---
title: "Active audience building"
description: "Three ways to build the connection actively."
canonical: https://tomsharman.com/bookshelf/known/active-audience-building/
updated: 2026-11-03
---

# Active audience building

> Three ways to build the connection actively.

Mark Schaefer's framework, from KNOWN, pp. 106 to 124.

Framework 12 of 19 from [KNOWN](https://tomsharman.com/bookshelf/known/index.md) by Mark Schaefer. Category: Lead generation.

## The steps

1. **Engagement.** Thank, answer and call people, and end posts with a question.
2. **Networking.** List active fans by city, schedule calls, interview fans and send notes.
3. **Influence.** Find influencers with tools, help them first and mention their work.

## Where it comes from

From chapter: CHAPTER 7 Step Four: Creating an Actionable Audience, pp. 106–124

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/active-audience-building.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/active-audience-building-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/active-audience-building.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/active-audience-building-dark.png