The Value of Social Networking
The value of social networking has nothing to do with how many “friends,” “fans” or “followers” you have. If I see one more Tweet about “how I got 3000 new followers overnight,” I am going to scream. Who cares about these followers? Why should you care about them, when they obviously don’t care about you?
Sometimes, a client asks me, “how many Twitter followers can you get us?” This question immediately raises a red flag. A very big one. How MANY did you ask? Who cares how many? Instead of getting sucked into this foolish numbers game, why don’t you ask me, WHO are the followers you are going after, how are you going to get them to follow back, and how are they going to be useful to our business? Now THAT’S a question I am happy to answer. Or at least try to answer.
Seth Godin recently said, “Networking is always important when it’s real, and it’s always a useless distraction when it’s fake. What the Internet has allowed is an enormous amount of fake networking to take place, and it’s so easy to be seduced by it… and it’s nonsense.”
Mr. Godin is correct, of course (he always is, isn’t he?) The value of social networking, especially for businesses, is in the opportunity to form real, genuine relationships with people and organizations who are relevant to your business, and who may be far less approachable in real life than they are on the Web.
The next time you fret about being “unpopular,” or about having less followers than others you see around you, stop and think for a moment: if you have formed real connections with a handful of people through social networking, you are using this tool correctly. But if you have thousands of followers, who are at best a collection of meaningless faces and broken sentences, and often place an overwhelming demand on your time, you are simply allowing fake networking to seduce you. There’s absolutely no value in that, business or personal.
Read more on the business value of social networking here: Social Network Types, Motivations, and the Future.
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Tara@Sticky Fingers responds:
Posted: August 3rd, 2009 at 10:19 am →
Couldn’t. Agree. More.
If I see one more – ‘wake up to 1,000 new followers overnight’ I may just self combust.
MomGrind responds:
Posted: August 3rd, 2009 at 10:34 am →
Hehe Tara, I knew you’d feel the same about this. I seriously don’t get it, and if I had more time, I would DM every person who tweets something like “get 1000 new followers overnight” and ask them “WHY?”
Barbara Swafford responds:
Posted: August 3rd, 2009 at 10:46 am →
HI Vered,
You nailed this one. Not only with social networking but with anything we do, I think it comes down to quality, not quantity. Unfortunately when anyone begins to form an online presence, – whether with blogging, a website or social networking, it’s easy to get caught up in the numbers game. Sadly, many only measure their success by numbers and forget about the human element.
Online Friends - Blogger For Hire responds:
Posted: August 3rd, 2009 at 10:50 am →
[...] — Related Reading: The Value of Social Networking [...]
Will Blogging Make You Sick? - Blogger For Hire responds:
Posted: August 3rd, 2009 at 10:52 am →
[...] Related Reading: Online Friends The Value of Social Networking [...]
Michelle @ Find Your Balance responds:
Posted: August 3rd, 2009 at 11:38 am →
It’s funny…like a highschool popularity contest where everyone just wants other people to like them and it doesn’t matter if these people are real friends or care about the real you! I have found many wonderful relationships through blogging and Twitter, and I simply ignore anyone trying to sell me on “10,000 followers overnight!”
Avani Mehta responds:
Posted: August 3rd, 2009 at 11:50 am →
The pull to being popular is very strong. At least initially. It is only after we taste success or get burned in the process that we get wise enough to see how unimportant and irrelevant this was from the beginning.
Joshua Dodson responds:
Posted: August 3rd, 2009 at 12:11 pm →
You are very right. I would much prefer networking with a small group of interesting people, rather than getting 10,000 people following me that I know nothing about. As for site promotion, the small group of people will always promote my site more effectively than the 10,000 people who do not care about it. Thanks for the post!
RC - Rambling Along... responds:
Posted: August 3rd, 2009 at 12:48 pm →
Wonderfully said – and the reason I have limited the number of people I follow on the various networking sites. Sure, I would love to have all the answers and be followed for my witty and inspiring comments (okay, so I comment about parenting and being busy, a lot), but the truth is, I prefer following some news sources and then people I admire and with whom I can form a bit of a relationship – be it a full-fledged friendship or a casual connection.
