I just read something by a friend that’s both interesting and sad at the same time (and sad as in lame, not as in Bambi).

My friend mentioned that he was speaking to a well-known PR guy and author a few months back.

The topic of the conversation was a site for bloggers and authors that my friend works at. According to the PR guy, the site would never be much of a success because he (the PR guy and author) wasn’t ranked high enough.

The PR guy then went on to say that the site wouldn’t be a success because, “You have to make sure the biggest influencers are ranked at the top.”

As my friend so eloquently put it, well f*ck me sideways.

Influence Shminfluence

The problem with influence is that it all boils down to relevancy. You can’t tell me that a pig farmer in Alaska (tough old pigs out there!) is influenced by what a PR guy is saying about the 2.0 or 3.0 world.

Instead, I’d think he’d be more influenced by bacon writers and pork chefs, and analysts looking at how the pork buy trade will look in the next two years.

When it comes to influence, the folks that matter to us are the ones that are in our industry, or affect the industries of our customers and clients. That’s what influences our business and its success (or lack of it), not someone who’s in an industry that has little to no relevance to us.

There’s no doubting that the PR guy is influential in his sphere – but does that mean he should be viewed as such in all spheres, and “ranked higher” because of it?

Egos and Eggheads

And this is where the real “problem” with influence comes in – when it starts to make you feel you automatically deserve to be in a certain position, or recognized more by something or someone.

The quote my friend uses – “You have to make sure the biggest influencers are ranked at the top” – is possibly the biggest reason why influence is coming under so much flak at the minute (just Google “Klout sucks” to see some examples).

We seem to be creating an environment where people expect to “be someone” because you have some success in a certain field, which is a shame.

There’s nothing wrong with success, and there’s nothing wrong with pride in your achievements. Hell, success should be celebrated.

Ego, on the other hand (especially one where your head gets as big as an egg’s on a pin tack) is a different beast altogether. When it reaches the stage that someone says a venture won’t be successful because the influencers aren’t ranked higher – then we have a problem.

Influence and Success

We need influence. Consumers buy from their favourite celebrities and their recommendations of a product. Professionals buy from people they trust when that person makes a recommendation. Brands use “names” to help promote products and services.

So influence works. But wouldn’t it be better to be the right influence, as opposed to the type that’s defined by someone who appears to have a huge dose of self-importance?

And as for that site that would never be a success?

There are about 30,000 authors and bloggers registered with the site. The company had a great Blog World Expo, and are about to launch a new platform that (ironically) will help people like the critical PR guy connect with bloggers for PR campaigns.

Not too bad for something that defines its own influence, huh?

image: Divine Harvester

The Problem with Influence originally appeared on Danny Brown | Social Media Marketing Blog - The Human Side of Media and the Social Side of Marketing under a Creative Commons license.

So what?

In the grand scheme of things, you’re not that big a deal. If I share your name with Joe Public, they raise eyebrows and look puzzled. If I compare your “claims to fame” with those that are really famous, there’s a huge difference in perception.

You may own a little piece of the Internet, but the Internet’s a pretty big place and your little piece is swallowed up by it.

So… get over the hype. Stop believing you’re someone you’re not. Stop using the same buzzwords and the same tired reasons why you get it and everyone else doesn’t. Stop pretending social media is rocket science – it’s not.

Start being real and less bragtastic and we might stop calling you out on your claims, then you won’t have to write about it to elicit sympathy. Really, you’re not that big a deal.

But you could be.

If you want to.

And we believe you…

photo credit: Яick Harris

You’re Not That Big a Deal originally appeared on Danny Brown | Social Media Marketing Blog - The Human Side of Media and the Social Side of Marketing under a Creative Commons license.

My initial reaction to that was to ask the following question to the Twittersphere:

The responses came in thick and fast and they opened up a great stream of conversation for the next hour at least, with aspects to all sides of the original question.

David Spinks and Alex Tan opened up a great conversation around the question which you can read more of here.

From my own point of view, when I asked the question I was of the mindset that it leaned more toward ego as opposed to pride (or excitement at receiving praise). Did you really need to retweet the praise – couldn’t you just say thanks to the person who offered the praise?

But is that view right? Is it any different from having a testimonial page on a website, or asking for references for your LinkedIn account? Does the public conversation aspect of Twitter make it less “respectable” to promote your praise than a static site?

Someone mentioned that it’s like being at a cocktail party – you wouldn’t suddenly announce how great you are. Or would you?

So… is it ego, or is it pride? Is it being genuinely pleased or just being a pimp? Would you retweet praise verbatim about you? Over to you – the mic is yours.

The Ego Has Landed (Or Has It?) originally appeared on Danny Brown | Social Media Marketing Blog - The Human Side of Media and the Social Side of Marketing under a Creative Commons license.