I am a Kevin Smith fan. I admire him on a number of levels – his movies entertain, his podcasts with Scott Mosier (Smodcasts) are a funny, albeit twisted, trip into the unknown and his on stage performances / monologues / Q&A sessions never fail to please. Kevin is also a prodigious Twitterer (11,994 tweets and 1,716,849 followers).
My appreciation for Kevin and Scott Mosier has clambered up a notch following this article on Techdirt. Read the article and watch the embedded video and I think you will soon see what I mean. Smith and Mosier, for lack of a better phrase, ‘get it’ or perhaps they backed into things and ‘got it’ once it had happened. They understand the notion of building an audience; they understand the idea that it is tough to build something and monetize it immediately. In a world driven (supposedly) by instant gratification, they have introduced the word patience.
While it seems antithetical, there is a certain truth to this – there are very few businesses that went viral and surged to terrific profitability as soon as they started to Tweet or became active on Facebook. For 99.99% of businesses, audience takes time to build, which means that success takes time to come. And oftentimes, it does not come at all despite best efforts.
Twitter, Facebook, and podcasts are all part of a toolbox that, if used properly, can build something much more valuable than the stand-alone channel. As Techdirt author, Mike Masnick, points out; Smith has been able to build something that he can monetize by giving away some goods free. He has taken the time to build his audience and now he is reaping the rewards by monetizing other, ancillary efforts.
I am not implying that all business is equal – there are few comparisons to Kevin Smith that make sense for most business beyond the fact that everyone is producing something and trying to sell it. But I think the lessons are the same across most businesses – audience is not instant. In fact, I am not sure that it ever was (that said, I suppose beer was probably close to an instant success when the Egyptians invented it and stated to hieroglyph about it. It was probably the rage of Alexandria in short order). Simply beginning to Tweet and expecting instant success is a fool’s game. However, starting the game with the notion that Twitter, Facebook and whatever is next are useful tools to build toward success, forces a deal more patience and an almost deliberate approach. Here we can find success. Not overnight success for most, but success nonetheless.
As the saying goes recognizing the problem / challenge is half the battle. All we need to do now is figure out what to do next. I am working on it.