For work, we want people following us, who need our services or who will share information about our services. Beyond that, we have people who follow us just to be followed in return. People who don’t really care about what we have to share. It is difficult to show value to our marketing efforts online when those following will not help to increase our visibility or bottom line.
BunnygotBlog responds:
Posted: August 3rd, 2009 at 1:11 pm →
Hi,
I follow Seth also and you article is fantastic. I have a Twitter account but get on once or twice a month.
The site just isn’t for me.
I don’t worry so much about numbers with my blog, since in my day job that is all I work with.
Thanks for writing this – it is important for bloggers to realize the facts and not get sucked in by the other
hob-la .
MomGrind responds:
Posted: August 3rd, 2009 at 1:30 pm →
@ Barbara Swafford: “it’s easy to get caught up in the numbers game.” I agree. It is.
@ Michelle: It does often remind me of high school!
@ Avani Mehta: Very true. The pull is strong especially for the inexperienced.
@ Joshua Dodson: I agree – the smaller group makes more sense for business AND personally.
@ RC: I guess we want people who bring us value, and who we bring value to, whether business or personal.
@ BunnygotBlog: I do use Twitter, but I often find it’s too fast and cluttered, if you know what I mean.
Carla responds:
Posted: August 3rd, 2009 at 2:01 pm →
I assume some of the people who post “get 10,000 followers in 5 days” are new to Twitter and social networking in general. I’m really sick of that too.
Carla responds:
Posted: August 3rd, 2009 at 2:03 pm →
… I think this applies to blogging as well. Why do people care so much how many people they have on their RSS? I dont even know how many subscribers I have!
Jannie Funster responds:
Posted: August 3rd, 2009 at 2:04 pm →
Yes, I loved this clip.
I think bit by bit with genuine connections and patience and caring we become just as successful as we want to be in social media / blogging.
P. S. Love your savvy attention to the purple border for your Youtube clip.
Lance responds:
Posted: August 3rd, 2009 at 2:15 pm →
Vered,
I agree that the value is in having connections that are meaningful. That said, do I have the same level of connection with all my followers? No. But what I do consider all of them are quality people. And I know that some I’ll never have a strong connection with. However, they are all (well…maybe not all…90%…I’m sure I’ve made a few bad choices in who I followed back) people who are worth having a strong connection with. Is this the right strategy? Is it even a strategy at all? I guess, in the end, I go with what feels right. That instinct, just like in normal everyday life, is pretty accurate in online life as well.
Tyler - Building Camelot responds:
Posted: August 3rd, 2009 at 2:36 pm →
I’ve always been a numbers guy (blame that on my work) and I’ve been trying hard to stop caring about any of my social “numbers” and focusing more on making true connections. To me, Twitter has become the least authentic social network and I get so tired of new followers who are only looking for someone to follow them back.
julie responds:
Posted: August 3rd, 2009 at 2:45 pm →
Oh! My response was formulating as I finished your post and began reading comments, but I see Lance has already spoken for me. I’ll add this: Now that I’ve become comfortable in my Facebook neighborhood, I find this is where I choose to show more of myself and hope that my friends will do likewise, fostering more depth to our relationships, even becoming true friends. Whether that happens remains to be seen. As for Twitter, I’m so very new there and still learning my way; maybe I never will. Maybe I’ll even opt out of it. But for the time being, I’m enjoying adding new friends just to expand my horizons, expose myself to fresh faces and ideas, which is also a valid reason for being there. As for my followers, I hope I offer them something worth their time. As for the purpose of social networking, I don’t think there’s any harm in mixing business and pleasure. In fact, the job I’ve just retired from was a wonderful blend of both, for which I’m truly thankful. May it be the same in my online pursuits.
Dr. J responds:
Posted: August 3rd, 2009 at 3:24 pm →
Quality in friends trumps quantity anytime!
