Why It Pays to Befriend the ‘Little Guy’

by Brett Borders on April 12, 2009

There’s a well-documented obsession with “big numbers” in social media. Whenever the mass media does a story on Twitter, they usually mention how many followers each person has. More is better, right? Well… I say that if Pete Cashmore (@mashable) has 1,000,000 followers – that’s quite impressive and valuable – for him.

But if you are intent on climbing higher on the social media ladder, you’ve gotta decide who is most important and strategically valuable — for you — to spend your limited time interacting with.

Reaching out to the less-connected “little guy” has many big advantages. image: schlag

Reaching out to all the 4, 5 and 6 figure “big guys” isn’t necessarily the best strategy for making new friends and partnerships. In fact, many of them are too swamped for you to expect anything beyond a flakey, surface-level relationship – if you can get their attention at all.

Benefits of Befriending Less Popular Users:

If someone just started out last month and only has 87 followers, many people would automatically pass them over as insignificant. I personally think that’s a huge mistake, as the “little guys” can be some of the most valuable people to invest your time in. Here’s why:

  • The “little guy” is more likely to see your updates.

    • @guykawasaki and @kevinrose are powerful players, but unless you end up either investing in their companies or sleeping with them… there’s only a slim chance that they’ll personally see your message. Even if someone is “only” following 4,000… they may well miss most of your updates.

  • They “little guy” usually has more time to interact.

    • She isn’t overloaded with links and requests yet, and is far more likely to have a spare moment to reply to you, leave a comment on your blog, or Digg your stories.

  • The “little guy” will never forget you when they become “big” and popular online

    • New users are starved for help and attention. If you reach out to a newbie and help them figure it out, you’ll stay in their “inner circle” for life.


When I go to the Twitter directory We Follow to find new friends, I feel they have it backwards. At the top they show the “power networkers” with tens of thousands of followers. I skip those people – because I know they’re probably too slammed to pay any attention to me – and go right to the back of the list. There’s where I like to find friends who probably have to time to chat, or extra space on their screens and RSS readers.

Connecting with influential people is also important… but my own strategy is to spend about 30% of my time establishing and maintaining my relationships with “bigger name” people, and 70% of it reaching out to newer people who seem like they “get it.”

I’ll invest time in anyone who shows promise and potential, let the relationships form… and then watch as my “social garden” blooms in a dazzling variety of colors and connections.

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  • Thanks for posting this. Very nice recap of some of the key points in my talk. I hope you and your readers find it useful
  • Great post! This comment will get buried because of the positive response people have shared about your post. It truly is the best way to approach Twitter and it has worked for me :-) Thanks - Lori
  • ElmStreetDesign
    I find it hilarious that I found this post while perusing a "black-hat" SEO blog, and they linked you I believe for a quality back link.

    What I don't understand about the tactics that are used by these "wizards" and "gurus", is that its not lasting. It is so fleeting and fly-by-night that the very nature of there business RELIES on the fact that information is recylced so quickly in this environment that they can slip through the cracks without being noticed.

    There are four or five comments here on this very post for people looking to juice off your link power lol.

    Its insane to think about it, like aPalm Beach Web Designlinking to a hairdresser or something ;)

    -sed
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  • Interesting article. I found it from Maki. Almost decided not to follow you on Twitter as you don't qualify as a "little guy". Think you'll probably get a mention in the forthcoming blog '11 Ways To Find The Tao Of 7 Essentials For 9 Twitter Marketing Secrets'. Still working on finding the 1st Way, but these things take time. All the best. OldChinaHand
  • You wrote:

    "I’ll invest time in anyone who shows promise and potential, let the relationships form… and then watch as my “social garden” blooms in a dazzling variety of colors and connections."

    Love it! That's what networking is all about, and I'll also add "Quality over Quantity" anytime!

    Thanks for an interesting post.

    @daisywright
  • michaelwillett
    These are valuable points.
  • Thank you Jason Pollock for sharing this priceless article with all of us!! I am so blessed to have been able to read it...My soul has been enriched all the more..:)
  • Enjoyed this post. A lot of it, though, doesn't have to do with how "big" or "small" you are (though I agree there's a larger point to be made based on current twitter trend behavior), but understanding what the purpose of internet networking is. You can play big, strategize to go for the tens of thousands of followers -- but there's a specific purpose for that, it's not an end in and of itself. And for most people, the greatest potential of these online networks isn't to become "twitter famous" -- it's to connect with RELEVANT people who actually share your interests. Once a twitter user surpasses a certain user account, they've entered a particular subculture that is all about twitter -- they can't see through their followers to the rest of the world. If that's your bag, great, live it up -- but most people aren't going to have that twitter-centric focus, and will benefit more from connecting with people who are themselves connected to shared points of interest, so that they can have actual conversations, not just on the basis of having the available mindshare, but from having shared perspectives.

    I've watched a lot of online communities rise, plateau, and either fall or become self-sustaining (not to sound like a geezer here) -- twitter is not nearly as different as either the twitterati or the mainstream non-internet public seems to think. It's going through natural maturation phases and displays similar behavior to the generated communities of livejournal, facebook, even long-lost CompuServe. In the beginning there is this rush for notoriety, the lure of breaking new ground -- but as always the goal is the same, to connect with other resonant minds, and by nature those are not generally going to be the "twitterati".
  • This seems very logical. I would probably change from the 30/70 ratio to 20% in terms of engaging the leaders, and 80% engaging the 'little guy' who 'gets it', particularly if the little gal is in my niche areas of interest: success factors, personal growth development, autism/aspergers
  • Great post! I think right now, there is a huge perception of the importance of power users and their role in Twitter society. Will you ever be heard in their upper echelon of tweeting? Who knows. Why not listen to and be a part of a group where you CAN be a part of the conversation! If you're interested, I wrote a blog post on 'Social Pyramid Schemes'... http://bit.ly/2MTe6a

    Thanks for the info!
  • Well said, Brett. Even Jesus understood the value of focusing on the "little guys". ;]
  • Amen!
  • I like connecting with the "little guy" on twitter because those are the people I can help the most too. In my business, I target individuals and small businesses (though, of course, I won't decline an offer from a large corporation) because they're the people who need my help the most. I purposefully keep my rates as low as possible because I know they'll appreciate the extra ROI it delivers and refer me to their connections.

