This is a 10 page article. Be sure not to miss the rest of the story!
Influencers Respond. They Don’t React
When you’re in the public eye, you will get attacked verbally, if not physically. It’s part of the game and people who reach a high level of respect within their industries are generally the ones who have dealt with this problem and have coped. Some are better at handling adversity than others, but they have adapted and accept this reality.
A fine line exists between response and reaction time. Perhaps the fine line only exists in the connotation of the two words, but it is clear that the two words denote different actions.
Reaction is knee-jerk. It typically comes out of surprise and dismay, and might involve emotionalism. In social media, it is a regular routine for someone to react to a negative blog post, an inflammatory tweet or even a conversation taken without context. The social media industry has become so fast paced that we have been trained to say the first things that come to our mind. It’s the beauty of freedom of speech and expression, yet it often brings negative perception.
“Response has a connotation of measured, and appropriate response. It surveys the landscape, assesses the dangers in the minefield ahead and plots a course that will preserve reputation, community and cause the least amount of collateral damage.”
Firms often spend thousands, if not hundreds of thousands of dollars to PR firms to monitor the social space and advise on how to deal with negative press. The classic “get out in front of negative news” mantra can be very reactionary if not dealt with appropriately.
In fact, personal brands tend to get very bent out of shape when challenged on a professional level, because their personal brand is tied up in who they are professionally. A critique of a professional practice or action can very easily be perceived as a personal slight, invoking a strong negative reaction in return.
Response, on the other hand, has a connotation of measured, and appropriate response. It surveys the landscape, assesses the dangers in the minefield ahead and plots a course that will preserve reputation, community and cause the least amount of collateral damage. Appropriate response does not usually happen instantaneously, but happens after thoughtful consideration.
Response often takes into account the opposition and does not dismiss its’value. When there is a justification for negative feedback, a good response will consider that and provide appropriate action to adjust tactics.
Influencers can be made or broken on reaction or response. In the social space, we have a dangerous situation that can decimate influencers or entirely end the potential for influence. In an instantaneous environment, what you say right now can break you. It can also make you.
Hire me! I am actively looking for full-time work. If you're interested in discussing opportunities, please email me at aaron@technosailor.com
I doesn’t take much skill/ talent/ ability to be a celebrity any more- but to be an influencer, or to actually make an impact on the people around you takes much more skill and finesse.
I do a few things to try to keep my own little brand identity- I use the same “handle” or screen name on every site i use, and I try to use the same profile picture, and recently I was recognised at a local blog meetup- and I feel that there is value in doing all these things- but I am working on becoming more of an influencer moving forward.
At some point I decided I’d rather be the guy with something valuable to add to the community, than the guy with 3 million hits on a youtube video where I wreck a 4-wheeler.
Arron,
It is a rare where I find a philosophy that closely mirrors mine. I see that some of traits mentioned are natural for me and a few I have to work on.
I congratulate you on a very well written blog (article); one that I’ll be proud to refer to my kindred friends.
Ed
Aaron,
I have to agree with what Ed said. It’s truly a great article, and I am spreading it out to everyone I know. Good job!
Excellent. Off to go link it on WW.
Great observations, I enjoyed the blog.
Cool. Thanks for the insight. “It’s been said, even, that character is what we are when no one is looking.” – outrageous but true.
Aaron,
Fantastic stuff. Timeless and timely. I’ll add a link on my blog, because I think folks in my biz, local television news, could use a refresher on engaging people. We’ve been taught for so long (entire careers for some) that we do our thing, and the audience will always be there. It’s not anymore. You need, as you suggest, to offer something to people.
Thanks again for sharing your insight.
Mark
To quote the great philosopher Bono: “This is just f*cking brilliant.”
Mark: Thank you, sir.
Andrew: That is why I love Bono.
Great observation! Good stuff, Aaron.
Great points, I agree completely.
I made it through the whole article and it was very informative. I am pretty energized by it and look forward to your keynote at IZEAFest. You really took your time and crafted a well thought out article with some great points. I have yet to read Dale Carnegie’s book, I started once but didn’t get too far, I think it is time to try again.
This is a very insightful paragraph:
“To be an influencer, you’re going to have to balance that self brand, personal marketing for the sake of being known with providing absolute, unquestioned value to the greater community. Carrying the mantle of an influencer means being a celebrity for the community. It means always giving of yourself so that the rest of the crowd benefits. It’s almost self-sacrificial, flying in the face of personal brand or celebrity.”
This phenomenon is due to human biology and social habits, every day our actions and thoughts are derived from others around and before us. Intellectuals are followers of previous intellectuals and commoners are followers of popular figures. However, one cannot say that we are brainless, but rather we belong to a massive network making up an overall societal “mind”. We never truly die, we each have significant effects on society that ripple and cascade endlessly.
Well done! I have been writing “traditionally” for some time and just recently joined the social media world. It can get a bit disheartening for those new to the scene to feel that they are competing with someone with 3,000 followers. Thank you for helping put all of this into perspective in a sound, academic article. I will certainly be sharing this with others.