I was having a conversation with a friend the other day and in respond to the “Built it and they will come argument,” I said “people like to be part of a conversation, not start a conversation.”

Yesterday, Anil Dash wrote a post about his life on the Twitter Suggested User List. He discussed (among other things) that Twitter quickly released that its a lot more fun to be on Twitter if you have friends.

Web companies spend tens of thousands of dollars on building amazing web applications. The Ajax is just right, and the user experience is amazing. But, often they assume that with a simple post in Mashable or Techcrunch, people will come and use their app.

I dont think Twitter did much thought around the Suggested User List. Certainly, they had no idea it would become such a topic of conversation. I can imagine the discussion.

“Man. A ton of people sign up and never do anything.”

“Why do you think that is?”

“Well, they arent following anybody, so their stream is pretty empty.”

“Huh. thats interesting. So people with content in their stream tend to use our application more?”

“Yeah.”

“What if we suggested people to follow?”

“GENIUS!”

Its like throwing a party. No one wants to be the first to arrive, not because its a fashion no-no, but because there is no conversation going on. Its so much easier to come in the middle of the party, and jump into a conversation already in progress.

Seems simple, right? But so many companies, awash in the glow of the results of their launch PR, forget its about building and sustaining the conversation. As we get close to launch – (January 6, at CES! EEK!) – I think a lot about how do we create a place where people can come and join the conversation. A place where people are welcomed, because the conversations are comfortable.

Frankly, its the same with blogging. So many people will start a blog and write a post or two. “No one is commenting!” they exclaim. “Blogging sucks!” They decide to market themselves. To push the blog by commenting on other blogs, tweeting about their blog, etc. But conversation wont start by bringing people to the blog. With blogging, the blogger starts the conversation and invites people to join in. Bring people with you to the blogging party. Ask friends to check out the posts you have written, and comment (if its applicable).

People dont want to start conversation. They want to join.

One is a push, and one is a pull. People want to be pulled into the activity. To the energy that is around them. Dont force them to create energy and excitement for what you are doing or building. Draw them in, get them to participate. Empower your readers or users; dont provide them expectation.

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