Blogging, Facebook, Twitter, and other social media services allow one to reach out, make connections, and spread a message. Recently I was in a discussion with a few other social media professionals and one of them brought up the question of which was more influential: broadcasting a message that’s potentially seen by a large group (such as a blog post) or making a direct connection with an individual such as an email message or directed Twitter tweet?
Which is better? I say neither. And both.
A blog post can reach a wide audience. As a photographer, blogging about past client work, blogging about your services, or blogging about the photography experience is a great way to build a casual relationship with a large number of people. Readers will get to know you and what you do. A personalized touch such as an email, a blog comment, or a direct Twitter message is a personal connection that can be tailored to the individual.
From a recipients’ perspective, we know that blog posts, tweets, and other broadcast messages are just that… broadcast. While we gain information, they generally don’t provide a personal touch. Conversely, a message that is sent to only a single person or a personalized point of contact will be received and interpreted as such. We place higher value on personal interactions than on being the receiver of a large broadcast.
Which one is more valuable to build influence online? They have two different purposes. Broadcast messages such as blog posts and tweets will help make one known to a larger audience. Personal touches including email, chat, or directed Twitter messages will build stronger one-on-one relationships. Don’t bypass broadcast messages as a way to reach a large audience, but remember that the strongest connections come from personal touch.
Photo by Pink Sherbet Photography, used under Creative Commons licensing
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