Jun 1, 2011

Are you reaching out to the nobodies?
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Are you reaching out to the nobodies?Yesterday I stumbled across an article on MarketingProfs featuring highlights from an interview with Guy Kawasaki on his latest book, Enchantment.

One of Guy’s quotes in particular struck me:

Now, nobodies are the new somebodies—if enough nobodies like your product, then the somebodies, too, have to pay attention to you. So now the A-listers don’t make a product, they report on made products. The key is to get a lot of people to try your product because you don’t know who will make your product tip.

His comments happen to line up with something that’s been on my mind a lot lately. As business owners, we’ve trained ourselves to always be on the lookout for the Big Break:

  • “If only Oprah would feature my book in her book club, …”
  • “If only Demi and Ashton would support my charity, …”
  • Or, in my case, “If only Guy Kawasaki would retweet me ju-u-u-u-u-u-ust once, …”

And so it goes. We’re trained to keep our keen hunters’ eyes firmly fixed on the mastadons. And the rabbits? Sure, we’ll give one or two of them a bit of attention if we have the time.

There’s just one thing about those rabbits: they’re a helluva lot easier to build relationships with, especially in social media. They’re much more likely to click through, share, like, retweet, and comment on a regular basis, rather than once in a blue moon. If you don’t hear from you for a while, they notice. And yes, they do add up.

Quite recently, I’ve adapted my Twitter routine to shift my focus away from the big “somebodies” and more toward those I either know personally or have built some kind of online relationship with. I gathered these followees into a new Twitter list called “innercircle,” and it’s the first list I check every morning for retweetable content. (If you’re not familiar with the magic that is Twitter list, check out my blog post on the subject.)

The result? Stronger relationships that actually benefit both parties … and it’s a helluva lot more fun than desperately trying to “get found” by one of the major players.

So the next time you set your sights on that mastadon that’s half a mile away, check around your ankles first. You just might find a floppy-eared friend who may turn out to be just as valuable. And he’s got lots of company.

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Rachel Parker

A self-proclaimed geek who can recite entire episodes of South Park by heart, Rachel Parker helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations.
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  • Thanks Rachel excellent post and insight as usual. 


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Rachel Parker

A self-proclaimed geek who can recite entire episodes of South Park by heart, Rachel Parker helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations.

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