Authenticity is key in the world of Web 2.0. From creating content to engaging in conversations, genuine enthusiasm is both appealing and apparent. Gary Vaynerchuk explores this concept in relation to social media in his concise, invigorating book – “Crush It! Why NOW Is the Time to Cash In on Your Passion.” Vaynerchuk, a big name in social media circles, grew his family’s $4 million dollar wine shop into a $50 million dollar online enterprise using Web 2.0. Tapping into the social media trend as it was on the upswing, he created WineLibrary in 2006. This online wine network was the catalysis that launched Vaynerchuk into social media guru status and increased his business profits ten-fold. “Crush It” outlines Vaynerchuk’s proven principles for social media success, stressing the importance of “keeping it real” online.
Throughout “Crush It”, Vaynerchuk encourages Web 2.0 users to capitalize on their own personality – strengths and quirks included – and showcase their true selves through social media avenues. Authentic passion and enthusiasm are obvious; they can be mimicked but not faked. He sums up this stance stating: “If you want to dominate the social media game, all of your effort has to come from the heart; and it can’t come from the heart in the passionate, irrational, wholehearted way it need’s to if you’re trying to be anyone but yourself.”
This sentiment really resonated with me. I have found that the twitterers and bloggers I find interesting and intriguing online are those who are shamelessly enthused in regards to their interests. Their online presence seems to have a lively quality and their curiosity is very apparent throughout their content. I have also witnessed the flip side of this. It is difficult to keep up with the consistent demands of social media mediums if not excited about the area being explored. In order to have staying power and personal appeal online, find something that sparks your interest, draws your attention and creates a sense of flow within yourself – be it fashion, food or fast cars. Capitalize on your passion through social media channels and, according to Vaynerchuck, you’ll reap the benefits.
- Jessica Sturges, Account Supervisor
