Rough Draft for Crush It

Apologies in advanced for how rough this is:  There is method in my madness.

Blog 4

Crush It by Gary Vaynerchuck

-Structured as social construction – points out what you can do on social media sites, but it already exists offline.  Uses technology to enhance what already exists

“Social media tools—Facebook, Twitter, Flickr, and all the rest—are modern-day galleons that will carry you to the new world, allowing you to share your passion, differentiate yourself from your competitors, and deliver your brand to the broadest possible audience.”

-Speaks about authenticity:  “don’t lie to yourself

Do you have any idea how many people introduce themselves to me with, “Hi, I’m going to be the next Oprah”? I’m all about being confident, and I respect anyone who’s got big ambition. But let’s face it, not everyone is going to be Oprah. Everyone has the ability to achieve great self-awareness, but we all occasionally lie to ourselves. Some of us, however, lie to ourselves more than others.”

“Whether you’re delivering your content by video, podcast, or blog, it’s the authentic you, the one thing that is guaranteed to differentiate you from everybody else, including those who share your niche or business model. “


1) Construct a profile
2) Articulate a network
3) View networks

Public display of connections you have

Ties are bidirectional or unidirectional

Unidirectional ties:

“Now, if she’s got a Twitter account, she can tell five thousand people that she just read your hilarious blog post about breeding Siamese cats. And since those aren’t just five thousand random people, they’re five thousand people who have deliberately told your Twitter reader they want to hear what she thinks, chances are superb that a good percentage of them are going to be curious enough to check out your blog for themselves. And like in a brick-and-mortar business, half the battle is getting them in the door. If they like you, many will turn right around and repost your reader’s comment to all of the people following them.”

differentiate yourself:

“These social networking sites have only changed the game by giving entrepreneurs a reason to ditch the sinking traditional media and advertising platforms in favor of a communication method that opens them up to markets that would have been inaccessible until just a few short years ago.

The thing is, just having a presence on these platforms doesn’t get you any further ahead of the competition because most entrepreneurs are getting wise to the need of having a Twitter and Facebook account, not to mention all the other platforms we’ve discussed. So how are you going to differentiate yourself from all the other clowns? You’re going to do your content better, and you’re going to do it your way using the tools we just discussed.”

^ Boyd/Donaf:  Performance dimension; trying to present an image of yourself to others  (Front stage/back stage).

Front stage: you are what the author speaks about; you’re going to act better than the rest

Back stage: it’s possible that you know very little but confidence will trick the “audience”

Audience of book: anyone with a passion or an idea or drive.  He constantly claims anyone can be successful using social media as long as the passion is there.

Liu Taste Statements:

Prestige statements:  communicating that I fit in to (This culture) mainstream, subculture, etc  (His example, cooking blogs where you are like everyone else)

Authenticity:  Subtle cues through taste that you are authentic (Showing honesty in your cooking blogs; posting cooking disasters and lack of knowledge)

Theatrical persona:  exaggerated to the point where it’s self evidently false.Trying to be funny  (Ex: Perez Hilton is an extreme persona that is trying to be funny)

boyd: Performances of self with audience in mind; who is in our audience doesnt matter; who we constructed in our heads as audience that matters

“Your DNA dictates your passion—whatever it is you were born to do; being authentic, and being perceived as such by your audience, relies on your ability to ensure that every decision you make when it comes to your business is rooted in being true to yourself.”

Weber/Mitchell:  – We’re seeking questions about our identity. Figuring out who we are and what we’re trying to tell other people

-We look at ourselves through new eyes (Youtube comments on our videos; maybe we modify ourselves based on feedback).  We discipline ourselves in response.

“brand yourself in the public eye with an identity that is separate from that of the corporation”


-Simon Higgins


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