I have been building on-line communities for organization since 2001 when I started the company now known as Mzinga.  Since then I have learned a lot about what works and what doesn’t in building business and not-for-profit human networks (I'm the wrong guy to ask if you want to know about physical networks like those run by ATT, Sprint and Cisco). 

Recently, I had the pleasure to have the basic principles for success distilled by a gentlemen who runs Wharton’s Alumni Network of NY – Kenny Beck (Kenny also runs www.CEOnetworks.com). He was referred to me as a result of the work that Mzinga is doing at Wharton – building executive education programs about the power of human networks. 

1.       Take the Call.  Opportunities exist around every corner and if you don’t respond, you lose out.  Whether you’re in a working environment or trying to be active online, make sure that you’re accessible and letting others know that they’re being listened to.  You need to write back and call back.  And in all circumstances, communicate authentically, honestly and personally – so that people know who you are!

2.      Explain the incentives and benefits.  If you’re going to make a request like, “Donate money”, or I “Need Your Help” (including customer, support, product innovation or employee recruitment) explain why.  In short, tell people what’s in it for them – e.g.  who benefits and how they will benefit.  In a socially networked world where everyone is connected and any one can work for anyone, everywhere – either as an employee or community participant – companies will need to make it clearer about what’s in it for the participant – not just for the company or fund raiser.  

3.      Give to Get.  To engage your audience, you first have to give to get.  What does that mean? Companies have to change their mindset from ‘what’s yours is mine and what’s mine is mine’ to what’s yours is yours and I get to participate by helping YOU be successful.  It is hard to imagine that companies and organizations need to start thinking about Giving First and Getting Second – but there is all of our future if we want to build loyal customers, investors, employees and partners.  

Finally, I want to say that it is my hope that my alumni organizations – Hackley School (Tarrytown, NY), Tufts University (Medford, MA),  and especially Columbia University (NYC, NY) understand and value the above, and in so doing, will create strong and loyal networks that will help them achieve their fund raising, community building, and student education objectives.  The bottom line is that they and all other organizations have nothing to lose than their attachment to their old views of how businesses and organizations should be run.