Social media and technology make it easier than ever for us to communicate with just about anyone. But the connection don’t always translate into a real connection.
Superconnectors—elite (but not a Snob!) a group of people who practice the art of establishing long term, mutually beneficial relationships—to consider and to use social media and technology differently and much more efficiently than the average consumer. They are focused on quality, not quantity, and sincere dedication, not likes and shares.
Class superconnector connected group of people on the ground, takes it up a notch with a more selective and strategic approach that leads to building trust and constructive relationships on more intelligent conversations. The result: a kind of social capital that is exponentially increasing in price.
If you want some great examples of how not to behave on social networks, All you need to do is look at how 90 percent of marketers work. Their posts are usually filled with marketing jargon about their products or services, or even worse, talking. This onslaught of profit-driven messages from marketers on Facebook, LinkedIn, email and other platforms has led weary consumers to tune out.
That’s why superconnectors are moving away from big, open platforms for more intimate rooms such as a private Facebook group, where they can oversee the target of conversations among small groups of people with similar interests. I think that these private groups like oasis where community members can retreat to rest and be among a trusted peer group, believe that every conversation will not be tainted with the expectation of profit. In the curator, by invitation only groups, they can increase their value and protect their time.
Take, for example, Sloan, 7000-plus members, the invitation-only Facebook group for posting jobs and resumes. Co-founders Courtney Boyd Myers and Ryan Matzner group in 2014 because people in the network often sent them emails looking for work or looking to hire.
“I’m always very happy to help any of those people, but I do not, because I’m not good at creating a mental database of all these desires and needs,” says Matzner. A list of Sloan was the way to attract people into their network together for mutual benefit. Initially invited the people they personally knew, but then allowed existing members to invite others. All prompts and messages are moderated. “If we see who behave badly, we remove them from the group,” says Matzner. The selectivity of a page creates a strong sense of community—a community that builds social capital of its founders.
Superconnectors know that when they put the needs of others, good Karma comes back to them tenfold. But that doesn’t mean they expect an immediate return on investment to do something good.
“The most selfish thing you can do is to give freely, because he always comes back,” says Adam Rifkin, co-founder of 106 miles, a meeting of a group that helps budding entrepreneurs to learn from each other.
Superconnectors as Rifkin know that some of their most important business relationships start on the Internet and often remain mostly digital. With people who may not have the benefit of knowing that you’re in the physical world, it is especially behave with generosity and integrity online.
Rifkin swears by what he calls the “five minute favor”—an act of generosity that adds value to someone’s life and takes five minutes or less. This may mean that the introduction of LinkedIn, sharing a post on Facebook and retweets on Twitter. These small services can accumulate good will and social capital over time and have the added advantage of creating a richer and more active participation of the community.
Technology improves humanity
Technology can be inhumane, but superconnectors use it to add humanity in their business and life. For example, most of us to communicate with the phone using voice, text and email, but as our colleagues expect to hear from us. But superconnector Jason Gaignard, founder MastermindTalks, by invitation only event for entrepreneurs, uses your phone in such a way that surprises and delights.
When Gaignard firmly believe that two people have to meet, it is not fulfilling its promises of “dual-use” rules, and shoot a two minute video presentation, highlighting how people’s backgrounds and explaining why he thinks they should date, and then emails them both. It works because he knows how the person understands their goals and their personality and can make a relatively precise prediction that they will find fun and value in the knowledge of each other. For its recipients, the introduction video feels more human, more personal and more connected because they can see the face Gaignard and hear the sincerity and enthusiasm in his voice.
Similarly, Steve Sims, CEO of Bluefish, a personal Concierge, often uses text to communicate on the phone. “You get my energy, my voice,” he explains. “Video recording for me is much faster than typing, but it contains many points of communication—the tone, the style, the passion of my mood. I could get into the dungeon and make a video: ‘Hey, we haven’t talked in awhile, and I thought about you’. With nothing to confuse the context, intent or humanity”message.
Entrepreneur and angel investor Marc Suster not a millennial, but that’s the demographic he wanted to reach, he began to do daily “Snapstorms”—short bursts of video with specific tips for startups.
“Virtually none of my competitors—VCS [venture capitalists] in age from 35 to 55 years—fully understand (or desire) to put out the contents of this media channel,” says Custer on his blog. “So it gives me a less crowded audience than publishing in blogs, Twitter, Facebook, LinkedIn, etc., where all the other published”. It is not uncommon for him to get over 9000 Hits in 24 hours.
Superconnectors like Gaignard, Sims and caster using the same real estate as the rest of us—mobile devices, email, social media platforms, but their approach is fundamentally different. They use these tools to bake humanity into the conversation to differentiate themselves from the pack and create community. The rewards they reap can not be instantaneous, but it’s not a problem. Superconnectors to play the long game.
Scott Gerber is the CEO of community designer community in the company.