Relationships are a hand shake, a lunch, a phone call… and yes, even an email or text message. You might want to create an eNewsletter for keeping in touch with your family, but it would seem a bit impersonal, unless you just moved to Antarctica.

However, there are a group of people, referred to as acquaintances, which web tools are very good at helping you touch base with. This is usually a larger group and they may be people you have only met once or twice. The funny thing about this group is that there is a lot of untapped potential in these weaker relationships.

You know very well that if you need a job, a new car or to purchase a service who you would go to in your immediate circle of family and friends. You may or may not have great resources there for what you need.

Not surprisingly, your wider circle of acquaintances has more resources. And there is a good chance that they will be willing to help you if you have even made a modest attempt at keeping in touch. In fact, more executives land new jobs through these weaker connections than through close family and friends.

For any sized business, you must consider every opportunity to maintain contact with these acquaintances and expand the number of people that are in your circle. Most of your clients probably started out acquaintances. Many referrals come from this group as well. It may take a year or two, but if they remember you they are bound to eventually meet someone that needs your skills.

So when you are thinking about why to create an eNewsletter or what you should write in it, ask yourself how your acquaintances are going to respond to it. Will they feel like they got something of value out of it and will it strengthen this weak bond you have with them? If so, you are building a strong network for the future.