“Your friends will know you better in the first minute you meet than your acquaintances will know you in a thousand years.”
— Richard Bach
Kelly@SHE-POWER responds:
Posted: August 3rd, 2009 at 3:50 pm →
I think this is why I prefer Facebook to twitter. I find it has way less ‘junk’ these days. Originally, all the apps on Facebook drove me nuts – eg. planting gardens etc – but now much of that stuff is gone and you can stay on focus with clear communication if you want to. I did get into twitter for awhile, mainly because I found my subscriber numbers rose for my blog and I was caught up in that stuff. But then I found the meaningless interactions of twitter just depressing. I’m pickier who I interact with on facebook so my conversations and relationships are much more ‘real’ than the thousands of followers I ended up with on Twitter.
Kelly
MomGrind responds:
Posted: August 3rd, 2009 at 3:57 pm →
@ Carla: I guess many of them are new. Re subscribers, I used to care – when I was new to blogging. Maybe the “numbers game” seduces people who don’t know better yet.
@ Jannie Funster: Hehe so you noticed the color. I did take the time to change it to purple.
@ Lance: It looks like our strategies are very similar.
@ Tyler: “Twitter has become the least authentic social network” – I agree.
@ julie: “I don’t think there’s any harm in mixing business and pleasure” – probably not!
@ Dr. J: What a great quote.
@ Kelly: I feel the same about Facebook vs. Twitter. Twitter does work very well for businesses though, because it is a lot more viral than Facebook. But personally, as I said above, I find that Twitter is too fast and cluttered to be meaningful.
Natural responds:
Posted: August 3rd, 2009 at 4:22 pm →
watched the video when you posted on facebook and thought it was great. seth makes a valid point. networking is great when it’s real. i can’t stand the numbers game, how many followers, how many comments, how many subscribers….it’s a ! contest….it’s all in vain…to me.
Betsy Wuebker responds:
Posted: August 3rd, 2009 at 4:23 pm →
Social media is not a contest, boys and girls. Thanks, Vered.
Marelisa responds:
Posted: August 3rd, 2009 at 6:37 pm →
Hi Vered: I completely agree that you have to know how to use social media–and a lot of it revolves around being valuable to others–instead of just trying to rack up the number of “friends” or “followers” that you have. There are so many people who just don’t get it. Like the people who send you automatic dms when you follow them back offering you a “free gift” as a thank you for following them, or asking you to visit their site so that you can find out more about them. I just think, “If your tweets are interesting I’ll go check out your site, I won’t go because you ask me to in an automatic dm”. However, some people do know how to use Twitter; I’ve found a lot of useful information on twitter and I’ve had two problems that were solved for me by people on Twitter.
Bonnie/JustPeachyBabyBlog responds:
Posted: August 3rd, 2009 at 7:48 pm →
Totally ridiculous, huh, Vered?! I arrived late to the Twitter party (it was just a couple months ago I gave my first tweet), and I was — and still am — shocked by the onslaught of spammers with a gazillion followers following me. I naively thought it would be fun to tweet with my online friends and read what other bloggers found interesting.. instead, the stupid spammers are ruining what having “followers” might mean! To me, having followers means what you’re saying.. reflection of people you are connecting with, on stuff you share common interests in! (end of vent)
Davina responds:
Posted: August 3rd, 2009 at 11:03 pm →
Hi Vered. Bravo! I’ve probably blocked half the amount of followers I receive because they are obvious spammers. Another 25% I don’t bother following back because I’m just not interested in their business. I had someone follow me and when I DMd them to connect, they replied by asking what type of business I was into. Wouldn’t you want to know that BEFORE you follow someone? I admit, I used to wish I had a higher number of followers, but I’ve come to enjoy connecting with the ones I have.
I Would Like To Kick This Guy In The Bots | Bunny got Blog responds:
Posted: August 4th, 2009 at 4:45 am →
[...] The Value of Social Networking This article is enlightening – whether you are an affiliate marketer or an ad-free blogger (like I am). For those of you who follow Seth Godin, this informative article includes a video by Seth. [...]
