When You’re Networking Online – What Are You Selling?
July 12, 2008 by Jennifer Gniadecki
Filed under Jobs
So you’re networking online, right? You’re making a following for yourself. You have oodles of followers on Twitter and you’re a Facebook rockstar with a well-loved blog and people who go to Podcamp think you’re a demi-god for all intents and purposes. (Hey, that’s what I’ve heard, seriously!)
When all that is said and done, what do you do with your mini-famousness?
Looks to me like you do a Facebook Ad that points to a series of Twebinars (for more info on the what and why of Twebinars check out this blog post.)
Oh, wait, first you start a newsletter geared toward newbies. Forgot that step. Then you get on for Twebinars, which are also designed for those new to New Media and help them get to know Twitter.
Now, don’t get me wrong. I like Chris Brogan. Well as much as you can like someone you’ve never talked to directly. He seems like a pretty hip guy so this is not about to become a gossip-fest around the hatorade cooler.
But, what he’s doing looks an awful lot like the fine line between social networking and Internet marketing. Not the kind of Internet marketing that’s exactly what it is. Marketing a company, service, or product on the Internet…but that other kind. The kind where you turn nothing into cash money.
Don’t get me wrong, there have been no plans for cash money to happen as far as public announcements. But man, this smells like platform building. The newsletter, the Twebinars, all the un-conferences. Platform building to get a book published is fantastic, and I wholeheartedly support it. If that’s what it is.
And that’s the problem with online networking. If you have nothing outright to sell, people will begin to wonder what you’re doing online. Maybe you need friends, friends are a good reason to be doing some serious social networking. But when you’re talking about social networking and then doing a Twebinar on “Who owns your brand?” (click here to register, you might learn something.)
But I’ll tell you what, if you’re going to listen to someone that is an expert on social networking and new media on the subject of branding….well…I’m not sure you’re pointing your mouse in the right direction. I think he’ll have some valuable opinions, but if you are savvy enough to be attending a Twebinar in the first place, but don’t know if word-of-mouth is important or what an influencer is and how that relates to your brand (read the description of the webinar) you need bigger help than this Twebinar is going to give you.
If you do attend, I’d love to know how it went and what you learned.
Note: I realized I totally overused the term Twebinar in this post. It’s like when you hear a word you’re not sure you like and have to say it twenty times to decide. I just keep typing it hoping it coalesces into something less distasteful over time. I’m sure it will if it catches on.
Image source: Facebook Ad that leads to Twebinar main website
p.s. There are no affiliate links in this post for the free Twebinar *laugh*
Great points, except that’s not my ad. It’s Radian6’s ad. They bought an ad to support the Twebinar series that I helped them produce and that I hosted.
As for the rest, PodCamp isn’t a money maker. We have an open ledger. It’s not for money but for outreach.
The newsletter is free. The blog is free (several years of content). My ebook is free.
Will I someday intend to make money out of what I’m doing? Absolutely. It will be 100% clear and obvious and above-board and opt-in.
I’m a very strong advocate of separating communities from marketplaces, and I make both very clear.
Sorry to disappoint.
Plus the ad’s for a free event. What’s selling, if it’s free? Promotion?
You’re nasty and full of it – you say you like someone while you slag them.
Chris,
I dont think she’s bagging on the ad. I think she’s calling you a snake oil salesman.
Quote: “but that other kind. The kind where you turn nothing into cash money. ”
You’re not btw
Interesting points Jennifer; in some cases, such promotion is planned. I think what you’ve missed with Chris however, is that he has actively engaged newbies and professionals.
He’s brought to light a lot of issues and facts that companies are struggling to understand. I’ve appreciated Chris’ insights for several months now and value his opinions. Chris has always been very transparent in his actions, and ethical. I think your post went a little over the top here.
Q: When You’re Networking Online – What Are You Selling?
A: Brand YOU. (-Tom Peters, Re-imagine!)
My response turned out to be insanely long. Please see next post.
Hmmm . . . Interesting post. I plan to attend Radian6’s next Twebinar. One line in your post intrigued me: “If you have nothing outright to sell, people will begin to wonder what you’re doing online.” I’ve had an online presence for more than a decade, and I’m not selling anything. My goal is to share ideas with like-minded people.
Very interesting post… a little on the rough side, probably because it is so squarely pointed at Chris.
I have really enjoyed reading Chris’s information and take and leave some of it.
