability
At its worst, networking is all about pitching yourself and collecting contacts, but no one really wants to take part in that meat market. Creatives and entrepreneurs are typically going out on a limb to share their unique talents and abilities with the world and to network best in that spirit. Of course, we want to put our best foot forward, but rather than putting on a facade of success, “effective networking is much more about genuinely listening and building connections with people who you can support and who can support you,” McKinney says.
If you don’t have everything figured out yet, the people who connect with your vision will be happy to help you get there and contribute to a culture of collaboration that breeds meaningful referrals and new arenas. “I love finding youth that are interested in photography, video and marketing,” McKinney says, never gatekeeping his field. “As a young person of color, it meant a lot to see others like me succeeding. That made me feel that it was possible.”
Seek Out Mentorship
“What we look for in a mentor is someone who’s consistent,” McKinney says, “who not only excels in the business realm but knows how to talk to and treat
people.” Many people do good work and can offer advice on technical aspects of entrepreneurship, but finding or offering mentorship is invaluable for
the cultural component it can foster. “A lot of soft skills are lost in this digital age. People need to know how to maintain eye contact, sit or stand up straight and firmly shake someone’s hand,” McKinney says. Imparting skills in body language and etiquette can be just as meaningful, maybe more so, than tips on camera upgrades. In seeking mentorship, make a study of who you want to work with and why, and don’t overlook your own capacity to pass on the skills and understanding that could be the missing piece for somebody else!
Get Online
Marketing your business through social media can be a full-time job if you let it. Posting consistently is important to maintain a presence, not just for potential clients, but for your network as well. “I try to post every day,” McKinney says, “and adapt each post to every social media platform that I’m on.” Whether you’re putting out a positive quote, sharing your work, or spreading the word about a resource you know will help others, you can take a little bit of the
time out of this task by employing tools like ChatGPT.
When you’re nurturing your connections through Instagram or LinkedIn, the key, as always, is authenticity. “Don’t just message someone asking for something,” McKinney says, “engage with their work, comment thoughtfully and support what they’re doing.” The energy and conversation of face-to-face networking can’t be replicated online, but the accessibility of social media can’t be beat. Focus your time on meeting consistency benchmarks and responding to the people who really inspire you, and that scroll time won’t be wasted.
Published as “Ask the Expert” in the February 2025 edition of Lehigh Valley Style magazine.
