The Network Growth that Truly Matters

We who are active on social network like to measure our growth by followers, subscribers, page views, and other numerical metrics.

These things have their place, of course. But ultimately, they’re quite self-referential. I’d like to encourage us to notice some other, more important growth.

Let’s pay attention to the people we’re connected to as THEY grow <<–(click to tweet this) in stature, in skills, and in new endeavors.

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Mack Collier was once (just) a blogger. Now he is a budding author, a more in-demand speaker, a Twitter chat host, and someone who has made slow and steady progress for years. Have you noticed? Isn’t this great?

Over the past year, I’ve seen Tim McDonald grow in stature as he finds a new niche in community management (now working with HuffPost Live). He’s hustling. He’s making the most of his opportunity (and I think he’s on his honeymoon right now, in fact – congrats, Tim!).

Tom Martin was known by a limited (but appreciative) audience as a smart New Orleans-based blogger who did creative digital stuff. Now he’s finding his voice as a thought leader in digital marketing. 2013 will see his star rising even further.

Who hasn’t been thrilled to see the growing influence of Angela Maiers in the educational space? She’s paid her dues and influenced many. Speaking of midwest beauties, when I first encountered Carol Roth a few years ago, she had a great track record in business but little exposure in a broad sense. Now she’s grown into a published author, commentator, and rising star on TV news broadcasts. She even has her own action figure (long story…).

Jessica Northey, Chris Westfall, Lou Imbriano, Susan Cain, Michael Hyatt – all conquering new ground, growing their influence by doing good work and providing value (not by buying Twitter followers – the network growth that means nothing).

When our friends grow, that’s what really matters. Take a few minutes away from your subscriber numbers and pat some folks on the back who deserve it.

Image: FreeDigitalPhotos.net

Marketing Profs Digital Forum Re-cap

It was a cold week in Austin, TX. But there was plenty enough warmth among the attendees at the Marketing Profs Digital Forum, where a bunch of smart people (they let me in, too) gathered to think together about the future of digital marketing.

Or, actually, the present of digital marketing.

I won’t attempt to give a full overview, but instead, just put a spotlight on a few things that were exceptional.

Organization - the Marketing Profs staff did it right. And, they were all friendly and fun to talk to. You know what? That matters. Special kudos to Megan Leap who did a lot of the pre-event and on-site orchestration. And there was some scrambling that had to occur, with weather-related postponements and what not.

The Now RevolutionJay Baer and Amber Naslund kicked off the promotional tour for their new book, The Now Revolution. And – no surprise here – their presentation rocked. Especially their use of simple slide design as adjuncts to tell the story. Yes, slide design matters.

Content did Rule – Many of the presentations were quite meaty. Some of these conferences can get fluffy, but not here. Plus, and C.C. Chapman and Ann Handley (whom I consider a dear friend) gave a nice talk about the main thoughts in their recently-released book, Content Rules. Both are solid presenters (and, I finally got to meet C.C. for the first time).

Mobile - one of the best talks for me was Christina Kerley (CK)’s overview of why mobile is huge and getting huger. I’ve known CK for years but had not seen her present before. Fabulous. And I walked out totally convinced about the importance of developing for mobile RIGHT NOW.

Anthropology – huh? Yep, one of the highlights was a talk by an anthropologist, Michael Wesch, who gave a breathtaking 300,000 foot view of how media shapes and reflects culture. Many of us felt stunned at the end. It was also another example of using background slides to help tell a story rather than impart a content outline. Yes, storytelling matters.

Tom Martin – I’ve been hankering to meet Tom for years. We’ve talked and collaborated on-line; finally we got to hang out. Not only were our discussions fun and fruitful, but he gave a great talk on his Mardi Gras marketing initiative. Good times.

BBQ – Yes, one minor (but not unimportant!) reason for going to Austin was to have some great barbecue. And Tim Hayden helped orchestrate a very fun outing at the County Line, where the food was plentiful and delicious, and there was time to be with fine folks like Jason Falls, Frank Eliason, Aaron Strout, Tom Webster, Tamsen McMahon, Matt Ridings, and many more (yes, I know I’m forgetting names…can I get away with it by blaming age, the cold, or something else that avoids culpability??)

For me, this conference was about face time with people. I went to share vision and thoughts with folks I respect in the field, and I was not disappointed. It was also about having fun with semi-crazy folks like DJ Waldow, who along with CC Chapman and Matt Ridings helped produce an ad-hoc series of Ann Handley Day videos. Thanks to the Marketing Profs folks for putting on the event (despite all weather-related dampeners!), and I look forward to future events!

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This Week’s Networking Boomerang

What is the value of investing in building a great network of people? I think it was Chris Brogan that recently pointed out the distinction between thinking of ROI (which, in my opinion, is a fine metric for a specific tactical business approaches) vs thinking of the overall value of social networking.

One huge value of social networking is that, when you add value to others and build bridges with them, good people will add value back. It’s the boomerang effect.

Sounds nice in theory, right? But here’s the value in practice, just this week:

Example 1: We had an oven that died. While my wife attempted to find a source in the traditional way, I tossed it out on Twitter, which is now my default Help Desk.

Result? Immediate response by a friend, pointing a semi-local dealer he knew of on Twitter – which company responded immediately by Twitter and phone, and got the business in minutes.

How cool is that?

Example 2: This week, I confirmed a speaking engagement as a panelist discussing social media for automobile dealers. How did I get approached for this? Peter Shankman (who became an Ironman last week – good going, man!). Peter and I got together a few months back just to chat and get to know one another. He recommended me for this opportunity. Then, in order to help with my preparation, I put out a blog post and linked it on Twitter, asking people for links and resources on social media and automotive dealers. Within a few hours, I had everything I needed via crowdsourcing for a post-event list of resources and case studies.

Example 3: I met this week with someone from a healthcare agency interested in having workshops for social media and project management (two of my sweet spots). I didn’t know these folks from Adam and Eve, but they approached me because someone else in my pharma network passed my name along and recommended me. This is the second time in the past 6 weeks I’ve had an agency approach me this way via a third-party recommendation (thanks, Rich and Jon!)

Example 4: We’re about six weeks into our weekly #LeadershipChat on Twitter, and this past week’s on Passion was wonderfully helpful and lively. How did LeadershipChat come about? Lisa Petrilli reached out to me via social networking this spring, we met at SOBCon Chicago, and have been collaborating since. Also, via networking, Lisa got to know Tom Martin, and together with Lisa Diomede, they put together this week’s CocktailsforCauses event in Chicago.

Now, that actually isn’t everything that happened this week. And I’m not even listing the boomerangs that went out for others, which will bear fruit in their lives and businesses. Or the important, sometimes life-saving things that happen via social networks totally outside of “business value.”

When people obsess over the “ROI of Social Media,” I’m forced to smile somewhat. Who can trace the actual ROI of all the hours and effort that have gone into building an opportunity network? But, is there value? – oh, yes! The boomerangs have only just begun to fly…!

Build your network. Feed your network. Be ready for the boomerang.

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