It’s your community, not your audience

Two approaches, either we overvalue the concept of an audience o we undervalue the meaning of a community. The public is not your community, audience is not the community neither.

Public is the part of the market that it’s eager to listen what we have to say, but not necessarily has to. Audience are those who really listen to use and the community is those who we must listen.

  • Connect, don’t be a pain in the ass.
  • Listen, shut up.
  • Reply, it’s not about you.
  • Care.
  • Help, don’t offer.
  • Lead, don’t manage.
  • Share, don’t sell.
  • Consolidate, don’t gossip.
  • Give, don’t wait.
  • Add.
  • Push, don’t instigate.
  • Enhance, don’t ignore.
  • Show, don’t hide.
  • Educate, don’t talk.

The people you think they should listen to you are precisely the ones you should listen. It’s your community, not your audience.

Related Posts:

Like a heart beat

You work for a decade or two for being tremendously fascinating, you learn, fail, try again, make something happen and ship, change things. And then, you find yourself on the top of your career, ahead of the competition, rockstar, you.

When in the top, the last thing you want to be told it’s that the top it isn’t as high as the first time you thought about it. In fact, at the end, there’s  no such top. That was just an illusion made by the system. Heck. What now?

The world is changing faster than ever, this massive and overwhelming change has been with us from the day we were born, it’s like a heart beat, if it stops, we will die.

And yet, we are still horrified with the fact that change will come. Why don’t we accept change and its journey and see where it can take us?

Related Posts:

Not fair

Of course it isn’t fair:

Training for years.

Paying the tax fear.

Investing in a house.

Trusting in education.

Believing university is the key.

Working for your boss.

Doing what you were told to do.

Subscribing for a Community Manager course.

Opting for a MBA.

Paying attention to critics.

Asking for permit.

Buying the BMW.

Launching a factory business.

And then, suddenly, everything disappears.

Related Posts:

Vote for the work that matters

I’ve an idea, when asking for vote (whatever), first encourage voting for other people’s work, not yours. And second, give credit to those who are excelling.

The work that really makes a difference and creates resonance is the work that comes up to the surface naturally by its brilliance, excellence isn’t an accident, nor depends on others opinion, no less than their vote – or approval. It’s something personal and it happens when someone decides to put all her energy, effort, passion and enthusiasm in trying to change those that impact with that project, idea, business or social initiative.

Don’t look at popularity, or recognition or re-affirmation as KPIs for the work that matters. Seek to do the hard task, commit for the big responsibility, walk the rocky road, seek the uncertain path, stand out in the middle of complexity. These are the moments when the important work occurs, that job, the one that leaves positive impact on people.

Another idea, invest the time you spend on promoting your work as the best in the world, in providing value and utility to your clients, readers or community, keep making something happen and breaking new ground. Be generous.

Related Posts:

  • No Related Posts

The theory of a new Internet

The Internet is a human forward motion machine, basically because connections scale. In that precise moment, information begets for more information and influence, paradoxically this allows other people connecting easily amongst them, that collision provokes the effect that anyone with talent or passion will be able to create the connection that increase the impact of the action, interaction o relationship.

Related Posts:

More doesn’t mean powerful

Before install a more (and new) plugins on your blog, think deeply if you need them, because the more plugins you install, the slower the website uploads. For example, look for plugins that covers – more or less – the same functions, All in One SEO Pack and Worpress SEO works quite the same, so choose one and discard the another, and if it’s already installed, feel free to uninstall it. In addition, XML Sitemaps it’s already included on WordPress SEO plugin, so if you go for this one, you don’t need to install XML Sitemaps because it doesn’t require another plugin. We can look at Permalinks also, they’re working customized on the blog, therefore they don’t need a plugin to carry on with their properties.

Bonus: let me give you an extra suggestion for a bunch of essential plugins that you may want to install in your blog for improve its performance:

  • Disqus Comment System.
  • ShareThis.
  • W3 Total Cache.
  • WP Smush .it.
  • WordPress SEO by Yoast (incluye XML Sitemaps)
  • YARPP Yet Another Related Posts Plugin.

Yes, less and fitted means powerful.