    On twitter, one of my favorite things to do is to search for terms with help thrown in at the end (wordpress help, blog help, twitter help, writing help etc.) and help anyone I can. It's led to some great relationships that end up helping me out too (whether via learning something new or gaining a valuable contact in a new industry). On the other hand, the "rockstars" on twitter usually don't need your help or are ingrained in the model that works for them so your shouts fall on deaf ears.
  • I so agree with your article, I have tried to build relationships with those people who I pay money to and they are too busy...,that's pretty telling.
  • JoAnne,

    Find some friends who are interested in you - and what you have to say
    - it's so much more potent and rewarding. Thanks for your comments!
  • Nice post and good idea to. I spend time talking with anyone that i can. Which do often end up being the smaller people. They do have less people trying to get their attention personally, then big guys. Even at over 7K followers, you find that people don't really push to connect with you, but it requires you connecting with people to make things happen.

    Even attempting to connect to anyone with more then 100K followers i think would find you disappointed. Probably even lower numbers not so. I think i probably only connect with maybe 15-20 people on a regular basis. And definitely have more space to open things up to connect with many more.
  • I think that if you want to connect with people who are busier, you
    have to make your messages extremely relevant and of interest to the
    "big guy" or else it's way too easy for them to just look past ya!

    It's like trying to get a hold of the president, not just his auto-
    responder.

    -Brett
  • I just came across this post and just wanted to say I think you're completely right. Though my twitter numbers have gone up, I try to only follow people who are interesting. I like that you can interact with people and when you've got thousands of followers its hard to keep up with everyone. Not to mention, those with smaller follower list are more like to pay attention to your tweets. :)
  • Angel,

    build yourself a following of people who are truly interested in what
    you have to say, and it will be much more profitable in the long run!

    Thanks for taking the time to comment and connect!

    -Brett
  • You're right on the money. I have gotten more valuable interaction from the "little guy (or girl)" on Twitter than with any big players. For the way I use Twitter (develop relationships, start and continue conversations) this post rings especially true. Glad someone, and apparently many others, are saying this too!
  • Nick,

    I would rather than 10 'little' friends who like me and are interested
    in what I have to say, than 100 big shots who never even see my tweet!
  • I so agree with you!
  • Thanks Brett for a great post on how to really interact on Twitter.
    I look at you as one of the big guys that always have time to the little guy :)

    Have a great sunday!
  • I got here late, but I got here.

    Truth rises to the top, doesn't it?

    I think we all make our own experience on Twitter - but you're 100% right - it's hard to hear all the voices amidst the din sometimes. I have to say that I wouldn't change my own experience - but I wonder sometimes if I would've stayed had it been this much of a popularity contest and numbers game when I first got on Twitter. I doubt it.

    The saddest thing is? We just got flooded with celebrities who know nothing *but* popularity contests and numbers games and it's bound to get worst (read: shallower) before it gets better.

    I can only hope they tire of their 'shiny object' soon and move on to whatever is the next "cool thing" and let the rest of us go back to learning from each other.
  • GeekMommy,

    I think the unhealthy obsession with "big numbers" and "celebrities" has the potential to ruin many things - including Twitter. When people are focused on chasing stars and building lists more than finding cool people with potent, quirky, unique information to share... things start to lose their soul or change their character.

    (I've lived in Boulder less than 3 years, but I have already noticed how the character of Pearl Street and downtown has changed... with an emphasis on multi-million dollar condos and luxury boutiques.. when there used to be more book / craft / hippie / co-op stores... and it's taking a new character for a different crowd).

    Twitter is pretty cool... I'm enjoying it a lot at the moment.... if it lasts, great... if it's get corrupted by mainstream-i-zation or poorly monetized by the company itself.... I'm happy to move onto the next hot site and take it from there. Most online communities seem to last no more than 3- 5 years no matter what... before it goes stale or jumps the shark.. and the party moves locations in a new, improved format.
  • I lived in Boulder in the mid-80's and it's really hard for me every time I go up there to visit b/c of how much it has changed in the intervening years... Pearl street is outrageously expensive now.

    I'm not so happy to move to the next site tho... Ashton, Diddy, Oprah, and Ellen will move on soon enough - when something shinier and more trendy comes along. They're not the sort of people who get the difference between 'broadcasting' and 'engaging' if they were? They wouldn't be playing the popularity game.

    But then again, given how horrid the Twitter folks themselves are at engaging their users - I'm probably dead wrong and about the time someone comes along who is willing to use their own tool and understand the power of it themselves I'll be lining up with everyone else to move over.
    :\
  • Hi Brett,
    Being one of the "little guys" I have to agree with you. I have found in all my social media activities, and in life in general, less can be more. Quality over quantity is normally the best practice. A few great, productive connections beats loads of "meaningless" and unproductive connections. And yet, as a newbie to this venue, I too find myself trying to "get followers". Its easy to get caught up in the frenzy. Thanks for reminding me that less is more. I look forward to reading more of your posts.
  • Great article here Brett.

    I guess we have got our Twitter focus a bit off track lately, especially after the media hyped 'competition' between Ashton Kusher and CNN.

    It's time for the 'little guy' to claim Twitter back again. For me Twitter is a true 'People helping people' social media network.

    And I totally agree on your point on Twitter directories, most of them have got it backwards. Most of these directories just put more fire under the 'more followers is better' hype.

    Dough I don't underestimate the value of a large follower base I think we need shift focus more towards the quality of our followers instead of playing the number game.

    Of course I have to admit that I follow some of these 'big guys' myself, but I don't follow them because they have a large follower base. Many of them I think provide some great information that I use from time to time in my own content.

    You for sure brought up a valid and interesting point in your article here. Will most definitive bookmark this article, and tweet it too.

    Cheers..
  • Are Morch,

    I am a little sad to see Twitter going multi-million mainstream (re: CNN and Ashton) but I suppose it's inevitable. It's a fairly fragile little pond that can potentially be ruined by mass noise and overload. I am enjoying a lot of good singals on it now.. but I have been in social media a long time and seen many networks grow too fast... get over-run with weeds.. and die.

