The lazy social networker opens a Twitter account, throws up a few inspirational tweets and a bunch of RTs then expects the world to roll out a red carpet and hand over an Oscar for Best Performance. This year.
The lazy social networker buys into the notion that more hashtags will mean more followers, which will mean a bigger reputation, which will somehow lead to more fame and riches. Quickly.
The lazy social networker follows all the advice about writing blogs with Top 10 lists and newsjacking topics, contributing to the tsunami of noise without producing any valuable signal.
The lazy social networker then gives up when it doesn’t “work.” What—no ROI in 3 months? Little effort did not produce the anticipated big return.
What Successful Social Networkers Know
Be prepared to spread a lot of useful seed, in the form of thoughtful content. Be prepared to water that effort with purposeful and caring relationship-cultivation. Be prepared to rinse and repeat for the long haul, and experience the outflow of a lot of effort with, perhaps, a good bit less return than you ever anticipated.
In other words, be prepared to work. Just like for every other worthy endeavor. There may be a lot of effort with little return—for a season.
That’s how agriculture works. That’s how business works. That’s how relationships work. That’s how life works.
The lazy social networker will fade off. As for you, be in it for the long haul. You’re building relationships and adding value, not grasping at some cheap short-term applause.
You’re growing an orchard, not inflating a balloon. The fruit comes in abundance—over time.