Twitter and FriendFeed Don't Help You Build Authority, Reputation and Thought Leadership

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You Can’t Build Authority and Thought Leadership via Twitter

I’m a big fan of Twitter. It’s clearly gone mainstream in a number of ways and brings significant value for maintaining relationships, finding new ones, etc. But you can’t build authority and thought leadership through Twitter or other microblogging services (or aggregator-type services) like FriendFeed. Not unless you previously had some authority and reputation through blogging.

Robert Scoble recently questioned his own use of FriendFeed, and the amount of time he spends with the service. Michael Arrington responded with his own thoughts, essentially saying that Scoble is addicted to FriendFeed and as a result of all his time spent there, his blog has become a ghost town.

Robert himself wrote, “Some people tell me my thought leadership has declined as I’ve blogged less.”

I agree 100%.

Now Robert can afford to experiment, get lost in different services, and even have his brand and reputation tarnished, because of all the success he had previously built up after years of effort. But what about the rest of us?

Blogging is the single most effect way of getting your message out, building reputation, creating authority and demonstrating thought leadership.

Blogging isn’t the best way of staying in touch with people or having conversations; commenting just isn’t as good as more real-time discussions via microblogging. But blogging still dominates when it comes to the dissemination of quality information (and from that quality information comes reputation and authority.) And don’t get me started on the death of blogs. It’s utter nonsense.

A few things to think about:

When you discover someone’s blog (via a link, referral, etc.) it’s not uncommon to look through a few posts, or even dig into the archives. The same cannot be said for Twitter. On Twitter you may look at a few tweets, but you can’t really build up enough of a profile of someone from that. So you make a much faster “follow or don’t follow” decision. With a blog, you dig deeper. Most of the time when someone follows me on Twitter, the first thing I do upon viewing their Twitter profile is check out their blog. That’s where the “meat” is…
Blogs still generate more meaningful commentary from your audience. Sure, a bunch of people might re-Tweet something, but that’s not the same as having 10 or 20 or 30 or more people comment on a post.
Blog posts are eternal whereas Tweets are forgotten. Although most old blog posts really don’t drive a lot of new traffic, they’re still more accessible and meaningful to search engines, and will pick up more traffic than old Tweets. Do you even remember what you posted on Twitter or FriendFeed last week? Probably not. Do you remember what you blogged about? A blog is truly an archive of your life, experiences, thoughts, opinions, etc. Twitter is like someone with no long-term memory.
Twitter is now used quite actively to drive people somewhere – to get them to click through to somewhere. Brands do it. Marketers do it. Everyone does it. Blogs are destination sites.
As fun as it is to post something pithy and quick on Twitter, blogging is still a better medium for expressing yourself, for weaving in more thought, multiple ideas, other people’s input and commentary. Blogging is strategic. Twitter is strategic too, but less so.

Microblogging services like Twitter are great for expanding your audience. They’re great for maintaining ongoing relationships and jumping “in and out of the stream” of what’s going on. Twitter and FriendFeed are great for keeping up-to-date on things; many people claim they no longer use an RSS reader because they get all the latest news from microblogging services. And that’s very cool. But it doesn’t equate to authority, reputation and thought leadership. Blogging does.

You may be able to increase your authority through microblogging services, but if you’re starting from scratch it won’t be effective. And it’s still best to have your feet firmly planted in the foundation of a blog.

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January 12, 2009 Posted in Social Media by Ben Yoskovitz

Saphirus

I’ve personally minimalized my brush with micro-blogging for many of the reasons stated against it here; namely its transeient nature and minimal forethough and organization put into a post. That said, a blog is never truely a firm standing ground simply because far too many are difficult to search, as I’ve often found it difficult to easily find something interesting even when I’ve found a blog that looks promissing at first sight.

In short, I whole-heartedly agree that for depth of expression, it would be hard to find a better medium than blogging.
Saphirus

I’ve personally minimalized my brush with micro-blogging for many of the reasons stated against it here; namely its transeient nature and minimal forethough and organization put into a post. That said, a blog is never truely a firm standing ground simply because far too many are difficult to search, as I’ve often found it difficult to easily find something interesting even when I’ve found a blog that looks promissing at first sight.

In short, I whole-heartedly agree that for depth of expression, it would be hard to find a better medium than blogging.
http://www.getmoreyoutubeviews.com Aleksandar

First one to comment !

twitter – Short term, getting people to click (short term marketing)
Blogging – long term, building authority – people that will come back to your website.

Love the article, Thumbs up
http://www.getmoreyoutubeviews.com Aleksandar

First one to comment !

twitter – Short term, getting people to click (short term marketing)
Blogging – long term, building authority – people that will come back to your website.

Love the article, Thumbs up
http://socialmediaanswers.com kevin palmer

Great post Ben.

