How To Use Your Web Influence Wisely

October 23, 2008 · by Joanna Paterson · in

You don’t have to be a “person of influence” to be influential. In fact, the most influential people in my life are probably not even aware of the things they’ve taught me. Scott Adams

You don’t have to be a ‘person of influence’ to have your say any more.

To publish. To be read. To influence others.

The internet gives us the freedom to publish (to write, to tweet, to blog, to share photos).

To have a platform from which we can, and do, influence the lives of others.

But how do we make the most of that power and influence?

What responsibilities come with these freedoms? And how do we learn to use our influence wisely?

Get Clear On Your Purpose

1. Think About What You’re Spreading

Take stock of what you’re spreading, whether that’s an idea, a way of working, new ideas about learning, a business proposition, a different perspective on the world.  Are you proud of that influence?  Will you look back on the trail you’ve left behind without regret?

2. Work Out What You’re Trying To Do

There’s a big difference between marketing, learning, collaborating, making money online, networking, building community, running a campaign, promoting a sense of place.

Some tools will serve your purpose better than others.  Just because others are using them doesn’t mean you should.

Work out what you’re trying to do before you jump onto the next bandwagon.

3. Look for Ways to Make a Difference

There’s no shortage of things that need fixing, ideas that need championing, people who need connecting.

Look for the things that make your heart beat faster.

Look for the ways that you can add value through your unique contribution.

4. Think About The Benefits for Others:

Yes, there’s lots of fun to be had from social networking sites like Twitter, and lots of ego gratification to be had when you see your influence-ometer going up the way.

But the real reason it’s worth investing your time, energy and influence is because it’s going to make a difference beyond you: to learn more about your customers, to break down barriers to learning, to reach hard to reach groups, to spread powerful ideas.

5. Then Challenge Yourself Hard

If those are the benefits for others… are the tools you’re using the best way to make them happen?

Could you have more influence if you used other routes off line: by picking up  the phone,  spending time with ‘real’ friends, channelling your bite sized chunks of energy into writing a book?

Take Responsibility for Your Influence

6. Focus on Your Purpose

It’s easy to get distracted by some of the tools on the web.  They can be huge time sinks if you’re not careful, and it’s not hard to start feeling overwhelmed.

Keep asking yourself why you’re doing something, and how it relates back to your bigger purpose.

Influence isn’t an end in itself.

7. Be Influenced by Others

Look out for teachers and mentors who can give you ideas and inspiration.

That might be practical help with adding a new widget to your sidebar – or the inspiration to change the way you look at the world.

There are lots (and lots) of positive voices out there, and no excuse not to be able to find them.

8. Know Your Boundaries

Get clear what you’re willing to share, what not, and why.  Think about the consequences of those decisions for your readers and customers (if they found out something you’re not disclosing) and for your family, your friends, and you (if you’re disclosing a lot).

9. Don’t Forget the People Part

Technology might be what’s helping you make the connections… but it’s still a person who’s listening to you, looking at your photographs, following your tweets – being influenced by your words, and your actions.

10. Take Responsibility

Odd for a world where everything seems so fleeting – but the things you write, link and share have a lingering presence on the web.

Be willing to stand by your words.

Keep Your Writing Feet On The Ground

11. Write For One Person – Even If You’re Reaching Many

It’ll help you maintain rapport, engage with your readers and create that powerful sense of personal connection.  (Plus it’ll help to keep your feet on the ground, and stop you getting too big for yourself.)

12. Narrow Your Focus

Writing to try and reach a lot of people can trip you up: create writer’s block, make your writing sound stilted, lead to the impression you’re broadcasting, not connecting.  Even though you’re aiming to reach – or are reaching – many, keep your focus narrow, on the connection you can create with just one  person.

13. Share Something of Yourself

If your aim is to make a connection, to create an impact, to exert your influence… then you’ll probably need to share something of yourself.  Your point of view, your view of the world, your experience including (some) warts and all.

14. Value Every Reader

Your readers aren’t obliged to give you their attention.  There’s plenty of other free entertainment out there.  Unsubscribing, unfollowing is as an easy as a simple click away.  Don’t take their attention for granted.  Value every reader – and write that way.

15. Leave Space for Others

Having influence doesn’t mean knowing it all or being in sole possession of the answers.  It’s being able to shift perspectives, make connections, join dots, point the way to possibility, leave room for others to get involved.

Believe That Your Influence Matters

16. Challenge your limiting beliefs

You’ll probably know if you’re holding yourself back because of limiting beliefs.  (Inner narrative that might sound like: I’m too old, I don’t know how to, I’m not like tech minded enough, my ideas aren’t good enough, I don’t have anything of value to say.)  Answer the inner critic back.  Test whether those beliefs are serving you (and others) or not.

17. Don’t Go For False Modesty

Think about what you can teach, what skill you can pass on, what ideas you can share, what unique perspective you can bring.  In a piece on chainsaws and mentors Jon Swanson challenges us thus:

What do you know better than others? Who looks up to you when they want to learn that? Are you willing to acknowledge that you know it better or do you say, “This? Anyone can do this.” Are you willing to watch people work, to share your knowledge without knowing everything? Are you willing to share the little piece that you know?

18. Acknowledge Your Power

Rosa Say asks whether you’ve got influence.  The answer’s of course: we all do.  The real question is how, when and why you chose to it.

Got Influence? We all do. The question is if we know how much, and if we take complete responsibility for the effects of the influence we have, and choose to wield. When we use it, influence gives us leverage.

19. Recognise and Respond to the Desire For Connection

Maybe this is influence, maybe it’s leadership.  Seth Godin, introducing his new book Tribes: We Need You to Lead Us (which I am itching to read) talks about the hunger for connection:

It’s so tempting to believe that we are merely broadcasters, putting together a play list and hurtling it out to the rest of the world. Louder is better. But we’re not. Now we’re leaders. People want to connect. They want you to do the connecting.

20. Ask Why Not

If you shy away from extending your influence because you ‘just’ want to share ideas or to connect with like minded people ask yourself ‘why not?’ share ideas with more people, connect with a wider sphere of influence, get more readers, establish new connections.

Why not?

I don’t pretend to have all the answers here. I still consider myself to be an internet novice: still gawping in astonishment at the things we can do and the power we have at our fingertips.

But I do like to share what I’ve learned (yes, and that would be in the hope of influencing others).

And I do like to write down the lessons I’m still trying to learn (or teach) myself in the hope that I’ll pay attention to my own words… I’m sure this list could be a lot longer (and conversely – a lot shorter).

What other things would you add to it?  If you had to boil it down to one or two most important things – what would they be?

Linked and Recommended Reading:

What Are You Spreading? by Jon Swanson at Levite Chronicles

Feeling Overwhelmed by Social Media and Web 2.0? Here are 5 Tips for You by Darren Rowse at Problogger

Ospitalita! Prego! What My Italian Grandmother Knew About Community Building by Liz Strauss at Successful Blog Twittering Away My Time and Other Social Media Myths: by Karen Swim guest posting at Word Sell Always In The Picture by Jon Swanson (on writing style) Got Influence? by Rosa Say at Talking Story Leadership is Now the Strongest Marketing Strategy by Seth Godin Influence and Responsibility on the Web by Karen Swim at Words for Hire Photo Credit: Pavig Lok (on the left) and Hobos on a field trip by Bettina Tizzy on flickr

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