    Thanks for your bookmarks and Tweets!
  • This was Twitterific!!! Thanks for the reminder that we all have to start somewhere! and that bigger isn't always better.
  • Dolores Rosario
    I liked this article as well. As I said, I'm new to Twitter and it's fun and exciting to get a reply to one of your tweets. For the first week I was so disappointed that I was not getting any replies. It seems like the same people are talking all the time in a language I don't understand. Then one night I clicked on the @Dolores Rosario link on my home page just out of curiosity and eureka--there were all my replies! I still don't know what tweetdeck or magpie are or how to use them and I don't know how to retweet, but I find most of those annoying anyway. But I find very exciting to be able to converse with people all over the world! I wish I could do more but I have very little time to twitter away.
  • Hi Brett, thanks for this article, - which I found retweeted by a "big guy", - the only one I follow, - i've been tweeting for just over a month and have met up with lots of gardeners and other people i'd never normally have had any way of connecting with, but already with only 50-60 followers/following, I have difficulty taking in all the amazing information thats being tweeted, so how can someone with thousands hope to have a dialogue with even a small percentage of those people, i'll stick to conversing with those with the little numbers and your article has confirmed thats a sensible thing to do, - thanks
  • Claire,

    I think people with thousands of followers don't read it all.. they just skim it and are sometimes surprised with the diverse array of social intelligence that pops up!

    I think your method sounds sensible and great for you. Enjoy yourself and don't bother "keeping up with the Joneses"
  • sisterthreegf
    Thank you, Thank you, Thank you! I agree completely. I don't have a huge following and it is not my intention to try for one. If you were to look at the followers I have you will find very few celebrities. I realized when I started on Twitter, the celebs do not have time for the typical person on twitter. Yes, they do like to have a large following but generally don't have the time to answer the average person. I do realize there are some Celebs who do take the time to answer some and I think it is wonderful of them to do so.
  • I agree that going to the tail of the list is the way to find those that are much "hungrier" and will probably connect with you faster. I am not sure of my own ratio of establish and maintain vs. reach out, but I feel I would add another stat in there which is establish\maintain - reach out - answer (you may place this within maintain) but I feel like its an important place to spend some of your attention.
  • Excellent point
    It's on the shoulders of...
    I cant recall the line
    I am a champion for the little guy!
  • ZudFunck,

    Rock on!
  • Great suggestions Brett. If anyone wants to follow the 'little guys on Twitter' @BellevueNews @KennedyIAm and @JackieNKennedy are good options!
  • Bellvue,

    Done!
  • NIcola
    I really liked your article here - a very good point! I have only 750 followers and am following around the same number and I can't work out a way to keep on top of it all! I really appreciate the people that I interact with that I can share tips with and they are kind enough to retweet them for me, as you said, because they have the time to do so.
  • Nicola,

    Hey... here's how to break people into groups and keep up with them:

    http://socialmediarockstar.com/follow-more-people

    Thanks for your comments!
  • A good example of this is that I met Reg Saddler (@zaibatsu) when I only had perhaps 100 followers on Twitter. I wrote and launched a study of Twitter, and Reg retweeted it. Shortly thereafter, Reg called me on the phone to talk about our industry. I blogged about the conversation. Today, I have a few (8000+) more followers, and a very attentive group of followers at that. To whatever degree, I have added to Reg's social media clout, as he does mine. working together, we can all add greater value.
  • Mark,

    Reg is the best example of someone who developed huge social clout by helping out the little guy. He called me up right when I started getting into Digg and I have never forgotten him taking the time and sharing some tips one-on-one.

    You sound like you are doing quite well and have moved along rather nicely. Keep up the great work.

    p.s. you've got some interesting content on your blog. I just added the feed to my read.
  • Thanks, Brett. I appreciate that very much. Keep an eye out for a rather funny article I am working on now. It is kind of on this topic in a very strange and roundabout way.
  • I agree, I agree.... I've done this too.... and am still one of those "little guys" looking for more interaction and connections, so hit me up!:) I want to meet people going somewhere and working on their own success! Love self-development topics and personal finance.
  • makes sense.
  • Glad it makes sense. It seems kind of counter-intuitive to some people -who always go after the big fish.. but little fish can be quite tasty and filling.
  • kalisurfer
    Little or big guy, i think fundamentally you're making an argument that smaller networks are more likely to be better quality networks because of increased awareness and interaction among the nodes. I tend to agree, but would like to point out that there are exception to this rule. Robert Scoble for instance has great signal to noise ratio within his social network on twitter and on friend feed.

    I'm sure a company out there is working on a network quality quotient. Be pretty easy to discern based on the number of replies from network owner back to network participants.
  • Kalisurfer,

    I like the description with "increased awareness and interaction among the nodes." Good choice of words.

    I think there are a ton of developers trying to work out network quality quotients.. Lijit, Hubspot's Twitter Grader, ... just to name a couple.

    Appreciate your great comment!
  • I certainly did appreciate this, yes. I think your are right on. I have found that some of the "little guys" (and gals) are wonderful, open, friendly, eager to share and network, willing to help each other, etc. So much can be learned by the give & take relationship and most often, the "big guys" (and gals), don't have the time for that. They have already been there...done that...and don't have time for the little folks any more. By skipping over the smaller people, you could miss the very thing that might get YOU to the top. And of course...it would be super if you could remember those LITTLE people who helped you get there :-)
  • Mommy Perks,

    You're right... as people go "bigger," there is a tendency for some of them to get jaded.
  • Yep, I will have to agree on that. I see more personal conversations bringing results, retweets and trafficc to my site. I mean even silly Sunday morning "virtual coffee" I send to followers. Glad to see that it's not only numbers game.
  • WebTsarina,

    Your virtual coffee sounds like a great gesture that people can remember. Strive for potency and authenticity over quantity... and I think you'll create a select, custom blend that will energize you and help you meet your online goals.
  • great blog i'm still new to twitter
    and still learning.
  • Great stuff here! I love this post. Thanks Brett.

