Can You Survive the Backlash?

by Stuart Foster on July 16, 2009

Personal branding isn't doing so well these days with the thought leaders.

The approach seems to have run its course as an effective method of separating yourself from the crowd and is now becoming the weapon of choice for the HR consultants and college counselors (Not exactly cutting edge people).

Proponents of the personal branding scene suggest that it will become an essential part of the recruitment/grooming process. In order to get great jobs (and then maintain them) you need to have a fantastic personal brand.

The main argument boils down to this: Personal branding doesn't mean anything unless you can demonstrate what you've done with other brands. You eventually need to prove yourself in business/life in a more meaningful way beyond simple self promotion (aka: Build a brand besides yourself).

This raises an interesting conundrum for Dan Schawbel who has staked their claim in this particular field. He's built a brand, business and written a book on the concept. How should Dan react? Should he come out guns blazing? Should he shy away from the conflict and just focus on the promotion of his book?

It's a tough question and one that I don't know if Dan truly knows the answer to yet. However, I don't think his critics have found a way to do what Dan has: encapsulate and capture the attention of the mainstream and demonstrate the effective qualities that make up social technology for a specific topic.

Broad strokes have been made and lots of theories and case studies have been created, but no one has really owned anything except for concepts and best practices.

This scenario raises a number of interesting questions and important lessons:

What causes a backlash in social? Lack of monitoring and repetitive content. Don't get lazy. If you provide people with a product and are consistent about pumping that information/content out there with a personal style? Don't stop doing it. It becomes painfully aware that you are automating and that no one is behind the wheel of your ship.

How do you balance the needs of the early adopters with those of the mainstream? Keep pumping out content and satisfying your audience should be your baseline goal. However, you should always be "trying, playing around with, and exploring new techniques, methods and concepts in your own sandbox though."¹ This way you satisfy both your fans and maintain your avant garde status. You can't choose to just please one group. Cater to both and you will avoid the blow back.

Can you avoid *blinding* hero worship? If everyone around you tells you how awesome you are...wouldn't you think that you were awesome? It's human nature. Eventually, if enough people are saying positive things your brain overloads. It can't handle anymore information because it all looks the same (and you can choose to surround yourself with people who do nothing but praise your glory).

Successfully navigating through the treacherous waters of new technology and concepts has a brutal attrition. The landscape is littered with those who have tried and failed to maintain their influence as thought leaders. Can Dan right his ship and not become one of them? Can you add some lessons/suggestions of your own?

¹Ryan Stephens

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