Related Posts:

How to set the difference as a freelance worker

Freelancing, for me, is possibly the best profession there is. Maybe this is because I consider myself part of a legion of agents of change. Freelancing is a job where you can decide how to make a difference, how to stand out, how much you’re going to work, where and how you’re going to do so. You work for a living (the money factor is involved) but, moreover, you work to be happy doing what you love. That is, you choose yourself to the fullest extent.

freelance - how to stand out

Freelancing is a way of life where you need no one’s permission, only your own drive. There’s no one there telling you exactly what to do and how to do it. This involves great responsibility and also a great opportunity. You decide exactly how much of your own time, effort, passion and interest you put into it. The outcome hangs on this.

How to set the difference as a freelance worker

This post includes a number of practices that could be the fuel you need for your freelancing work to stand out, tweaking whatever you feel needs changing. After all, it’s up to you:

  • Create your own personal / professional brand: a freelancer without a personal brand is like the weatherman without a Meteosat satellite. You can find  some tips, here.
  • Ask yourself three direct questions (or more): 1. Choice: why do you want to start freelancing? (Tip: here are some valid answers: being master of my own time; not obeying orders, but leading; working on what makes me happy; living the life I always wanted to lead). 2. Change: what are you going to do differently from other freelancers? (Tip: look for your answers in the micro-segmented services offered to specific online communities). 3. Grabbing attention: how am I going to discover you? (Tip: use your creativity).
  • Communication: everything you do has something to say about you, so you must align your online and offline activity to convey a unique, cohesive, human and truthful message.
  • Choose your clients: be careful with what you do, say, share, respond to, sell or discard.
  • Use connected marketing: find your audience (those interested in what you do and say) and ask them or research how you can add value and be useful for them. And then, do just that!
  • Show your vulnerability: be yourself, mix what you do with your own peculiarities or eccentricities. Counteract criticism by doing your best work and openly talking about what you do best and the results you get. Find an opportunity to face your most critical audience and present yourself to them the best way you can. This wouldn’t be wrong; quite the opposite: it can lead you to meet people who value what you have to offer and who want to do business with you because something in you resonates with them.
  • Social media can help but isn’t creative: if you don’t have an idea, project, initiative, product or service that changes things in your target market, one that is really worth taking the plunge for, then my advice is don’t bother working on the social media aspect: it won’t fix anything. Continue working on something that is at odds with the world. Social media helps to show yourself to the world; however, your creation is what you have to show the world.
  • If you generate waste, you’ll amass waste: if you spend your time talking about others’ failures, pointing your finger every time someone makes a mistake, sending tweets complaining about the lack of professionalisation in your industry or gossiping about the poor work your competition is doing, then waste will be creeping up on you at home. Your own cynicism and negativity will prevent you from seeing all the ways you can fail and how you can get back up to grow further and stand out.
  • Online reputation: As long as you don’t decide that it’s a good idea to show up to a meeting with potential clients stark naked; as long as you don’t appear shirtless in photos, “cross-eyed” or kissing a girl who isn’t your girlfriend; or as long as what you say and do causes no harm or suffering, or can’t be considered to be stalking other people or breaking the law in any way. As long as you don’t do any of the above, don’t worry about online reputation; worry only about achieving results.
  • The best marketing: keep your promises. If you say you’re going to do something, then do it and keep your word. The worst marketing is doing otherwise.
  • Your goal is what matters: the great drawback to being self-employed is the responsibility involved. Working freelance requires a much higher level of responsibility than being a hired worker. Essentially, this is because you go from being the person who does whatever their boss or area manager tells them to, to being the person who has the drive, takes the risk, plunges forward and makes things happen. You need well-defined objectives for this.
  • The new king or queen: it isn’t content but the result you achieve. So leave content aside for a while and focus on your work to exceed market expectations or to get your product to your client in less than 24 hours. If you do all this well, results will speak for themselves and get everything else rolling.
  • Build your digital empire: you must establish your online operations centre. Attacking: traffic, leads, conversations, branding and connection. Defending: active listening, monitoring and community. Use the platforms and tools that best suit your purposes so you can get your message and history out there, finding the drive that will get people to find you.
  • Work flow: organise your workload. Freelance workers are their undertaking’s own managers, administrational staff, bosses, interns and technical staff. Productivity is essential. Find ways to be efficient and prioritise your workload in a way that allows you to move forward.
  • Work structure: define the tasks you need to carry out weekly and monthly so that all areas involved in your work are complete. Take into account the deadlines of the different projects you’re involved in, meet up with people who can collaborate in your projects, think about their part in the project; and remember to invoice your work, prepare sales pitches, retrain professionally, get your brand going (posts, podcasts, videos or any actions you define), etc.
  • Learning process: find the best way to learn about your field of specialisation at all times, spending at least one hour every day (two if you don’t sleep much) staying up to date with any developments that interest you. Tip: be careful and try to be strict in regard to places and contents, the blogs you subscribe to, hangouts or webinars you attend. Otherwise, you will be overwhelmed and can end up spending more time reading and handling all this information than working!
  • Blog: my opinion, experience and results, and that of many other work colleagues who have at some point or other been freelance workers (or who still are): Juan Merodio, Carlos Bravo, Paco Viudes, Víctor Martín, Aitor Contreras, Álex Rubio, Berto López, Amel Fernández, etc., is that you should create a blog to expand on your personality, skills, attitude and specialisation beyond the people who you are in contact with in real life.
  • Productivity: find tools that make your work easier, either by investing the same time to create more or working less to live more.
  • Leverage: if you’re a freelance web designer who’s been working long enough to have gained ample experience and your personal brand has been developed in such a way that a considerable amount of people are interested in what you do, then you can use your influence to develop projects that are leveraged by your current work: for instance, training, writing a book or starting a consultancy company.
  • You don’t work for everyone: since you have to meticulously choose where you invest the limited, valuable time available and your limited resources (compared to any organisation), this is the time to work only for the people you feel at ease with, those who value your work, the jobs you enjoy doing and that you feel can contribute to change (and viceversa).
  • Keep your ego in check: no one escapes this. Perhaps being self-employed, making it ‘on your own’, not having anyone run your life, control your time or supervise your results (clients aside) may make you fall in the trap of making you believe you’re better than anyone else. You could pay for such mistake but it will be interesting for you to run into that wall!
  • The rule to success: you want to make it? Get to the top? Get it all under control? Then you must be prepared to work without a rest, without a break, holidays, days off and work more nights than you’d ever wished for and over Christmas for the next 5 years. Being ready and willing to go through all of that is getting there!

