11 August 2008 5 Comments

Social media is taking the world by storm. It’s everywhere from people on Twitter announcing events and happenings before the news channels do to people connecting and building large networks to further their business.

Oh, and there is even some people using social media for other purposes such as keeping in touch with families and sharing their everyday lives. However, for the most part it’s all about you, or me.

In most cases social media is all about social networking rather than community building. For instance, a lot of my own social marketing is an effort to build my presence on the web. I might want to help others, but the fact still remains that MY agenda is paramount.

In my mind there is a big difference between networking and community building. Networking is the act of connecting with others in order to build relations with others for a mutual benefit. There is a you, or me, thought process. “I need to connect with so-and-so because if I do then other people will see me and want to check out my blog.” “If I start a conversation with this expert, they will be able to mention me and drive some traffic to me.” “If I answer this guy’s question they will be more inclined to come to me the next time.”

It’s all about you. Sure, you’re helping people, engaging in conversation, and offering solutions to problems. However, the underlying agenda is all about you.

Isn’t that they whole idea?

Sure it is. You want to build your presence, be seen by as many people as you can, show your expertise, and all that other stuff. However, is it building a community?

Community building is the act of creating an environment where everyone benefits but also feels like they belong.

Are you building a community? Or is your social networking just that… networking.

Don’t get me wrong. I feel that networking is an essential part of social marketing, or marketing in general. You need to meet, connect, and share with others in your industry and especially with your target customer. What would happen if the ends were shifted from a you mentality to an us practice?

A community of like minded people, all reaching for the same goal, would emerge and actually be more beneficial than if you try to build a network.

I am an observer. I like to watch what the people in the community do as a whole instead of what they can do as individuals. I love stories of how people come together as a community to avert some disaster, rebuild after a catastrophe, mourn with each other, and celebrate amazing miracles. For some reason it just carries more emotional response than a lone ranger.

A community of social networkers can be a very powerful thing. You become a we. I becomes us. When this happens you’ll see a tremendous difference in your business building, and eventually profits.

Building Community Instead of Networking

In order to build a community instead of just networking try some of these suggestions.

1.) Invite people to connect with you, but have a goal in mind. Don’t just pick people to connect with but have a goal for your relationship.

2.) Connect with those who will benefit your community. If you are a copywriter then connect with people who design, who can create videos, who are great at marketing, and those who can add specialty type writing. If you are a software developer then connect with those who excel in other aspects of development where you might lack.

3.) Make yourself available to connect with your community alone. If you are all on Twitter keep some of your communications between yourselves. Set up another account specifically for your community. The same thing applies to other social websites.

4.) Be picky. When you are in social networking mode then by all means add everyone you can. But, when building a community… be picky. Don’t just accept anyone because remember you want to build your community with a goal in mind.

5.) Build each other up. A community is a close knit group of people who help each other instead of trying to hurt each other. You must make it a priority to help the others in your community build up their weaknesses and perfect their strengths.

6.) Meet. Yes, I said get off your cyber butt and actually meet with the others in your community. A strong group of friends is a powerful force. You only gain that type of strength by doing things together… in the real world.

7.) Don’t let it be a burden. That’s the reason why I said to be picky. If you let someone into your community who just brings you down, is negative, doesn’t produce, doesn’t add anything… it becomes a burden. Then the community fails. Have fun with it. Keep it fresh, alive, and prosperous. Don’t let stagnation creep in. And do not let negative thoughts, actions, or talk have any place in the community.

Your thoughts

I’m curious. What do you think? Should your social media marketing to all about your ends or should it be a community action? Should it be all about your or should it be about us?

Please comment and let us all know.

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