To Chris’s point, it’s all about personal branding – or at least that’s the message I get consistently from both Chris and others…
The lines are so blurred between networking and marketing anyway, I wouldn’t stress over it.
Chris, I love you man, but you are always selling – yourself to your fans. Nothing wrong with that b/c I buy! You give great advice on the subjects you write about.
Hey, look at it this way – even bad press – is press ;-)
You’re not selling anything. Yet. That’s the point.
* I don’t think Chris is a snake oil salesman.
@Frank – I am not intentionally being nasty. Should I have sent a private email to question a FACEBOOK AD and where that kind of exposure leads? Come on :)
@Jeff – he’s not selling anything yet. Unless he sells his name and website and face to someone he’s not selling brand Chris Brogan at this point.
@Webconomist – He’s great at giving awesome free info to professionals and newbies. My whole point was originally why are you spending all this time helping strangers? That is not what he’s going to do the rest of his life. At some point there are sales involved…I am saying that if YOU or others are networking you need to know what you’re selling or people will question you.
@Barbara – Ideas and learning ARE a goal. That’s a fine, fine goal. It’s mostly what I’m doing online. Learning. It doesn’t have to be money, but I think it will be. You don’t start a newsletter to share ideas on a two way street. I was thinking out loud and I’m paying for it :) Which I expected.
@Ken – It’s pointed as squarely at him as his face was at me on Facebook *laugh* after his first comment I found myself wondering what they know about branding when the answer to me thinking out loud (admittedly AT Chris) was, “It wasn’t me.”
I think the point is that he isn’t selling anything covertly. Beyond that, I fail to see where your concern lies.
@Shannon – My concern is not with Chris, per se, but with anyone networking that keeps building and building without telling where they’re going. At some point people are going to start wondering.
I was trying to use him as an example for anyone networking.
I’m not saying he should have a banner on his website that says “Here are my plans!” I’m just saying that anyone networking needs to be very aware of what they put out there to groups or individuals they talk to or communicate to.
I don’t think he has to tell anyone where he’s going. Can’t he build his own personal brand just to position himself as an expert? Without expecting to sell anything at this point? I’m not questioning what he’s doing because there are a lot of people out there that do similar things. I think you’re reading a lot into this, where nothing’s there. So his face was on an ad – for a webinar that he helped build. Why is that a big deal?
Because what he’s doing only works if you’re in social media and rocking the social networking space. The same techniques won’t work for other business owners and job seekers and people who network – they need to know what they’re selling and be able to articulate that in a networking setting. He was my example.
Big deal? I didn’t buy a slew of AdWords to drive traffic to this post. I didn’t take out a page in Variety claiming the death of social networking because an “influencer” has chosen to be in a Facebook ad. I wasn’t angry or riled up when I wrote the post. I even linked so people could sign up for the Twebinar. I’m not running an Anti-Brogan campaign.
I’m just noting that someone with followers and influence and stuff is on a Facebook ad and isn’t selling anything. That’s it. Like I said before, I don’t live in a vacuum or a bubble – I’m not the only one wondering where he’s going. That doesn’t mean it’s my business where he’s going or that it matters to me personally…just wondering aloud…
Chris Brogan gives more away for free in a week than most bloggers and social media gurus sell in a year. I can’t wait until Chris actually is selling something, so I can buy it! Talk about someone who gives and gives to the community. I cannot imagine anyone seeing negative in what he does. I’ve learned so much from his blog and newsletter and really enjoyed the Twebinar experiment and look forward to the next one.
I’m all about self expression in blogs, but I really think you picked the wrong guy to question here. Chris Brogan is unquestionably awesome and his contributions speak for themselves.
@Lara – I didn’t see negative. My point was that people question what comes next. Is it really not in anyone’s human nature but mine and the people I talk to? No one else wonders about these things?
Your attitude is what scares me. You’re probably way above average in intelligence and yet you’re already lining up to buy something that hasn’t been dreamed up yet. That is *scary* to me. Calling someone unquestionable in any sense is a little scary, too. You make it sound like he could kick puppies and he’d still be okay in your book. (I know that’s not what you said or meant but re-read what you wrote, it kinda sounds that way.)
And, it seems, I’m the only one a little worried about how devoted the followers are.
But it still holds true for the non-Chris people and business owners and job seekers of the world. If you don’t tell people what you’re selling, they’re going to wonder.