Dot responds:
Posted: August 4th, 2009 at 6:04 am →
MomGrind quoting Seth Godin? Oh no, the end is near!
Not being in business, I’m amazed at how much there is to debate in the business world sometimes. I stopped using Twitter months ago for lack of time and because I really didn’t care that people were having a latte. However, I still get people signing up to follow me, people I’ve never heard of. It’s the age-old debate, quantity or quality.
CK Lunchbox responds:
Posted: August 4th, 2009 at 7:33 am →
This has been a topic I have been discussing with a lot of other bloggers, and what you say here has been the general consensus. Thousands of followers, unless you’re a celebrity or public figure, is like collecting baseball cards. If you’re going to be honest in your writing, then you have to be sincere in your social networking. It cracks me up when I get another request to follow another ’social media’ expert who claims he can increase my traffic. Some even preach this same message, but to me it’s only lip service. These guys (with rare exceptions) are today’s version of door-to-door salesmen.
Raag responds:
Posted: August 4th, 2009 at 7:50 am →
Vered, As always your post was meaningful and topical.
It read as though you were reading my thoughts. Though it is loud and clear the number game is a daunting race..still survival in the cyber maze makes one go crazy over the newest widgets. The constant urge to be constantly communicable with one and all is an added stress. It reminds me of the times when cell phones were new and people did not feel they had ‘arrived’ until their cell phones rang in the midst of any gathering…serious or nonserious.
It is good to know many feel the same about Twitter as I do….overload.
MomGrind responds:
Posted: August 4th, 2009 at 8:00 am →
@ Natural: Exactly.
@ Betsy Wuebker: You’re welcome.
@ Marelisa: Don’t get me strated on automatic dms! Those are awful.
@ Bonnie: I’ll join your vent.
@ Davina: “I used to wish I had a higher number of followers, but I’ve come to enjoy connecting with the ones I have” – smart.
@ Dot: Well, he’s a smart guy.
@ CK Lunchbox: “These guys (with rare exceptions) are today’s version of door-to-door salesmen.” EXACTLY.
@ Raag: “Overload” is exactly what it often feels like.
janice responds:
Posted: August 4th, 2009 at 8:43 am →
I’m a Twitter newbie and delayed joining for a long time because I think a lot of it’s addictive, overwhelming madness. I’m longing to learn about tweetdeck so I can divide my few followers and followees into files that make sense to me. That way, I’ll be able to see it as the simple tool that it is.
One woman I didn’t know started following me, even though I’m hardly tweeting at all; when I wrote something to her to ask how she’d found me, she asked how I’d found her. Click, delete…
I’ve seen it work well for the folk who’ve found their rhythm and learned how to exploit it well while having fun, but most of what I see when I log on makes me want to scream why?!
Ross responds:
Posted: August 4th, 2009 at 9:17 am →
In the same vein… I thought it was interesting that Bill Gates ditched facebook…..
J.D. Meier responds:
Posted: August 4th, 2009 at 9:22 am →
I think you’re the sum of your network in terms of capabilities, but I think it needs to be a quality network and you need to bring extreme value to the table. Fake networking is for the birds.
Don Mills Diva responds:
Posted: August 4th, 2009 at 10:41 am →
This is EXACTLY what I needed to read right now. Thanks for the perspective.
MomGrind responds:
Posted: August 4th, 2009 at 1:51 pm →
@ janice: I find that Twitter works well for business. For personal connections, not so much.
@ Ross: I didn’t know he did. I just read about it a little and can see why – managing the account has become too time-consuming for him. Makes sense.
@ J.D. Meier: I agree that the emphasis needs to be on quality.
@ Don Mills Diva: You’re welcome.
Tracy responds:
Posted: August 4th, 2009 at 1:51 pm →
Hi Vered! I guess some people are fish and lay 5 million eggs hoping 5 will stick. Others are mammals and have just a few but nurture them.
