Buzz is a Four Letter Word

When you hear the word “buzz” what do you think of? A timer, alarm clock or oven? Perhaps an insect, any loud or annoying noise or all of the above?

There is a lot of discussion on the social web about the importance of building “buzz.” Some argue that having buzz is imperative to the success of your business or product. However, the question arises, why? What is it about buzz that is of vital importance to a product, company or organization?

The answer is nothing.

With the growth of the social web, there is a greater focus on creating new connections online and sustaining those engagements longer. However, in that regard, buzz-generating campaigns are not part of the equation. Buzz does not equate to longevity. In fact, having a strong product or service doesn’t guarantee a long life span either. The reality is that the web as a whole has a short attention span and the opportunity to engage meaningfully is razor thin. Too much flash and not enough substance can diminish one’s chances to garner attention and hold it.

Instead of focusing on merely generating “buzz,” switch gears and focus on building a community. One with a rewarded and active base of brand champions who will happily participate in spreading your message far and wide.

How do you do this?

Get out from behind the curtains and open the doors. Engage your audience (note that “engaging” does not mean pitching or selling) in a mutual discussion and allow them to contribute to the vocabulary of your message. Doing so will create a platform that your audience will want to participate in because they can have a personal stake.

If you think you have something to say wait a beat to see if your audience says it first. What they might share could increase your insight into their point of view and, in some cases, communicate the primary aspects of your brand messaging values better than you might. Make room for those valuable insights in your messaging by being more focused on listening than you are on talking.

Now you and your audience are in the position, together, to create a mutually meaningful engagement around your product or service. And as an added bonus, maybe you’ll generate a little buzz too.

Defining the Digital Handshake

How do you define a handshake?

That’s an easy question to answer, right? I mean, to just about all of us, a handshake is physical ritual. It’s a greeting or conclusion to the exchange of dialogue or ideas; the physical representation of connecting. So how does a handshake translate to the digital world?

That’s a question that may not be so easy to answer. Or maybe it is, because how we behave physically translates to the digital world. So if we think of a handshake as the initial greeting before a conversation, then a digital translation is not out of reach.

It’s still about connecting.

Let’s use the internet phenomenon Twitter, as an example. This is one of the fastest ways you can shake hands digitally. There is already a conversation happening, you just need to make your introduction. Sign up, enter your bio, add a picture, and you’re ready. The application itself is the handshake.

However, like any initial greeting and conversation, it can’t be one sided. The same practices and courtesies that govern our relationships in the physical world, apply online. You still need to give a reason for someone to want to shake your hand back.

How do we accomplish this?

Simple, begin how you would start any conversation, smile and say hello. Provide an atmosphere where a healthy conversation is encouraged. Those you greet should feel their ideas are welcome and that you truly care and want to listen. This is the foundation of community building and the same principles apply on any of the digital applications that are available to you whether you use Facebook, LinkedIn, Blogs, etc.

You can’t expect to walk up to someone, shake their hand or slap them on the back and just walk away. That doesn’t work in the physical world and it won’t work online.

That’s not relationship building.

So as we wrap this up, chew on this thought:

Over the course of your lifetime, think about all hands you’ve shook. How many of those physical handshakes turned into meaningful relationships, which ultimately turned into business opportunities? Now think about all the potential online connections that are waiting for you to extend your hand.

Are you ready to shake hands in the digital world? I thought so.