    You are right, the little guy has more time on his hands, can see your posts and his head is still the right size. He is more sociable usually because of all of the above. There are of course some exceptions -

    I don't know how he does it, but I have had personal notes from Warren Whitlock and even a DM from Chris Brogan. So it does depend on the agenda of the individual.

    Just a note in closing:
    It is also always good to remember when building relationships on the internet, that there are many variables. The server goes down, the computer crashes, someone knocks at the door. So don't get hurt if your @reply or DM does not always get answered. That is a part of the technical world :)
  • Jill,

    Great point on setting your expectations to the chaotic pace of the social media world. I definitely have fretted because people don't respond to me (sometimes, they don't even know how to check for @replies) - and sometimes the itnernet just moves too fast and spits too many messages into their universe.

    Don't take it personally, and keep trying and expanding your horizons.

    This is an excellent and valuable comment. I appreciate it and hope to see you back!
  • Hi Brett, I discovered your blog from a twitter and I'm so glad I did. It's great to see this topic addressed. As a rather newbie to the social scene, I know the difficulty in attracting followers so I have reached out to those with less followers than me and in turn have connected with some extraordinary people. I'm more concerned about the quality of relationships than numbers because when you take the time to develop relationships, the numbers will follow.

    Thanks again for addressing this topic and my hope is that more people begin to "practice what they preach".

    Continue to spread the word and I support your message 110%.

    Gladys
  • Gladys,

    I have had a very similar experience. I want a potent account... one that is rich with real connections I have made with people. I don't want digital puffery. I'm glad social media gives us the option to meet people on a similar wavelength and we don't have to be stuck looking 'up' to the stars because that's all we see on the tube.
  • Andrea Vacca
    just learning about twitter and think your article is great. makes very good sense to me, thanks for the link!
  • Andrea,

    Thanks for your compliments. Please check out the last 4 or 5 articles on http://socialmediarockstar.com - I think you'll find some more tips that will help you.
  • dnguyen437
    I'm a little guy! I'm not going to be successful one day! Don't befriend me!!! http://twitter.com/daniel_nguyen :)
  • dnguyen437
    Guys, little people like us love to learn. We're just scared sometimes. It's the fear that the teachers and big people out there won't listen to what we have to say, and that we're not important. But really, we would love to take example from you veterans who have a vast knowledge and experience in all areas of life. We WANT to know how you do things! We really DO! It's that uncomfort in between, and it's a limiting belief that MUST be overcome.
  • Daniel,

    Way to transcend limitations and overcome fear. Every man and every woman is a STAR. Every single person is the eyes of the world.

    I came to realize a long time ago that there were go "gurus" or people on a higher level - just me and my friends. We are all interconnected. you know me, and I know you, and my friend is connected to Obama, and your friend is connected to this amazing artist.... And the artist is connected to this scientist..,

    There was no one to look up to... just me and my friends, and their friends...

    the internet gives us all a voice and makes it more equal than ever.
  • Excellent post!
  • Judy Howard Ellis,

    Glad you liked. Thanks so much for leaving a comment, it gave me a chance to check out "Finals Day Forum"!
  • I came back to read more of your comments & replies. As I write this, you've got 265 retweets and 80 comments on this one post. You call yourself a "little guy" in one of your comments, but I wouldn't say that, and certainly not with informative posts like these that get so much attention and forwarding - kudos!
  • Andrea,

    Well, half those comments are mine,... but I am glad that some people resonated with it. I have a lot of passion for social media and for helping people - and I think of this blog as a way for me to explore deeper into social media (by researching, observing, writing) and also to connect with the "right" people -- those who are interested in the same topics and angles that fascinate me.

    Thanks so much for your support!
  • I agree that social media allows you to connect with people who share a passion, all it takes is just have your profiles in place with the different social media sites, then it becomes just a matter of sharing parts of your life and in return, the right people find you, interact and enrich what ever the passion or interest you have.
  • I really enjoyed this blog. It definitely is worth it to interact with as many followers as possible.
  • Kimberly Le Sueur,

    I think the key word is "as possible" - interacting with too many people will drag down your productivity... but if you're trying to build a network... networks are made out of individual people... and so called "small people" can be a huge help.
  • I love how you think. Put simply we were all little guys once and we needed someone to help us along.
  • Viv Lorrette,

    I still am a little guy...and I am trying to connect with more little guys.... and hopefully that will create enough mass and momentum that it might help move me ahead!
  • Well, I like your thinking and your site, so consider your self connected, I will certainly be visiting often.
  • So Very True! They are just starting. They are your friends and want to talk. Wonderful article. I personally cannot stand those who don't follow back LOL!
  • SleepyAVON,

    I generally can't stand it when people who never expand their horizons and follow new people, either. It seems counter-intuitive and somewhat anti-social.

    I do, however, understand how some people get very busy and overwhelmed. I spent a good part of today just responding to messages and chatting with people ...and business stuff started to pile up... so if I amplified it all by 1,000... I can see how it would get tough.
  • So nice to see an article on the real people of Twitter. So tired of blogs telling everyone how to "do it right" or scams to get thousands of "followers" overnight. No one is followed. We just look at what the other person is saying, and respond if we have something to say. The true value of Twitter is conversations, plain and simple.
  • Goaliemom31,

    I always felt like trying to puff up with fake followers was like when I built a fake robot when I was 8 years old.. made out of a card board box... with random electrical parts taped onto it. I knew that it was a fake robot, but I got some kind on inner thrill out of imagining that it was a really robot and showing it off to my friends and bragging to my mom that I was working on a scientific project - trying to look like a boy genius - even though deep down inside I knew it was full of styrofoam and it was total B.S.

    That's what you get if you randomly build followers to have no connection with - mostly a whole lot of NOTHING that looks like something to the un-initiated..
  • I completely agree. You can have too many followers.
  • Jannette,

    I think it's great if you have too many followers.... just like it's great if you have dozens of girlfriends or boyfriends and that works out for you... but, sorry, I'm not gonna wanna date you.

    I'm looking for connections. communication. trust. And I look for people likely to be able to reciprocate to some degree.
  • I totally agree, that people who have too many followers don't interact as much. They just don't have the time. Interacting with newer people seems the way to go. Thanks for the information!
  • Dr. Talli,

    The big players don't mean wrong... they just get overwhelmed. I adapt to this reality and I pick most of my new friends from the "less likely to be overwhelmed" pile.

