If you’ve been abreast of the strides and developments in the marketing space in the last few years, you’d know about both Chris Brogan and Gary Vaynerchuk. Both are incredibly popular public facing success stories with very strong brands, traveling often to make public appearances at a variety of conferences and venues. But while that’s a common trait about both marketers, that’s only the end result. It’s in the way that both Chris and Gary got there that is important. Let’s explore their characteristics and see how you can apply them to build your business or personal brand.
They are human. The brands of Chris Brogan and Gary Vaynerchuk are extremely well known. Both have incredible followings, and they often get cornered when making public appearances. It’s no surprise that both are asked to speak at events on a very regular basis. Clearly, both are celebrities in their own right. Their success, though, is contributed by the fact that they are down to earth individuals who are very personable. They are real people, and they make it known that they are more than just celebs. They are not afraid of being human despite the fact that they are in possession of incredible knowledge, which likely made them famous.
They have passion. Both Chris and Gary are extremely passionate about what they do, day in and day out. If you’ve ever seen Gary speak at an event or even just on his Wine Library TV appearances, you can see the exuberance of gusto in his presentations. There is not a single person I know who is more passionate about what he does while speaking in public. Similarly, Chris takes this passion in his writings, which are posted to his blog at least once a day. He gets up when it’s dark. He is extremely devoted to empowering individuals and companies about marketing, networking, reciprocity, and social media. And to lead into the next point, this passion emanates to who they are in real life.
They care about their followers. I started poring through the “list” of people I’ve met over the past 3 years at industry trade shows and events in my mind to see if anyone else really came close to the level of caring that Chris and Gary exhibited when they met with people face-to-face. I could not think of a single person who was on the same level with either. When I first came face-to-face with both, they genuinely seemed to care about who I was and what I was about. And they’d do it to you if you approached them for the first time too. They want to know about you. They want to learn from you. They celebrate the people around them. It’s about you also.
To that end, Chris often talks about how he rewards his followers by retweeting them, because this small act of reciprocation really resonates. And have you recently seen Gary’s Twitter stream? I don’t think I have ever seen that many @ symbols in my life. It appears that Gary responds to each and every single tweet directed to him, a task which is probably rather difficult for a man of his caliber. Yet he does not hesitate to show appreciation for his fans and peers and to develop relationships with each and every single one of them.
The Lesson
We’re all professionals, but expectations have changed of “professionals,” and putting a face — a human face — on an interaction is now expected of us. In fact, simply making ourselves seem human, just like everyone else, is a tactic that makes us appear more approachable and respected. Your customers want to hear from people who are just like them, so why not be a little more open about who you are?
Chris and Gary are devoted and extremely hard workers, but they make the work seem easy. That’s because this is fun for them and they live and breathe their work everyday. The passion for what they do is obvious in their interactions with individuals, their public appearances, their videos, and their writings. It’s clear that they belong where they are, doing what they love to do. If your work is not fun for you, it might be time for you to explore alternative possibilities.
When I was a young kid, I had a favorite teacher in every grade. Either they were knowledgeable about the subject matter or they cared about me as a student. I used to lump the knowledgeable and caring teacher together as a “favorite.” I remember having a discussion about favorite teachers with an older student who once said, “XYZ teacher is a great teacher, but is not a good person” and “ABC teacher is an excellent person, but she’s an awful teacher.” I realized that I’ve had nary a teacher who really excelled in both areas.
Little did I know that once I stepped out into the real world that I’d meet teachers that were both knowledgeable and caring, and Chris and Gary are examples of both. If you are looking to succeed, you need to know your stuff, preach it, but also reward your students and celebrate their importance. The bottom line is that both Chris and Gary are really nice guys.
I understand now that many teachers work merely to collect a paycheck. Few work to honor the achievements of their students. Few took the opportunity to look beyond the textbook and make the educational experience an enriching one. But these two web celebrities are doing this and more. The big question here: are you passionate about what you do? Do you live it every day?
If you are looking to become successful, love what you do. Reward your customers and followers by appreciating them, honoring them, and highlighting them in the work that you do. And don’t be afraid to show who you are behind the corporate face. Your customers — and you — deserve it.
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Tamar Weinberg is a social media enthusiast with a passion for all things tech and productivity. She provides consulting in internet marketing and is the Community and Marketing Manager at Mashable. Tamar is also the author of 
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These guys keep it real and they are in the game because of the connections. When I talked to Gary about this, he mentioned that the people were the business, not the wine. I admire that.
Chris is as charming as he is handsome.
Nice post. Publishing, consulting and regular life all kind of merge on the web and it is sometimes hard to know which hat you have on. Obviously these guys have figured it out. Bill Wasik’s book “And then there’s this” looks at how marketing ourselves (trying to get readers) can change how we look at everything (including ourselves and other people.
-Wes
(Written at 6:49am) Great post, Tamar. I’m loving the “gets up when it’s dark” vid link (thanks Chris) as I sit here in my office looking out at the dark sky, having woken at 4:45am and arrived at work at 6am after deciding that life is short, mornings are awesome and there is much too much to do to be lying in bed thinking about it. Thanks.
