Are you sick of the word tribe yet?
Before we abandon it for the next hot idea, consider this question:
Are you leading a tribe or boring a crowd?
In Ken Robinson’s compelling book, “The Element: How Finding Your Passion Changes Everything,” he makes a distinction between a tribe and a crowd. He explains that “what connects a tribe is a common commitment to the thing they feel born to do.” Wow. He suggests that a tribe creates a sense of identity by helping people “become more themselves” and it fuels a sense of purpose.
One of the hallmarks of a tribe is that their gatherings inspire the members toward remarkable action. Whether it was Socrates’ circle, Hollywood filmmakers in the ’60s or the birth of Silicon Valley, the connections within a tribe can lead to profound events. One might even argue that it requires a tribe to effect a significant shift – that individuals just don’t singularly possess the amount of energy needed to have that effect.
A crowd, on the other hand, is more like a mob: fickle, draining and with the potential to stampede you. The crowd members all show up for a common reason, like a sports event, and they might even be quite devoted as fans. But you’re actually more likely to lose your sense of individual identity in a crowd.
And here the real kicker: fans and mobs don’t contribute to achievement. They may feel excited about supporting those who achieve but, as members, they are diminished rather than enhanced by their participation. It might be fun to be a fan but it’s not necessarily productive.
With all the hoopla about social media, I believe way too much has been made of fans and followers and who’s the mayor of what.
Who cares?
This mindset leads to behavior that people (hopefully) would not choose if they believed their mission was to lead and inspire vs. herd a mob toward a purchase. People even have the nerve to automate their annoying behavior because some so-called expert recommended it. Stop. It. Please.
Have you been on Facebook lately? It feels like a carnival alley with barkers yelling that I’ll get three tries for a dollar. I don’t want to give them my dollar and I’d really like for them to stop yelling at me (especially via my inbox). Sure, I could go home from the carnival, but there are some really fun rides and it’s cool to run into people that you know.
Yes, I can unfriend, unfollow or just hide (if I want to be a hypocrite and keep my own count high). But it’s hard when people are inconsistent. Occasionally, the “real” friend is there, but then Mr. Hyde (or Mr. Hyde’s virtual assistant) starts robo-tweeting or posting the same thing three times a day.
Does this mean that I think people should never make offers via social media? Absolutely not. When someone is leading an authentic tribe, the tribe wants their offers. And that’s why they don’t have to be personally annoying. The tribe will enthusiastically share the message for them. And each member of the tribe adds their own energy to the offer. Powerful stuff.
I want to learn from people who lead tribes instead of those who yell into mobs. I’m seeking those leaders and tribes. It’s an easy metric:
- Where do I feel like more of myself?
- Who gives me the opportunity to co-create?
- When do I feel energized as part of a tribe vs. frenzied as part of a crowd?
The extra cherry on top is that when I consciously choose a creative tribe (and creative is the lightening here), then I get to be part of the achievement. Members of tribes crave the opportunity to contribute.
My advice to those marketing online… be tribe-worthy. If no one is sharing what you do, it’s not because they didn’t hear you yelling at them. But don’t let that discourage you.
I repeat: do not let that discourage you.
It’s valuable, really valuable, information when people ignore you. It’s not a bad thing or even something to feel bad about. It’s just an opportunity to learn. Reassess what you are giving (not just selling, but giving) before you start asking again. Work on offering a more creative environment for people to feel more like themselves and opportunities for them to be part of the achievement, too.
You can do it. Start creating. Leading will come easily.
Let’s learn more together – I need your examples! Who do you consider a great tribe leader online and why? If you are one, be bold. Strut your stuff.
By Laurie Foley
Laurie Foley helps solo professionals discover their natural brand so that they can get clear, get noticed and get clients. Sign up to receive your free copy of The Inner Brandifesto, her popular guidebook full of brand-building exercises.
{ 10 comments… read them below or add one }
I was just thinking about this same topic!
I posted my first book review on Amazon in 1997. For a brief, shining moment, I was in the top 100 of reviewers (I believe there were only 100 people reviewing at the time). I was so jazzed! Me! Top 100! I checked back several times each day to see if I had risen in the rankings. I scrutinized #1 and #2 to see how I could pick them off.
I was obsessed with numbers.
And numbers don’t mean squat. Someone could review 1000 books and do a half-assed job – but on sheer numbers, they dominate.
Same thing with Twitter, FB and LinkedIn. We’ve gotten in an out-of-control arms race – he with the most followers win. But if you have 60,000 followers and no one buys anything, or hires you, they are useless.
You could have 30 raving fans who buy everything you sell and hire you repeatedly, and you would have a great business.
It’s quality, not quantity, that matters. It’s authenticity, not robo-tweets. It’s connection, not a drive-by.
Thanks, Laurie. Now, to go un-friend some people.
