"It's all about your network." These days, a network means many things; internet, social, casual, direct. In building long term relationships with customers and clients, every aspect of your business revolves around your network. This week we're going to break down the four basic network groups, how they intertwine and some do's and don'ts that are particular to each. A great deal of these group inner workings contain deep psychological and sociological studies on theory and behavior; don't worry, we're not going to get into any of that... just some basic stuff you might be able to use.

• Direct Network - Traditionally, a direct network is anyone who is listed as part of a targeted campaign. Because their name becomes part of your 'direct response' advertising or marketing, your direct network becomes your primary source for cultivating an established target market.
      Ideally, your direct network is your primary source of income. These people may have come from your casual, social or internet networks, but end up in your direct network. These are the people you call on for business, mail regularly and keep in your constant loop.
  <<<Always keep this network group professional and business oriented in correspondence and calls>>>
  
• Casual Network - Your casual network starts with guy you see at the coffee shop or grocery store clerk that sometimes handles your checkout. This casual network is probably the largest network you have, but may not utilize. It is sometimes difficult to convert someone from a casual network to your direct network, but it is a goal worth considering.
       Typically, a casual network acquaintance can take years to develop, so most salespeople discount the effort. In the 1970's the average times needed for something to be committed to memory was 7... today its 21 times... This goes for advertising, promotion, sales and developing contacts. You can probably can't count the number of times you've passed up an opportunity; start making a conscience effort to change and you may not miss any.
  
  
• Social Network - Everyone knows the social network; the couple you go to dinner with, the college buddies you call or the co-workers you go out with for beverages. All of these can, and should be part of your direct network. If you're on social terms, you should be on business terms - keep the two separate or your social network will only be your direct network.
       It's usually easier to get someone from your casual network into your social network, but that may not be something you want... Your social network can be your link to other social networks, so out of all your network connections, the social network is the one you should be most protective. If indeed "You are your friends friend" then each of your social connections will know what you do for a living and also be part of your direct network. You can cultivate your social network for business, but "going to the well too many times could leave it empty."
  
  
• Inter-net-work - Wow... this is probably the most misused, misunderstood, and overly exploited of all networks. The internet has become the gateway for laziness, but it also has opened up a goldmine of undeveloped resources and untapped clients. In the last 15 years, the internet has come full circle, with a great deal of flash thrown in for show. The internet was developed as a social network so universities could share ideas. Today the technical social revolution in MySpace and Face Book share more information than every before and can be both positive and negative.
       It is sometimes hard to remember that anything posted on the internet or sent in an email can become part of the public domain, even if just for a moment. With over a billion people online, anyone from anywhere can see what you are doing at any time online.
       Just a word to the wise, be careful what you post, be careful what you say, be careful what you email. Even if you think no one is paying attention, it can come back to you.
  <<<One of many examples: THE WAYBACK MACHINE >>>
  

     So how do you get all of them to work together? The simplest way is to understand that your Direct Network is your business link; all other network areas should lead to your Direct Network. Once you have established your base for your Direct Network, you invite all other network areas to become part of your Direct Network. By doing this you've created an 'opt-in' database of people who actually want to be part of your network. Adding a name to your Direct Network without permission is just asking for rejection.
     Have a sign-up form on every page of your website and give your web visitors a good reason to sign-up. Tell your Casual Network people you would like to email them something and ask for their email. Ask your Social Network if it is okay to send them information about your work or information that may be of interest to them. Keep track of your internet diversity (Google yourself) to see what other people can find out about you.

Keep working your plan for success!

OH, NO!!!!! It's almost tax time.... If you're like most business owners, the end of the first quarter is here. We'll look at some help and start your Annual Action Plan review! Get ready...