What’s a friend worth to you?
April 3rd, 2008 by Mike W. Read more about Creating Trust Online
John Reese is inviting you to become his friend. Jack Humphrey thinks it’s a great idea.
It’s a nice marketing stunt, and I’m sure John has a well thought-out plan for the likely 5000 people who add him, but that’s all it is: a stunt. The long term value is not pending for most of us (John will probably pull a miracle out of it).
For the rest of us: You might be my friend on Facebook or MySpace or Friendster, but if we’ve shared no significant interaction together (dinner, solving your problem, you solving one of mine, a roof shared during a trip, etc), then that stat isn’t worth much. To me or to you.
And no, meeting for 12 minutes doesn’t count either.
So the question, then, is not how many friends you have, but how many significant interactions you have with customers, prospects, partners, and colleagues. How can you share 1 more today?
(Pic)
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About the Author
Mike is an internet marketer at MindValley responsible for running marketing tests, designing product launches, and leading an eCommerce project.
Check out other posts by Mike W.
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Mike Reining
Vishen Lakhiani
You’re right on the money Mike. The value that results from these social networks is in direct relation to the quality of people you’ve linked up with. Having 5000 unknowns in my LinkedIn profile give me nothing back in return.
As you say, it’s just a stunt.
Now, please accept my LinkedIn invitation which is on its way right now… wink wink!! =)
Cheers mate
Its true stunt marketing. Have you ever built a list before? Did you only accept people you knew personally, who were in the delivery room with you, who you go fishing with?
John now has a list of 5000 people who took a step with him and became closer in his sphere of influence.
It is cynical to say things like this do nothing for the people involved. They are learning a lot through the process and many of them are building their networks as well.
Some have more Facebook friends than they’ve ever built into an email list.
There is a LOT going on here and the science of it just isn’t obvious to the majority of the web yet.
Hey Jack:
I’d downloaded your Authority Black Book and I’d been following you for quite a while. Your stuff on social marketing is brilliant!
‘Tis my honor that you come to these parts of the world.
Nice to meet you =)
Jack, I understand that the step represents an affirmative action from the person requesting John as a friend and that it also builds some commitment and consistency. As I said, John probably (definitely) has some sort of plan in store for them.
But there are 2 key things here for most of us mortals.
First off, as you said, most people will not understand the science behind this friending tactic. It is my fear that someone will misconstrue what he’s doing and will try to replicate it. That will be a waste of their time, and I’d like to help them not waste their time.
There is a 2nd more important point here as well, and that’s the difference between 5000 people who friended you on Facebook and 500 or even 100 people who’ve actually exchanged money, emotion, or information with you. Which would you prefer to cultivate? Which do you think is worth more, both in terms of money as well as opportunity cost in serving them?
It’s an important philosophical question that I think is important to answer as you move your business efforts forward.
[…] It’s true, and I think it relates to a broader idea, which I touched on here. […]
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