REVIEW AND REGROUP YOUR SOCIAL MEDIA PLATFORMS
You don’t need me to tell you the many things wrong with social media…
But, I’m going to anyway 😂.
Social media platforms are problematic in a variety of ways. Each with their own flavor of issue, they can:
- Increase anxiety and depression, especially in our young people
- Disconnect people from reality and real people
- Instill a feeling of missing out (FOMO)
- Cause sleep disturbances
- Worsen low self-esteem
- Fuel impostor syndrome
- Create addiction
- Be a distraction
- Soak up time and attention
- Spread false information
And the list goes on. However, I don’t wish to torture you, so I will not go on.
But let’s not toss out the social media baby with the bathwater here. Social media also has its positives:
- It keeps you informed
- Increases connection (if you use it appropriately to do so!)
- It can be a source of inspiration, entertainment, or education
- Increases visibility as a business owner
- Offers a spot to share ideas, thoughts, creative work, and personality
- Keeps you in the loop with people in your life
- And of course, reminds you of your big sister’s birthday… which you seem to forget every year.
I could go on here too.
As with many things, social media platforms each have advantages and disadvantages. As a business owner, it can feel like a bit of a necessary evil. But is it? Is it necessary?
Social media isn’t going anywhere—but how we engage with it can (and should) evolve.
This episode (and article) is one part social media burnout buster, one part reality check, and one part the pep talk you need to refresh and overhaul your relationship with various social media platforms.
I want to give you ideas to rethink how you’re using these social media platforms and where you’re focusing your creative energy to achieve your goals.
If you’re feeling frustrated, burned out, or annoyed…
If you feel like you go all but unseen and unheard on social media.
Hold the phone one sec! It’s not necessarily time to throw it all overboard and delete all your accounts. Though it may be.
These feelings are a good indication that you need to look closer at the social media platforms you’re on and possibly recalibrate a bit.
As a business owner, I firmly believe social media shouldn’t be your whole marketing plan. It shouldn’t be responsible for CARRYING us. But, it can HELP us.
We just have to find how it works best for US and our unique businesses and personality.
So, if you’re:
- Drained before you even open the apps
- Doing a song and dance you don’t enjoy with your content
- Constantly needing to “keep up” with trends, styles, and algorithms
- Dreading engagement
- Losing the connection to your voice, or why you started in the first place
- Generally cynical or apathetic towards social
This is for you!
Let’s give you a little refresh! A social media platform strategy and ideas that don’t suck your soul.
First, define your goals. Clearly.
What do you want from social media right now? What are you looking to achieve with it?
You may have a couple of these:
✓ Brand visibility and recognition
✓ Client leads or inquiries
✓ Email list growth
✓ Podcast listeners
✓ Relationship-building or referrals
✓ A place to learn, laugh, and feel inspired
✓ A creative outlet or place for self-expression
Give it a little think and jot down your top three.
Next, Consider YOUR People.
Who are your ideal clients, collaborators, and dream connections, readers, listeners, and subscribers?
- Where do they hang out?
- What kind of content do they consume? (video, carousels, audio clips, written posts)?
- Are they searching for what you offer, or is it something they simply stumble upon and discover?
Now, Think About Your Strengths.
What kind of content creation do you excel at? Where do you thrive?
- Do you like writing micro-stories and witty takes? → Maybe focus on X or Threads
- Do you enjoy visual storytelling or voiceover content? → Tailor your content plan for Instagram or TikTok
- Do you prefer thought-leadership and value-driven copy? → Invest your social media time on LinkedIn or writing a blog
- Do you like content that lasts and is searchable? → YouTube or Pinterest might be your jam!
A social media platform will feel lighter when it aligns with your creative joy + natural strengths. If one feels just awful or frustrating to you, it’s ok to say goodbye!
Ok, Now Look at Your Bandwidth.
Be honest with yourself!
To start, make a list of ALL the places you show up in your marketing and content. And how often do you want to commit to each one? Then, take a good, hard look at what you can realistically do time/energy-wise, consistently, without hating or resenting it. That’s the formula for your bandwidth!
- What platforms can you show up on consistently with the time, capacity, and resources you currently have?
- Where can you repurpose to make content a lot easier for yourself and increase bandwidth?
For me, it’s like a whopping two social media platforms I can be consistent with. The rest, I post when I remember (or I just let them go altogether). You simply don’t have enough time and to be parsing your message out and posting it here, there, and everywhere. Less, really is more.
Let’s say you’ve narrowed it down to a few at this point…
Give EACH social media platform a purpose.
Give EACH social media platform a definition of consistency.
Remember, not every platform is worth your time. They all can help you get there, but it might look different depending on where you show up.
- Instagram is great for visibility, sharing products and services, and getting people excited for them, general engagement and connection, and creative expression.
- LinkedIn leans into professional credibility and relationship-building, giving you a chance for thought leadership.
- Threads or X might be good for riffing, idea-sharing, and quick touchpoints. Don’t ask me, I’m not on either of these!
- Reddit is great for groupthink, marketing to the masses (in the right threads), general support, and ideation
- Pinterest or YouTube support visually based brands, long-term discovery, and evergreen content.
- Facebook might be your spot for community-building, brand awareness, and engagement
There are all kinds of social media platforms to choose from… TikTok, Discord, MightyNetworks.
I recommend choosing one main platform to host your long-form content. This is where you’ll repurpose, rinse, recycle, and repeat.
By giving each social media platform a primary focus or goal, you reduce the overwhelm and give your strategy/plan time to stick.
Commit for a set amount of time.
In my world, three is the magical number for most things. When I was dating, they’d get three dates before striking out. I’ll try a specific networking event three times before deciding if I’m joining the group, three months of sticking with something before I reevaluate. Feel free to steal my rule of three and try a 90-day, three-month experiment where you test, observe, and see how you feel.
Then, of course, give yourself permission to pivot or plot twist where needed.
Social media is one part of a very rich, big marketing pie.
Maybe it’s even more like a cake, in this instance. With tiers, layers, frosting, and bells and whistles.
Social media is ONE slice.
Marketing also consists of: Collaborating with other like-minded people, networking, 1:1, conversations, face-to-face chats (remember those?), and more!
Your website, email marketing, SEO, random chance, podcasting, the list goes on and on and on with a variety of ways to market yourself online (and off). So if social media really is NOT your thing. And you don’t think it ever will be…
Maybe it’s not as necessary an evil as you think.
Platforms shift, algorithms change, and your goals evolve. You should too.
