social networking Archives

It’s possible that social media as a whole could be the best thing that ever happened for entrepreneurs, but you can’t make use of it because you don’t know how. You’re not alone, though – just about everyone telling you they can use social networks to grow your business on your behalf is probably just winging it.

There’s a massive divide between how people act when doing something for their business and what they’ll do in a personal stream. It’s the difference between doing a job yourself, working on the same job in a team, or doing a piece of work for a client – there’s a motivation gap, an interest gap and, unexpectedly for most people, an understanding gap.

We all know what works best for us. In theory. But even for entrepreneurs, the person we are and what works in our personal lives doesn’t always translate even into hobbies-turned-jobs.

We all know we shouldn’t turn hobbies into jobs. Social media and networking is no different.

I’m fairly good at making connections, but the method by which I do this in my private life is nothing like the method I’d have to use if I were working as a Director of Community or some other like job. And the work I’d be doing in that role is nothing like the work I’d have to do as an independent social media consultant for varied clients.

The difference isn’t in the work itself, it’s in the target.

People don’t scale the way technology does, this is pretty well established by now. So what possibility is there that your sincerity, gusto and pluck will translate well from your personal brand to a global brand? Slim to none, that’s what. Part of the problem is that you’re no longer representing yourself. You’re trying to represent a complex ideal subscribed to by dozens, perhaps hundreds or thousands of people all by yourself. Behaving like a human is a nice thought, and necessary, but following the practices a normal person does is impractical and overly time consuming.

Is there a better way?

If there is, I haven’t found it yet. In my promotion of The Dowager Shadow, I’m trying some fairly faceless promotional techniques, everything from Twitter to a Facebook page and some other advertising soon, but so far it feels like diminished returns after only two weeks of concerted tracking. Much of this comes from the book itself being a part of myself, my life, how I conceive of my world. Making the jump from a labour of love to a business is a big deal, and it’s not something every labour of love needs, deserves, or can stand the strain of.

Have you considered, in your zeal to self-promote, that perhaps there simply is no ROI in social media for your situation?

Gosh, that looks like someone we know.

I retooled my Google Profile recently because it felt barren and devoid of any purpose other than being a placeholder. I’ve gotten a bit wary of leaving accounts this way. Outposts are one thing, but building my own ghost town? No, thanks.

The experience was a bit weird, and it’s not really finished. I need to write a better self-bio, but it’s slow going because I don’t write much copy. Also because I’m very unused to writing about myself (hello, meta) as much as I do self-reference here. It’s a totally different feel, doing something from a purely outside view, rather than telling a story like I would on my blog, or just about anywhere else. It feels empty, unemotional and, above all, narcissistic. But then, I thought, isn’t all sharing this way?

We can bash all we want on the idea of people using social media and social networking to get themselves out there, but it’s one of the most common, misunderstood behaviours we have. If you tell me you broke a finger, I’ll tell you I stabbed myself with a screwdriver. It’s not being self-centered (unless it is, which is less common), rather it’s a great way to make sure you understand that I’m not just spouting platitudes. It shows, if not a common experience, at least that I understand what you’re saying and have been through a similar trial.

It really sounds like I’m making it about me. But I’m not. I’m proving to you that I know what you’re getting at. Where it falls down is if I fail to stop at the end of the example, and continue with the whole story, totally derailing yours. That’s narcissism for you. If I’ve been good enough to relate and stop, and let you get on with it – trust me, I’m using relational proof, not turning the tide of conversation.

I’ve decided to be a bit more sharing, despite the obvious “Go Me” undertones. I don’t really do Delicious or Digg, but if you use Google Reader, go ahead and follow my shared items. I made them public during the writing of this post, and they’re going to stay that way. I’m very picky about what I share, so expect scarcity for a while as I build up my list. I promise I’ll try not to annoy you.

I’d also like your advice (because we’re in this together, and I just told you a story – it’s your turn to tell me one of yours). In addition to social bookmarking, are there any tools you use for not just getting yourself out there, but for getting the things you think are worthwhile and interesting out to the people who follow you?

We can’t talk about ourselves all the time. But we can’t talk about other people all the time either. There’s a happy medium. Have you found yours yet?