Relationships and connections. Followers and following. Friends and fans. Fleeting or forever? Online or in person?

We’ve always understood the importance – emotionally and practically – of relationships. Whether in business or personal life, we seek sincerity, trustworthiness, shared vision and values, two-way listening and conversations, similar goals and expectations. We hope to establish constructive, mutually rewarding common ground.

Some relationships and connections become long term. We – family, friends, clients, colleagues or neighbors – have known each other for years or decades, seeing each other regularly or chatting occasionally. We may disagree on some issues and have differing interests, but we’re there for each other.

Today, millions of us are networking in person and online. We’re experimenting with the enormous potential of social media, group and blog conversations and meeting people in new venues and creative ways. How many will become significant relationships or positive connections? We will see.

In his book, Effective Personal Communication Skills for Public Relations, author Andy Green discusses relationships and connections. His guidelines and insights and guidelines are enlightening, including his description of our networks.

• Personal Sanctum – personal community around us of possibly 15 people.
• Professional Sanctum – focuses on our career and working life and includes “professional apostles…people who act as the frontline of our personal advocates.”
• Inner Circle – number of people with whom we have a genuinely social relationship.
• Outer Circle – people who might be our “advocates”, “endorser contacts”, “awares” or “unawares”.

On another note, author Brian Solis discusses social networking relationships in “The Ties that Bind Us – Visualizing Relationships on Twitter and Social Networks” at: http://www.briansolis.com/2009/02/ties-that-binds-us-visualizing/

Whether through social media or in person networking, we should all tune into the nature of our connections. Do we understand and appreciate our role and the potential of relationships?

I have offered some quick observations on a subject that deserves much more depth, and I look forward to your feedback.

In the meantime, let’s be grateful for the true relationships we have had and continue to have in our lives.

In his book, All Marketers Are Liars, Seth Godin discusses the power of telling authentic stories in a low-trust world.

Godin explains that before telling someone a story, he tells it to himself. “The goal of every marketer is to create a purple cow, a product or experience so remarkable that people feel compelled to talk about it.

“The challenge lies in figuring out what’s remarkable and actually making the remarkable happen.” But, before we can share the story “with friends, colleagues or the Internet, we need to tell it to ourselves….Politicians call these talking points. Retailers call it an experience.”

Godin presents the qualities of a “great story,” one that engages an audience’s imagination.

• A great story is true – not just because it’s factual but because it’s consistent and authentic.
• A great story makes a promise – fun, money, safety, or a shortcut – bold and audacious and worth listening to.
• Great stories are trusted – because trust is so scarce, the marketer has earned credibility.
• Great stories are subtle – allowing the consumer to draw his own conclusions.
• Great stories happen fast – quickly engaging the consumer…or not.
• Great stories appeal to our senses – not as much to our logic.
• Great stories rarely aim at everyone – just those who will identify and spread the story.
• Great stories aren’t contradictory. “If your restaurant is in the right location but has the wrong menu, you lose.”
• Great stories agree with our world view. Godin asserts that the best stories don’t teach us anything new. Instead, they agree with what we already believe, making us “feel smart and secure.”

Ready to tell your great story?