(please read the above comment in a sort of wise/mystical voice)
Keith responds:
Posted: August 4th, 2009 at 4:46 pm →
Super, super article. I have felt this for some time. It seems so many are after numbers and I’ve often wondered why that matters! I mean. no one keeps up with Tweets from five thousand followers!
Great post that gets to the “meat” of what social networking should be.
Daphne @ Joyful Days responds:
Posted: August 4th, 2009 at 6:56 pm →
Great reminder not to forget value in the chase for numbers. I guess the difference is whether you are networking for ego or results. Numbers boost the ego, but the right network gets you results. Great work speaking out on this.
Evelyn Lim responds:
Posted: August 4th, 2009 at 7:32 pm →
I laughed at Dot’s comment that you are quoting Seth Godin. My response is why ever not?
Numbers are not everything. As you’ve mentioned, what is more important are targeted readers. That said, I wouldn’t mind 10,000 loyal followers who lap up every word I say and buy every product that I recommend! Perhaps, one day, my dreams will come true
Nurit responds:
Posted: August 4th, 2009 at 7:50 pm →
Caring about numbers only is like caring about quantity than quality. And it’s shallow. But then, I find that most people are only interested in shallow “relationships”.
At Long Last, Link Love responds:
Posted: August 5th, 2009 at 1:26 am →
[...] social media is like a beehive with all the buzzing and none of the honey. Seth Godin sums it up quite neatly in a hair over two minutes. Well, it’s Seth so there’s no hair, but you [...]
Kathy | Virtual Impax responds:
Posted: August 5th, 2009 at 5:07 am →
AMEN-AMEN-AMEN!!!
Numbers are worthless. 40,000 Twitter followers are useless if they’re not your potential customers – or if you’ve got nothing of value to sell them.
However, it’s a hard cold fact that “bean counters” every where are trying to “quantify” social media – and Twitter provides a hard and fast way by providing a bean counter’s favorite cozy lie – a number.
Mats Lederhausen over at the Harvard Business Blogs had an INTERESTING post about how McDonalds (the fast food giant) got into REAL trouble confusing “growth” with “success”. When they quit focusing on the numbers – and started focusing on what’s important – the customer – things REALLY turned around for them … as in brought them from the edge of destruction.
Tess The Bold Life responds:
Posted: August 5th, 2009 at 8:13 am →
Oh this is so true! I don’t allow everyone who wants to follow me. I think Twitter is making gurus rethink autoresponders. Not that there isn’t a place for them however they forget we can unsubscribe in one click. Like life off line I only want to be with like minded people going the same way and helping each other get there.
Mary Anderson responds:
Posted: August 5th, 2009 at 11:09 am →
Social networking has become one of the most used tools on the internet today. Not only you can be friends with other people but you can search for people as well. Great to have this kind of application..
MomGrind responds:
Posted: August 5th, 2009 at 11:21 am →
@ Tracy: Hehe exactly.
@ Keith: “no one keeps up with Tweets from five thousand followers!” Probably.
@ Dapne: “I guess the difference is whether you are networking for ego or results.” Exactly.
@ Evelyn Lim: Definitely, and that’s why having many followers makes sense when you’re a celebrity or a public figure. But these people don’t need to chase followers – followers find them. For us mere mortals, there’s no point chasing followers unless we plan to connect on a real level.
@ Nurit: You’re making a good point, and this is especially true online.
@ Kathy: “McDonalds (the fast food giant) got into REAL trouble confusing “growth” with “success”.” Interesting!
@ Tess: “I only want to be with like minded people going the same way and helping each other get there.” Sounds like a good plan.
Caity responds:
Posted: August 5th, 2009 at 6:26 pm →
I couldn’t have said it better myself. It’s so unfortunate that so many people equate numbers with success. To me, I’d rather have one good online friend than a thousand faces who I know nothing about.
Cath Lawson responds:
Posted: August 6th, 2009 at 12:30 am →
Hi Vered – This is so true. Most of the people who want gazillions of followers are also the ones who think the point of Twitter is finding folk to sell to. They would be the same ones who would pay a small sum of money to buy a crappy irrelevant mailing list, with tens of thousands of names, instead of paying a bit more for a small quality list.
