One of my most memorable moments during the recent TieCon Pune event was when Mahesh Murthy recommended during his session on social media, that a business needs to be network neutral when it comes to building a presence on social media.
In a previous video, we explained this point in great detail when we offered a number of valid reasons on why you need a blog, despite having accounts on Facebook, Twitter and LinkedIn. If you prefer reading, you can read the article here.
As Mahesh mentioned during the social media session at TiECon Pune, if you had built a following of 10 million followers on the almost-obsolete Orkut, where would you be today. We firmly believe, that while social networks are a great medium for sharing content, you have to take the conversation to your own blog or website.
Having your own blog and mailing list allows you to capture your reader’s email addresses helping you build a community that is truly network neutral. So tomorrow, when Facebook declines (and it will), you can email your readers to join your new profile on the newest and hottest social network and rebuild your community there.
On the other hand, if you depend solely on your social media presence to bring in clients and customers, you are setting yourself up for failure when it becomes obsolete and few people visit. Also, you are losing out on the opportunity of creating search engine listings for your own content – many of which will bring you traffic for years to come.
As an example, a number of years back, I had built quite a following on a social media network called Ryze and actively participated in a number of offline events organised by the community. Today I never visit Ryze, and, I suspect, nor does a large segment of the community that was so active there.
Today Facebook is King. Tomorrow it will be another network’s turn. You can beat the odds by being network neutral – setting up your own blog with a subscription box to capture readers and visitors that you can follow up with long after the latest social network has vanished into obscurity.
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