People ask me quite often whether the world of social media has changed much. The answer is yes. It’s changed a lot. There are lots of details to think about. I’ll give you those. But I also wanted to share the single most effective change I made to my digital presence.
What’s Changed In Social Media
Here’s a quick list:
- Then: conversational. Now: promotional.
- Then: thoughtful sharing. Now: shovel it over the wall.
- Then: “I’m hungry for lots of great information.” Now: “I’m drowning in information.”
- Then: just being here is great! Now: where are MY people?
To me, this isn’t exactly bad. I’m not pining for the good old days. You can still do a lot of the “then” choices, if you are conscious about it. No one’s pushing you to do anything specific (unless you’re silly enough to try and figure out algorithms like Klout).
But it also means that something has to change in your tactics, lest you make the mistake of thinking your strategy and efforts are the bees knees.
Find Your Freaks
The biggest change I made to my digital presence is that I stopped trying to please everyone and I started serving the very specific community I’ve had the pleasure to serve. From that one change, a lot of things have happened. I don’t blog here at [chrisbrogan.com] as much. Instead, a lot of the good stuff is hiding in my newsletter.
Further, instead of working tirelessly on more and more free information that people are going to treat as free (“I’ll just read this later, meaning never.”), I put a lot of my effort into building low cost but valuable information projects like the Owner’s Mastery Foundation Group and my new Digital Business Mastery course. It’s not that I don’t provide free information. My newsletter is free. This blog is free. My magazine is free. BossFit is free. Instead, I just add a lot more value to the not-free information, because the people who are choosing to consume that information are really doing something with it.
And finally, I work hard at finding my freaks. I had an amazing telephone conversation with a very smart guy today. I knew within two sentences that he was part of the Monchu. I actually offered to grab up Gary and jump on a plane to England to hang out with him because I know that I can help him grow his business. But is this new guy a freak? Absolutely! The best kind. Passionate like the best of them. And so he’s a freak I want to know and spend time around.
And Is This Effective?
Let me ask you this: are you creating digital material to get comments? Are you creating digital material because you hope people like it (and you)? Swell! That’s great. But me? I’m building something, and I need to gather up the people who want to work on their growth and goals in the ways that I can help. If I can’t help you, I don’t want to take up your time. And that is definitely effective. For you and for me. Because you don’t have to waste time going through material of mine that you find uninteresting or not immediately helpful, and I don’t have to worry about how better to serve you.
I’m having the best experiences of my life right now thanks to the experiences coming out of the newsletter, and projects like OMFG and DBM. And the biggest project of mine is yet to come. But you might not hear about it here. In fact, I know you won’t. So sneak into the newsletter, or lurk here. Either way, I’ll know what to do.
Rock on, freaks. : )