There are a lot of models out there for getting people to your site and usually it’s to buy something. You might bait them with free eBooks, special content, or Mp3 music downloads. All of those models, somehow, have to do with exchanging a little bit of your work for a little bit of their money; the exclusive eBook, the exclusive content, the video without ads, the music at a higher bit-rate, but what about just giving stuff away because you want to share it with people? What about them just paying for your work by giving it the attention that every creative person longs for?

I do this. I sell music, though, most of it’s through IODA these days. It’s just easier that way; easier to give away. I’ll take it a step further.

Having given away a lot of music and writings I’ve found that, to some extent, people don’t value (at least as much) what they don’t pay for. There’s some kind of crazy economic principle at work there. Nevertheless, I’m going to continue to give my work away, at least as much as make sense.

Mini Case Study: Selling through IODA has brought a lot of new visitors to the MattBorghi.com, visitors who may never have heard of me or my work, so what I make in pennies and nickles per download is little more than the opportunity cost to introduce the music to folks who might not otherwise find it.

Basically, where I’m coming from is, as always, content is king. This is just another angle to that adage. If you do quality work with passion, care and integrity, you’ll find yourself having stuff that you can, not only, give away, but maybe even sell a bit of.

Over the last year, or even longer (though less consistently) there have three or so major themes here:

1. Music/Sound
2. Electronic communications (social media, Web 2.0, new media, etc…)
3. Our human potential (self-motivation, self-help, goals, etc…)

These themes have taken many forms, including anecdotes, videos, and posts I’ve found online to quotes, book references, poetry, sound samples and musical references. That’s not going to change, but time has given me the benefit of being able to see what this blog is about; what scales, and what’s sustainable as a writer and leader of this endeavor.

If you imagine this blog as an impressionist painting, say a darker Monet (above) or Renoire, and you blur the specific content items into a single whole, the focus of the writing and the message start to get more narrow. You start to see that really this blog is about me and what I’ve tried to do since I came online with my music in 1999, I write a bit about that at the bottom this post here. Here’s an excerpt:

It’s funny because as I write this I remember what it was that attracted me to the Web. I was a musician/composer, and I was working on a recording. After having played guitar for years, being in bands, playing shows, and trying to sell music at venues, I saw that the Web had the power to change everything for me as a working artist — the playing field had been leveled. On the Web, in 1999, Mp3.com had just launched, and it was skies the limit for artists to get out their, hang a virtual shingle, and let the world know about their work. However, it wasn’t about huckstering your product and bombarding folks with spam to inform them about your work (though there was some of that); rather there was an openness that permeated throughout this new platform. There were new channels for sharing what you were doing, as well as for folks, from all the over the world, to share with you.

The Web was, is, the great liberator. It leveled the playing field for artists of all kinds, but for me as a composer, the benefits have been huge. Here are a few reasons why:

• Getting the message out is cheap (often free)
• Exposure is as great as the work you put into it (and free, not historically the case)
• Everyone in the world (with an internet connection) can access your work.
• You are your own limitation because the world is at your finger tips (or to use bad 90′s copy – just a mouse click away)

These items are unprecedented, and while they have, and will continue to, come with their own struggles, it’s has the potential to be a boon for the working artist, writer, and creative. Therefore, the moral of the, blog/story that I’ve been weaving for the past year  starts to look like this:

If you’re a composer, artist, creative, whatever then there’s no excuse to not get your work out there, do the most and be the most you can be; the Web and the many electronic communications tools available to you (including email, social media and even old school listservs and newsgroups) can help you get the message out there about your work.

That’s it.

That’s the fork in the message for creatives out there.

The title  of this post, Work Smart: Mastering Your Social Media Life, is the title of a great article by Gina Trapani, of Lifehacker.com fame, that I just read over at Fast Company. I’ve been thinking about putting together an article like this myself. In fact, I was just talking to a co-worker about how I fuse together WordPress, Facebook, Twitter, MySpace, and how I’m looking forward to integrating Google Buzz into the fold.

It’s no simple task coming up with fresh content, doing the postings, cross-posting, etc… and being, basically, a one-man media empire; it takes a heck of a lot of work, and that explains both why so many people start and give up, and why the persistence of doing it is often rewarded with followers, comments, links, etc… in many ways it’s self-regulating. Don’t do it, no love lost… keep it up, and people become interested, you can become a taste maker, or a critical voice.

Having a good social media workflow in place allows you to get more bang for your, content, buck by getting the message to more people right away. So instead of just posting and hoping that something goes viral, or you’ll be found in organic Google searches, you’re taking the message to the people. Some might forward it, some might not read it, some might not care at all, some might really enjoy it, but either way it’s out there, and getting the message out there is what it’s all about. We can only take it that far. After that it’s left to go as far as it can on merit and value alone.

I’m going to post Gina’s video here, as well, because it’s a nice addition to reading the post. Enjoy.

Reading about Gutenberg, movable type, and printing in general always makes me think about just how far we’ve come in the realm of communications and the ability to disseminate information. As many of you know, I’m a letterpress printer, using machines that aren’t much different from the ones Gutenberg himself worked with five hundred, yep, that’s 500! years ago!!!

On the other end of spectrum, though, is the work that I’m lucky enough to do every day in the realm of electronic communications. Read the Wired, This Day In Tech, article, and allow your mind to wander, thinking about, imagining, the world of lead type, and heavy cast iron that was needed to get a message out there. Then think back a bit further to a time of hand scribes, and no dissemination at all except what could be passed word-of-mouth.

