Liking you enough to care

Posted: May 12, 2011 in Uncategorized

Have you been to a marketing conference recently?  I’m sorry if you have, but there is one phrase or one word of real value that seems to keep coming up again and again.


And I think it’s critically important we engage and listen to consumers and everyone agrees right?  Than my question would be, why are we so focused on having millions of followers while only following 4 people?  And why are we so focused on the damn content calendar instead of sending @ replies or engaging in other people’s conversations?

Again and again in talking with people as well as brands I hear this idea of “my follower to follow ratio has to be x so I look like I have credibility”.  Personal belief: credibility is built by the people you engage with, the ways you enrich their experience (on whatever platform it may be) and by building real relationships.

Just a thought:

Initially forget the numbers…completely.  Follow all the people you find compelling and through them you’ll find others who are doing unique work, have a fresh perspective or are in industries you never thought too much about before now.  Most of the people you’re following in this stage may not follow you back and it doesn’t matter.  Now engage with the people you follow, the people who you want to build relationships with.  Forget about writing the most brilliant post and comment on what you think of their content.

Now watch what happens when you do this for an extended period of time.  When you’ve commented on enough other people’s content and spread the word about their new project.  When you’ve broken your back for someone you know just through Twitter to help them promote their book.  It’s less than a 140 characters but the relationships that are derived from these short conversations become just as real as ones anywhere else.  It’s old but is more true now than ever “People don’t care how much you know until they know how much you care.”

If this were to be called phase 1, I’d say live in phase 1 for a while…

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