I actually wrote about this the other day on my blog. I think twitter, friendfeed, and other social media sites allow users to create a false authority using their large self manufactured friend counts as a form of social proof. This authority and fame is usually fleeting as their lack of quality content and thought leadership ultimately reveals their shortcomings.
http://socialmediaanswers.com kevin palmer

Great post Ben.

I actually wrote about this the other day on my blog. I think twitter, friendfeed, and other social media sites allow users to create a false authority using their large self manufactured friend counts as a form of social proof. This authority and fame is usually fleeting as their lack of quality content and thought leadership ultimately reveals their shortcomings.
http://adamtoohey.com Adam Toohey

Awesome post Ben,

And it is so true. You cannot expect to build 3000 followers or something on twitter and them come to your blog regularly if it is not being updated and it is lacking in quality.

Love the post

2 Thumbs up
http://adamtoohey.com Adam Toohey

Awesome post Ben,

And it is so true. You cannot expect to build 3000 followers or something on twitter and them come to your blog regularly if it is not being updated and it is lacking in quality.

Love the post

2 Thumbs up
http://www.aaronhockley.com Aaron

This past weekend at WordCamp Las Vegas, Chris Brogan touched on this, noting that Twitter is about breadth, whereas blogging is about depth.
http://www.aaronhockley.com Aaron

This past weekend at WordCamp Las Vegas, Chris Brogan touched on this, noting that Twitter is about breadth, whereas blogging is about depth.
http://blogs.praized.com/seb Sebastien Provencher

That was my exact new year’s solution: more blogging, less tweeting… Link to my post
http://blogs.praized.com/seb Sebastien Provencher

That was my exact new year’s solution: more blogging, less tweeting… Link to my post
http://agitationist.com J Walker

A different take on the mainstreaming of Twitter:
http://agitationist.com/twitter-officially-goes-mainstream
http://agitationist.com J Walker

A different take on the mainstreaming of Twitter:
http://agitationist.com/twitter-officially-goes-mainstream
http://fredbrunel.com Fred Brunel

You’re absolutely right. Twitter is all about the instant. Even if I use it to share links, I try to post the most interesting ones to my blog with a relevant comment.

Quite funny, Robert Scoble posted an article “If you are laid off, here’s how to socially network[1]” about how to use your blog as a resume to find a new job. Twitter is clearly not the right place for that.

[1] http://scobleizer.com/2009/01/12/if-you-are-laid-off-heres-how-to-socially-network/
http://fredbrunel.com/ Fred Brunel

You’re absolutely right. Twitter is all about the instant. Even if I use it to share links, I try to post the most interesting ones to my blog with a relevant comment.

Quite funny, Robert Scoble posted an article “If you are laid off, here’s how to socially network[1]” about how to use your blog as a resume to find a new job. Twitter is clearly not the right place for that.

[1] http://scobleizer.com/2009/01/12/if-you-are-laid-off-heres-how-to-socially-network/
http://muscovadosugar.info Sara-Beck Cronny

Different tools for different jobs, right?

Couldn’t agree with you more. It’s hard to be a legit. thought leader when you’re working with 140 characters at a time.
http://muscovadosugar.info Sara-Beck Cronny

Different tools for different jobs, right?

Couldn’t agree with you more. It’s hard to be a legit. thought leader when you’re working with 140 characters at a time.
http://www.themurr.com/ David Murray

So if I’m reading you right – Twitter is the appetizer and blogging is the meat and potatoes.

Makes sense and I would agree with you.

There are some Twitter folk out their who have built their online reputation on Twitter alone. But I see your point about the blog being “sticky” where as a Tweet can quickly dissipate.

Twitter has helped me considerably blog – but I certainly wouldn’t give up blogging just to be on Twitter.

Good food for though… make my head hurt! Thank you!
http://www.themurr.com DaveMur

So if I’m reading you right – Twitter is the appetizer and blogging is the meat and potatoes.

Makes sense and I would agree with you.

There are some Twitter folk out their who have built their online reputation on Twitter alone. But I see your point about the blog being “sticky” where as a Tweet can quickly dissipate.

Twitter has helped me considerably blog – but I certainly wouldn’t give up blogging just to be on Twitter.

Good food for though… make my head hurt! Thank you!
http://www.instigatorblog.com Ben Yoskovitz

Thanks for all the comments folks – hopefully we can continue the dialogue here, on other blogs and on Twitter. And FriendFeed too, if you insist!

@Kevin: I agree that using friend count as a measure of authority is questionable, unless you have the blog readership or something else to support it. I’d say that the best / most read blogs out there STILL have more RSS readers (and email subscribers) than they have Twitter followers, but it is much easier to build up Twitter followers than blog readers. The question ultimately is this: Which one is more valuable?

@Fred: I’m glad to see Robert devoting more time to his blog, I think it will universally help him consolidate his brand and restore / evolve his reputation and brand going forward.

