The definition of Hell
is sitting through another panel on “how to monetize your wine blog.” It just happened again–it’s baack–at the recent Wine Bloggers Conference (which I did not attend).
Personally, I’d prefer to be covered in honey and eaten alive by red ants.
How do I know that the WBC monetization panel was boring if I wasn’t there? Because some things are knowable in themselves. I know the sun is shining someplace even though right now Oakland is covered in fog. I know that Jennifer Anniston’s marriage will not last, if it even happens. And I know that the topic of monetizing a wine blog is contentlessly bankrupt. There just isn’t anything more to be said about it, so let’s stop pretending it’s somehow worth an hour of anyone’s time.
Actually, I do have an inkling of what happened at the WBC monetization panel because the great Joe Roberts put up this video of what he said there. I watched and listened. Joe has been exploring the Terra Incognita of the monetization waters like Columbus sailing the ocean sea, in search of new worlds and new riches. He is going where no man has gone before (well, except for Gary Vaynerchuk). Joe’s advice, if I may be so bold as to summarize it, is two-fold: You can monetize your blog by taking advertising, but this will always be limited, because wine blogs will always have limited audiences and so the pay won’t be all that great.
Or you can “monetize yourself.” Now we get to the nugget of making money. ”Be your awesome self. People will start to call you. Producers will ask you to create content on their sites…The more unique your voice, the more likely you are to get those calls and get some of those gigs and charge a higher rate.” Let’s not forget speaking fees as well.
I call this the Paris Hilton or Kardashian phenomenon: Be famous for being famous. (Gary V. pioneered this too.) Your talent, such as it is, consists in the ability to become known. Then it builds on itself. Once you’re known, you become knowner. People call you up, not particularly for your wine expertise, but because they want you to tell them how you became famous, and so you build a lecture series based on…how to become known! Or how to use the tools of SEO to optimize traffic on your blog…which makes you even more known.
Well, this certainly wasn’t how wine writers got known in the past. But who am I to judge? We’re living in new times, which require, I’m told, new tools. I’m trying to master those tools myself. So I take my hat off to Joe Roberts. Really, I do. He said two years ago he was going to make it in this racket and he seems to be doing it. Well done, Joe.
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And speaking of social media, let’s headline this part:
Do you give more than you receive?
The key to success in the social media sphere, it turns out, is the same as it’s always been, from the Bible to the Golden Rule to the Beatles (“the love you take is equal to the love you make”):
His theory is that “authenticity”–that Holy Grail of social media–“comes more from giving, not getting.” If you’re just a consumer, feeding off other people’s tweets, posts and comments instead of giving your followers, readers and friends more content than you’re consuming, then you’ll never “get” social media or succeed at it.
I’ve been accused in certain circles of not “getting” social media, so this message hit me, and made me think. At first I was guilt-struck: Gee, maybe I am consuming more than I’m producing, which would make me a social media parasite.
But then I realized how much I’m actively tweeting–several times a day–and posting to Facebook–ditto–and then there’s this little blog (give ‘til it hurts), and I thought, Just how much more am I supposed to give?
Question: When it comes to social media, how do you know if you’re giving enough?