– Michele
.-= Michele Woodward´s last blog ..Your New Yardstick =-.
Great post. Generally speaking, I get annoyed whenever I see organizations tweeting or Facebooking (often the exact same content) “from API.”
I feel like if you’ve got a strong human voice and a reasonable cause, it’s difficult not to lead. If you’re tweeting from an automated process, it’s hard not to bore people. That better be one smooth talkin’ automated process if you’re expecting people to follow.
Our organization cross-posts the same content all over the place, but each time we adopt the language of that particular medium or the crowd. What we say on Twitter will be different from what we say on Facebook, but since it’s a tailored message it’s almost always more effective than a general presentation. Oakland Cemetery in Atlanta is a great example of an organization doing the same.
Hmm, I nominate Laurie
I’d also mention Jeff Pulver as a great online tribe leader – he understands that you have to feed your tribe: feed them ideas, events, fun, the wisdom of tribal elders (even if they are very young elders) and he’s responsive even though his follower count is huge. I also think Fabeku brings something special to the role of online tribal leader.
So I have to ask if “creative is the lightning” what’s the thunder?
.-= David Cohen´s last blog ..Right Brain resurgent =-.
Great post, Laurie!
I cringe every time I hear the word “tribe”… because more often then not it feels synonymous with “clique”. While intentions may be good when forming these partnerships, as I watch these “tribes” grow, their exclusiveness becomes off-putting.
I think the marking of a great leader comes with the ability to find that balance between clique and mob – by providing a resource to their specific market that does not feel cold and totally sales-driven AND does not feel über-exclusive.
I often wonder if that grade school clique mentality never quite leaves us, especially in the “fempreneur” world. I would say that it is very important for online marketers to step back and look at how they come across to those outside their tribe… Are you welcoming to new people? Do you engage everyone equally? Do you mark some members as lower priority? Do you view your tribe as dollar signs?
If you are really out there to help people do whatever it is you specialize in, be cautious not to let that clique mentality take over.
I have to give a presentation at church on Sunday and this tribe description is exactly the fuel I needed. Thanks, Laurie!
Yep. And that’s one reason I just dropped everything for a while and then started over. Totally.
I had a ‘social media marketing guru’ who’s pretty ‘famous’ in those circles let me know in no uncertain terms that if we thought we were above it all and not in high school anymore, we were wrong — that that was exactly what it was about. (This was right before the same person let us all know they were looking for people prone to ‘cult-following’ as ‘perfect clients’ — and neither one of those things describes me so I opted out.)
There are a lot of great people out there. And even some of those ‘carnival barkers’ send out inspiring messages every day so I keep them around. But yeah. I set out to do something more than just gather stats to impress other people I don’t even know. I got a little sucked into it and off track for a while, but I’ve ‘course-adjusted’
Love this post! Thanks!
d
Great topic, Laurie!
I got a puppy over the winter and now we go to the dog park every day. Dog owners are great people and I feel like they are my “tribe”. It’s a great feeling to have other people know what you are going thru (housebreaking!) and to see people that only know you as “Winnie’s Mom”.
Sue
@Michele – Love your recap: quality, authenticity, connection. Perfect summary. And exactly who you are.
@Lain – Yes to tailoring to the medium! And next time someone balks about social media, I’m going to point them to Oakland Cemetery. I mean, if a cemetery can tweet… And your blog is awesome.
@David – The thunder? Results, baby. Loud, booming results.
@Victoria – Genius comments about cliques. Are you going to write that post or shall I? Wanna guest post?
@Tamara – How’d it go?
@Deb – You make such an interesting point. Most people I know, me included, get sucked in for a while when they get started. That’s another reason I usually wait a while before pulling the plug on a connection. We can all learn!
And I love your new thing, btw!
@Sue – What a great synopsis of a tribe – common goals, chance to share and a brand identity. Congrats on the puppy!
.-= Laurie Foley´s last blog ..Are You Leading a Tribe or Boring a Crowd? =-.
Hi Laurie,
This is a wonderful post. Your line here struck a chord:
“One might even argue that it requires a tribe to effect a significant shift – that individuals just don’t singularly possess the amount of energy needed to have that effect.”
Agreed! I think we are trying to shift from being “me-centered” to “we-aware” but we don’t yet know quite how. So I love what you pose here (if I read between the lines correctly): how do we communicate the yearnings in our talented hearts to co-create something powerful where it’s a thrill for us to participate? It’s the “thrill” word I love. A business proposition or any genuine communication ought to be a invitation that’s thrill infused!
I heard Ken Robinson speak while he was in Portland. The man is so busy, I think he’s too busy to even think about the tribe he’s leading.
Do Apostles have tribes? Now that’s a whole other conversation!
@Maura – I love the word thrill. And invitation. Much to chew on from you – thanks!