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Are You That Lazy Social Networker?

by Steve Woodruff  |  
July 11, 2013

The lazy social networker opens a Twitter account, throws up a few inspirational tweets and a bunch of RTs then expects the world to roll out a red carpet and hand over an Oscar for Best Performance. This year.

The lazy social networker buys into the notion that more hashtags will mean more followers, which will mean a bigger reputation, which will somehow lead to more fame and riches. Quickly.

The lazy social networker follows all the advice about writing blogs with Top 10 lists and newsjacking topics, contributing to the tsunami of noise without producing any valuable signal.

The lazy social networker then gives up when it doesn’t “work.” What---no ROI in 3 months? Little effort did not produce the anticipated big return.

What Successful Social Networkers Know

Be prepared to spread a lot of useful seed, in the form of thoughtful content. Be prepared to water that effort with purposeful and caring relationship-cultivation. Be prepared to rinse and repeat for the long haul, and experience the outflow of a lot of effort with, perhaps, a good bit less return than you ever anticipated.

In other words, be prepared to work. Just like for every other worthy endeavor. There may be a lot of effort with little return---for a season.

That’s how agriculture works. That’s how business works. That's how relationships work. That’s how life works.

The lazy social networker will fade off. As for you, be in it for the long haul. You’re building relationships and adding value, not grasping at some cheap short-term applause.

You’re growing an orchard, not inflating a balloon. The fruit comes in abundance---over time.

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Steve Woodruff is the world's only Clarity Therapist. He connects people with their purpose, their message, and with other people in order to create new business opportunities. He writes at the

Steve is an unusual hybrid of conceptualizer, strategist, marketer, analyst, wordsmith, semi-techie, and all-around decent fellow, except when there's bad coffee or lousy wine.

Steve can also be found on Twitter, LinkedIn.

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  • by Nick Stamoulis of Brick Marketing Fri Jul 12, 2013 via blog

    Social networking is a lot harder than most people realize! It's not easy being clever, witty, engaging, entertaining and interesting 24x7. And it's even harder trying to do it better than the other 100 companies in your niche doing the same thing!

  • by Tiffany Crosby Sat Jul 13, 2013 via blog

    How ironic, I was just having this conversation with someone a few days ago. We specifically were discussing how proliferate the sensationalized blog titles have become. We had noted that people seem to be solely focused on getting people to click but not on actually delivering value once they do. I remember receiving several RT messages when I first became active on twitter and wondering whether that was the norm and whether I should do the same but deciding that it seemed too impersonal. I'm glad I followed my instinct.

  • by Steve Woodruff Tue Jul 16, 2013 via blog

    Nick, it is quite a challenge, especially now (as you mention) that the space is filled with a lot more voices (= a lot more noise). How do you seek to add value to rise above all the static??

  • by Steve Woodruff Tue Jul 16, 2013 via blog

    Tiffany, I have found that it's a constant balancing act between seeing what others do well, and carving your own path. When something feels instinctively artificial, it's good to listen to that inner voice...

  • by Brian Sol Wed Jul 17, 2013 via blog

    Great post, I completely agree that a lot of people think that being a social networker is easy. I'll admit when I started I thought I would be easy but I learned quickly that's not true and have been working my butt off to become a great social networker.

  • by Steve Woodruff Thu Jul 18, 2013 via blog

    It's a big investment of time and energy to build a real network (not just accumulate "connections") - but it's well worth it! It's YOUR network, not owned by some employer...

  • by Tonya Sheridan Mon Jul 29, 2013 via blog

    Great post Steve!

    There is a big misconception out there that you can just post or auto-post and leave it. As you clearly state, it takes a lot of time and energy. Social media is also about giving rather than getting. This is even more necessary now as the internet highway has become extremely busy.

    People can sense who is authentic and who is not even over the internet. They may follow someone with great copy or promises at first but will quickly unfollow them when they sense their true agenda.

    You have to be not only willing but wanting to share information of value that will make a difference in other people's lives in some capacity. Having giving in mind may not lead to a direct sale but it does eventually lead to indirect sales through sharing and referrals.

    Again, great post! Thank you!

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