@DaveMur: I like the analogy but it’s not entirely right. Twitter is more like perpetual snacking, and blogging is the meat and potatoes. An appetizer would mean it comes before the main meal, whereas I think Twitter and Blogging is the other way around. You blog first then use Twitter to engage and maintain the conversation.
http://www.instigatorblog.com Ben Yoskovitz

Thanks for all the comments folks – hopefully we can continue the dialogue here, on other blogs and on Twitter. And FriendFeed too, if you insist!

@Kevin: I agree that using friend count as a measure of authority is questionable, unless you have the blog readership or something else to support it. I’d say that the best / most read blogs out there STILL have more RSS readers (and email subscribers) than they have Twitter followers, but it is much easier to build up Twitter followers than blog readers. The question ultimately is this: Which one is more valuable?

@Fred: I’m glad to see Robert devoting more time to his blog, I think it will universally help him consolidate his brand and restore / evolve his reputation and brand going forward.

@DaveMur: I like the analogy but it’s not entirely right. Twitter is more like perpetual snacking, and blogging is the meat and potatoes. An appetizer would mean it comes before the main meal, whereas I think Twitter and Blogging is the other way around. You blog first then use Twitter to engage and maintain the conversation.
http://autouptodate.com AutoMan

I’m extremely new to twitter, but I don’t see what all the excitement is over it. I post what I am doing every once in a while and a few people follow… What’s the point? I also don’t like the interface. I get stacks and stacks of tweeds from the news corps that I’ve followed and I hate how it tells you what someone wrote to someone else on the main dashboard. Can anyone tell me how its properly used and why so many like it?
http://autouptodate.com AutoMan

I’m extremely new to twitter, but I don’t see what all the excitement is over it. I post what I am doing every once in a while and a few people follow… What’s the point? I also don’t like the interface. I get stacks and stacks of tweeds from the news corps that I’ve followed and I hate how it tells you what someone wrote to someone else on the main dashboard. Can anyone tell me how its properly used and why so many like it?
http://jhangora.blogspot.com Jhangora

Couldn’t agree more with the observations. However as u sd Twitter cannot be ignored and it is a great tool to promote blog traffic.
http://jhangora.blogspot.com Jhangora

Couldn’t agree more with the observations. However as u sd Twitter cannot be ignored and it is a great tool to promote blog traffic.
http://www.twitterbusinessbook.com Rodney Rumford

Ben,
Great Post! The issue for me is that blogs and twitter are 2 different animals, communications forms and channels.

Blogging is hard work and requires logical linear thought to be positioned as a thought leader. You need to be able to expound on concepts, thoughts, visions and ideation.

Twitter ad a medium can actually allow you to be positioned as a thought leader, it just might require that you need to point to your long form blog content.

It is my belief that blogs and Twitter are complimentary channels. In fact this is discussed in Chapter 17 in my book that was just released today. “Twitter as a Business Tool” http://www.twitterbusinessbook.com/the-book-kit

Cheers!
http://www.twitterbusinessbook.com Rodney Rumford

Ben,
Great Post! The issue for me is that blogs and twitter are 2 different animals, communications forms and channels.

Blogging is hard work and requires logical linear thought to be positioned as a thought leader. You need to be able to expound on concepts, thoughts, visions and ideation.

Twitter ad a medium can actually allow you to be positioned as a thought leader, it just might require that you need to point to your long form blog content.

It is my belief that blogs and Twitter are complimentary channels. In fact this is discussed in Chapter 17 in my book that was just released today. “Twitter as a Business Tool” http://www.twitterbusinessbook.com/the-book-kit

Cheers!
http://www.thefilipinoentrepreneur.com Lito | TheFilipinoEntrepreneur

Twitter is for those who have already an authority like problogger or shoemoney and not for gaining popularity.
http://www.thefilipinoentrepreneur.com Lito | TheFilipinoEntrepreneur.Com

Twitter is for those who have already an authority like problogger or shoemoney and not for gaining popularity.
Pingback: Your Blog is a Cabin in the Woods « NextUp
http://www.livinlavidalowcarb.com/blog Jimmy Moore

I agree 100%, Ben! As a successful blogger, I couldn’t imagine pulling myself away from my bread and butter (the blog) to start posting thoughts and ideas on a format that is suspicious at best (Twitter). I’ve never understood Twitter for the life of me and can’t figure out what people are so in awe about. If you want social connection, then go to Facebook. But to communicate ideas effectively, you hit the nail on the head, Ben: BLOG!
http://www.livinlavidalowcarb.com/blog Jimmy Moore

I agree 100%, Ben! As a successful blogger, I couldn’t imagine pulling myself away from my bread and butter (the blog) to start posting thoughts and ideas on a format that is suspicious at best (Twitter). I’ve never understood Twitter for the life of me and can’t figure out what people are so in awe about. If you want social connection, then go to Facebook. But to communicate ideas effectively, you hit the nail on the head, Ben: BLOG!
Pingback: Promises and good intentions | Tanya McGinnity
http://www.liveagl.com/events Alex Delarge

I think twitter is a great tool, for expanding your brand, I personally use it as brick and motor, status update with a link to read more..