    Thanks for your comments, hope you hear more from ya in the future!
  • Now that is very true and interesting. The big players are already established, the smaller ones are new and they deserve a chance just like everyone else. I guess I may be a small player, but I still try to respond to peoples questions or statements. Everyone deserves to be heard.

    W. Jackson
    Betty's Only
  • W. Jackson,

    Thanks for being social and for trying! @
  • dnguyen437
    Werd, I agree. Everyone does deserve to be heard. We're all human aren't we?
  • urbanseo
    Brett once again you hit the nail on the head. I am not much of a combative person but, It does bug me that most people won't look at the "small guy". I have found some wonderful information, tips, including some great writers from the "small guy" and I am a huge fan of the underdog.

    I have yet to see it lead me wrong. I truly believe everyone has something to offer and to be honest with you all the "big" Famous Muckety-Mucks have nothing more than regurgitated info that they probably didn't take the time to write. Funny thing I just uploaded an article titled "So You Think You Know About Social Media?" that touched on that topic. I do enjoy your perspective thanks for putting it out there.
  • Gabriella,

    Some "small guys" are clueless and a waste of time... no avatar, no communications skills, no activity... no not everyone has something to offer... but a lot of people do!

    I enjoy your perspective.. thanks for reaching out so I knew who you were and where you blogged.
  • Janis
    Couldn't agree more (and posted to my Twitter stream).

    Janis, Victoria BC
  • Janis,

    Thanks for posting! I am glad you liked.
  • That is how I build my following, talking to the everyday person and engaging with people who had similar interest so we could relate and enjoy each others tweets. It is amazing how fast it can grow when you have real conversations and promote and validate others.
  • dnguyen437
    Yeah Michele, definitely! We are all people, we all have interests. We all love to have fun, love, communication, and be HUMAN. Why not push that ability to LIVE to the fullest!
  • Michelle Price,

    you obviously understand the "social" nature of social media and don't see it as a number game. You are liable to be successful and build a network of people who can actually help you. Keep on being social, offering value and finding people you literally "click" with and you will get very far!

    thanks for your comments and keep up the great work with EFT and social networking!
  • Thanks, I feel the same way :) People with massive followings are unlikely to follow you back and unlikely to engage, or even see your tweets amid the constant bombardment of tweeters trying to get their attention. Much better to follow people who are more likely to engage. Conversation generates interest; interest generates new followers and new relationships. Besides, the big ones who aren't celebrities are usually trying to sell you something.
  • dnguyen437
    Werd sheri, all we have to do is integrate our "Human-ness" and "Personality" into the computer from our heart to our fingers, and thus into the Twitterverse. We are not ROBOTS. We all must open our hearts -- and THAT will create QUALITY followers and QUALITY relationships.
  • "We're all individuals.. we're all different!"

    You are a star, so shine like you are.
  • Sherisaid,

    I agree. Not in all cases, but in many cases it can be fruitless to get involved with people who are too popular. Thanks for your comments.
  • This has proven effective repeatedly over the years. When I first sought links from the bigshots in SEO, I got nowhere. When I became friends with a bunch of folks outside the A list, the A list took note and linked to me. It's kind of strange, but that's how it works. I guess the bigshots want to see social proof before they'll pay attention to you.
  • Gab,

    Yes, it's amazing how insular the circle at the top can be... and how you have to prove yourself...

    Nobody at the top reads my blog, almost no local people read it... My plan: keep finding and connecting with lots of other people who are interested in what I have to say... wherever I can find them... build that social proof... and eventually the locals and the A-listers will have to take notice.
  • Spot on!! I could not have said it better - the bigs ones don't care about us little guys. I had @joeldrapper unfollow me, probably cuz I was not really helping him with my inspirational quotes, etc. LOL If you look at the Follow Friday site, you can see that @mashable has the most endorsed yet endorses 0 - zero, nada, no one! I think it requires a big head to think that others have nothing to offer you because you are already so successful and know it all! Then you have the big guys that still don't care what you have to say - they just look like they care and then hire ghost writers.... GRRR.

    I have met the kindest and supportive people with less than 1,000 followers. Great article! Quality, not quantity!
  • Julie M,

    A lot of big names are very caring and do a LOT to help a lot of people... and I think it's valuable to follow and make friends with the ones who seem interesting to you. It's just that people are much harder to get a hold of once they pass a certain popularity threshold...

    I too, have met some of the kindest and most supportive people who didn't look so popular.. but were well-connected and influential in their own part of the Web.
  • This is 100% spot on. I'm finding that following more than a few hundred people is simply untenable and I'm going to have to make an effort to drop the noisy ones, even if that means I get less "popular"
  • Jessica,

    Have you tried making a "Group" in tweet deck?:

    http://socialmediarockstar.com/follow-more-people

    Try that before dropping anyone you think is interesting.
  • I take the time and drop a few of those "noisy ones" each week. I'll follow for a little while, see if I enjoy the contact and then leave if I don't. Some I enjoy - I couldn't enjoy Twitter as much without @conniereece and @sweetnote, but other "social media experts" I don't feel I need to follow forever.
  • Brett, Excellent points. Following the "little guy" is a much more effective strategy than following the big fish at the Twitter High School. How much consideration do you expect to get from a guy with 40,000 followers. And even that person's content may not be all that relevant to you. Yes, the little guys can be a lot more impactful. They will certainly hear more of your tweets and hopefully, be more responsive. So here's to the little guy!
  • Warrness,

    Some people, like my man @Zaibatsu.. have tons of followers and still interact with a lot of people. Many don't, though.

    The little guy almost defintiely has the screen space, so go meet him!
  • I absolutely agree with you Brett. Quality is of much greater value than quantity. I have left questions for tweeters with big lists, only to be left hung-out-to-dry with no reply; yet I am connecting and building some good, solid relationships with the 'smaller guys'; folks like myself who not only see my replies but actually acknowlege me and respond.

