You Talk the Talk, but can you Walk the Social Media Walk?

Expert. Guru. Genius. Ninja. All words we hear in this social media realm. As my friend Kasey Skala asked me today: “What the heck is a social media ninja?”

In a space so new, it’s easy to spout off whatever you want, on any given topic, and be taken seriously. Everyone wants to sound knowledgeable and like they know what they are talking about. Many are talking, but far fewer are executing. You can’t really be as authentic as needed in this realm if you don’t practice what you preach.

Why is this?

I’ve never been a big fan of ‘Top PR People on Twitter” or “Top Team Awesome of Social Media” type lists where the community votes because much is based on personal opinion. Many just spam and ask for votes. It’s not about your content – it’s about who’s shouting the loudest. Why should I pay attention to someone shouting nonsense?

I might find value in one person that has no effect on the way you guide yourself and learn through the industry. The reason we don’t all have the same mentors is that we all have different needs. Some want to engage, some want to learn, some may just want to vent about various topics.

I think social media is much more niche than most realize. Your strategy, and the way you engage, is based off the end results you want. What do you represent? What type of content are you looking for? Do you want to connect? Do you want to engage or watch from the shadows?

I talk a lot about branding and putting yourself out there. The reason I do that is because I strive to do that everyday. You have to be willing to take risks in a field so new – that’s how you become a thought leader. Not by proclaiming things are ‘dead’ or words are ‘overused’ – how are you benefiting anyone in your community?

So how do we stop giving each other titles and keep engaging? Do you think that those lists have value? Does the shouting start to become more distant when someone doesn’t execute what they are preaching? How do you tell the difference between the real and the fantasy guru?

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Walter

His/her work is the true manifestation of his worth. We have to test if he/she can bring something of importance to our being. :-)
Teresa Basich

I admit, if I look through a list and actually spend time checking out everyone and I see there's a good variety of representation on the list...I'll put a little stock in it, but not enough to latch onto everyone on the list. I vet my teachers and mentors by what they've accomplished and by who is talking about them. There is definitely a problem, though, with people following blindly the advice of the wildly popular (and popularity usually equates to numbers around the SM space).

What differentiates the people actually walking the path from those just talking about it is, well, their progress. I feel like it's fairly obvious to see what these people are doing with their efforts -- they don't talk about them, but others do, and you find out via word of mouth just what the real doers are up to and how they're making a difference with these tools.

The noisemakers are just that. The doers go underground and step away and make things work.

I think the key to avoiding blindly is actually putting time and effort into finding out who you're choosing to learn from. Don't just assume the numbers call the shots -- talk to people, ask them questions, and dig in.
maggiekierl

As always, great post Lauren!
laurenfernandez

Thanks Maggie! Hope you drop some thoughts sometime. You're a smart cookie.
Sacre Bleu Wine

Well thought out. Great post.
laurenfernandez

Thanks for that - and for stopping by and reading! Feel free to leave thoughts anytime.
jeffespo

Great post Lauren, so you are cool with it if I buy LaurenFernandezisaninja.com? And write about your Ninja skills?

I am kidding by the way, yesterday @evilprguy and @aerocles were having a similar conversation about the nonsense that is ebooks on every new trend on Twitter and other SM sites.

At the end of the day it all comes down to building relationships and interacting with the folks you click with.

Anyone can grab a bot to bolster their friend count and "influencer" score, but how many of their followers relate to them?
laurenfernandez

That might have more hits than this site - everyone wants to be a ninja. Maybe just because it sounds cool.

In all seriousness, think you got it right when you said people can use bots to bolster their scores. Why? How is that satisfying? It makes no sense. Id rather build relationships and engage.
jeffespo

To be honest, the reason I do the whole follow Friday thing this way (http://jeffesposito.com/2009/1.../) is to help slim down my list. I look at who on the list I interact with and delete those who haven't posted in 3 months or are Spam/porn bots.

But I am with you 100% on it being about building a relationship. I know some folks on Twitter or talk to them more than my IRL folks.
laurenfernandez

It got almost impossible to keep up with all of that. You bring up an interesting idea and way to keep track of who is beneficial and who isn't.

