The conversation on Chris Brogan’s blog about personal branding, strip malls and billboards has developed in a way that I think is a bit off the mark. I don’t disagree with Brogan or the comment on the blog post by Christopher Penn that many social sites can and are used as billboards for personal brands.

I much prefer that social networks be viewed as cafes, restaurants and bars along the road. Not franchises, mind you, although you might get that feel from some of them, but unique places in which you’ll meet some unique and some of the same people. To this environment you will add your own experience, commentary and knowledge. You will pose questions that may well inspire others to enlighten the group. You get a little sustenance, bid good day and come back as often as you like. Oh sure, there are plenty who come in trying to sell flowers from table to table, but that’s a bit of a drag for everyone, isn’t it?

Now it may be that you only frequent a few of these places, but doing it in the manner I described above will give social media more value for you and others. When I hear talk about billboards and strip malls, it begins to sound a lot like Web 1.0. The fact is both of these gents, and plenty of men and women around the world, add tremendous value to the social community in exactly the manner I described. We are grateful for it, and as a result do visit their general stores (websites or blogs).

I just think the billboards and strip malls metaphor conjures up images that don’t truly address the enriching and unique experience to be gained from what we have before us. Some may seek to post up a sign and hawk some goods along the way. Me, I enjoy having a cup of coffee and a piece of pie, even a $.99 Margarita when I can find one, with the Brogans and Penns of the world. Their personal brand in social media is what they share with me all along this winding road, not just what’s at their stores.

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