The Single Most Effective Change I Made to My Digital Presence

Chris Brogan People ask me quite often whether the world of social media has changed much. The answer is yes. It’s changed a lot. There are lots of details to think about. I’ll give you those. But I also wanted to share the single most effective change I made to my digital presence.

What’s Changed In Social Media

Here’s a quick list:

  • Then: conversational. Now: promotional.
  • Then: thoughtful sharing. Now: shovel it over the wall.
  • Then: “I’m hungry for lots of great information.” Now: “I’m drowning in information.”
  • Then: just being here is great! Now: where are MY people?

To me, this isn’t exactly bad. I’m not pining for the good old days. You can still do a lot of the “then” choices, if you are conscious about it. No one’s pushing you to do anything specific (unless you’re silly enough to try and figure out algorithms like Klout).

But it also means that something has to change in your tactics, lest you make the mistake of thinking your strategy and efforts are the bees knees.

Find Your Freaks

The biggest change I made to my digital presence is that I stopped trying to please everyone and I started serving the very specific community I’ve had the pleasure to serve. From that one change, a lot of things have happened. I don’t blog here at [chrisbrogan.com] as much. Instead, a lot of the good stuff is hiding in my newsletter.

Further, instead of working tirelessly on more and more free information that people are going to treat as free (“I’ll just read this later, meaning never.”), I put a lot of my effort into building low cost but valuable information projects like the Owner’s Mastery Foundation Group and my new Digital Business Mastery course. It’s not that I don’t provide free information. My newsletter is free. This blog is free. My magazine is free. BossFit is free. Instead, I just add a lot more value to the not-free information, because the people who are choosing to consume that information are really doing something with it.

And finally, I work hard at finding my freaks. I had an amazing telephone conversation with a very smart guy today. I knew within two sentences that he was part of the Monchu. I actually offered to grab up Gary and jump on a plane to England to hang out with him because I know that I can help him grow his business. But is this new guy a freak? Absolutely! The best kind. Passionate like the best of them. And so he’s a freak I want to know and spend time around.

And Is This Effective?

Let me ask you this: are you creating digital material to get comments? Are you creating digital material because you hope people like it (and you)? Swell! That’s great. But me? I’m building something, and I need to gather up the people who want to work on their growth and goals in the ways that I can help. If I can’t help you, I don’t want to take up your time. And that is definitely effective. For you and for me. Because you don’t have to waste time going through material of mine that you find uninteresting or not immediately helpful, and I don’t have to worry about how better to serve you.

I’m having the best experiences of my life right now thanks to the experiences coming out of the newsletter, and projects like OMFG and DBM. And the biggest project of mine is yet to come. But you might not hear about it here. In fact, I know you won’t. So sneak into the newsletter, or lurk here. Either way, I’ll know what to do.

Rock on, freaks. : )

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  • http://www.postplanner.com/ Scott Ayres

    Is it ok that I clicked Like and commented on this!! :P

    • http://chrisbrogan.com/ Chris Brogan

      By all means. Do what you do. : )

  • http://chrisabraham.com/ chrisabraham

    Beautifully book-promotional. Irony.

  • http://www.nickykay.com/ Nick Kizirnis

    I was wondering how much you blogged here, now I know! Plus, I clicked on BossFit because I haven’t checked it out yet. I’m really enjoying the Newsletter, OMFG, and I’m pumped for DMB. Now if only the 28th would get here (my Kindle is waiting to download Freaks the moment you give the signal).

    • http://chrisbrogan.com/ Chris Brogan

      Nick – the Kindle is ready. All the OTHER formats aren’t. And thanks!

      • Nick Kizirnis

        Yes, I see it on my Kindle now. Wow, I’m very excited! Thanks for letting me know, I hadn’t been checking!

  • http://davidvanveen.com David Van Veen

    For some reason, I had stopped signing up to news from my favorite people. I’ve changed it and it is definitely a change for the better. Thank you for inspiring me Chris, whether you know it or not.

    #freak

    • http://chrisbrogan.com/ Chris Brogan

      I’m glad! : )

  • http://artists-edge.com CoachDebra

    I just like that it’s OMFG – took me a minute to figure out that you didn’t mean what that usually means ;-)

    • http://chrisbrogan.com/ Chris Brogan

      Oh that? Naw. It’s Owner’s Manufacturing . O – MFG. : )

  • http://www.facebook.com/drewmgriffin Drew Griffin

    Get Yo Freak On! Thanks for the reminder and help.

    • http://chrisbrogan.com/ Chris Brogan

      You get YOURS on!

  • http://blog.suzi-pratt.com/ Suzi-Pratt.com

    Awesome advice! I had a recent revelation and have seen quite a few results since then, all in line with your experience. Thanks Chris.

    • http://chrisbrogan.com/ Chris Brogan

      Super! Thanks for your thoughts. :)

  • http://deskroll.com/ DeskRoll

    Totally agree about social networks. Lots of content to filter. They are not so… social (?) anymore.

    • http://chrisbrogan.com/ Chris Brogan

      And rarely USEFUL. That’s what matters to me.

      • http://deskroll.com/ DeskRoll

        Still they do the job of eating away people’s (i.e. consumers’) time :) And as long as this time can be monetized (and that isn’t going to change any time soon), they are useful for salespeople.

