« "Twitter is a neurological heroin" | Main | Simple Measurement Formulas for Social Media »

June 14, 2010




i wanted to explain what i meant by "great intention but but but" when i rt'ed this post on twitter.

i applaud your intentions and they are almost down to a science. but human relationships are never down to a science. people, be it business clients, friendships, or any other commerce or non-commerce related initiative, people are always coming into their own, they are dynamic and hence can't be managed by a set rule or system of interacting to further or nurture as 'influencers."

So for example, reaching out from time to time, still implies that it is not an authentic relationship. One is doing it to sustain as a means to an end. And sooner or later it is revealed.

There is nothing 'wrong' with your approach, I hope you understand. But I believe those relationships that are authentic and fluid last much longer and carry out one's influence than those where we "tap" into another's "qualities beyond their brand."

A quick example, this one "social media" annoying being pretended to enjoy my creative writing, because they knew on the side I wanted to do non-creative pursuits. I am not an idiot. I would rather you just like me because you and I both like the color blue than go out of your way to appreciate my craft which you have no interest in, because, let's say you just don't like the genre I write.

The bottom line is, my point in my retweet was, this is very well intentioned, but not sustainable, lest you are dealing with someone who is completely unconscious of authentic connections.



Moss Appeal

So, basically, act like a mensch and treat influencers like people want to be treated?


No.2 is crucial. Influencers know or feel when you are communicate with them only because you need something from them - part of the influence, money or smthg.

More you communicate with them without open interest, more he feel that he is interesting person for you only because pernality. And it helps to create "trust", which is crucial for cooperation and deep realtionship.

Virginie Glaenzer

Thanks John for this great post.

Brands' challenges are in their attitude.

Everyone knows social media is an opportunity for brands to get closer to their customers and engage in a
2 ways discussion. The question is when a brand (or its employees) is engaging with key influencers, how real in the sense "honest" or "true" or "meaningful" can the exchange be?

Everyone knows the brand is the seller. The key or challenge, in my opinion, resolves in the attitude. If the brand/employee has a real intention of learning, of asking questions to listen to the answers, of working for a greater good, then the relationship can be real.

Social media is really like friendship. You have real friends who really care and will send you something they think you'll find interesting or useful and you have others friends, still real friends, but who are more interested by what you represent than by who you are.

The challenges for brands is to change their mentality. From the marketing brand targeting customers for their money to the Brand who carries values and ethic and works for the well being of their customers.

Is that too idealistic?.... that's another debate. But that's a social media challenge for sure!

Virginie @eCairn
Community mapping and Key Influencers identification technology.


Great post -- I would add that managing relationships with influencers is one important reason why marketers need to BE influencers themselves across the medium they work. That is, in the same way that it has always been an advantage for publicists who reach out to journalists to have actually spent time as working journalists themselves, it is important now for digital PR folks to daily wear the same hat as the influencers they want to reach; blogging, being active on Google Buzz, Twitter, etc., these should all be taken seriously by those in digital PR. Serious bloggers recognize one another...

The comments to this entry are closed.


  • RSS

Your email address:

Powered by FeedBlitz