The Risk and Reward of Social Media

Yesterday we had a lively discussion about how to be fearless with your social media marketing, and in the process, to keep getting better every day.

As most of know, the process of getting better occasionally involves some obstacles.  That's the way life works, but it can be managed.  I've recently been observing an example of this through the conversation surrounding a well-known blogger who has stirred up a small controversy with his substantial audience. 

The issue and the blogger are irrelevant, so I will not mention either.  What is relevant is the fact that if you expect to build a substantial fan base or audience for your blog, you are going to have to take some risks.  And along with those risks comes not just the potential reward, but also the occasional heat or fallout.

Let's look at some ways this can be strategically managed to achieve your small business objectives.

Being Agreeable – Low Risk

This is a good strategy if you are just getting started with blogging, or possibly if you are at the peak of your career and have nothing to prove.  In both of those situations, you don't need to or want to be controversial.  This may also be the right approach if you work in a small town or a corporate environment.

You have to decide how much risk you are comfortable with. Naturally, we all want to achieve more.  Although, you had better expect to endure some stress in achieving your lofty goals because you will encounter plenty of people who will challenge you – some for no reason at all, and others because they sincerely want to help you.  It can be difficult to discern between the two.

Agreeing to Disagree – Moderate Risk

When you Agree to Disagree with someone in your target market, you are basically saying you don't agree with them but you would rather not get into a big tussle over it.  You think you are right, and I think I'm right, but for the sake of doing business together, or at least co-existing in the same market, let's just agree to disagree and move on.

The problem with this stance is its not too far removed from Being Agreeable.  You are taking more risk here and as a result, you will occasionally catch a nice wave.  But the street-smart in your market will define you as spineless – someone who will back down as soon as you are challenged. I would rather be known as a pleasant and agreeable blogger, because while there is lower risk and reward, there is also a nobility to knowing who you are.

Taking a Stand – High Risk

This is where most of us are – or think we are.  The true test, of course, is to honestly ask yourself how often you compromise when the current gets a little choppy.  The aforementioned blogger hasn't backed down once.  It doesn't matter if he is right or wrong.  What's important is he has developed a base from which he can back up his position.

That is exactly why this is the wrong approach if you are being controversial just for the effect, which is not uncommon with some youthful bloggers who have scored one success and are emboldened by it.  What they don't realize is the seasoned professionals don't think very much of their irrational exuberance. Why?  The world is littered with one-hit wonders!

Standing the test of time is the ultimate proof.  You will take some heat to get there, but that is also what makes you wiser.  You have built up a legacy through your social media work that backs up your talk. 

The Best Approach

Get clear in advance about what is acceptable and what isn't.  Write it down if you have to.  And have a value system that you live by.  When you get get clear about just those two parameters, you will be very comfortable with your chosen strategy – and the risk that accompanies it.

Knowing that most of us want to accomplish more, I made a decision this week to share what I know on this topic by co-writing a book with a marketing friend.  I will keep you informed on the progress.  However, I can already assure you it will be heavily weighted towards taking the apparent risks – to get the real rewards that come with authenticity. 

Sometimes the true risk is holding back.

Take a chance, you only live once.

Photo Credit:  Holotone