Grin & Grumble

I’ve hesitated writing this post. I’ve only been writing this blog for four months. I’m new to social media. But, after some reflection, I thought, no I’m not that new. I did a podcast (although only 10 episodes) over a year and half ago. I’ve been an active consumer of podcasts for over two years. I realized I’m not entirely new to this space.

I’ve noticed that many of the blogs I read are from well-established bloggers. Recently I’ve noticed that these bloggers continually discuss each other’s ideas. It can seem like a closed circle.

Chris Brogan, a social media expert, had a post a few days ago asking his readers about what they thought of social media conferences/unconferences and the general state of social media. The comments were interesting. Comment #9 by Krish used the term “A-Listers.” I don’t have an objection to increasing hits as does Krish, but I think he’s onto something with “A-Listers.”

Chris and his readers speculated on how social media is growing and why it isn’t growing as fast as some would like. I think the slow embrace of social media is because the masses don’t feel comfortable in the space. I think some of the leaders (not Chris), the A-Listers, or as I call them, the Swimmers, have a bit of an exclusive club and as I mentioned, tend to only enjoy one another’s content. I wonder if this may prevent the spread of social media since the leaders aren’t shepherding along the newer players in the game.

I see the well-established bloggers and podcasters as Swimmers. I see the people trying social media–the new bloggers or podcasters–as the Waders. And, the masses who may have heard of blogging or podcasting but couldn’t define them? They’re the Toe Dippers.

To grow social media, the Swimmers must engage the masses. How? I think by using the intermediary Waders. The Waders, often followers of the Swimmers, are perhaps more closely associated with the knowledge level of the Toe Dippers. Can Swimmers reach out to Toe Dippers? Absolutely. However, it is a reach. The bridge is the Wader.

Here’s how I see social media right now. The Swimmers, Waders, and Toe Dippers are each in their own circle. The circles interlock but just barely.

To have social media grow more rapidly, each group has responsibilities.

The Swimmers need to welcome the Waders through:

• Reading/listening to Wader content
• Respond to Wader (and everyone’s) questions in comments
• Make suggestions if you see or hear something that could be better in a Wader’s content
• Throw some link love to a Wader
• Make a comment or leave a message for a Wader
• Heck, add a Wader to your blogroll or play a promo from a Wader
• Be grateful for your loyal Waders (I forget which presenter at PodCamp Boston mentioned thanking your evangelists)

In turn, the Waders must:

• Learn from the Swimmers
• Produce regular content
• Ask the Swimmers questions
• Take risks
• Listen to or read a lot of the Swimmers content
• Welcome the Toe Dippers
• Explain social media to Toe Dippers
• Encourage Toe Dippers to venture deeper into the water
• Introduce Toe Dippers to Swimmers

Finally, the Toe Dippers should:

• Give social media a try
• Tell other Toe-Dippers about the Waders and Swimmers

Is there more work for the leaders? Yes, but the rewards are greatest also. By embracing Waders and Toe Dippers, the Swimmers further establish themselves in the expanding space.

Instead of different circles, there should be one community.

Marketing zealot and new media producer Joseph Jaffe just published his book Join the Conversation. Joseph is continually encouraging companies to talk with their customers. Likewise, he encourages customers to seize any such opportunity and join the conversation.

Social media will only grow if Waders and Toe Dippers don’t have to break into the conversation, but can simply join it. Once they join, social media will be all the better.

Are you a Swimmer, Wader, or Toe Dipper? How can you be part of social media? How can you help social media grow?

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