You’re self-employed and you have one of the best advantages life has to offer: being master of your own time. Stand out and set the pace, decide what it is that you feel like changing, find out how and then do it.

Photo credit: Steve Kodis.

Related Posts:

A “how to” solution for life-changing messages

You suddenly get an email, LinkedIn or Facebook message, a DM on Twitter or, better still, a Whatsapp message regarding a life-altering project, conference or idea. You know the one; the train that only goes by once in a lifetime (even if you receive “life-changing messages” of the sort every day!) The thing is: this is the project of a lifetime if you’re willing to do it selflessly. Oh well!

solution life-changing messages

Answering a life-changing message

I offer you a series of tips, questions and issues to mention whenever a “life-changing message” arrives in your inbox:

1. Formality: “Thank you [person’s name] for thinking of me for such an opportunity. I feel truly flattered. I find your proposal really interesting [that is, if you really find it interesting; otherwise, you’re better off ending your message soon in a direct, yet polite and elegant manner.] I have a few questions that could help me to better understand it.”

2. Intro: “What you propose sounds really good and I’m willing to get on board. However, in order to focus my energy on your idea I need something other than a simple goals-based incentive. I need to see that you believe in me as much as you say you do. What would you call that trust, interest and passion for me and my work?”.

3. Attack: “If possible, I’d like you to get into the following issues in detail:”

  • What can you offer me that can be of interest to me?
  • How would this help me strengthen what I’m currently doing?
  • What do you know about me?
  • How do you know that what I do can strengthen what you’re looking for?
  • What would my goals be exactly?
  • How will you assess whether or not I meet those goals?
  • Besides what I stand to gain if I accept, what else would I gain if I meet the goals?
  • What would be my specific objectives and responsibilities were I to become a part of your (company, event, etc.)?
  • What is the duration of the project / idea / collaboration / workshops?
  • What resources would be available to me (team, transport, expenses, equipment, budget, etc.)?
  • Can I count on the people I work with?
  • Can you send me a contract with everything we’ve talked about?

