Almost five years ago, I started this blog without much idea what was going on. In fact, in many ways, it was an opportunity to pass time at work, in a job that I cared little about and that I was doing little more than doing time with. I setup a WordPress blog, went to town writing about whatever the heck I felt like writing about. It’s a common path followed by a great many bloggers.
At some point, however, I came to find my voice on this blog. I wrote in an authoritative way on topics that I was knowledgeable about. I challenged assumptions made in industry, and brought a common sense, no bullshit approach to conversation. I’ve been rewarded with many fans, followers and friends. Literally, my brand, personal or otherwise, is golden. As it should be.
This blog is not a make money quick kind of venture. In fact, I think I made $35 last time I got a check. Not much more than beer money, but that’s fine – I make my money because of my blog, not via my blog. I don’t play the game of SEO, link building and trying to get the most page views. That is a game played by a few power players who have worked the system and built up alliances. I have built my authority and stature, not on making money with my blog or by selling someone elses product in return for a kickback. I have not worried about how many pageviews and selling CPM advertising. I am worried about the quality of the content, the truth in my writing, the community that pays attention and, basically, changing the world one word at a time.
This is my value. This is why when I talk about Government and the web, even though I’m not one of the Goverati, people pay attention. This is why when I write about marketing, I get listed as a top marketer despite not being one. This is why when I examine technology policy, executives from technology companies email me.
This is the real shit. This is not fraud. This is not get rich quick scams.
I’ve said it many times, the most recently being at the excellent Bootstrap Maryland event… You do not control your brand. Your customers do.
I do not control my brand. My readers do. My community does.
My brand is not destroyed by Google bombing my name or brand into search engine rankings. When I get negative press, I let my community protect my brand. It makes no sense for me to engage in a protectionist way since I can’t protect my brand anyway.
This morning, I woke up to this story, where Jeremy Schoemaker attacks my brand and my name. Besides the fact that the post is completely schizophrenic and not very well thought out, much less executed, let’s look at the marketing techniques and think about brand. The title of the post is loaded up with my name and brand. He makes sure to this because that will weigh higher in the Google index. Indeed, his post is the 7th SERP in Google when you search for my name after only a few hours. Whatever.
It doesn’t change my business. It doesn’t change my brand. In fact, it doesn’t change my authority because my trust is with you, my community. On Twitter, I am being defended. Fine, whatever. I appreciate it.
In today’s online world, I am constantly hearing about companies who are afraid to converse because they don’t want disagreement. They lose the conversation. In some cases, they try to erase bad publicity.
Conversation is going to happen. Negative conversation is going to happen. The reality is that bad PR doesn’t kill a company. How the customers or community respond make the brand.
Class is adjourned.