Entrepreneur Version 2.0

Recently I was on a teleconference with Seth Godin, author of a number of classical books on entrepreneurship, including Purple Cow and Unleashing the Idea Virus. His spoke about his latest book, which is entitled Meatball Sundae - an absolutely delicious treat: get your main course and dessert in one dish!

What Seth was discussing in the teleseminar and what his new book is all about is the phenomenon they're calling "Web 2.0." It's also called "Social Networking," and it's nothing if not a phenomenon. It involves personal and business websites on Social conglomerates such as Facebook, MyPage, YouTube, etc., as well as sharing 'bookmarks' (links) with such sites as Technorati, De.licio.us, StumbleUpon, and Spurl. And, that's just the beginning! There are literally dozens and dozens of Social Networking sites out there to become a part of.

What Seth Godin was talking about in his book was this: an enterprise can't operate in a traditional manner and hope to connect with customers using Web 2.0 methods. Mass marketing is as incompatible with Social Networking as meatballs are with an ice cream sundae. It's either one or the other, but not both.

If you're an entrepreneur, professional, or career woman or man who's thinking about connecting with potential customers using Social Networking, you need to be aware that this is going to entail a whole new approach to running your business. This is not just another spiffy new marketing tool! As Godin points out, 'traditional' (mass) marketing involves little more than putting together and launching marketing campaigns, knowing that a certain percentage of the recipients will respond favorably. Those who ignore you, and those who are turned off by your 'interruption' fall somewhere outside your circle of concern.

Social Networking involves something different. It involves specific, in-depth targeting of those with whom you wish to network, and it involves an ongoing effort at building and maintaining personal relationships. It's anything but a 'numbers game.' It involves creating bonds of trust between yourself, your enterprise, and the members of your Social Network. It means, above all, being a good 'neighbor' to your Social Network 'neighborhood.' Becoming a marketing pest in a Social Network is akin to deciding to raise peacocks in your backyard. If you've ever heard a peacock's blood-curdling screams, you'll know exactly what I mean.

The net result of marketing using Web 2.0 methods is that you'll have more sales, but far fewer prospects. It'll also mean that you can't 'farm out' your Social Networking. It's a personal busines sand it takes time. Before you decide that Entrepreneur 2.0 is the way you want to go, read Seth Godin's book and give what he says a lot of thought and soul-searching. Just remember, your business is no Meatball Sundae: you can be one or you can be the other, but you can't be both!

Until next month, Namaste!