    I personally prefer to hand-pick those tweets who have something to offer - whether it be the fun antics of @conniereese or the quirky mishaps of the boomer era with @richardwatters, I can always count on them for providing me with their own genuine brand. No one wants to have their home page filled and monopolized by receiving a dozen tweets in a row from one person, who slaps up affiliate link after affiliate link from their cell phone. If I wanted to to spend my time reading ads, I'd buy a magazine. People are forgetting the first part of the Social Media game is "social".

    Great article!

    @IAmZelda
  • dnguyen437
    Yes yes yes Zelda! Quality quality quality. Actually, Quality AND quantity, because the more people you can affect with QUALITY, the bigger your heart will grow and the rewards are SO worth it. But quality first for sure. We all must open our hearts to each other, we all love to grow, we all love to learn. Let's give each other permission to LOVE each other! http://twitter.com/daniel_nguyen
  • Zelda,

    People who forge the 'social' part of social media and use it like E! are missing the point - I think.

    You have a very sane and refreshing take on social media and I think people should pay attention. We are
    making the rules and creating the culture here. We can make this a digital paradise or a digital strip mall / trailer park.

    I like your message and would love to see social media evolve close to your vision!

    p.s. added ya on Twitter
  • Thanks, I added you back. With respect to your comment on 'strip mall/trailer park' - great analogy, I love it! lol I have knocked some of the 'big guns' off my follow list for that very reason. Yep, it's a keeper all right - perhaps we'll see it coined on the next commonly circulated ebook! :)
    Thanks for the opportunity to spout
    Happy Tweeting! {:>
  • Concetta Phillipps
    This is definitely on target. I have the most fun talking with the medium and smaller guys in the field than I do the big guys.

    At the same time, I subscribe to some of the big guys because its fun to read and watch their posts, more like a feed than as interaction. Occasionally I will retweet something they've posted, but for the most part, its one sided.

    In terms of business, though, I think you're somewhat required to follow some of the bigger people in your particular industry. You might not ever interact with them, but I think the risk is looking like you're out of touch with the pulse of the current market. Do you have to follow all of them? No - but some is good, maybe one or two.

    My Twitter isn't directly related to my business but I do talk about it and have chatted with some connections about possibly connecting in real life. I think the more important thing is to balance one-sided and two-sided interactions and enjoy your time on Twitter.
    --Concetta Phillipps, @cfbandit
  • Concetta Phillips,

    Great points.

    I totally agree about the need to stay plugged in with the "current market." I haven't had cable TV for a decade (shhh! don't tell anyone) and sometime I will come across as culturally illiterate when someone shares an anecdote about a hilarious antacid commercial or reality show.

    I'm probably missing out on some interesting and relevant stuff on Twitter by trying to keep my screen two-way as much as possible... but my time is limited and I'd rather spend MOST of it with people who might, at some point, get back to me.

    thanks for connecting here!
  • As a newbie on Twitter ( been there like a month). You are spot on with your observations.
  • Hollie,

    Glad you liked, thanks for your comments and I just added to on Twitter.
  • Excellent points! In real-world networking (live P2P), don't we make it a point to meet the "new" people in the room or the one's sitting at a table or standing by themselves? Networking is networking is networking. Technology and tools aside, it's the same basic premise and fulfills the same basic need/desire.
  • TexanAtHeart,

    Same basic premise, indeed... and I also find that social media is a great EQUALIZER. I have just as much potential to get my message out there are Paris Hilton - IF.. and only IF.. people find me interesting enough.

    So why flock ONLY to the celebrities like we had to back in the MTV era? We can find real people who are like US and build our own meaningful networks out of them!

    Thanks for connecting here on the blog... just added you on Twitter!
  • "Just like US"?...but I AM a celebrity! (in my own world) LOL Meaningful networks are the foundation to communication, creation, relationships and will ultimately keep advertising and marketing from just being a one-way conversation (the basis of which has built the industry and also why people "hate" it). Communication IS the Foundation.

    I'm glad we connected and look forward to further discussions
  • dbifulco
    It is so nice to see a different view point on this! I have found some amazing, interesting "little guys" on Twitter. Heck, I'm kind of a "little guy" myself! I suppose it depends on what you are trying to accomplish on Twitter, but for me, the idea of being able to connect with people is what makes Twitter so seductive and interesting. And, you are right that it is pretty hard to connect with the people who have 10's of thousands (or more) followers. Give me the little guy any day!
  • Deborah,

    I'm a "little guy" sitting here in my PJs in my apartment bedroom... but I am trying to go bigger and I want to build a network.. so I look for the people who are most likely interested in networking.
  • Brett,
    Great insight here. I think in general, too many of us worry about insignificant things..like numbers. What I have noticed, even in my Twitter community, I spend less and less time (unfortunately) trying to keep up with a thread or conversation than actually having one - especially as my network grows. I hate this because the value for me really lies in building relationships - which happens through listening, talking and sharing. So I guess the question I pose is, how can we continue to build our networks/relationships, and keep up with everything in the meantime? I find it incredibly hard to manage.
    Thanks!
  • Nicole,

    I agree that it's a challenge to manage. I think we are being squeezes to evolve to the next level of human
    multi-taking ability.

    I think that filtering is key. We have to become more efficent at using tools to filter conversations for the most important signals:

    http://socialmediarockstar.com/follow-more-people

    And we have to use our own internal discipline to work "smarter" or we'll get burned out and sunk!

    Thanks for the comments - please connect with me on Twitter! @brettborders
  • Thanks for posting quality content that I will gladly re-tweet. Like many things in life, it can be the unexpected "nobody" that can make the biggest impact in life (business or personal). I like to welcome newbies - because I remember when it was me that felt uneasy with my original 10 followers.

    I view Twitter like a party. Mingle until you find the conversation that fits best and is enjoyable or relevant. Add your 2 cents when appropriate avoiding talking about yourself all the time (nobody wants to be around those people!) You don't attend the party to make a business deal but sometimes it happens.

