Social Media Convergence
Have you noticed that when social media works, it really works? It gradually creates results over time, but then when that happens, those results are sustainable – and then they start to multiply. One reason for this is that the good things that come out of social media occur at junction points – points of convergence where lines of intersection cross on this Web.
We live in a predominantly linear world, and for that reason, we want to believe that everything happens for a reason. That's linear thinking. I help you and you help me. Very simple, right? Yes and no. It can work that way, but more often than not there is more to it than that.
The problem is you are usually standing too close to see the entire process. You only see linearity because that is what is right in front of you. If you stand back a ways, what you will see is the convergence of many linear events and activities. And you will notice that results occur at these intersections or nodes. Those nodes are what you want to be focusing on.
Social Network Nodes
We often refer to the social networks as channels. That's a reasonably accurate description. However, when you think of each channel as a linear communications highway, you may get a better mental picture that will help you to understand how to make this work.
Think of your primary points of sharing, such as your blog, as locations on these channels where a community or tribe will gather. If you can do that, then you will effectively create nodes of intersection that will alter the traffic on that highway.
You want people to consume your content. You want them to stop at your roadside diner to sample what will help them with their journey. That's your goal.
There are billions of nodes on the social networks. They are jumping off points, so to speak. And they are all connected in some way – but only loosely. The trick is to align yourself with other nodes that together with you create well-traveled routes that reinforce and strengthen the traffic for accomplishing what you and everyone else in that tribe is trying to accomplish.
When you pull this off, it stands to reason that your node or community will be not only be strengthened, but so will every other node on that route that is frequented by everyone in that tribe. I help you and you help me. It is true indeed; it's just not linear. That's why it appears to be random to most people.
Capitalizing on Content
How do you achieve alignment? By contributing quality content of value that matters to a group of people that want to consume it. When there is valuable content, an identifiable node is formed. It attracts interest and alignment. Low quality content is nothing more than noise – it just adds to the blur of traffic on that linear highway.
If you are a celebrity, you are the node. Anywhere you go others will want to align with you. The rest of us have to create and share quality content that is worthy of other people's attention, while also making new connections that will hopefully encourage even more alignment.
Here's the part that seems like magic. When you continuously do your work – sharing what helps others to do more of they want to do (and better), then seemingly out of nowhere a success occurs – and another node is formed. Successes, however small they may be, attract more of the same.