I think what you’re seeing is just the difference between the social economy and the traditional one? While you may not have a physical item to sell at any given time you are always in sell mode. You may be selling your personal brand , more page view on your blog or more eyeballs on your Youtube video but the point is that you’re selling something, that’s it’s sold for reputation rather than cash is irrelevant, it’s just the currency of the social web. Chris’s “turn(ing) nothing into cash money” is simply a currency exchange, Peso’s to Rubles, Reputation to Dollars.
@Aaron – Social economy? Is that the one where I send screenshots of my blog statistics to the Gas company to pay my bill instead of traditional money? Or is that the one where the person with the most friends wins? Because that’s one thing that networking can do for you in spades! Meet more people, find the ones you get along with and grow a network that will be able to give you recommendations and help in your time of business or personal need. Of course you have to help back at some point, it’s the polite thing to do. A two-way street.
Reputation to dollars is not an A to B line.
I also never EVER said Chris had “nothing” he was trying to turn into something. I never said he was trying to do anything. He said he is not selling anything.
I’m not implying, saying, or even thinking he’s going to make nothing into something and put a price tag on it.
I think he knows his social media inside and out. If you read the post you will see that my thoughts are that he should write a book. That, to me, would be the next logical step and a good time for it too! But ultimately, that’s up to him and is none of my business!
Braving risk of getting caught up in a battle of semantics … and not knowing CB’s work personally (though now I plan to seek him out :) …
I don’t get why the “when he does offer something for sale, I’m buying it” comment is so distressing?
It’s Attraction Marketing at it it’s finest when you give and give and give some more — then when/if you ever decide to sell something for cash money (and I agree that reputation, clicks, whatever is being traded otherwise), people DO buy whatever it is if only as a way of expressing appreciation and support for all that came before.
What’s wrong with paying it forward — with or without a rock solid plan? (said she who aims in the same direction) … And who cares if people ‘wonder’?
It seems to me it’s much easier to take things at face value and use the parts that serve, then dump the rest than it is to spend brain time wondering when the other shoe’s gonna fall.
I did enjoy your many analogies on your expanded reply though ;-)
Make it a great day,
Andrea
http://www.NaturalNetworkers.com
Hi Andrea :)
First I’d liike to say thank you for enjoying my analogies. They are a curse and I use them way too much, but they’re like kittens…so soft and loving….and they purr…(yes, now I sound crazy, I’m ok with that.)
I understand where you’re coming from with attraction marketing. I do. But attraction marketing doesn’t tell you to give without a goal in mind. You don’t just give willy nilly or all you’re thinking is give and you’re not attracting anything but people you can give to. Also, the people you’re talking to have to have the money to buy whatever it is you sell as well as be “buyers” – many in social networking have come to the point where they’ve become open source junkies and don’t believe in buying but only sharing. Nothing wrong with that, but it is a consideration depending on what service or product you’re selling and who the target is.
Never said nor did I imply that paying it forward was a bad thing. We also don’t know enough about his life to know who gave something to him and if/how what he is doing now is paying it forward.
Who cares if people wonder? Depends on if you have a brand to manage and how much reach the “wonderers” have. While I believe there is a place for optimism and that people who are always paranoid and negative don’t have results as good as those who can visualize…at the same time there is nothing wrong with being smart about your business and networking planning and execution. Being able to tell people what you do for money is very important. Even if the answer is nothing, I’m just paying it forward.
Taking things at face value and using the parts that serve is really smart. But many people don’t know where to start looking or who to follow and who is an expert on what. You have to have a pretty extensive base of knowledge or it becomes easy to follow the wrong person (in general, not CB!) and then no matter what you take, no matter how well it seems to serve, it will be detrimental.
For example, you have a link to a non-denominational faith-based business model in your comment. I think the law of attraction is fantastic for people who work hard and stay focused. That little extra oomph of belief is huge. I also know many people who just believe and clap their hands like they’re bringing Tinkerbell back to life but don’t actually get out there and then say the LoA sucks and they don’t know why they bothered.
But when LoA people talk about it they make it sound (unintentionally, I think) like it’s somehow less work, when it’s really more. You have to make sure you’re not being negative – that’s TOUGH! Taming that little voice inside one’s head that says, “Oh, that so wasn’t good enough.” can be a bigger challenge than marketing a company – especially if you’re not the self-analysis type that dealt with some of your own baggage already. (not you personally…the general y’all…)
Oh, and what’s up with the link behind your name? It doesn’t go anywhere…is that an SEO thing or do you want me to change that in the backend so it goes somewhere?
