Getting into the conversation

Doc Searls, co-author of the Cluetrain Manifesto, which famously argued that “markets are conversations”, has expanded this original thesis to the proposition that markets are conversations, relationships and transactions. If we interpret markets to mean anywhere we are trying to engage with others and get things done, it follows that the first thing to do is start talking with others.

More importantly, you don’t know what a community knows unless you are part of it. The thing you are trying may have been tried before, or perhaps already exists and you don’t know about it. Market research, competitor analysis and a little Googling is all very well, but if you want to be sure of the territory you’re stepping into, you need to speak to the people who live there.

Start by listening to understand the language and nuances of the community, and then venture a few words (or images) of your own. It is worth showing a little humility, and saying you are new around the place: people are usually happy to help if you approach respectfully. What doesn’t work is bringing in preconceptions from mainstream media about the apparent worthlessness of Facebook, Twitter or whatever tool is currently fashionable. They are all aids to conversation ... just like phones and tables and cups of coffee. They’re only as interesting as the people using them.

Learn to listen in, and listen out, for what interests you, and tune your responses to the situation. You can’t interact or transact until you are able to have a conversation.

 

How to find and join the conversations that are already happening

by Amy

  1. Visit Technorati and Google Blog Search, where you can search for key terms as well as your organization's name or services, and find the popular blogs related to your area of interest. Once you find one or two blogs you like, exploring their blogrolls or recommended links will often lead you to other useful sites.
  2. Subscribe to blogs you like via RSS with an RSS newsreader (like Google Reader), as well as the RSS of comments (if available) to help you stay on top of the conversation, feel out who is participating and note how the conversation unfolds (if the blog author responds in comments, if it is just readers, if there are links to other blogs/posts, etc.).
  3. Visit delicious.com and search for key terms about your services and sector.
  4. Visit social networking sites like Facebook and find Groups & Pages related to your services, sector, or even about your organization, or specialized networking sites like Ning where you can find communities related to your field, cause or services.
  5. Visit social action networks like Change.org, Care2 and Social Actions to find groups, calls to action, and fundraising appeals about your sector, your colleagues/competitors or even your organisation.
  6. Visit the websites of other service providers, supporting organizations, or partners (this includes everyone from organizations serving similar goals in other geographies, funders, service organizations, or groups you partner with) to check out if/how they are engaging online.
  7. Give yourself time to "lurk" or just follow the blogs and comments, read the links, a few weeks of consistent reading (sometimes people take months to feel comfortable).
  8. Dive in! Leave a comment on a blog post or in reply to another comment, or start posting on forums and social networking pages. Remember that it's about conversation, so feel free to share your ideas, ask questions, or provide information, whatever you want!
  9. If the blog author/s provide a contact email address, you can use this to take the conversation further. Send an introduction including where you work, what you work on, or what you are interested in.
  10. If you want more, check out the great resource from WeAreMedia: Participating in the Conversation.