Does everyone have experience with Stumbleupon?
http://www.liveagl.com/events Alex Delarge

I think twitter is a great tool, for expanding your brand, I personally use it as brick and motor, status update with a link to read more..

Does everyone have experience with Stumbleupon?
http://www.premiersocialmedia.com James Schneider

Hello Ben,

This is an excellent post! Everyone here has pretty much said what I was going to say.

Twitter’s not exactly able to do that, especially when you’re given 140 characters per tweet. Like everyone else, I agree that it’s good if you want to pique interest in something else. I know the company I’m working for now has me use Twitter to promote contests our site holds and excitement for the online “parties” we have for members and whatnot.

However, I think blogs just have a more personal feel to them, and this allows readers to connect with you more. Your heart and soul go into your writing, and people generally take notice of that.

Keep up the great work
http://www.premiersocialmedia.com James Schneider

Hello Ben,

This is an excellent post! Everyone here has pretty much said what I was going to say.

Twitter’s not exactly able to do that, especially when you’re given 140 characters per tweet. Like everyone else, I agree that it’s good if you want to pique interest in something else. I know the company I’m working for now has me use Twitter to promote contests our site holds and excitement for the online “parties” we have for members and whatnot.

However, I think blogs just have a more personal feel to them, and this allows readers to connect with you more. Your heart and soul go into your writing, and people generally take notice of that.

Keep up the great work
http://www.localdatabase.com Bryan Gray

I was telling a buddy of mine the same thing the other day. So many people are wasting their time on Twitter thinking that is going to make them.

Twitter is a great way to grow a brand if you already have something solid. It’s not going to MAKE you.
http://www.localdatabase.com Bryan Gray

I was telling a buddy of mine the same thing the other day. So many people are wasting their time on Twitter thinking that is going to make them.

Twitter is a great way to grow a brand if you already have something solid. It’s not going to MAKE you.
http://www.computers-repair.info/ tom

i use twitter to promote my site and add friends
http://www.computers-repair.info/ tom

i use twitter to promote my site and add friends
http://petgroomingsearch.com/ Daitondimeny

A nice tidbits..and waiting for the new tidbits too in the holidays. Thanks for wishing us a lot..
http://petgroomingsearch.com/ Daitondimeny

A nice tidbits..and waiting for the new tidbits too in the holidays. Thanks for wishing us a lot..
http://cashwithatrueconscience.com/rbblog Ryan Biddulph

Hi Ben,

Nice post. I always say Create, Create, Create. People will eventually be attracted to you if you have something to offer them. I now make it a point to post on my blog and write an article for submission to one of the various article directories every day. The networking stuff is not important unless you have fresh and useful content to offer. I ask myself, “Have I helped someone else with my actions today?” If I can answer yes, then I go on to twitting or myspacing or facebooking, or any other networking tools.

Ryan
http://cashwithatrueconscience.com/rbblog Ryan Biddulph

Hi Ben,

Nice post. I always say Create, Create, Create. People will eventually be attracted to you if you have something to offer them. I now make it a point to post on my blog and write an article for submission to one of the various article directories every day. The networking stuff is not important unless you have fresh and useful content to offer. I ask myself, “Have I helped someone else with my actions today?” If I can answer yes, then I go on to twitting or myspacing or facebooking, or any other networking tools.

Ryan
http://bschrag.etsy.com Brenda Schrag

Great article and constructive point of view. Need this info.Thanks
http://bschrag.etsy.com Brenda Schrag

Great article and constructive point of view. Need this info.Thanks
http://www.jennsellsfast.com/PageManager/Default.aspx/PageID=1975775&NF=1 Jennifer K Giraldi

This is so true Ben! Twitter will never pack the same punch as quality blogging. Twitter is the minor leagues where quality blogging is the majors.
http://www.jennsellsfast.com/PageManager/Default.aspx/PageID=1975775&NF=1 Jennifer K Giraldi

This is so true Ben! Twitter will never pack the same punch as quality blogging. Twitter is the minor leagues where quality blogging is the majors.

About Ben Yoskovitz

I recently joined GoInstant as VP Product. GoInstant changes how we use the web, making it shareable like never before.

I'm also a Founding Partner at Year One Labs, an early stage accelerator in Montreal. Previously I founded Standout Jobs (and sold it). I'm a hands-on startup guy, helping companies grow successfully from the idea forward. You can reach me at byosko at gmail dot com.

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