    And although you would like a glimpse or an interaction with the celebrity at the party - it probably will be short and superficial just due to the sheer volume of people that want the same. In fact, attending the party just to mingle with the superstars will prevent you from making quality connections because of your narrow vision.
    :)
    Thanks for a great post. ~ @JetWithAnya
  • Anya Clowers,

    I think the party analog is VERY ACCURATE. Sometimes I'll go to a conference and some big time web celebrity is seated one table over from me, and I'll look over my shoulder... secretly wishing I was basking in their glory...

    and then i SNAP OUT OF IT... and remember that that guy will probably never hire me, work with me or answer my e-mails... and that the people sitting right in front of me are there for a reason.. and that is who I should focus on!

    Thanks for your comments, glad to connect with you here.. added you on Twitter too!
  • I think it's entirely true that you're far more likely to get a good standard of interaction from someone who's not all about the numbers. Someone with hundreds of thousands of followers just CAN'T keep up, never mind whether they want to or not. We struggle and we're a charity with just 4,000 followers.

    In a way, I wish numbers were invisible. Sure, we celebrate getting another 1,000, because it's fun, but in the end it's not the numbers but the quality of the conversation that has meaning. How many of those thousands retweet? Ask questions? ANSWER questions? Are just plain interesting? It's easier for the 'little guy' to be aware of this and value it all the more.
  • Alex,

    I think numbers are a necessary "evil" (although I'm not sure that's the best word... let's say "illusion" instead). There's a definite allure to the hierarchy of social media and I think that incentive to participate would collapse without it. Here are my more detailed thoughts on why numbers have to be there:

    http://socialmediarockstar.com/why-social-news-...

    Thanks for your comments, glad to connect with you here!
  • Great post! I totally agree. When I started on Twitter I fell into the trap of trying to connect with some of the bigger names and found very little value in it because they either didn't follow me back or they never interacted with me even when I directly prompted them. I have had the best dialogue with, as you put it, the 'little guy'. In fact I consider myself to be a 'little gal' and I am growing each day in terms of my network, but also in terms of understanding the value in meeting all of these great people across the globe. I am also seeing a great deal of benefits from stretching out beyond North America. I have found some great contacts (also little guys/gals) within the dog industry and online marketing in Europe and will continue to pursue an international approach moving forward. And I know from my network that people who were under 100 followers a few weeks ago, are reaching the 1000 mark very quickly so the little guy will become a bigger guy before you know it.

    Thanks for sticking up for the real heart and soul of Twitter.
    @dogquality
  • Ann-Marie Flemming,

    Twitter is growing so fast. The exponential network node acceleration is intense. Some people go from 50 to 50,000 followers over night... so I try not to judge people on "Stats" and looks but for potency, passion and potential.
  • I agree that we often are looking at the wrong end of the 'numbers game'. But then again, I think numbers are the wrong metric anyway. I personally get the most value from Twitter by connecting with people that are there to primarily interact, which is why I am primarily there. Thus, my network grows organically. Yeah it might not see the 200+ follower spikes a day that the 'big guys' see, but even adding 10 followers a day adds up, when you're talking being on Twitter a couple of years.

    But honestly, I find that the less time I spend worrying about followers, the more my Twitter experience improves.
  • Mack Collier,

    I feel you on how "numbers focus" can degrade the quality of the experience.

    It's kind of like lusting after money to the point of unhappiness. Once I worked at a company and the CEO was so focused on money and calculator stuff, that he almost lost the point of the whole business and the passion that would make or break it in the long run.
  • Excellent post Bret, I agree with all of your points. Something else I've noticed in my research is that it's possible to find people who have significant influence through other venues (e.g. a popular blog or large following through another social network) but relatively small numbers of followers on Twitter, often less than 1,000. These are GREAT people to connect to, as their Twitter circles are small enough for them to notice you, plus you may be able to tap into their influence elsewhere.
  • Tom,

    I 3000% agree.

    I am ALWAYS on the lookout for influential people with smaller followings. I think these are ideal people to connect with and plug into their small, potent network.

    see this comment for more thoughts on it:
    http://socialmediarockstar.com/little-guy?disqu...

    Thanks for your comments, glad for the opportunity to connect with you!
  • This makes a TON of sense... It's all so confusing.. should I follow everyone back so my followers grow? should I only follow those in my industry? Do I have several @ names to use in different ways? I have opted for the last... but we'll see... Great thoughts! Thanks for sharing.
  • Chrissy Morin,

    I personally follow back anyone as long as they seem like a real person who wants to connect, and unfollow people who are annoying or problematic. I also make groups to keep tabs on my close friends:

    http://socialmediarockstar.com/follow-more-people

    I recommend getting a Twitter client and making groups... rather than have TOO many accounts (unless they are for completely different businesses or purposes).
  • You make some very valid points here. Friending and helping the little guy will get you a more loyal follower than saying hey xxxx with 10,000+ followers is my friend. Although I do have a select few friends that have massive followers that still interact with lonely me with just under 2000 followers.
  • Dawn,

    You are very right to try and pick the people who will work out best for you. Loyal friends are very helpful and you should be realistic about where you can find them.
  • Excellent advice, Brett, and spot-on. I also admire how you practice what you preach and all the value you add in your comments, too. I love the image you evoked when saying: "I sometimes think of it as "investing" time in people who show promise and potential... and letting the relationship blossom...watching the social garden bloom in a dazzling variety of colors."
  • I appreciate your feedback... and since you liked that quote, I added it to the main text of the article ;)
  • You're point here definitely hold true whether you are talking about twitter, blogging or social media in general. Newbies especially appreciate you taking the time to comment and interact with them on a genuine level. That is how life long social media friendships are developed.
  • Gerald,

    I sometimes think of it as "investing" time in people who show promise and potential... and letting the relationship blossom...watching the social garden bloom in a dazzling variety of colors.

    Thanks for your comments!
  • great post similar discussion im currently having with @db, i have also noticed as some of your twitter friends begin to get more popular and you get more followers you start to drift apart.

    Look at people like @randfish of seomoz, who were following only 11 until the recent Smx Sydney conference has expanded to 16 followers. You know that these people are experts in their industry of seo but dont rush to follow people just because they followed them.

    Following the specialist is better than just following the popular guy.
  • The Lost Agency,

    I personally admire @randfish quite a bit, he has taught me so much... but I wish he'd reach out to more people on Twitter. He's stuck running a company, a big-league blog and answering 500 e-mails a day, so I forgive him for being too busy to.
  • Brett,

    i agree that he has a massive task, and i was lucky enough to speak with him at smx sydney and agree that he can teach much even around the area of stress management.