Love this post Tamar. Both these guys amaze me because neither has shown any sign of tiring from what they do. It’s one thing to be “on” and be excited, it’s another to live that excitement each and everyday.
It really isn’t rocket science to “be human”, is it? Certainly many of us (businesses in particular) have forgotten to be “human” when interacting with clients in-the-flesh, so convinicing them of the appropriateness of doing so via social media can sometimes be a chore.
Another great article with terrific observations on what it takes to bring a successful social media component into your business plan. Keep up the good work Lisa.
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It really isn’t rocket science to “be human”, is it? Certainly many of us (businesses in particular) have forgotten to be “human” when interacting with clients in-the-flesh, so convinicing them of the appropriateness of doing so via social media can sometimes be a chore.
Another great article with terrific observations on what it takes to bring a successful social media component into your business plan. Keep up the good work Lisa.
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Great insights Lisa! I’ll forward your blog to RHB nation; I founded a company around 3 precepts that your article lays out so well: 1.Assume everyone is intelligent 2. Have passion for what you do 3. Get over yourself.
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Great insights Lisa! I’ll forward your blog to RHB nation; I founded a company around 3 precepts that your article lays out so well: 1.Assume everyone is intelligent 2. Have passion for what you do 3. Get over yourself.
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Nice post Lisa!
I think this is very well said. It’s been really difficult to watch marketers try to automate social media as it gets more and more popular. I have had countless conversations with clients that if they want a Twitter account, Facebook account, or blog then they will have to get a PERSON to run it….
thanks this is refreshing!
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Nice post Lisa!
I think this is very well said. It’s been really difficult to watch marketers try to automate social media as it gets more and more popular. I have had countless conversations with clients that if they want a Twitter account, Facebook account, or blog then they will have to get a PERSON to run it….
thanks this is refreshing!
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Great post as always and I agree with most of what you are saying, but I don’t think ‘being human’ is quite this simple in all situations. I think to truly be yourself in social media is very risky, for a company or individual. Sure, with risk can come reward, but it can also lead to lawsuits, dismissal, PR nightmares, etc.
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Great post as always and I agree with most of what you are saying, but I don’t think ‘being human’ is quite this simple in all situations. I think to truly be yourself in social media is very risky, for a company or individual. Sure, with risk can come reward, but it can also lead to lawsuits, dismissal, PR nightmares, etc.
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@Brian
True but you can still be human without loosing your diplomatic/respectful tone. It’s not about just free-flowing your first reactions (and tidying up the mess each time). Being good at social is the same as being a good PR spokesperson, you can still be authentic.
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@Brian
True but you can still be human without loosing your diplomatic/respectful tone. It’s not about just free-flowing your first reactions (and tidying up the mess each time). Being good at social is the same as being a good PR spokesperson, you can still be authentic.
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Nice post, but do you have to use so many cuss words?
This comment was originally posted on Outspoken Media
Nice post, but do you have to use so many cuss words?
This comment was originally posted on Outspoken Media
Glenn: Totally. You can’t appeal to everyone. You’re better off just being you and naturally attracting those inclined to like that. It’s a good way to save time by filtering those that were never a good fit to begin with.
David: It’s not rocket science and yet, businesses don’t do it. Or, when they do, people can hardly believe it. Somewhere along the line just because we weren’t facing the person we were serving, we forgot they were actually a person.
Dave:That’s awesome! I think most businesses fail at the “assume everyone is intelligent” part. They assume they’re stupid and then treat them as such.
Caitlin: Automated social media is an awesome oxymoron.
Brian: I think it’s about education. Can you be a total loose canon? No, you can’t. But you can’t be sterilized either. I think companies need to train employees about what is and is not acceptable, but then also realize that they’re human. And being human is actually a really great thing for your business. You’re right there, it’s definitely not all rainbows, fuzzies and sunshine.
Todd: C’mon, there’s like TWO! Three? :p
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Glenn: Totally. You can’t appeal to everyone. You’re better off just being you and naturally attracting those inclined to like that. It’s a good way to save time by filtering those that were never a good fit to begin with.
David: It’s not rocket science and yet, businesses don’t do it. Or, when they do, people can hardly believe it. Somewhere along the line just because we weren’t facing the person we were serving, we forgot they were actually a person.
Dave:That’s awesome! I think most businesses fail at the “assume everyone is intelligent” part. They assume they’re stupid and then treat them as such.
Caitlin: Automated social media is an awesome oxymoron.
Brian: I think it’s about education. Can you be a total loose canon? No, you can’t. But you can’t be sterilized either. I think companies need to train employees about what is and is not acceptable, but then also realize that they’re human. And being human is actually a really great thing for your business. You’re right there, it’s definitely not all rainbows, fuzzies and sunshine.
