In pursuit of visibility
Social media is a time investment - how do you make it wisely?
Hello Feisties,
We're far enough into the new year that I can confess I'm in experimentation mode! I'm talking about my (and let's face it, everyone's...) ongoing journey with social media platforms. Actually, it feels a little meta (damnit, now we can’t even use that word with its original meaning!) to even discuss such a topic here on a platform (are you listening in, Substack? :)) But let me take you through my thought process as I try to figure out which platforms to pick up and which to let go.
For years, my favourite platform has been Twitter because it is word-based and you can easily share links. I’ve never been a fan of the insider conversations and outright tiffs you sometimes see on there, but there’s a lot of good information sharing. But now that it's become X and I see so many people jumping off, I wonder whether I should take some of my eggs out of that basket.
My second favourite platform and the one where I’ve been focused for the past couple of years is LinkedIn. My biggest experiment has been to post weekly about issues in my industry. I’m also trying to engage more, go beyond the likes to actually comment on people’s postings. Where I once struggled to check in weekly, I’m now on daily. It’s all a matter of deciding what will help your business the best, whether it’s learning from others or sharing your own knowledge, likely both.
My next plan is to explore what other platforms might meet my business goals. Considerations include bulking up my business Facebook page, trying a bit more Instagram, and may even be looking into video.
My own pivots make me consider what broader considerations are guiding my platform choices. Here are a few elements that are guiding my own thought process:
Platform popularity
As we age, we get a little less excited with every platform that emerges. I've certainly seen my enthusiasm wane since the initial hoopla of Facebook. Now the slight learning curve of most platforms and the demands on my time of joining even the most popular ones makes me hesitant. But then, as a new platform matures and becomes standard, we realize we look out-of-date not to show up on it. This is what brought me to Instagram a few years ago.
Target audience locations
Social platforms are fun, but with so many to choose from, it's important to recognize them as a time investment. If you're looking to do business, make sure the platforms you choose are where your audience hangs out.
Content appeal
I mentioned I'm drawn to Twitter because it lets me work with words, which are my medium. It also works for sharing links, which appeals to me as a reader who likes to pass along articles or use longform writing as a conversation starter.
Posting frequency
How often you like posting is another consideration when it comes to platforms. One downside of early Twitter was how often people posted there, to the point where if you were on just a couple of times a day, you would be seen as a sloth. I have been a sloth. While nobody is forcing us, it's useful to discern how often people post and reflect on whether you can commit to a similar pace.
Be experimental
Social media has always been an experiment, so use it in that spirit. If you want to join a new platform, decide how much time you can devote and dive in. If you find it's not providing the return, jump out.
At least, that’s what I’m planning to explore in Q1. What about you, what are your favourite platforms and why?