There is a curious paradox: the more our lifestyle creates separateness, the more we crave connection. We’re always talking about how technology sets us apart from the world around us – iTunes in our ears, Blackberry (Crackberry) in our hand. But at the same time, we universally tend to use technology to seek connections – in our online communities, our Twittering, our emailing, our Facebooking – it’s all about looking for bonds.Don’t forget that. No matter what you do, what you say, or how you use technology it’s not about the tool or the wires or the bells and whistles. It’s about the bonds.Don’t ask, should we blog? Ask, is blogging a good way to connect with our audience? Don’t ask, do we need a website redesign? Ask, can people find what they need when they come to us? Do they feel closer to us after they’ve come to our site? My esteemed colleague Jocelyn Harmon of NPower here in DC recently did a presentation on marketing and communications in the connected age. You can check it out here. She reminds us of two things to remember online:1. Be real. Speak the truth, in your own voice.2. Flip the funnel. (Katya’s note: That’s Seth Godin’s great term for surrendering your lonely megaphone and antiquated sale funnel and letting a thousand messengers bloom, in their own voices, to their own circles of influence)In other words, be an authentic messenger and don’t be the only messenger. Be an organization that connects to people on a very human level. And make it possible for people who love your organization to connect to the people they love to share your story. This is what it’s all about.While online tools seem oh-so-new, what makes them work could not be more ancient or old-school. What’s truly innovative is using the Internet to more quickly and expansively fulfill our unending human need for connection. Paraphrasing Pasternak, what’s powerful is what’s shared.