Social Reciprocation and Why You'll See Returns by Returning the Favor

The great thing about the social web is that it encourages 2-way communication. It requires it, in fact.

As you surely know, the Internet, today, is not just another way to shout out a message and hopefully interrupt an audience enough to take notice. (That's what radio, television, outdoor and the pre-2004 Internet are for).

True, the 2.0 Internet gives anybody with a computer the ability to shout out a message, but it also allows anybody who receives the message to respond to it.

When was the last time you saw a billboard with a ladder and can of spray paint propped up to it so you could go up and write "I totally agree!" or "I totally disagree!" on it?

So, how social are you on the social web?

Do you use it just to shout messages, or do you carry around your ladder and spray paint?

From what we've seen, especially on the local level, it looks more like the former. A whole bunch of shouters and not a lot of spray painters.

Even some people who consider themselves social media experts seem to have forgotten to uncap the Krylon.

It all comes down to reciprocation.

Just think of how much you appreciate it in when somebody takes the time to comment on your blog or RT your tweet. It makes you feel like you're doing it for a reason. It's why you continue to write what you write.

So next time you're reading somebody's blog post, leave a comment. If their Facebook status makes you laugh, drop a "hahaha".

Or if they ask you to fan their page and write on their wall for a chance to win 2 lbs. of silly putty, humor them. Especially if you're immediately connected to the blogger/tweeter/poster (or want to be).

All you have to lose is a little bit of time. But you stand to gain so much more.

Seriously, most posts and comments link back to your profile or website. In turn, you get more eyes on you, and your website moves up in the search rankings. Not to mention, your interaction leads to more interactions. Thus creating new connections. Thus spreading the social graph. Thus generating more eyes that could find their way to you.

That's the beauty of the social web.

And all you have to do is reciprocate.