You make friends in XIV the same way you would irl. Talk to people. Usually asking for help or giving help can turn into a conversation, which can turn into friendship. Dunno about Balmung, but there's usually PFs up looking for people to join their LSs on Cactuar/Lich - I'd keep an eye out for those instead of trying to start your own looking for one. Alternatively, make your own friendly LS and try to recruit people. Joining an FC usually helps as well, and being active in the chat, helping people out, etc.