12 Most Significant Ways to Build a Deep Network

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There are a thousand – maybe a million – blog posts out there that will tell you how to build a wide network. More contacts! More readers! More retweets!

I have nothing against numbers, but 10,000 Twitter followers plus $2.50 will get you a Grande Americano at Starbucks. And, they don’t take Facebook Likes.

Traditional marketing approaches thrive on numbers, but social networking gives us each the opportunity to build something more important. Deep relationships with people. Not mere reach. Not demographics. People.

Here are twelve ways to build a deeper network, exemplified by the actions of a number of my favorite people that I’ve met via digital networking – all of whom serve as examples to me.

1. Be Ready to be Real

There’s a bridge you have to cross to build deep networks. It’s called dropping the facade and being a regular human being. Being a 360-degree person. An inside joke emerged at the last Marketing Profs Digital Forum – WWAHD (What Would Ann Handley Do)? Truth is, Ann is a great example of being real on line. Just do what Ann does.

2. Consistently Add Value

By consistently, I mean over years – keeping pointing out valuable people and resources to your audience. Share your thoughts and get conversations started. Avoid petty negativity. Like Mack Collier does.

3. Have a Warm, Hospitable Heart

Who do I learn from most regarding this? Two words: Lisa Petrilli. That is all.

4. Be Helpful

There are many reasons why Sarah Evans is so well-liked. Yes, she’s cute, and savvy, and personable – but she’s always trying to help people via her many connections. Why is Jon Swanson the “social media chaplain”? Because he reaches out and helps. Go and do likewise.

5. Have Lunch

I’m a huge advocate of meeting people face-to-face after on-line acquaintance has been made. Nobody does this better than Lou Imbriano. Lou is the valedictorian of gastronomic networking. Arrange a tweetup. Get coffee. Go out of your way (as Brandie McCallum recently did at my Boonton coffeehouse “office”) to get together with people.

6. Take Initiative

Sometimes, Anthony Iannarino calls – yes, on the phone! – just to check in and talk. I really value that. Most of my life is spend taking initiative – it’s really pleasant when someone else initiates with me. Deepens bonds considerably.

7. Put the Spotlight on Others

A lot of folks do this well. Trey Pennington. Liz Strauss. Drew McLellan. A lot of business isn’t about the good of others. But being nice, giving, noticing others – that’s what leads to networks that are more than just numbers.

8. Show your Passion

Do you have something that really drives you, like reforming and improving education drives Angela Maiers? Then show it! You’ll find the others who have similar feelings, and the ties will grow much deeper.

9. Create a Community

If you’re not part of the Diabetes On-line Community (DOC), maybe you haven’t heard of Manny Hernandez. The man is a maestro of community-building. And he, like fellow diabetes blogger Kerri Sparling, is absolutely for-real. The DOC didn’t just happen. People made it happen.

10. Make Visuals

Need to buy a B&B in Maine? Of course I’m going to send you to Dana Moos. Not only is she friendly and engaging on-line, but she shares great pictures from her perch up in Maine, and also tantalizes with some pretty sweet foodie images as well. Your pictures are a window into your soul, and people often feel more comfortable going deep with you when that window is open.

11. Have Some Fun

On #LeadershipChat Tuesday nights, part of our culture is to have fun alongside the serious discussions. People like Tobey Deys make the experience richer by knowing how to provoke a smile. And if I’m going to want to deepen ties with someone, do you think I’ll gravitate toward a sourpuss, or toward someone with a sense of humor?

12. Notice

In real-life, it isn’t always sunny. There are many fair-weather friends out there, but part of being deeply connected to people is noticing when they are hurting or in need. I’m not going to attach anyone’s name to this one, because often, these folks prefer not to have public attention called to their kindness. And that’s the real test, isn’t it? Social networking that’s all about me only notices…me. There’s a lot of people out there with stuff going on beneath the surface. Maybe lending a shoulder is more important than seeking a retweet.

It’s far too easy to get caught up in the fluff of the new platform of the day, or the game of pursuing on-line influence. Paying more attention to our own micro-communities of great people with whom we can go deep will probably be far more productive than getting a mention by Guy Kawasaki or attaining a higher Klout score. I’m still trying to learn that lesson. And with the help of the friends and mentors I’ve mentioned, maybe we’ll all get better at going deeper.

Who are some of your best examples for building deep networks? Please share your gold in the comments!

Featured image courtesy of chucklepix licensed via creative commons.

Steve Woodruff

http://stevewoodruff.com

Steve Woodruff is the Connection Agent. An entrepreneur and marketer, he specializes in building opportunity networks that bring together trusted people and businesses through a win-win referral model. He also serves as a "brand therapist" for those seeking to understand their professional identity and message. Steve is very active on social networks, and is also the co-founder of Leadership Chat (Tuesday nights on Twitter).