The Speed of Influence
photo credit: Sydney Sims
Experts cry, “focus on your craft” and don’t waste time creating content for social media even though we are in the digital age. In stark opposition, digital marketing gurus are out there telling us to be active on social media, be consistent, and be engaging (and gee golly, be beautiful while you’re at it with these filters). As individuals and for our companies, the push to get on every platform is a message that is loud and clear. Stand out and rise to a grand following because that is how you will make an impact.
Careful now, whispers the mental health crisis. You’re taxing your central nervous system with all the stress of living in constant crisis mode.
The social media, and new media bandwagon, is a bullet train and you’re on the platform trying to keep up so you can jump on the moving force.
Our main goal can’t be to be early to the table or a powerful influencer because that falls short of purpose. What do you really want to accomplish? Maybe it is the crux of the impending age of 40, or maybe it’s being recently divorced, or maybe its because I’m an old-soul Millennial with a flare of Gen Z; but I certainly care more about inner peace, stability, and strength for my family to thrive (I have a detailed list of what that means to me) and to help others in my wake (the water kind of ‘wake’, not the funeral kind).
In the world of multi-media journalism, there is a palpable sense that there is always more to talk about, more to cover and so much more content to create. A colleague in the marketing space looked me in the eye and told me that consistency was key, admonishing me to adhere to a stricter schedule. While this person was totally correct, it was also one-dimensional. If my sole goal was to annihilate the algorithm, sure; but what about my other goals? Like managing my energy, my time, my mental health, supporting my loved ones, running my business, growing my business? Social media is not the only channel for growing your business so why would you kill yourself on one vertical?
Abandoning the social media ship is really not an option either. We need to have a digital presence. Yes, we ought to be consistent; but guess what, 75% of the population is chronically dehydrated and that probably needs some attention too. Social media consistency is not the only big deal we need to focus on. Making Reels or TikToks as a shriveled-up raisin of a human probably wouldn’t get the best views. So what’s the point of staying on top of all those algorithm changes and the best times to post on the different platforms if you’re barely getting in the basics?
Hear me out. I am a mom of 4…wait …a single mom of 4…I have my kids full time and moved to a new city where I didn’t know a soul. I run a company, wrote a book, have a podcast, built an app, and started a digital magazine; and I’ll give you my secret: I have found the best way to handle it all is to tune out the noise and pay attention to my goals and my energy. Sometimes my goals will force the hand of my energy to give, but sometimes my energy will direct which of my goals gets my attention today. I did not graduate from high school and go to college at age 15 because I am smart; it happened because I understood my energy and my time. This suspender pop is me waving my hands and saying “I’ve found something! And I really want you to have it too.” It’s the permission to push yourself, to also pause, to restart, and to pivot as many times as you need to — at your own pace.
Once you get a groove, it will get easier; content will come to you faster and more naturally. Before you know it, you will be consistent.
Social media content creation is not a race; so why let it control you? Slow down. It’s ok.
Beat the algorithm, but at your own pace. You will ante up. That’s just what you do. Walking is easy, so we can walk and talk. Walking while talking is easy, so we can also sip coffee while we walk and talk. Once something feels easy, you will have space to add more. Who is to say “hurry” without defining what hurry means as it relates to your timeline?
Unapologetically, bite-size your efforts. If you need a break, take it. Keep your goals in the front, so that you know the line between excuses and the true need for pause. Ultimately, get yourself out there. Your digital footprint is critical for trust because people do business with people they feel like they know. Show us who you are as your energy ignites and let us, the world, fall in love with you.
Originally published for The Naked Professional