4. End: “I think that once these issues are clarified, if we’re on the same page then we’ll be able to get down to it and start whenever you’re ready.” (Here’s where you include the final greetings).

And then…

There are two options after this. Firstly, you never hear from that person again. Secondly, they get back to you. If their answer has nothing to do with your questions or, simply, if they don’t answer them directly, then you can politely say ‘thanks but no thanks’ and move on to something else. If they do answer specifically and to the point but you’re not interested, then same again. Otherwise, if you’re interested, get on with it!

This post is yours. Copy it, save it on your Evernote, on Del.ici.ous or in your notes. You can use it as a template whenever you feel like it. It will save you time and bother every time you get one of these life-changing messages.

Was this a useful tool?

Photo credit: Will Lion.

Related Posts:

LinkedIn invitations don’t add value

Linkedin conenctions do not add valueMonths ago I ended what had become one of my living nightmares over the past years: invitations to be connected in LinkedIn.

This has cost me months of procrastination and indecision.

The disquiet resulting from not being able to answer each and every one of these invitations has been such that I’ve even considered closing down my LinkedIn account. Yes, the account that provided 35% of my annual turnover in 2011 and 20% in 2012. How is it that I’d even consider annihilating something that is profitable for me? Very simple: right now, it only offers me hundreds of requests to be connected, taking up time that I’d rather dedicate to more important things for the people who are really in my reach and for myself, of course.

The pace ran me down

Everything was fine until summer 2012 when I started losing the pace on LinkedIn: the time taken by actively taking part in groups, taking an interest in my network and contacting six or seven people with whom I considered I should be connected every week. Also, the time dedicated to personally and humanly answer everyone who had invested their time in sending me a connection request, regardless of whether they had sent a ‘template’ message or whether they bothered answering back after that. I continued doing it. I believe in human relations as the basis for the social web.

The more you connect, the more multiple connections you get

More and more invitations kept coming. I tried to use the weekends to answer between 60 and 100 invites. However, the more I accepted, the more I answered, the more new invitations I’d receive. This is easy to explain: the more requests you accept, the more visible you become in each contact’s homepage, the more visible and exposed you are to further connections. This would be great if those connections added value. However, from my experience, barely 5% of my contact network is useful to the end result, or to help other people. It therefore becomes a huge drawback as the more people you accept, the more requests you get from other people; especially nowadays when it seems that connecting through LinkedIn has become a national sport.

Changing things to improve the result

Result: more than 4,100 requests to answer. The dilemma for me is that I’ve always wanted to answer every request personally. Unfortunately, I cannot face such a deluge. It would only involve a meaningless sacrifice that I’m unwilling to make. The use given to LinkedIn no longer adds value. It’s become saturated.

So, in order not to give up my LinkedIn account or the human touch I wish to maintain, from a few months to now on I will only respond personally to those people who explain the reason for contacting me and those who can benefit from connecting with me. All other invitations I will accept without answering back. I think this is a fair exchange: I’ll bother with people who bother. Anyone else, if they want or need anything in particular, make this clear; at the end of the day, it’s you who started any action, so the result will depend on how you start it. Any of the people whom I’ve contacted through LinkedIn knew my purpose right from the start.

LinkedIn invitations add no value; the value lies in the connection you’re trying to make.

Photo credit: Deb Nystorm.

Related Posts:

Chronological Twitter-Use Analysis: 2007 to 2015

I’ve created a timeline from the moment I started using Twitter in 2007, analysing the strategy and use I’ve made of this platform, right to the present, just as we’ve just entered in 2015.

Twitter use analysis

These are the results of the analysis:

2007 and 2008

I couldn’t find my way around it! I needed to work out how this thing worked! Twitter? A bird? What a drag!

