I’m much obliged…
About 2 years ago, I attended a workshop on how to write electronic newsletters. I exchanged cards with a guy I’ll call Paul because I can’t really remember his name.
We actually corresponded a couple of times in the first month after we met, but I really don’t know Paul. I don’t need to buy anything from Paul. None of the people I know need to buy anything from Paul. But I’ve been getting Paul’s electronic newsletters about once a month for 2 years. And, in today’s world of furious networking, I feel obliged to keep getting Paul’s newsletter. I fear that if I sever the connection to Paul by unsubscribing from his newsletter, I’ll make Paul feel bad, or I’ll miss the opportunity of a lifetime because I no longer have his contact number to make an important connection for my business.
I’ve gotten to the point where his email (which just arrived) in my inbox makes me wince. I haven’t opened one of them in at least 20 editions. They just sit there and make me feel guilty for hating them. Perhaps you have to have grown up in a Catholic family to understand my guilt, but I hope you get the point.
The same goes for other vague connections I’ve made. I receive invitations to become a fan on Facebook for a company whose owner I met once. I get requests to contribute to fundraising for causes I don’t necessarily want to support, sent by people I’ve corresponded with a half dozen times. And I feel an obligation to keep all my connections, to support all efforts by independent people with gumption — because wouldn’t it be great if they supported me?
Is that what social networking today has led to? We’re all running around trying to scratch backs with hopes that we’ll have our backs scratched when we need it. Are we all afraid of losing the ability to be an important spoke in an important hub, so we stretch our network as far as the eye can see and never “defriend” anyone because we may need them later? Or is it just me?
I even feel uncomfortable writing this blog post. What if Paul reads it and recognizes himself? What if a casual connection feels slighted and doubts that I’m a real friend? And a bigger question…. how can I (we) expect to be real friends with everybody? I have 224 connections on LinkedIn, 1907 followers on Twitter and 179 Facebook friends, and I’d consider myself a moderately successful networker. Is this really all necessary to live, work, date and play in today’s society?
(Err… PS — feel free to reach out to me on any of the three networks — the more the merrier at this point, right?)


Beth on 01 Sep 2009 at 3:46 pm #
Ok, so I’m feeling guilty about this post. It’s not that I don’t like Paul or any of the others. I am just not sure why I feel so obliged to keep supporting them and keep the connection open. If this was 1987 and we had exchanged cards, I wouldn’t feel obliged to keep the card, call him on his birthday, attend the ribbon cutting of his new store, etc. But today I feel that tug.
Does any of this make sense? Maybe it really is just me.
Ingrid on 01 Sep 2009 at 4:03 pm #
It’s just not you. I also feel this way, although I don’t have that many friends on Facebook. I joined because more than two people I know invited me.
At first I thought they wanted to feel more connected to me, I think I figured out it’s just something they do. So, now I am in Facebook and have less than 15 friends. Which is fine with me. I see some of my friends with over 100 people as friends. How are they keeping up with everyone? I figure they are not. Maybe they get a kickback from Facebook or something.
Anyways, email, Facebook, and even blogs are a two-way street. If they don’t contact you, why should you contact them?
I guess it’s like a name in your black book, way back when. You’re flipping through your phonebook and wonder who some of these people are.
{sigh} So, I do understand and I am glad I don’t know all these people. I wonder if I had a party how people I actually would invite, and those who do show up, those are my friends.
Jamie on 02 Sep 2009 at 4:42 am #
I think you may be looking at social media and networking all wrong. I see it like fishing with a net. You cast out and develop a large net full of followers and then search through the net for those specific people who you really make a connection with or have similar interests with. The other folks you capture as a part of this process you can either allow to exist if the one sided arrangement has benefit for them or you can set them free to look for those folks who fulfill their needs. During this process you are exposed to a significant number of people, broaden your horizons, gain exposure and may even develop a relationship or interest that you never expected.
Mark McClure on 05 Sep 2009 at 10:41 pm #
Popular wisdom in the year 2020:
“On their death bed very few wished they’d spent more time tweeting”
My 13 yo has looked at twitter but doesn’t use it. She’s on FaceBook and seems to do a lot with iChat and video. This morning they were doing some science project about the weather and sharing desktops.
Maybe twitter’s text-only mode doesn’t really appeal to the multimedia entrained teens?
On the business front I need to take some medicine prescribed by a copywriter I respect.
He said don’t waste time actively following people in the same business as you are – they’ll NEVER buy from you.
Instead, start following prospects and customers in your target market and tweet those folks helpful advice, resources and ‘casting the net’ relationship building, as Jamie put it.
One wee cloud on that marketing horizon is that many of my clients are on twitter when I’m asleep.
Twitter is not email (as I learned the hard way) and so replying to tweets made hours beforehand is meaningless. 5 mins on Twitter is ancient history…
Perhaps I’ll just have to outsource ‘live tweeting’ like some celebs do, hehe!