The Balance Act

Balance
Photo cred: DirkJan Ranzijn

Here’s a thought I’ve been struggling with lately…

It’s not all about community, relationships and engagement.  To focus only on these things was naive and idealistic.  These things are vital in the long-run, but in terms of building a large userbase (a.k.a. making money).  In order to scale, these ideals sometimes have to take a backseat to impersonal, systemic approaches.

Now I don’t necessarily agree with that thought…hence me struggling with having it.  As if they were reading my mind, both Chris Brogan and Dave Fleet recently shared relevant thoughts on their blogs to get me thinking even more.  Then to top it off today, I enjoyed an extremely interesting presentation by Gabriel Weinberg (Scribnia’s Dreamit mentor). He shared his story of how he found success by doing nothing in terms of human engagement or community building, but rather by developing a deep and thorough understanding of the system.

I know different approaches work for different situations, but I’m quickly coming to the realization that these social media concepts do not scale, at least not at first. We get caught up on the “success stories” of companies that have done nothing in terms of marketing, and have grown solely from word of mouth.  While nice to think about, to plan the same for yourself is usually idealistic and unreasonable.

So much focus have been put on these tools lately, and I pretty much soaked it all in, not quite seeing the limitations…understanding, but not quite grasping the concept of breaking down silos, as Beth Harte would explain.

I’m learning that the only thing that really matters in the end is numbers…number of users, of customers, of traffic.  Regardless of how you get there, that’s the game.  These are harsh realizations but realizations nonetheless.

So I guess in the end, all you can hope for is a balance. I will never sacrifice my passion for community building and human engagement, but it’s looking like there’s a lot more to it.

I’m sure many of you already know this, so help me through this one…what are your thoughts?