The Embedded Entrepreneur - Audience Building (3)

In this section we are focusing on the first of the three pillars of audience building:

  • Engagement <- We are here!
  • Empowerment
  • Valuable content

Engagement is unique because you can do it from the very beginning of your audience building journey.

Engagement with other accounts

You can always engage with someone no matter how many followers you have. Empowerment requires you to already have an audience to help you and valuable content without anyone reading it won't be very fruitful.

Social networks often form clusters of interconnections, in those clusters are the intersection shows the overlap of interest. If people who follow Elon Musk also follow Peter Thiel neither will mind, it actually helps them increase their audience exposure.

Audience Auditioning

"Audience auditioning" has two phases:

  • Hunting: hunting for opportunities to engage
  • Gathering: gathering followers by actively engaging with the original authors and their followers

The first step of Audience auditioning is finding a large audience that is potentially interested in what you have to say. You should have found plenty of these in the embedded exploration step (more in

You should aim for accounts with low enough followers to be able to engage with you.

Larger accounts stop engaging with their followers at some point because there are just too many voices.

Look for people recommending others to follow.

A good audition candidate

Things to look for in an audience audition candidate:

  • Posts that trigger others to engage regularly
  • Account with the right follower size (big enough but not too big)
  • Followers that are active and supportive
  • Followers that are inviting towards new voices

There are several tools mentioned in the book for finding such accounts. Once you have done that, then:

  • Choose five accounts and create a private list for them
  • Add a TwitterDeck for your list
  • Turn on notifications for that list
  • Engage with them when they post new things

Benefits from being the first to reply

Twitter suggests people follow based on the interactions, the more interactions you have with some account the more likely you would show up for their followers as someone to follow.
Try to be the first to reply, people tend to associate things when they're visually close by.

Making your profile presentable

Once you have engaged with your audition account, the first thing their followers will see from you is your profile, so if you want to turn them into your audience, you would want it to be as presentable as possible.

There are a few guidelines about how to choose your name, your avatar, and your profile description in the book, I will leave that to you to read because I wouldn't be able to appropriately summarize them here.


Conversations are the core: Engage with the conversations in your niche, with useful content that your community members expect and value. Consider maximizing the community's positive impact in every interaction.

There's a list of types of conversations that you would want to engage with and you wouldn't want to engage within the book, I'll leave that to you to read as it gives you a very good base for making your own engagement strategies.

A good audience audition tweet

Any tweet you send to your audience audition should do at least one of the following:

  • Expand: Zoom out, bring broader insights, transfer info from other fields or perspective
  • Focus: Zoom in, get into hidden details and motivations
  • Syndicate: Expose to a bigger audience, retweeting
  • Invite: Bringing an expert to a conversation

These are essentially either zooming in or out on these two axes:

  • The level of detail
  • The exposure of the conversation

I couldn't include so many good details in this blog post to both keep it short and not butcher the concepts, please refer to the Engagement chapter of the book for the details.

I highly recommend you to get the book and read the final chapters, you can get the book from here: