Six Pixels of Separation by Mitch Joel

Author:Mitch Joel [JOEL, MITCH]
Language: eng
Format: epub
Tags: BUS000000
ISBN: 9780446558143
Publisher: Grand Central Publishing
Published: 2009-09-06T16:00:00+00:00

Facebook makes my blog seem very one-way. I can’t see anytime one of you writes something, or puts some media up, even when you do it on your own blogs. Facebook makes our media a lot more two-way.

This is where the learning and marketing kick in. Here are two major concepts for you to embrace:

1. Content Is Media: Scoble, Provencher, Brogan, you, me, and anyone else who creates content is creating media. That is the advertising. Everyone keeps searching for the ad model in blogs and podcasts (“How do I monetize all of this digital activity?”), not realizing that the content and the individual producing it are the media. People see you as an expert and want to work with that expert.

2. Personal Brand: Steve Rubel over at “Micro Persuasion” (by day, Steve works at Edelman Digital) posted a killer blog entry entitled “The Golden Age of Individualism” where he states: “Individualism is as old as American ideals, though it’s certainly not a global phenomenon. However with the Net Gen taking over the workforce, the value of personal brands will continue to rise and perhaps be a prickly force to be reckoned with. This means big changes in the workplace and a critical importance for everyone to be team players even as their stars rise online. It also means that personal brands will become unofficial spokespeople at times (perhaps involuntarily).”

These concepts are real and have come full circle. Individuals are creating content; the individuals are the media. The media they are creating are also a form of advertising. What is the advertising selling? Their personal brand and their company. Who’s buying their personal brand? Lots of people who, prior to tools like Facebook, Twitter, and podcasting, were relegated to trying to find people in their city whom they hoped had similar interests.

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