There’s been plenty of talk about some great, global, online conversation, but I want to outline how to engage in that conversation once you realize it’s there.
What is this Conversation?
In simple terms, it’s any conversation anywhere (whether it’s online or not). Think of it like the Force from Star Wars. It surrounds every living being and is controlled by them and controls them at the same time … or something like that. It’s a website, comments on that website, emails, IM’s, phone calls, radio talks shows, television programs, two people talking to each other, and just about anything else you can think about (yes, even music). Obviously, if you can inject what you’re saying into all that … well, something would happen.
Step 1: Start Your Own Conversation
Grab a website. Start putting coherent text and content on it. Even better yet, let others leave comments. It can be as simple as “Hi, I’m Nicholas. I like kitchens,” or as structured as “We’re Xyz, an online publication that discusses all aspects of Kitchens.” Don’t stress too much on details, because there’s really only two import aspects: 1) you’re clearly understood and 2) you have a permanent location that you can reference in future conversations.
Step 2: Identify Similar Conversations
There’s tons of conversations out there, but don’t just run to the loudest one in the room. (It’s probably about Anna Nicole Smith anyway.) Instead, identify conversations that are similar to yours. They fall into some categories (which I will describe as lines):
a) parallel conversations – Parallel conversations are the people out there talking about the same stuff as you. If you’re kitchen-xyz.com, they’re kitchen-abc.com. Traditionally, they would probably be considered your competition. They’re not, and you should be listening to what they’re saying.
b) intersecting conversations – Intersecting conversations aren’t necessarily talking about the same things as you, but they do touch your topic in some way. In our kitchen example, they would be talking about bathrooms (or appliances, or … you get the picture).
c) vertical conversations – Larger conversations that encompass your conversation. They are the big boys. In our kitchen example, they would be talking about the whole house (or it could be a general interest conversation at the local beauty parlor).
Step 2: Listen
Shhh… That sound, it’s not silence. It the roaring, thriving global conversation, and you can’t just jump in. You have to listen first. In fact, the longer you listen to a conversation the better you will be able to engage it. So, now that you’ve found similar conversations, don’t bombard them … instead listen to them.
Step 3: Start Off Small
Now that you’ve been listening to this conversation (and you know what it’s about), you may feel like you’re the speaker’s best friend. You’re not. In fact, the person doesn’t even know you. So, begin engaging the conversation appropriately. Start with any small entry points you can find. On websites, it’s usually comments.
Step 4: Start a Cycle
Hey, you just took your first step into the conversation. Now, go back to listening. It’s some kind of recursive, circular monster.
Step 5: Let it Grow
It’s not good enough to go around in circles. You have to grow the conversation and let it spiral out of control (until you end up on CNN and madly famous). Last time, you left a comment, this time expand your comment to an article on your website. Then email it back to the site you just commented on. Hit the parallel conversations first, then the intersecting, and then the vertical. Growing the conversation the whole time.
That’s it. Hopefully, when your conversation grows so big that’s on the front page of the New York Times, you’ll throw this conversation a bone.