2009 and 2010

Twitter was a place where I would share my blogposts once a week. Yeah, it was OK. Everything else in it was just a machine gun endlessly firing information on social media and anything connected with it. Everything that fell into my hands was shared. I probably wasn’t objective enough yet. 95% of the content I shared belonged to external sources. I spent almost 4 hours a day reading, learning, implementing. I was sleeping 5 hours a day on average (less so in 2009.)

I was possibly using Twitter for up to 3 hours a day. Unbelievable.


During 2011 I would massively share loads of links regarding social media, online marketing and Internet. Resources, best practices, newly-arrived platforms and tools, start-ups regarding the Internet and similar stuff. Most of the content came from blogs, platforms and English-speaking websites. This was possible thanks to the number of sources I was hooked up to on a daily basis. I spent two hours reading and filtering content (at night).

Meanwhile, among such content, I would also share the posts from both my blogs, in Spanish and in English. The workload then was less as I wasn’t publishing on every day (that would start at the end of 2011.) The ratio then was 85% external content vs. 15% own content. I used Twitter 2 hours a day on average, or slightly more.


In 2012, I decided to stay more human. I would look for interesting stories on my timeline and share them, without turning to the main platforms such as Mashable, TechCrunch, Social Media Today or the blogs on Social Media Examiner, INC, Brian Solis or Jeff Bullas to recommend valuable and interesting content with my community. This increased my interaction with Twitter users and significantly increased conversations regarding these stories. This, in turn, led also to my own content having more repercussion and a greater reach. This led to more connections, visits and, as a result, more leads.

I noticed how Twitter improved my efforts to market my contents. This made me take greater care on what I published. The ratio in 2012 was 70% external content vs. 30% own content. I realised at the time how important it is to becoming your own communication company.

I continued to decrease the time spent searching for information, reading and filtering contents, from two to one hour a day. The average use of Twitter that year must have been approximately 1.5 hours a day. Not bad at all!


2013 came. One thing was clear: once you regularly share interesting content from the same platforms, it’s no longer a novelty, it’s accessible to all and it’s no longer relevant. If it becomes a routine, it no longer adds value. 60% of the platforms I was sharing from in 2012 had already reached saturation point. I say 60% as I’m always looking for places where I can find interesting ideas. Nowadays, the number of sources I work with is 400 blogs and 175 platforms or specialised sites. Of course, I don’t read them all. In fact, I’m reading less and less.

There has been a significant change in the way I use Twitter this year. I stopped sharing as much external content from other sources, although I continue to use what I consider to be the star platforms: Social Media Today, FastCompany, eMarketer, INC, Chris Brogan or SmartBrief. I’ve shared the best content from these, but in an irregular way. I’m no longer necessarily sharing content from these platforms every 2 or 3 days. The content I’ve been producing daily has been up to 5 times the amount I produced in 2010, for instance. Projects, ideas, collaborations, speeches, blogs, adventures, challenges, etc. I’ve simply become my own communication enterprise. Another great change is that I’ve stopped being connected to Twitter during the day. I never log on while I’m working at my computer. I only check it out using my smartphone or tablet and the time I spend on it is 30-45 minutes. Lucky me!

The ratio this year has been 30% external content vs. 70% own content. That 30% external content is shared as follows: 15% is from selected sources, 10% from contents I’ve come across during the day and the remaining 5% I dedicate to contents I’ve found from anonymous people who have great stories to tell.

The time I’ve spent to reading, searching, filtering and absorbing contents this year is 30 minutes a day, maximum. Obviously, my search is now more clearly guided and intuitive and my expectations much higher.

Above all, I’ve tried to stay human first and foremost. I’ve answered and connected 99% of the times, with the remaining 1% left to the “not worth my time” segment. One of the things that best works for me is asking questions. Asking specific users, or asking the entire world; asking out of curiosity. You always get some sort of answer.


My ratio of external content continue to diminished. I stopped publishing so much of my own content. I looked for more personal stories to share and I shared them. I used Twitter for less every day. What was my strategy? I published less of my own posts per day. I continued to work towards creating and sharing the content that created a greater change in you and frankly, it worked.


I frankly don’t know what is going to happen. What I do know is that I will be using less Twitter and keep reducing the amount of tweets I’m sending every day. Let’s see what happens.

Photo credit: Scott Beale.

Related Posts: - All Rights Reserved.