Social media blogger Chris Brogan recently wrote about the idea of “microfame” and the power of social media to make people “famous” on any of a number of levels. Chris Brogan for example has become “famous” in the world of social media as an expert in the latest trends and developments. Likewise, I have a friend (offline) who has become “famous” within his small Facebook circle because of his profile pictures (currently John Travolta circa Sat. Night Fever) and updates.

The point is that we now have a very powerful platform to connect and express ourselves in ways that weren’t possible just five years ago. However, while it is much easier today to become “famous,” this fame doesn’t necessarly mean opportunity. According to Brogan,

We have this distribution mechanism, this platform, this potential to share ideas that matter, that brings us a further opportunity.

But fame isn’t trust, and the real goal, in my estimation, would be to develop trust, build relationships, and earn the attention of people in our circles of interest. That’s what matters.

As more and more self proclaimed “marketing gurus” and “social media marketing experts” jump into the world of social networking, it quickly becomes obvious that while they may have thousands of friends on Facebook or friends on Twitter, what good is it if they don’t provide something of value.

As my Twitter following grows, I’m finding that I’m being followed more and more by people with 10s of thousands of followers and I’ve followed some of them in return. However, I’m quickly finding many of the twitter users with the most followers have the least to say. I even followed one who has “twitted” about nothing more than how many followers she has and an occasional comment about coffee or something.

I’m also finding, that as I follow more and more people on Twitter, the less I’m actually reading on Twitter. I know which twitter users I enjoy, those who I talk to and those who provide valuable information. The rest get screened until I find value in something they provide.

The same is happening to my Facebook account. As the list of Friend’s grow, I tend to look for those I am interested in reading about and letting the rest go by. As the numbers grow, it’s the only way to manage these networks.

Without providing value, internet “fame” is worthless. People quickly learn how to screen the noise and even worse, label the spammers as such.

And yet there are so many out there that don’t get this basic concept. Take a look on almost any LinkedIn group and you’ll see people looking to blindly expand their network. There are now a number of Twitter applications that do nothing more then bring the classic pyramid scheme to Twitter to build followers. If you’re looking to add a random collection of followers quick, they may work well.

The RNC leadership even got into it a few weeks back bragging about who had the most “friends” on facebook culminating in the absurd challenge, “I’ll meet you on Facebook any day.”

From a business perspective, a large network is of no value unless the members of your network see value in what you bring to the table. By consistently providing value and conversing on a level of transparency and trust, the network will respond. Your network will grow, it will be much easier to spread content (with your name attached) and ultimately, bring in more customers.

What does your business bring to the table? Have you considered a white paper? White papers provide valuable information and can establish your company as an expert in the industry. Contact Jim Lodico to see how he can help you harness the power of white papers today.

Like a lot of Boomers, my client in today’s meeting said that, while he had heard of Twitter (which is not the typical response I’ve been getting so far) – he was shying away from it. He had the same reaction I did initially when I became aware of Twitter.

Who’d want to hear about me going to the grocery store? He asked.

(In my case it was: Who’d want to read: I just took the puppy out for the fifth time today. Or: I just got back from the drive-through at Wendy’s…???)

But I took the plunge and signed on to Twitter. And I admitted to my client that at first I asked myself what I thought I was doing. Did I even belong? Like him, I’m interested in results. Would there be any for me?

For months I’ve been gathering more and more info on things like Facebook vs. Twitter, and how to use blogs, backlinks, linkbaiting, and other social media channels. I feel like I’m in an accelerated MBA program – all it’s costing me is my time, which is considerable.

Actually, being a writer and so not a tech person, I feel like I’m back in Sister Kostka’s freshman algebra class – clueless, lost, and frightened that everyone will notice how little I know.

[Caveat: OK - if you're one of the honors kids and know all about this stuff -- proceed on to the blogs and links that feed your soul.]

I’m talking to people like… well, me… and my Boomer client. And anyone else just becoming aware of things like Twitter – and wondering what it means. Or if it’s worth it.

You see, my client is a very, very successful businessman who has created a second career as a motivational speaker, partner in a web design firm (www.SiteBrandBuilder.com), and poet. I learn a great deal from him. He can see the value of a Facebook page and a profile on Linkedin. He just doesn’t want to be that connected through something like Twitter.

Does he need to be? Not if he’s happy with his scope of success and quality of business and personal life. (And he is.)

Are there downsides to Twitter? Sure.

The benefits of using Twitter as a part of your communication can also provide results you could never imagine.  Let me give you a sample:

A few weeks ago, I read a question on a LinkedIn group that I belong to. It was from Michael Stelzner (www.stelzner.com), the white paper specialist. Michael Stelzner originated the first On-line Copywriting Success Summit last October. I attended the Summit — which was excellent — and have a great respect for Mike.

His question was: Is anybody else addicted to Twitter?

This question became a perfect example that I can use to explain to my clients about how social media is directly benefiting my work. Stay with me.

Doing an online conference in October led me to:

• join the LinkedIn social networking discussion group from the summit conference
• which led me to post a comment on the group discussion
• which led me to read Cindy King’s (www.cindyking.biz) very helpful comments about Twitter
• which caused us to become aware of each other
• which led me to watch her name become more prominent across social media
• and influenced my decision to join Twitter and “follow” this woman, in addition to professionals from the summit already on Twitter
• which caused Cindy King, a cross cultural marketing consultant located in Paris to also follow me on Twitter (@writerdiehl)
• which led me to ask her a question about another social media network in Europe that I’m on (Xing www.xing.com)
• which led to her answer to me by email (which was very helpful) and
• she requested that we have a phone conversation to learn more about what I do (www.marcidiehl.com).

Ultimately, we had a 1.5 hour phone meeting.

This is a perfect example of the result of social media networking.

In one week, I gained a contact and valuable resource, and she learned more about me and my work. We exchanged insights and tips, and plan to keep up our contact via Twitter and the phone. All that was missing was a cup of coffee and a table to sit at. I gained by learning some things I should do for my blogs and website, and how I might seek work on an international level.

I’m using this as one example of how fast this kind of thing can start gaining. I’m still learning – but as I learn, the results can be surprising.

And exciting. And yes – ultimately profitable. In all sorts of ways.

Marci Diehl (www.marcidiehl.com) is an experienced, high-level commercial writer and consultant with an unusual background. She’s a content creator and storyteller who believes it’s not just writing-it’s solutions.