Social media = engagement. How do you do that? Building a relationship. It's a full circle.
Erica

I like to think that we are all students. Sure there are some leaders that most everyone looks to, but like you said, some social media people, that truly do know their stuff, are great to follow, but not necessarily who I go to when I am looking for answers. You have to feel engaged by that person. Time will seperate the real and the fantasy.
laurenfernandez

We are all students. It doesn't matter the age or level of expertise - you can always learn from someone. It might even be learning what you don't want to do in this field.

I think you hit it when you said time will seperate the real from the fantasy.
Jackie Adkins

Right after I read this I was adding a few new followers on Twitter and saw I think 3 people who had the word "Ninja" in their bio. Just figured I'd share :)
laurenfernandez

Well, can you tell me what it means to be a ninja? I am just picturing someone taking nunchucks to their computer....
Jackie Adkins

Yea it's funny b/c ninja's are sneaky, scary, and deadly, not something I'd really want to go to business with. Ninjas are also awesome, so I guess that's what they're going for. All I can picture though is Crouching Tiger Hidden Dragon with an SmartPhone, lol.
laurenfernandez

Right? I wonder if because of the type of field social media is, it sounds good to call yourself a Ninja.
annieh

Great entry. Love it.
laurenfernandez

Thanks Annie!
Laney

Do you think all the titles and lists are just another form of competition between the "ninjas" and no one actually pays attention to them? And I think to tell the difference you have to think about the value the person is providing. Like you said, are they taking an opinion that is new and different? Are they working to try to further useful knowledge?

I can agree with Jessica, the lists can help you connect with people within your industry - I started using them to see if there were people out there I wasn't connected. To me, its just a faster way to find new people to engage with rather than going through all the people your people are following.
laurenfernandez

It could be. I think the people that value if they are on such and such list are really missing the point of social media engagement and footprints. They aren't worried about furthering knowledge, but about getting their name out there. I think thats what separates many in this field.

I think lists can be a more efficient way to connect if used properly.

Thanks for the comment Laney!
Danny Brown

I keep it pretty simple, Laura - I connect with people that I find interesting to me, and people that have come recommended by folks whose opinions I trust.

Not some list that may or may not be relevant. Not some #FollowFriday on Twitter, or Recommendation on Facebook. I'll do the legwork and see what you have that interests me and my needs.

Might sound selfish, but I'd like to think that it's the way folks that have connected with me have worked as well. Otherwise doesn't it just become one big digital faceless playground?

And unless you've studied the ancient art and can kill silently and effectively while moving between the shadows, you sure ain't no ninja... or Jedi...
laurenfernandez

That's why you're Danny Brown. :-)

"Otherwise doesn't it just become one big digital faceless playground?"

It does. Sometimes people are so concerned with what they can get out of things, that they don't stop and observe the community and what they need. Engagement is a full circle.

I like your point about legwork, and I wish more would view it that way.

Thanks DB!
Elizabeth Cies

Lauren, thanks for this post. As someone relatively new to the social media space in a professional setting (though I'm a stereotypical child of the digital age) it's easy to be intimidated by all of the "ninjas" out there churning content by the second. It seems to me that those providing content of little value might get attention initially, but in the long run it will be those who engage their audience with authenticity and provide meaningful content will truely succeed. Social media is still a novelty for so many -- and it's easy to get caught up in the hype of those with the most followers or on the most lists -- but over time the hype will die and those practicing what they preach will remain. Like Jessica said, it's about quality and not quantity. Thank you for the reminder to engage, take risks, and provide value.
laurenfernandez

"It seems to me that those providing content of little value might get attention initially, but in the long run it will be those who engage their audience with authenticity and provide meaningful content will truely succeed."

You summed it up much better than I did! You're right on the nose here - its easy to make noise if you're loud, but your staying power will come down to who has the lasting impact. What constitutes that? Depends on the person, but what you stated rounds it out nicely. Thanks for reading!
Jessica Lewis

You have an excellent point about people's needs not being the same. These "top people" lists — "top" is relative. I don't put much stock in that kind of popularity for that reason, but those lists do provide value to someone starting out in social media just to see what's out there.

I'm starting to think the difference between the real and the fantasy guru is whether the person values quality over quantity. You can have both, but that's not a common thing. Social media practically begs for quantity, whereas quality is what will make a person stand out.
laurenfernandez

I definitely see the value in lists for those starting out - they can search for the industries they are interested in and build a solid foundation. Social Media is all about engagement though. At some point, you have to break away from the lists and carve your own path. Everyone views it differently, but its what you can get out of it.