O'Reilly logo

Social Media 101: Tactics and Tips to DevelopYour Business Online by Chris Brogan

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 23. What Friends and Seinfeld Teach You about Growing Your Audience

Back in the 1990s, NBC had this perfect little plan for its super-powered Thursday night lineup. It would run Friends, then some other show, then Seinfeld, and then some other show, then ER. In the "other show" slots, NBC would place its not-so-popular products that hadn't yet learned to stand on their own. They were incubator spots. And that's my recommendation to you if you're looking to grow your audience.

FIND YOUR FRIENDS, SEINFELD, ER

If you're a medium- or small-size blogger or podcaster, find the content that is most similar to what you're talking about. Start commenting, contributing, and finding ways to augment instead of seeming like a cloned product. Look for the things others are not covering and make that your deeper specialty. (Side note: If you feel you're truly unique, that's either really awesome or it's going to stink for you.)

Don't latch on like a leech, but do see if you can at least establish a conversational relationship.

BE YOUR OWN SHOW

Essentially, TV shows that attempt crossovers suffer. So do comic books (ask any comic writer and most fans). Make sure you're your own product and that your product stands alone really well. The model at NBC was that the show in between Friends and Seinfeld either succeeded and graduated to its new date and time, or it went dead quickly.

THINK ABOUT THE LANDSCAPE

Consider how your blog improves someone's day. In fact, here's homework: Look at your blog ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required