Todd: C’mon, there’s like TWO! Three? :p
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One would hope this wouldn’t be anything that needs to even be said, but clearly you’ve shown otherwise. I read this, then I read the 79472 posts about “Personal Branding” and come away with the idea that the two ideas are almost diametrically opposed. Those folks who are super-driven about their brand forget that they are, at the core, a human being.
This comment was originally posted on Outspoken Media
One would hope this wouldn’t be anything that needs to even be said, but clearly you’ve shown otherwise. I read this, then I read the 79472 posts about “Personal Branding” and come away with the idea that the two ideas are almost diametrically opposed. Those folks who are super-driven about their brand forget that they are, at the core, a human being.
This comment was originally posted on Outspoken Media
I slept in late (almost 10am) so missed this first time tweeted. I like this Lisa, I like it a lot. Can’t tell you how many times I’ve seen a new twitter account from someone in my field and assume we can connect. Wrong. What I get instead are automated tweets with special and coupons and spammy replies to everyone mentioning certain keywords. Where do people learn this stuff?
I think Brian brings up a great point regarding risk and I like your response. Balance between being a loose canon and sterilized online version of your offline self is the toughest challenge imo.
This comment was originally posted on Outspoken Media
I slept in late (almost 10am) so missed this first time tweeted. I like this Lisa, I like it a lot. Can’t tell you how many times I’ve seen a new twitter account from someone in my field and assume we can connect. Wrong. What I get instead are automated tweets with special and coupons and spammy replies to everyone mentioning certain keywords. Where do people learn this stuff?
I think Brian brings up a great point regarding risk and I like your response. Balance between being a loose canon and sterilized online version of your offline self is the toughest challenge imo.
This comment was originally posted on Outspoken Media
I like it – be human. What a great idea!
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Lisa, as a recent MBA grad I can say I LOVE this post. I always refer to the MBA as a masters in bullshit administration since being real seems to be far more valuable as a skill. I think there’s something to bloggers who are authentic and people posting real updates about their lives. When people seem to be using some sort of strategy in posting their social media updates, it seems ridiculous.
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Lisa, as a recent MBA grad I can say I LOVE this post. I always refer to the MBA as a masters in bullshit administration since being real seems to be far more valuable as a skill. I think there’s something to bloggers who are authentic and people posting real updates about their lives. When people seem to be using some sort of strategy in posting their social media updates, it seems ridiculous.
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Good lord you really got a lot done with this post. I was thinking about that this weekend when I wondered what it is I loved so much about Chris and Gary. Chris especially, is sincere and makes people feel that they are important. I told him that today and you know what…he responded.
I think these guys are the champions of the customer relationship…something forgotten in this world of IM and New Media. Is it extra work? Sure…but it’s worth it. I can’t tell you how many people I’ve heard say to love every single one of your fans. It works and it’s the right thing to do.
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Genius Lisa and totally agree with you. I was hearing myself say the very same things. You are spot on, thanks for making me feel less of a freak for caring and getting involved!!
I just wrote recently about building relationships in business. Nothing else works for me and I don’t want it to. I hate the sell like hell bit. Most of us grew out of it, but we still have time to save the lost souls!
You sunnied my day!
Sharon
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Thank you for the link, Lisa.
But I might be a robot.
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Srinivas: Just one sec, let me wipe my screen clean there.
I think that’s an awesome comment. Really, your customers just want to know you’re a person and there’s no better to show them that than to let them into your life a bit. It’s not so much a “strategy” as it is “living”.
Nathan: I completely agree. And it is a lot of work. It’s a lot work at the end of the day to respond to emails, to reply to tweets, to hit people back in social media, but you know what? People deserve it. Yeah, the payback is nice, but it’s also just the right thing to do. To respect people who respect you.
Rob: I think social media has been a great way for business to show that they’re NOT infallible and that that’s OKAY, because you’re not supposed to be. I was walking to lunch with friends last week and they were complaining about the hotel they were staying at – they had have their room switched three times, no hot water, typical complaints etc. And the hotel just kept making up excuses for why all these things were happening when really all they were looking for was a “we messed up. we’re sorry”. People are very willing to forgive you when you screw up…as long as you admit that you screwed up.
Sharon: I don’t think I’ve ever “sunnied” someone’s day before. That’s awesome. Thank you!
Gwen: Hey, I like robots. :p
http://twitpic.com/6dopa
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I think this is why many businesses are really starting to head into the social space because it shows their audience that they really are human. If you are a larger brand this will work but you have to have the right person be the voice of your brand otherwise it could back fire on you.
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Hello! I am a undergraduate Journalism student at the University of Kansas. I am really interested in this “being human” topic because I am learning that it is a major part of the social media. A major topic of my Public Relations class is being ethical and building relationships with your client and public. Although I am not in the business world yet, I agree with Brian Hancock that it is risky to be truly yourself in the social media because of all the politics behind it. At the beginning of the semester, my class learned about Edward L. Bernays, “The Father of Public Relations” and he definitely manipulated society using his Uncle Freud’s psychoanalysis tactics. Although he reached fame, it is still a scary thought to be your true self in the world of P.R….and least I think so.
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