    Its funny how he has had only 11 followers for ages and since it was brought up during the conference he has expanded his follow network, i agree because he expanded a little more it shows how much power twitter is beginning to have over business.

    The # of followers was an area that was outlined in the discussions on social media and how you manage when you are @problogger "Darren Rowse" and have tens of thousands of followers.
  • Your points is well taken and can easily be applied to many areas of social media beyond Twitter. Even SEO. It has a similar effect as the longtail, but in a social media world....

    Rosh
  • Rosh,

    Yep.. I think it applies to in-person networking and lots of other fields.

    In SEO, though, I would personally rather get one link from the Library of Congress or the FDA.. than 100 little links anyday. I believe Google has a mechanical ,algorithmic bias to value a few influential links over thousands of lesser sites.

    In the real, organic social world though... I'd probably take a variety of connections.
  • Having a healthy balance of both is the best way to go about it really. I think if you act as a middleman for the information it establishes your authority. By engaging in conversation with all sides of the spectrum it lets the big guys know you're paying attention to them and the little guy know that they need love too.

    Someone in one of my webinars the other day said their take on social networking is all the things you hated about highschool.

    I thought this was kind of interesting because I was friendly with pretty much everyone I went to school with popular or not. I shared concepts that the "cool kids" were doing with the less popular and vice versa.

    But no I totally agree the little guy has far more value than most people give credit to. Afterall, aren't we all the "little guy" in somebody elses world?
  • Tommy,

    We are all, indeed, nobody to somebody.

    I have just noticed that social media can amplify people's selfish and narcissistic tendencies... especially when then first start to use it.. and I wanna try and tilt the table in a slightly different direction.
  • in that case you should look at MY blog (heh noob) within the next couple of days... I've gotten kind of frustrated, working to break some people that blatant self promotion is not only impolite but not as effective as being "social".
  • Hey there Brett,

    Bang on post fella. I almost purposefully avoid recommending the "names" to follow on Twitter, or read their blogs, etc, because I don't feel they need it. Additionally, I've started to find a lot of the bigger names have their own agenda, regardless of what they say, and that if it doesn't benefit them or get their name "out there", they're not interested.

    Show me the "little guys" and their conversations any time - aren't we all "little guys" anyway? You may have a couple of hundred thousand followers, but do people offline even know who you are? To me, that's the big difference and leveler.
  • Danny,

    I'm definitely a "little guy" with just a laptop and my PJs on... trying to make something out of nothing with a blog plus some good intentions.

    My own social media "agenda" involves making real connections with a diverse array of people who know and trust me... provide lots of value to people while exploring what I am passionate about. I trust it'll take me to a level where I can reap the rewards and make a sustainable lifestyle out of it.

    I find myself intrigued + annoyed by the narcissists and people with huge egos online and I want to try and use whatever influence I can amass to present a more extroverted take on social media... where "it's cool to be cool to other people."
  • PJ's are cool :)
  • I completely agree. I want to also add that those with the most followers often tweet too much and clog up my tweetdeck so that I miss the tweets from the "little guys". I have also found that when I tweet for business @zanolacostl, many of my tweets fall on deaf ears, however, tweeting personally @ktlee317, I have many more genuine conversations. I also wish that WeFollow had a link to the last page so that you don't have to sort through all the heavy hitters.
  • Katie,

    I wish they had better architecture too... but just add "/pagexxx" to the URL string and you should
    be able to hop way to the back without too much button mashing.
  • This was part of the original article, but it had to come out to make the whole thing more brief and to-the-point:

    It might be better to find "medium-sized guys" who can pack a heavy, influential punch. Take someone like Chris Winfield (@ChrisWinfield) or Muhammad Saleem (@msaleem) - these guys "only" have ~3-5k followers on Twitter. But they have built such strong relationships across the Web that they have 10x more power to create buzz... compared to a Maui mortgage specialist with 40,000 followers who just joined Twitter 3 months ago. Or find someone like startup junkie Andrew Hyde (@andrewhyde), who has met a high percentage of his followers in-person while traveling around the world. Andrew's followers know his voice, remember his handshake and they wonder what he's been up to. He's probably more influential than someone who met 98% of his friends online, only.
  • Yes, I agree. This infatuation with large numbers on Tweeter is tiresome and has more to do with ego rather than common sense. As a little guy (well, over six feet tall) I'm building very slowly and numbers are irrelevant. The key for me is in establishing genuine contacts and relationships both for business and personal reasons.
  • Chris Bennett,

    As you know from Tai Chi, energy and potency is critical. A small, potent, connected account with people you know, trust and are interested in way more valuable than a big giant experimental account with tons of followers who don't know or couldn't care less about!

    Thanks for your comments!
  • Brett...unbelievably accurate article about the pitfalls and benefits of paying (or not paying) attention to the little guy. This is exactly the sort of strategy that I outlaid on digg to great success and am now applying to blog commenting, pr, and marketing. I'll take 100 articles in small publications over 1 in the NY Times any day. Eventually the content will float to the top and I don't have to be a self important douche.

    I truly enjoy helping and talking to new people. If you want to drop me a line :). People like Brett helped me coming up when I was green...I should return the favor. @Stuartcfoster on Twitter and stuart.foster@thelostjacket.com if you are curious about anything...or just want to shoot the shit.
  • Stuart,

    Especially on Digg! Some of my best and most reliable friends on there are people who have very little activity... but they get e-mail notifications for shouts and they'll always check it out... because they rarely ever get shouted to.

    That's pretty solid if you'd rather get in 100 small publications. I think I'd rather go for the NY Times... but I would definitely take 100 engaging friends over 5 big time-rockstars who might sometimes, possibly be able to connect with me.
    ----

    I recommend you definitely drop Stuart a line if you're interested in connecting... he is MAD into social media, PR and marketing.. he's got skills and connections and he's very helpful... and he writes a solid and sometimes very funny blog.
  • arthurbarbato
    thank you for this thought provoking article. I'm delighted to follow you!
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