        Although, speaking from an ad buyer’s point of view. Take Facebook ads, I find them totally useless for niche products for professionals (like ours).

        ~Max

        (tons of excuses for commenting through my product’s account).

  • http://lucychenfineart.com/ Lucy Chen

    Chris, I really like your Owner t-shirt. Do they come in Rose Madder and Cobalt Blue? And can we get one? Thanks.

    • http://chrisbrogan.com/ Chris Brogan

      You know? Let me see if I can make that happen. : )

      • http://lucychenfineart.com/ Lucy Chen

        Cool! Perhaps many of us would like one! I’m very petite, so can you please include a fitted size 0 when that happens. Thanks!

  • Mike Rudd

    Chris,
    Great post this morning, I really enjoyed it! You hit home about adding low cost (but great value) products as that’s something I realized I wanted to get better at. I’ve never had a problem providing tons of FREE content but realized I also needed to make some money in order to have a business!
    Don’t know why that took so long to hit home ha :). Keep rocking man and have a great day!
    Mike

    • http://chrisbrogan.com/ Chris Brogan

      Happy to help, any time. : )

  • http://jestKultura.pl/ Andrzej Tucholski

    That’s the juiciest blogpost title I’ve seen for a while :D

    And now: reading!

    • http://chrisbrogan.com/ Chris Brogan

      I’m no copyblogger, but you know. : )

  • http://www.twitter.com/erikjfisher/ Erik Fisher

    I love this.

    Where do your books fall into this?

    • http://chrisbrogan.com/ Chris Brogan

      Which ones? The newest one is this, spot on. My older ones don’t disagree with this, but need some editing.

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  • http://goinswriter.com/ Jeff Goins

    This was excellent. One of the best things you’ve written recently.

    • http://chrisbrogan.com/ Chris Brogan

      Very kind of you, sir.

  • Rob Swick

    Great post Chris. I remember talking about the “information overload” 15 years ago. The universe is ever-expanding… with junk. More and more I rely on a small number of oasis of good info providers (who give a crap).

    • http://chrisbrogan.com/ Chris Brogan

      It’s not getting easier. : )

  • http://areyoucuriousenough.com/ Rex Williams

    It’s been a pleasure being one of your freaks, Chris. Seth said we are all weird. It’s true.

    You’re rockin’ the OMFG. Glad I’m in.

    • http://chrisbrogan.com/ Chris Brogan

      You’re not one of MY freaks. You’re part of the monchu. :) You’re your own freak. : )

  • http://www.deswalsh.com Des Walsh

    Nice thought-provoking (as ever), challenging piece, Chris. I was challenged particularly by your bulletted points about social media and what’s changed: still processing that.

    • http://chrisbrogan.com/ Chris Brogan

      Would love to hear your take. Mileage may vary, of course. : )

  • Marquita Herald

    Thanks Chris, you’ve really hit some nerve points for me in this article. I’ve been struggling with what to do about the over abundance of free information online – especially when so much of it (in my niche) is crap. It’s no wonder trust is harder and harder to earn. Your approach makes perfect sense and helped to validate some of the strategies I have recently implemented. BTW when I saw your comment about Freaks being available in Kindle I jumped over and grabbed a copy. Looking forward to reading it!

    • http://chrisbrogan.com/ Chris Brogan

      I’m SO happy about that, Marquita! I hope it’s helpful. And good. Let’s agree to NOT make crap. : )

  • http://firstnewspk.com/ firstnewspk

    Very
    interesting tot read and keep in minder for projects.

    I really liked that hack! Very inventive stuff.

  • Jane Leonard

    Thanks Chris, I had been dithering about whether or not to avail of your latest paid course, but this post has made my decision easier. Signing up first thing in the morning :)

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  • Peggy Nolan

    Hi Chris – there must be something in the air. My gut is telling me to not spend so much time on Social Media but to spend much more time on my Daily Fab tribe. It’s a small tribe, about 180 subscribers, but oh so very loyal. And to maybe scale back what I do on my blog. And do the guest blogging that Jon Morrow keeps yelling (OK, telling) at me to do. Here I go…revising my strategy…following my gut and whatever seems to be in the air right now.

    PS: I’ll catch your course in the summer. I’m eyeball deep in B-School

  • Michael Rashmir

    What are some good ways to identify the “freaks” and how do I know if I am one of them? I am also building something, an “apple” business, in an attempt to gather people, maybe even freaks.

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  • Khanduker Noore Shamim

    Extremely

    fascinating tot read and keep in minder for activities.

    I truly enjoyed that hack! Exceptionally creative stuff.

  • Fiona Fine

    Find my freaks – yep it all comes down to who is the community we are serving!

  • http://www.avowzone.com MD Golam Rabbani

    Just want to say your article is as astonishing. The clarity in your post is just great and i can assume you’re an expert on this subject. I have learn a lot.

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    My Uncle
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  • lisandramaioli

    Awesome post! This reminded me a teacher in Brazil, Carlos Nepomuceno, who always said us that the secret was the filters that we use and the filters nowadays were the people who we were following on Social Media. After this article I started thinking that the better filter maybe is the content that you share you produce. How important for you and your readers/followers, what you are building with this. “I’m building something, and I need to gather up the people who want to work on their growth and goals in the ways that I can help. If I can’t help you, I don’t want to take up your time.”—> my favorite phrase from the article. Thank you, Chris, for making us think about it!

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