I continue to see wide-ranging discussions and viewpoints on Empire Avenue. I understand the naysayers and their issues, and I'm skeptical of many of the Kool-Aid drinking adherents, but I'm coming around on the platform. Here's my evolution, one I think others have gone through and many more still have to: The Five Stages of Believing
Stage One: Denial
No, Empire Avenue is just another horrible "vanity play" for all the 'gurus,' 'ninjas,' and 'experts.' I'm not playing that game.
Translation: I have no idea what Empire Avenue is about, but I read a tweet saying it was stupid and a waste of time.
Response: Yeah, that's what I thought initially too about Empire Avenue (and Twitter and Foursquare and...). It's a natural reaction and one I think most people go through. The question is, are you a person who enjoys novelty and is willing to put in a little effort?
Stage Two: Anger
Argh! I can't believe how annoying people are. I don't care what your share price is, can't you just go back to tweeting about your lunch plans?!
Translation: Why is everyone having fun over there without me?
Response: Yes, it is annoying when people start talking about their little inside worlds publicly. But you'll get over it, or learn to tune it out, or maybe, just maybe, you'll start engaging with those people in a new and different way.
Stage Three: Bargaining
Ok, I'll check out Empire Avenue, just to see what the fuss is. And I'll play, but just for a day or two to see how silly this all is.
Translation: Wait a second, this looks like it might be fun. Wow, the game mechanics are pretty intriguing. Huh, a lot of people I know are playing, but tons I don't know are as well. And several big brands are in here too.
Response: The game mechanics are pretty killer. There is a ton to do on the site, but ultimately, it's about the people. There are plenty of people on Empire Avenue you'll want nothing to do with (they're easy to spot). But I've found a whole universe of people I never knew and have already started have interesting, smart conversations with many of them.
Stage Four: Depression
My stock price is so low, and what's all this jargon mean? I'll never be able to figure this out!
Translation: Whoa, did I miss the boat on this? Holy smokes, how am I going to figure this all out by next week? Shit, my clients are going to start asking me about this.
Response: Yeah, it's pretty daunting at first, and really easy to make an etiquette faux pas. But when you stop trying to make a quick buck, or figure out how to game the system and instead try to engage with people and provide value you'll see things become much clearer. That's right, despite Empire Avenue's 'game feel,' it stills works best according to general social media guidelines. Be in for the long haul, provide value and show interest in others and you'll find yourself 'winning' in no time.
Stage Five: Acceptance
Maybe I was wrong about this whole Empire Avenue thing? There does seem to be (potential at least) for some real value, on multiple levels.
Translation: Ok, maybe if I can join #SocialEmpire or Team Zen and pick up some tips from The Cabal...
Response: Once you get past the obnoxious spammers urging you to buy shares (it can be like a Moroccan bazaar at times) and start investing time in the site you'll start to see opportunities open up. If you are a marketer, there seems to be several ways to get brands involved. If you're just playing for fun, this is more compelling than Farmville or Angry Birds in my opinion. So get over yourself and stop worrying about winning and just have fun.
You can find me on Empire Avenue under the stock symbol (e)RICKL. I'm also the CEO of the Advertising Index.