Not too long ago, we posted this quote on our Facebook page: “Networking is not about hunting. It is about farming. It’s about cultivating relationships.” Quote courtesy of Ivan Misner. Hunter/gatherer tropes aside, farming is an excellent metaphor about networking the right way. It’s about a mindset—and not just the actions a company needs to take to succeed at networking. A hunter is primal, focused, and infuriated every time his spear misses the wild boar—meaning, of course, no tasty dinner for his family tonight. On the flip-side, the farmer is patient. He plant his seeds months in advance, cultivates the seedlings as they arise, and harvests on the plants’ own schedule.

As any good farmer will tell you, it’s important to choose your fields wisely. You’ve going to want to plant on fertile grounds where your business potential is maximized. In the online world, this translates into sites like Facebook, Twitter, and your own company blog. But the modern farmer can’t neglect his tool shed. Sites like Digg.com and StumbleUpon bolster your efforts and catalyze the growth of a customer and fan base. Seek out forums and exchange links to stay relevant and visible.

A good farmer also knows when to weed the garden. In social networking circles, weeds translate into spam messages and negative feedback. Whether you pull out the green invaders by hand (managing content on a per-post basis) or use a pesticide (IP filtering, content management tools for your blog) every garden needs to some attention paid to upkeep in order to thrive. Make sure you’re keeping an eye on your networking investment. Be genuine. Be real. Offer value. The customers will come.