How to be Free in the Social Web’s Uncharted Territory

When I first delved into the social web, I scoured the blogosphere for advice, tips, do's and don't's, anything I could lay my eyes on, to be smart and learn from other people's mistakes. I learned a lot. Quickly, however, I reached the limit of my approach and realized that while certain basic, albeit unwritten, principles apply, I need to find my own way to make the social web work for me.

Take Twitter, a social messaging or microblogging utility, enabling users to send and read others' tweets. Only now is it shifting into the early majority adoption stage. Now, the same social media A-list experts who advise to deliver value, give to get, or be helpful, will tweet about what they're having for dinner or complain about a long line at their coffee shop. What gives? Twitter works (or not) differently for different people. Two of Twitter's most popular features - replies and hashtags - were invented by the platform's users.

Twitter has fast become, together with my Sustainable Marketing Blog and LinkedIn, a pillar of my social web presence. For me, Twitter works as a listening and broadcasting platform with social elements.

I share sustainability and marketing resources, tweeting those that pass through my reader or retweeting those that I discover through others. I monitor news, resources, or local updates. I interact with people in my area, Portland, Oregon; I've made a number of awesome real-life connections through Twitter. I tweet about new posts on my blog, which drives traffic. I ask or answer questions. On occasion, I tweet about non-work, personal stuff to add depth to my brand.

Is my way the right way? I don't know and I don't care. It works for me. The point is, there is no right way or written rules in the social web. Commonly accepted (and commonly despised) practices do exist but social media is just such a new form of communication that its rules evolve all the time, and fast. The nature of the social web is its decentralization down to the individual level.

If we all did what others say we should do, there would be no innovation, no progress. And no freedom. The only rule of the social web may just be that of negative liberty, which ultimately means you should do whatever you want without interference from others and without interfering on others' freedom to do likewise.

Having a purpose, a positive motivation, will guide you. Listening to what others say but not allowing yourself to be limited by it will free you. Find your way. Experiment. Don't fear screwing up (you will screw up). Discover what works for you. The only way to make the best out of the social web is by doing.

Now quit reading this and go do your own thing.

Peter Korchnak is a sustainable marketer, blogger, and speaker based in Portland, Oregon. As the Principal of Semiosis Communications, he helps triple bottom line organizations differentiate themselves and cultivate their brand communities. Peter writes the blog, which explores the intersection of marketing, sustainability, and social media. He's a co-author of "Connect! Marketing in the Social Media Era". Peter's workshops and seminars promote sustainable marketing. Peter has master's degrees in international relations and politics, and spends his rare spare time trail running, playing or watching hockey, and doing guerrilla yard work.

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