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Social Networking Only Works When It's Real

NEW YORK (Hypebot) –
You've got thousands of friends on Facebook and have your MySpace plays up to the tens of thousands. But it's not translating into people coming to shows or ordering a t-shirt. Perhaps, as marketing guru Seth Godin suggests, it's because your social networking isn't real.

It's the internet equivalent of "I love ya babe, let's do lunch". Unless your interactions with friends and fans are based in sincerity, the relationship doesn't go anywhere. Sharing a late night rough mix on your blog of a new song that you're excited about let's fans catch a glimpse of you that brings them closer. Your thirteenth weekly email blast announcing that "This is gonna be the biggest party in the history of all parties at our regular Tuesday night gig at the Pizza Palace" probably annoys more than it entices.

In this short video, Godin reminds us that social networking is always important when it’s real and a useless distraction when it’s not.