Federico Lazzerini, digital marketing expert, explains how to best use the new Clubhouse social network from a professional point of view. What is Clubhouse for? Is it possible to learn how to use it well also for issues in some way related to the world of work? Some remind us of the era of radio amateurs, others, younger, see him a bit as the secret son of Facebook and podcasts. Clubhouse, the social network of the moment, is a bit of all this: evolution of the “rooms” where radio amateurs met when there was no internet but also a new hypothesis of socialization by voice alone, where conversation takes the place of the selfie ( or lip-sync).
Although Clubhouse is still in its nascent state, there are those who wonder what we will do with it in the future. Will it last or will it be a fad? And if it lasts, what benefit will it bring us from a professional point of view? Will a medium that frees the voice from the intrusiveness of the image succeed in becoming a star factory as happened with Youtube, Instagram, TikTok and Twitch? To date it is difficult to answer this question. But according to insiders, the founders of Clubhouse would be ready to launch rooms (ie the virtual places where you chat with other users) for a fee. And that could make a difference. In the meantime, there is some way to exploit the long wave of the Clubhouse to our advantage.
Word of Federico Lazzerini, Italian entrepreneur and one of the most important CMOs in Europe, who explains: “Yes, we can exploit it from a professional point of view, bearing in mind that the only real content of Clubhouse are the rooms, therefore it is good to hone the art of conversation, and public speaking. Do you know that people are more afraid of speaking in public than of dying? ‘An opportunity on a professional level. Basing everything on voice conversations, between several people, Clubhouse is, for example, useful for getting in touch with interesting people who work in our sector (networking) and to add a further step to the construction of our “social” self (personal branding). “Especially in this phase of discovery (Clubhouse at the moment is by invitation and only for iPhone) – explains Federico Lazzerini – it can happen to enter rooms where famous and expert people converse, with whom it would be more difficult to get in touch elsewhere”.
In short, being on Clubhouse now that it still retains an allure of exclusivity could give us an advantage, but beware of too many distractions offered by the social network, Lazzerini tells us. «The first thing to do – explains Federico Lazzerini – is to devote time to our bio, published on our personal file. It needs to be written intelligently to communicate what we want others to know about us. Then, we can choose to open a room or participate in a conversation already in progress, even if in terms of personal brand listening and not being the protagonists of the chat can also be an auto-goal ».What to do after opening a room”If we are masters of a topic, it might be a good idea to open a room and invite other users to join the conversation”, suggests the Italian expert, author of “Disruptive Marketing with Mondadori and The Brand Serp Guy, a book that made a lot of talk of him in Australia. If we participate in a conversation, if we enter a room where a conversation is already in progress, Lazzerini’s advice is to always keep in mind that the one we enter is a one-to-many communication. «Among the interlocutors there will be people who do not know us.
And they can easily get bored. So it is good to express yourself clearly, to be concise and effective. But above all, it is better to listen very carefully to what others say in order to offer them an opinion that makes sense. Organizing the topics in our mind before speaking might be a good idea. Last but not least, we always remember that we are on a social network so every opinion and every idea should be seasoned from our personal point of view. Something that relates to our experience. This will ensure that those who listen to us will be intrigued by us and not just by what we say ».
For everything else, even on Clubhouse as in conversations in person, what the great Oscar Wilde wrote is valid: “Sometimes it is better to be silent and look stupid than to open your mouth and remove all doubts”.