In it, Kyle wrestles with whether or not we should focus on audience when we are sharing content — whether that sharing happens on blogs, in other social spaces, or in face to face presentations.
Let me answer that question for you: For MOST* of us, audience DOESN’T matter.
Stop talking about it. Period. End of conversation.
Here are two reasons why:
(1). Focusing on audience draws attention away from the real reason that people should be blogging and sharing in social spaces.
For the vast majority of us practicing educator types, blogging and participating in social spaces is about reflection, plain and simple. Every time that you sit down behind the keyboard for any reason — whether that’s to join in a Twitterchat, to read bits that appear in your social streams, or to create a new bit on your own blog, you are an active learner.
Articulation of ideas — whether it comes in the short form of a Tweet or the long form of a blog post — requires you to think carefully about what you THINK you know. Finding the right words to express your core notions about teaching and learning forces you to wrestle with what you actually believe.
Every time we make the argument that audience matters, we forget that reflection matters more. Our goal shouldn’t be to #becomepopular. It should be to #becomebetter. Blogging and sharing in social spaces can help us to do that whether anyone is listening or not.
(2). Focusing on audience is bound to leave writers discouraged.
Are you ready for an interesting confession: “Radical Nation” really isn’t all that big! I average about 120 views a day on my blog. Yesterday, I had 37. Today, I’ve got eight. I have about about 400 subscribers. When I share content out through Twitter, an average post gets ten clicks, five likes and three retweets.
And that’s for a guy who has been blogging for over a decade, who has written over a thousand posts, who has 25,000 followers in Twitter, and who has pretty strong connections to a bunch of really high-powered influencers in the #eduverse.
Do you see what that all means?
If audience is the metric that I use to judge the value of the time that I spend writing and sharing, I would have quit writing and sharing a long, long time ago.
The fact of the matter is that I spend about five or six hours a week on this stuff — including two or three hours every Saturday morning. I get up at 5:30 AM and am banging away at the keys in the back of a Brueggers Bagels or a dirty McDonalds by 6 AM. Every single week. For over a decade.
All for ten clicks, five likes and three retweets?!
Try selling THAT to people new to blogging and sharing in social spaces. “Hey! If you spend five hours a week for a decade, you, too, can have days where you get ten clicks, five likes and three retweets!”
That’s why I hate it when we talk about audience.
It focuses people who we want to encourage to join us in social spaces on the wrong end goal. Worse yet, if they don’t get the traffic that they see other people getting, it leaves them convinced that they have nothing important to share.
What rookies in social spaces don’t realize is that “getting traffic” isn’t easy to do. What us blogging old-timers learned a long time ago is that just because you are writing and sharing doesn’t mean that people are going to see the content that you are creating.
Audience is a function of the content that you create, the consistency of your creation patterns, the length of time that you’ve been creating, the opportunities that you have to be in front of audiences in the real world, the relationships that you have with people who have audiences larger than you do — and, as frustrating as it may seem, serendipity.
Content takes off sometimes because the right person happened to pull out their phone at the right time to see your post in their stream. Similarly, really great bits are overlooked because they are missed in streams that are filled with thousands of other people who are creating and sharing content, too.
But if you don’t care about audience, none of that matters.
If you believe that the value of the time you spend behind the keyboard is measured in what you know and what you believe and what you can articulate to others instead of in clicks or retweets or likes or followers, you are WAY more likely to keep investing in your blog, in your social spaces, and in yourself.
(*Read: “Anyone who isn’t trying to build a career supporting schools from beyond the classroom.”)
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