When is Enough Enough?

Yet another week in the Wild West.

A.I. continues to dominate, while other social media sites attempt to carve out a piece of Elon’s market share.

In less than a week, we get Spill… And then Threads (follow me here)… What’s next?

And how many social media apps and profiles do you need?

Do you even need any?

Let’s dig in…

A while back, I read a thread questioning the point of building an online following. I wish I could remember who made the point, but they were a social media marketer. They asked some key questions, which made me think about my usage of social media.

As we know, social media can be a full time job. It takes dedication, engagement, creativity, and consistency to build your online brand.

So, what is the ultimate goal? Is it to sell product? To offer value to a community? Is it just to flex and look cool?

These are questions you need to ask yourself before pouring in hours a day, taking away from family time and work which provides immediate income.

As an artist, influencer, or content creator, the goal is obvious. Your deals are based on your ability to help acquire customers, so the more engaged followers you have, the more attractive you are to brands.

But you can also go overboard. You can spend so much energy spamming everyone in your network that you lose all credibility. Remember, the goal is to build your community, and they’re more likely to give you attention when others are already paying attention. It doesn’t work if you’re constantly trying to convince them. Instead it feels desperate and pushy.

As a B2C (business to consumer) business, the benefits are obvious. You can reach potential customers through organic reach and paid ads, including retargeting of any prospective customer who’s shown interest in your product.

B2B (business to business) companies can still use social media, but it’s probably less useful, as they’re targeting other businesses with specific needs.

So let’s look at the less obvious situations; those of us who are in supportive roles, such as managers, agents, publicists, journalists, or other positions. What do we get out of posting photos with celebrities or highlighting our exciting lifestyles?

Some look at it as a marketing strategy, directed at other artists and industry folks, proving we are accomplished and plugged in, and thus worthy of working with other high level talent. And therefore, all of the photos with artists and high powered execs are really just a necessary part of branding ourselves.

To be honest, I think it’s all B.S. I do some of it myself, partially out of habit, but I know there’s more to it than marketing. I also feel the need to test each app to see how it works, and stay up to date with the latest trends.

But I’m also aware of my ego (as we all should be)— the part of us that needs the attention and dopamine hits. And our insecurities— the fragile part of us that needs reassurance and approval. Real marketers know this is our Achilles heel, and they attack our insecurities in order to coerce us to buy product.

And of course, let’s not forget the distractions, as we scroll through countless TikToks and Reels, in an attempt to delay our real work. In last week’s newsletter, I mentioned Steven Pressfield’s “The War of Art” and his concept of resistance, which includes self-doubt, procrastination, fear, and distraction. All of these can severely limit our ability to reach our potential.

So, do we stay active on social media with a purpose? Or is it for entertainment?

There’s nothing wrong with using social media for entertainment, as long as we’re not convincing ourselves we’re doing real work as we scroll through countless clips.

Additionally, it’s always good to constantly assess whether or not we’re enjoying ourselves. This is the type of work that shouldn’t feel like work. So, if creating content and posting consistently starts to feel like pulling teeth, then maybe it’s no longer the most productive option.

Just some food for thought.

I end every week with appreciation for all of your support, but I truly mean it. Thanks again for subscribing and sharing this newsletter.

Til next week.