The network is more powerful than the node

I first saw this quote on one of the excellent blog "business cards" on Streetcards.com.

I don't know where it came from, but it sums up something I have realised about Twitter over the last couple of  years.

When it comes to Twitter followers, I have always thought that it isn't about the numbers. I still do - if we are talking about gaining 1000's of random followers using some automated utility.

However, when it comes to using Twitter for business development it is all about the network.

Anyone can get a Twitter account and search for tweets about something relevant to their business - and then respond to these tweets.

In the legal context you might search for tweets including the phrase "moving house". When you pick up a relevant tweet you simply reply with something like:

"See you are moving house - have you checked out our great conveyancing service? DM me for a quote"

Bish, bash, bosh… (sorry, getting a little Jamie Oliver there) another piece of work rolls in through the door.

Or does it?

What you are really doing here is spamming someone who has probably never heard of you… trying to sell them your services.

You may get the odd person who bites, but mostly you will annoy people (I have been on the receiving end of this kind of tweet from all manner of SEO and web hosting salesmen and it is annoying).

I actually buy a lot of goods and services through Twitter (the architect who is designing our extension and the hosting for this blog both came through Twitter recommendations). I just don't buy from people I have never tweeted with before who message me out of the blue.

I will use Twitter to ask my followers about blogging platforms, architects, bikes or whatever... and usually I will get a response from someone I know and trust. It is these responses which make me think about looking into something in more detail.

I have been on the receiving end of the same process too. Most of the business enquiries I receive through Twitter come as a result of a recommendation from one of my followers... and if I see someone else tweeting about something I know about then I will always try and help out.

So, whilst the number of your followers doesn't matter as such, you do need a reasonable network of active followers who you engage with regularly (not just by trying to sell to them) who you are happy to help out when they need something, and vice versa.

There isn't any magic number... if you had 20 great followers and they each had 20 great followers themselves then that would give you access to a huge network. However, it takes time and commitment to build this up and there are no shortcuts. (I don't mean to make it sound like hard work by the way - I enjoy tweeting with everyone I follow... and to be honest if you saw it as a chore you probably wouldn't bother).

A lot of businesses who are starting out on Twitter don't get this. It seems like the easiest thing in the world to set up some relevant searches and start selling, but Twitter really doesn't work like this.

They need to realise that the network is more powerful than the node, but you can't buy the network or gatecrash it... only earn it.