It’s kind of hard to imagine especially in a world rapid-fire tweets, Facebook status updates, RSS feeds, and blog posts just like this one, that not too long ago there was no Web, or iPhone, or Blackberry or anything else that permitted such awesome real-time, in the moment, communication. Just sayin’… pretty awesome.

Our struggle now isn’t the media, but finding the attention to dedicate to it all… Exciting stuff.

I’m filing this under lessons learned.

When developing anything for the Web or from any IT perspective, there are two things that need to be considered:

1.) It’s very challenging to develop a digital process where there’s no human process.

It’s not that creating a digital process can’t be completed, it’s just that it has to be pursued. When you start developing a Web or IT endeavor it’s all about the process that you’re trying to digitize. So having process map is crucial to developing the workflow for a given Web or IT project.

2.) Sometimes a Web or IT project can’t replace real human contact

Some processes, many processes have the luxury of being able to be replaced by computers. However, there are some that no Web site or computer can replaced. In my business, it’s a beautiful idea to streamline or refine work processes, and it’s a work that I love and look very forward to doing, but sometimes there’s no replacement for human contact. Sometimes, creating a digital process where a human one is needed can hurt the process.

What I’ve learned is that you really have to evaluate the projects, analyze them, and sometimes the best thing to do is avoid digitizing a process, allowing the human process to stand.

Found an interesting article here, called The 11 Rules of Social Media Etiquette at the Digital Labz Web site, and thought that I really should share it.

With social media, or any platform, it’s super important to know the etiquette. Kind of like the saying “When in Rome, do as the Romans do…” same thing applies with social media. You learn about culture and etiquette from participating, but this site is a good primer.

For today’s Social Meda Take Away, I want to feature a post that from Chris Brogran. In this post he gives kind of a brief overview of what you have to do with social media, and kind of what the time breakdown looks like. The post is titled “How Much Time Should I Spend on Social Media” and I think this is a good post for those considering beginning in social media. He’s created a nice little breakdown, which I’ve excerpted here:

The way I’d do it is to break it up into 4 chunks, and then you decide the amount of hours to devote (2 hours a day is a minimum for MOST efforts).

• 1/4 for Listening – Start your day by listening and finding what the world is saying about you, your competitor, your marketplace, etc. Need help with listening? See grow bigger ears. In this space, I also count reading (reading other people’s blogs and other online materials).
• 1/2 for Commenting/Communicating – Spend time commenting and replying back to people on the various channels where they reach you. If that’s Twitter, email, or wherever you hang out, fine. In the commenting timeframe, I also include sharing. Be sure to tweet links to great articles, use StumbleUpon, Delicious, Facebook share, and all the other various tools that help people find the good stuff. In Google reader, a simple SHIFT-S gives an article a whole lot of new potential fans. In here, I might also add the act of linking in and connecting with people on various networks.
• 1/4 for Creating – Your efforts in content creation are every bit as important as your connectivity and communication. This might include blogging, making video or audio, creating email newsletters, and anything else you’re building to contribute something to the space. It might be posting those event photos in Flickr and on Facebook. Whatever it is, creating content of some kind should take up 1/4 of your social media efforts, as this is the way you get found. Search engines thrive on new content. Humans seek out new material. The more you can be helpful, the better your opportunities.

By the way, if you’re not familiar with Chris’s blog, I highly recommend that you check it out, as  it’s a good one.

As an entrepreneur, small business person, or artist/musician looking to get themselves or their business more exposure, there’s no single tool greater than YouTube. I’m sure that you’re already familiar with YouTube for funny and silly videos, as well as other things, you’ve seen here or there, but the hidden benefit to YouTube is making your own video, and using it to bring a greater awareness to your work or business.

For instance, let’s say you own a dry cleaners. You might think that nobody could have any possible interest in the business of a dry cleaners on YouTube; you’d be wrong. The Web is filled with just this kind of stuff, these minor curiosities that folks would love to spend a few minutes watching while they’re eating their lunch.

Take this video, for example, with almost 76,000 views… what if you made this video, and promoted your company simply by including a small logo in the bottom corner, or having the people in the video wear shirts with your logo, boo-yaa! I guarantee business would increase:

Then there’s this one, which, Paula Berg from Southwest Airlines talked about at the Digital PR Next Summit I recently attended, and it made me laugh out loud. This is a video of a jet engine being washed, basically, three minutes of water being blown through a jet engine, almost 97,000 views:

Anyway, I think you get the point. YouTube can bring great awareness to your work whether you’re an entrepreneur, small business owner, artist or musician. Surf around YouTube, and look at folks in your business are using it. You’ll be amazed at what you’ll find.

For this week’s Social Media Take Away I’m featuring a post that I read last week in The Future Buzz blog, 50 Blogging Lessons To Know If You’re Starting Today. Adam Singer has a great blog going over there, one that I’ve been reading for nearly a year.

I’ve been doing this blog on here for less than a year, and to read some of the points on here that Adam makes is great for not just myself, but for anyone looking to start a blog, or looking to integrate blogs into their work or communications plans.

For entrepreneur’s, small business owners, and self-starters of any kind I would say that you should get started using social media. In fact, this should have been the first post in the Social Media Take Away series, but hey I’m improvising and making things up as I go here…

What is social media?

Social media is any web tools that allows groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace, Twitter, etc…)

Social media is particularly valuable for entrepreneur’s, small business owners, and self-starters in-general, I’m thinking artists – painters, musicians and the like, because it gives them low cost, high value, far reaching exposure for whatever they’re doing. As I write more about the social media value, I’ll cover some of these. For starters, I would say see this post on Twitter or items tagged with social media on this blog. Though, I’ll be covering stuff more in-depth, and high level, alike as I develop this feature of the blog.