“Its not just what you know, its who you know”

The Search Age

Winning the race to the top of Google’s search results page used to be relatively simple. You ‘just’ needed to establish niche expertise in the eyes of Google by publishing authoritative content that others would link to.

Winning came down to ‘what you know’.

Thus, the early days of the Search Age was won by taking advantage of Knowledge arbitrage.

Then the world caught on and every business realised it had been thrust into the publishing business. Now almost every field is so crowded with content, its next to impossible to rely on getting any Google love by ‘merely’ blogging with authority.

The Social Age

Today, we are in the early stages of another shift where content needs to not just be linked to, but also socially shared, tweeted, liked, +1’ed, commented on, pinned etc.

Winning now comes down to ‘not just what you know, but who you know’.

The early days of this Social Age will be won by those who now take advantage of Social arbitrage.

The world still hasn’t caught on yet, but every business will soon realise it is now not only in the publishing business, but also in the Connection (ie. leadership) business.

Making it real

How can you:

  1. Build your connection with your 1,000 true fans? and,
  2. Build their connection with each other?
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