And they’d be the same people who’d hijack you with their sales pitch at an offline networking event, before they’d got to know you, or even got to know your name.
I guess they’re the same people who make the same networking mistakes over and over – they’re just using different tools to do it.
Jess Sanders responds:
Posted: August 6th, 2009 at 8:54 pm →
Isn’t that the darned truth, Vered? As soon as I see that spammy “Get 3,000 followers in a day” crap come up with someone I’m following, they’re done. I’ll just keep weeding them out until they knock it off OR I’m down to the handful of authentic people having real conversations – whichever comes first!
Stacey / Create a Balance for Moms responds:
Posted: August 7th, 2009 at 8:17 pm →
There are so many people within my blogging tribe who I would go out of my way for (who always have place to stay should they ever visit Chicago). To me, that is a priceless connection far more valuable than a bunch of useless numbers.
Arswino responds:
Posted: August 8th, 2009 at 1:20 am →
Hi Vered,
I experienced many advantages with social networking. But sometimes, I also feel like I’m walking into a jungle, i don’t know who exactly I’m making my relationship with.
Thanks for the post.
Social Media’s Magic Ingredient responds:
Posted: August 8th, 2009 at 11:40 am →
[...] said it BEST in Value of Social Networking: if you have formed real connections with a handful of people through social networking, you are [...]
Juliet responds:
Posted: August 8th, 2009 at 11:45 am →
Hi Vered
So true.
I’m such an introvert and have about three friends – very good friends – offline.
I have around 250 “friends” on facebook and I always joke about how “popular” I am because it is just so bazaar.
I am one for building close and slow relationships and I believe I have a few like that on the internet. It’s always worried me the falseness of it all.
Juliet
Robin responds:
Posted: August 10th, 2009 at 6:58 am →
Hi Vered – saw this when you posted it on Facebook (ha). It’s just common sense isn’t it? – you’d think people would know if their friends were real – but from what you are saying about the businesses you deal with, it isn’t always the case – sad!
Hilary responds:
Posted: August 11th, 2009 at 6:01 am →
Hi Vered .. it’s etiquette and general politeness again .. slow but sure – we don’t jump into relationships very often .. and the same here. I think there’s a lot of good to be had in Social Networking if it’s done properly, as you and Seth say ..
Here’s to this connection .. thank you
Hilary Melton-Butcher
Positive Letters Inspirational Stories
John Hoff - WpBlogHost responds:
Posted: August 11th, 2009 at 2:55 pm →
Hi Vered. When I first saw this video I was shaking my head the entire time. Not sure if you saw over on Barbara’s blog, but I was the outcast over there for awhile because I refused to join Twitter, deeming it a waste of time as far as business is concerned.
I ended up joining to a) test it out and b) stay in contact and the loop the circle of bloggers are in which I follow. I’m still not seeing the big value so many people rave about with social sites. Yes it can bring in traffic and yes you can leverage it to make money, but just imagine how much people could do if they spent that amount of time developing and truly marketing a product or service.
The Lawyer Mom responds:
Posted: August 14th, 2009 at 6:44 pm →
Veddy interesting. I’m feeling better and better about my complete inability to navigate sites like facebook. Sounds like I’m not missing out on so much after all.
Jelveh responds:
Posted: August 16th, 2009 at 7:32 pm →
I am seeing this more and more everyday…I have a nice following on my blog & a some twitter too…but the one place I had not gone to was facebook and I find now that many of the people in my field are using it…so the last few weeks I have tried to get involved with facebook, and it seems to be helping in finding new clients…I fine myself moving further from twitter and closer to facebook…thanks for this informative post…
Jelveh
Peace
using social networking responds:
Posted: August 31st, 2009 at 1:12 pm →
using social networking…
Your topic Will Windows Live Be the Latest in Social Networking? | TakePart Social … was interesting when I found it on Monday searching for using social networking…