E-Course – Module 4 – Authority: The Active Pursuit of Public Trust

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Module 4 of the BIG CHEESE E-Course – Authority

How people Finding your content and your Engagement with them can help you gain the benefits of public trust.

Watch the Video

Click the play button for the 04:28 video.

Download the Audio File

Download the MP3 audio file here. (Computer users: right-click to save the file.)

Content Summary

The Framework In a Nutshell

F.E.T.A.S. is….

  • Find – with helpful content
  • Engage – deepen problem solving
  • Trust – builds over time with
  • Authority – built by a group
  • Share – it’s coming up next!

A Public Trust That’s Given By A Group

Authority is given to you by a group who trusts that you know what you are talking about. Therefore, it’s a more public kind of trust than what we individually feel towards an person or organization.

How Social Proof Works

Just like a long line in front a restaurant suggests that the place is nice and has good food, a faithful online following can show that other people find value in someone’s work.
Another indicator is how other people we trust act toward someone. They can show whether or not they have knowledge of them, or show that they value them and their work.

Old Media No Longer Holds The Reins of Giving Authority

“Old Media” like magazines, TV, radio and newspapers can give authority to someone simply by mentioning them as an authority. While this still holds true, we now have more ability to help create our own authority.
In fact, it’s very common for the Old Media writers to use the Internet to find out who is an authority on a subject matter. If you are on the web and easier to find than another figure who’s not on the web, you have an advantage.

Show What You Know – Prove Your Authority

We lend ourselves credibility by showing evidence of our knowledge and expertise. That evidence can help us foster the creation of a online following.
Authority is always given to us by a larger outside group. But with self publishing (blogs, books, audio and video) and the super-social powers of the Internet, we now have more control over helping make that happen.

Your Authenticity and Unique Point of View Brings Value

Most of deal with some level of the “I’m not an expert” syndrome. But we are often our harshest critics.
The truth is this: you can always help those who know less than you do about a certain subject. So don’t sell yourself short.
Plus, your unique experience and personality will always bring a unique point of view to your subject.

Action Items

1) What Kind of Authority Are You?

Or, if this question seems though, think of it as this: what kind of authority could you be to someone who knows less than you do about a subject?

2) How Are You Showing Your Authority Online?

If a newspaper reporter wanted to do an article on your area of expertise, how would they find out about you?
If you wanted to amplify that online, what could you do to make your authority more obvious?
Don’t forget that search engines work with keywords. What top keywords would the reporter find you with? Does your content use those words yet?

3) What Kind of Social Proof Have You Got?

Think in terms of online and offline. If you don’t have much of an online presence yet, how can you change that and how can you represent your offline proof of your skills and knowledge?

Let’s Engage

If email is not your thing, you can find me on Twitter here. I’m on Facebook on occasion, too. I just don’t do much business building there.

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IntroModule 1Module 2Module 3Module 4 – Module 5 – Take Action

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