Having an 'online presence' is means far more than simply having a website.
Being online now means being connected to people, having a personal brand, caring about your reputation and being found as an individual, not just as a company, through Google. Your website may provide information, it may provide a retail experience, but in the future your brand’s existence within a social network will far outweigh the benefit of your website.
In the future your brand’s existence within a social network will far outweigh the benefit of your website
Your website is about your company, your social networking profile is about you, and it is your personal brand that will feed you opportunities in the future.
Two nights ago I had a very interesting chat with a 17-year old, a bright boy who uses Facebook to 'hook up' with friends. He was a quiet chap, an introvert, and clearly without Facebook his friendship network would be smaller than it is.
He actually said he didn't like Facebook and was quite annoyed that peer pressure and the need to know what parties were going on forced him to use it. Despite his negative feelings toward it, he realises it’s a tool he cannot ignore.
On the other hand, my daughter, 16, is highly Facebook-driven. She makes friends offline and adds them to the online network, which she places great value on.
Recently, she amazed me by working far harder than some of her classmates for her GCSEs, but was quick to share all her revision notes with her network to ensure they were “all at the same level” when they entered the exams.
She has a great online reputation. Not only does she use the tools well, she also understands the importance of ‘community’ and her online brand, and that what people say about her will affect her future opportunities.
I say she understands – she doesn't actually, she just does all this as it seems, instinctively, the right thing to do. She is building a superb brand and reputation and others in the network tend to be very helpful.
So here we have two types of teenagers, both using a social network, both creating a brand, one who wants to care, share and connect, the other who just uses the tools because he has to. You judge, which one has the best personal brand?
The internet has far greater ramifications than we currently understand, and this is a train that will keep on rolling. Being 'connected' is not enough; changing behaviours in the generation below us is what we have to understand.
This is not just about learning to use the online tools – blogging, SEO (search engine optimisation), sending messages, building your network – this is about a going back to traditional values, not seeing the world in terms of competition, but seeing it in terms of the individual people, their lives, collaboration and having a completely different way of thinking. What is happening now will change the way business is found and conducted forever.
We’re already seeing this change happening in the business world in a relatively small, but increasingly influential way.
Ecademy.com is an online network of 280,000 business owners, and is growing by 15,000 per month. Its community is making waves and is creating change.
Members are collaborating, sharing and caring for one another. Their personal profiles are optimised on Google, their network is looking out for them and they are increasing their visibility daily by their actions and the actions of their peers.
Imagine Ecademy as a new world, with a population which knows that survival is contingent on showing interest in, and helping, other people.
But they do this unconsciously. Just by being there they are creating more opportunities for other business owners. Let me explain.
When you join a business social network like Ecademy you become part of the 'vibration' that it creates on Google. You create a Profile about yourself, add a photo, think about what you want to be known, liked and respected for, and then gradually learn to use the tools.
You click on another member's profile and the system sends a message to that person saying that you have visited them. You may decide to leave them a message because they have something in their profile that interests you.
It could be random thing, or maybe a specific solution to a question or need that you have. That person replies and you are now 'connected'.
You then find a blog or article written by a member and decide to leave a comment, which will have a link back to your profile embedded.
You have now connected with a number of members. You’ve got to know, like and respect a few, and you’ve even 'matched' a few of your contacts to one another as you saw potential synergy, you saw that they could help each other.
You have also written testimonials about the members which have helped, inspired and connected you to opportunities. This thank you boosts their credibility.
Using the tools above you left a footprint, a physical one in the form of a link back to your profile, but also an emotional one in the form of a positive impression you left. Your influence within the community is growing and you’re becoming known for your integrity, expertise and thoughtfulness.
You now have advocates who want you to be successful, who will tell others about you, who will act as a virtual sales force for you, and generally who will be there for you.
In time you’ll be inspired to generate new ideas. By plugging into a community you’re getting feedback on your thoughts and, critically, having conversations with your market about the way they feel about your products.
You begin to sell what the market wants, not what you want the market to buy. You 'up your game' and your business knowledge widens due to the conversations you have with a wider platform of doers and thinkers.
Finally, all the clicks and links you leave as you comment, write testimonials, blog, advertise and connect increase your visibility on the web.
Business social networks like Ecademy are regularly scanned by Google. In Ecademy's case, Google grabs information from Ecademy every 21 minutes and optimises it.
You are now part of the 'vibration' happening inside Ecademy, you’re optimised and you have greater online presence. But critically, you have a greater online reputation and this will feed you opportunities in the future.
