Copyblogger is running a contest to see who can provide the most compelling post on the topic of “Why It’s Essential to Be an Online Authority.” The catch is that you must keep it to 250 words or less. Since I’m not interested in their particular prizes but was still intrigued by the concept, below is my shot at it.
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There are a lot of names for someone who speaks for a community: Authority, Influencer, Specialist, Expert, Insider, etc. They may actively put themselves forward as a voice or they may be raised up through circumstance. It is through community action that they become a voice for their tribe.
Authorities come in three flavors:
- Established with a stagnant tribe.
- Established with a growing and changing tribe.
- Seeking establishment.
It’s an upward climb from number 3 to number 1 and being at the top is not a desirable place as once you get there you are about to go off the edge of the world. If you aren’t growing your audience and changing with the times you are going to become a type 0:
Authority from the past with no current relevance.
In the past decade, the marketplace of ideas has moved from boardrooms and magazines to the wild world of the internet. Ideas are the currency of this realm. Those that have them and share them will be judged in the marketplace. They will be raised up or ignored (with the rare few being ignobly cast down).
It is only through the marketplace that you can become an Authority. If you do not participate you cannot be raised up. This isn’t to say that you must be an online expert – just that you must have an online voice.
Authorities are only given their position by their tribe. For better or worse all tribes are online.