Permission to Follow Up: The Difference Between Owned & Borrowed Audiences

Email newsletters aren’t new — they might be one of the oldest forms of digital mass communication. I certainly remember signing up for them in the late 90s, when social media didn’t exist. But they’re back with a vengeance because they allow for something that got lost in the age of social media: direct and … Continue reading Permission to Follow Up: The Difference Between Owned & Borrowed Audiences

Choose Your Own Adventure: Creator, Curator, Commentator, or Connector

People love to put other people in boxes. Metaphorically, of course. We do love our categories and classifications. On social media, we can leverage one of four major roles: we can be creators, curators, commentators, and connectors. Focusing on one of these roles will provide a clear path toward building an equally focused audience. Let’s … Continue reading Choose Your Own Adventure: Creator, Curator, Commentator, or Connector

What Founders Can Learn From Web3 Community-Building (And What They Can’t)

If you're an entrepreneur planning to build a community around a particular subject, you'll benefit immensely from observing what's happening in the crypto space. Even with the rampant scams and rug-pulls, the web3 space demonstrates what groups of people can accomplish when there is alignment between the leaders and the members of a community. Because … Continue reading What Founders Can Learn From Web3 Community-Building (And What They Can’t)

Audience-building is not Community-Building

I've seen people make the following observation more and more: "you shouldn't build an audience; you should build a community!" Now, there is a lot of truth to that statement. It appears, on the surface, to redirect self-interest towards something more collaborative. It's not about having an audience to sell to, but creating a thriving … Continue reading Audience-building is not Community-Building

Audience-Building and Relatable Content

When you're building an audience, people will resonate with your content differently over time. In the beginning, when you don't have too many followers, your reputation within the community may not yet be established enough to get away with controversial manifests and content that claims to be the end-all of knowledge on any particular topic. … Continue reading Audience-Building and Relatable Content

Platform Risk and the Three Kinds of Audiences

Imagine waking up one morning only to find your Twitter account suspended. If you're trying to build an audience on Twitter, this is your worst nightmare. And it's an entirely possible scenario. It happened to Jack Butcher just a few weeks ago: Twitter suspended all of his brand accounts, including @visualizevalue and @value, the visual … Continue reading Platform Risk and the Three Kinds of Audiences