Audience > Fans

The confirmation that Relationship 2.0 is underway is confirmed via Easton Ellsworth who wrote a piece titled “Best Article On New Media You’ll Read All Week” that links to Darren Rowse’s “8 Reasons Why New Media is Growing.” Of Darrens’ eight, my favorite is number four ‘Relationality’ (go figure) where he mentions a thirst to connect with one another.

“While there is still a big focus upon looking out for your own best interests (selfishness frustrates me and I see it everywhere) there are plenty of indications around that people are thirsting to connect with one another. Of course the way we connect and have relationships is changing with the rise in different technologies that allow cheap and easy connections across vast distances - but the desire to belong to communities of like minded people remains (and is perhaps growing). As I’ve said above - new media is at its best when it involves conversations, collective learning and being a part of things that are bigger than just yourself.”

How Consumer Generated Media (CGM) Supports the Relationship 2.0 Economy

In my first post Relationship 2.0 and Why Link Love is Dying I list 19 different types of blogs, podcasting and now video blogs. What makes them ‘new’ is that they are created by the consumer thus the term ‘Consumer Generated Media‘ (CGM).

The power of CGM is best summed up as the word-of-mouth behavior by users who express their opinions, experiences, advice, and commentary. CGM topics include products, brands, companies, and services. Other blogs and podcasts (like my own) are a collection of essays, articles, and guides.

My personal recommendation is that business owners use a blog as their main web presence, why? Here are a few of the best reasons:

• Engage the Audience: you can carry on a ‘conversation’ with your audience and fans because a blog allows them to ‘leave a comment’ and contribute to the conversation. This makes a blog interactive, open, and friendly.
• Share Knowledge and Opinions: as a conversation on a blog unfolds so do the opinions and knowledge as the community adds to the conversation.
• Creating a Fan Following: the more that you blog and share your knowledge, point to other blogs that contain similar or interesting information the more people begin to feel like they know you. Over time some will become fans.
• Fresh Content: one of the reasons I converted to a blog format was the powerful and easy to use content management system a.k.a CMS. This allows blogers to update, change, and manipulate content themselves and without a web master.
• Develop a Unique Identity: as you write and update your blog and engage the audience, a unique identity will evolve in their minds. IMO this is one of the most powerful side effects of writing a blog.
• Personal Growth: As you write and put your ideas and thoughts out there for people to see you learn more about yourself and how you relate to others. Because as people leave comments on your blog, or about your podcast you get to see yourself through someone elses’ eyes.
• Making The Transition - Find a Purpose, Take Stand, Find a Cause, Lead by Example

I have to admit that as I am writing about this Relationship 2.0 thing I am learning a lot. I dunno who is learning more, you or I. But that is what should happen when you write.

In addition to Making the Transition from Advertiser to Facilitator there is another shift in the way you approach doing business in a Relationship 2.0 context. The points that follow are not new. It’s how the ‘context’ of building relationships online has changed is what makes them different, for example:

1. Illusion of Control: Remember, the audience listens on their own terms. We need to make it easy for them to read, listen and participate where, when and how they want. They are in control. The great thing about a podcast is that the audience can pause, rewind, fast forward, stop, or finish listening some other time. Your content must be clear, relevant, and connect with the audience.
2. Clarity: Being easy to understand is a virtue. Say less, mean more.
3. Be Relevant: Always be professional, business like, and stay on topic. Do not indulge in personal rants, attacks, and politics unless that is the topic of your blog.
4. Meaning: make sure the experience you create while on your blog or in your podcast is worthwile. respect the time
5. Connect: Logic will not hold your audience long-term. To really connect you need to connect with them on an emotional level. Show your passion and understanding on an important issue. Ask questions, ask for feedback, engage them in the discussion.
6. Authentic: Tell your story, you are unique and so too your blog content. Be personable, real, and authentic. There should be no question that you are the real deal, the real McKoy, and the genuine article.
7. Vision and Purpose: People want to be a part of something bigger than themselves. Find a cause or issue that you feel strongly about and share your vision, what you would like to represent. Leave no doubt in their minds where you stand and your commitment.
8. Leadership: The greatest benefit you can provide your audience and fans is to ‘make the unknown known’. To help them see something that ‘they did not know what they did not know’.

Be patient and post consistently. Sometimes you will be surprised at what captures their attention. Know that no matter how many comments you do or do not get that the ‘audience is listening’.

What do you see as your greatest challenge in building your fan base? How do you plan on implementing these ideas and concepts?