Thanks for commenting!
Phew — this is like 500 blogs yet to come wrapped up all in one 8-)
Couple things caught my attention more than others …
“You don’t just give willy nilly or all you’re thinking is give and you’re not attracting anything but people you can give to.”
Well yes and no (imho) — set up the funnels properly and only the appropriate will come through, yeah?
“Also, the people you’re talking to have to have the money to buy whatever it is you sell as well … snip … but it is a consideration depending on what service or product you’re selling and who the target is.”
Yes, enough of the people you’re talking to have to have the currency (money, time, depth of thinking, whatever it is you want to be engaged with) to do the deal in the end.
And yes, we should be talking in circles of people who might benefit and appreciate what we have to say (or change what we’re saying). But I really believe that that’s all part of the attraction/filtering process, yes?
Haven’t got it all ‘right’ yet (btw), but I’m getting there :)
“Who cares if people wonder? Depends on if you have a brand to manage and how much reach the ‘wonderers’ have.”
Maybe this is beyond my scope of expertise and experience — and sounds like I’m probably glad of that.
“Being able to tell people what you do for money is very important.”
See I don’t see that there’s a need to quantify this absolutely — if they get what they want and I’m making money, where does the ‘telling them how it works’ come in as a necessary point?
“Taking things at face value and using the parts that serve is really smart. But many people don’t know where to start looking or who to follow and who is an expert on what. You have to have a pretty extensive base of knowledge or it becomes easy to follow the wrong person (in general, not CB!) and then no matter what you take, no matter how well it seems to serve, it will be detrimental.”
We’ll have to agree to disagree here ’cause (imho) lessons are everywhere — even when it seems we’ve taken a ‘wrong turn’ — it’s called a learning curve.
“For example, you have a link to a non-denominational faith-based business model in your comment.”
I do? I never thought of it that way – lol. How is the Law of Attraction faith based?? (probably a conversation I don’t want a part of … but thanks for the food for thought)
“I think the law of attraction is fantastic for people who work hard and stay focused. That little extra oomph of belief is huge.”
Okay okay — I’ll bite (just don’t make me regret it – grin). From my perspective, LOA is not about belief… it’s all about focus. And it can go either way, it’s not automatically a ‘positive’. It functions whether you’re intentional about it or not.
“I also know many people who just believe and clap their hands like they’re bringing Tinkerbell back to life but don’t actually get out there and then say the LoA sucks and they don’t know why they bothered.
So they don’t know how to tap into it — it’s still working for them just fine.
“But when LoA people talk about it they make it sound (unintentionally, I think) like it’s somehow less work, when it’s really more. You have to make sure you’re not being negative – that’s TOUGH!”
Takes concentration and focus, but it’s only as “tough” as you believe it to be (there’s where belief kicks in I suppose).
“Taming that little voice inside one’s head that says, “Oh, that so wasn’t good enough.” can be a bigger challenge than marketing a company – especially if you’re not the self-analysis type that dealt with some of your own baggage already. (not you personally…the general y’all…)”
I think the wording of everyday doings has been the biggest place I’ve been able to take hold of this stuff. For instance – taking notice of what “That was” as opposed to what “That wasn’t” (leaving out the ‘not’) … the focus is what’s attracted.
But you’re probably already tuned in …
“Oh, and what’s up with the link behind your name? It doesn’t go anywhere…”
Well, my browser didn’t have the form fields marked (tried IE too, nothing there either) so I had to take a stab at where things went — got it right this time (I think – lol)
I think I’m all long posted out — but it’s been fun, thanks!
Glad to have found your blog :)
Andrea
“Being able to tell people what you do for money is very important.”
You *totally* took that out of context! The full thought is:
“Being able to tell people what you do for money is very important. Even if the answer is nothing, I’m just paying it forward.”
It’s about being clear on goal setting. A vision board is a great example of goal setting for LoA.
We really are on the same page but it would take me another 800 words to dissect it. :)
But I see where you’re coming from 100%. Although really…everything is easier if you have faith no matter what your religion or spiritual belief system is. LoA is just another system of spirituality people use to help them achieve their dreams. The ones who put the foundation work into it will succeed and call it faith, the lazy ones who do it all in their head but have no foundation will fail and call LoA silly.
But my perception is by no means reality. I’m not an LoA expert, and do not profess to be one. I just know people that are and have an understanding of how the system works.