“Sure, I want to be visible online. But when it’s time to actually write stuff… I’m stuck.”

You may have heard a variation of this theme.
You may have lived a variation of this theme as well.

It seems everyone’s saying the same thing, “You must have an active social presence to be relevant.”

A hot, steamy slice of being relevant. Who wouldn’t want that?
So you struggle.
As most of us do.

Finding enough hours in your calendar for “content creation” is a challenge it itself. But even if you do find the hours, finding your voice is a whole new can of worms. For a lot of people, that’s where the real headache begins. 

AI could help. Certainly.
But if you approach it from the position of “I’m not sure what I want”, you might end up – well – pretty much like this. 😀

Social media agency who hated social media

A decade ago, I worked in a digital ad agency specializing in social media.
And this agency… wasn’t on social media.

How did it happen?

I remember how advertising agencies would have really fancy Facebook accounts. They’d occassionally post snippets of their work, aka “professional” content. But most of the posts were not about work – they were about agency lifestyle. Wild and free, and sort of hipster-ish, which was super hot at the time.

Photos of people lying on the floor with half-empty pizza boxes. Riding bikes in the office. Sitting on the table and blowing huge soap bubbles, and for some reason there’s glitter everywhere. 

That was the dream. That was the stuff that drove biggest engagement. 
(Probably because it seemed like Disneyland with no work, all play.)

Then one day it changed.
Our boss received a complaint from an old client. Apparently we didn’t have time to serve him properly – we were too busy airbrushing images and amusing strangers online. 

That’s when it hit us. The crystal clear realization that somehow wasn’t so obvious before.
Our team spent tens of hours each week chasing engagement – yet the engagement never came from clients. 

For the most part, new team members weren’t discovered on Facebook, either.
We tried so hard to maintain the “cool hip agency” image. But what was this performance for?

Essentially we were jumping through the hoops for random Facebookers – or youngsters from competing agencies who had lots of thoughts (and probably a bit too much time on their hands). 

And none of our clients were there.

Right there and then, our boss opened his laptop, connected to our account, and wiped it out.

The quiet luxury of staying private

In the following years, our agency’s results shot up.

I took two lessons from this experience:

  1. Sometimes the “unpopular” choice is exactly the right one to make.
  2. In this hyper-connected world, staying private can be both a rebellious act and the ultimate luxury.

But really.
Today, 10 years later, I know a fair number of professionals who are successful without massive audiences. They don’t really care about going viral. And some of them don’t use social media at all.

Their work is excellent, and word-of-mouth recommendations drive them ahead.

At the same time, the pressure to be “active on social” is sky-high.

Just yesterday I saw a recommendation for a solopreneur to post on LinkedIn 6 times a day.
Six. Times. A. day.
And LinkedIn is just one platforms, one drop in the sea on digital places where you “have to be”.

Here’s one more bit that’s always good to remember. Often, the same people who advocate for massive action on social media, have a neat team of professionals who take the majority of their massive action for them. 
(I’d know – for multiple years, I’ve been one of them.)

AND YES, I see tremendous benefits of being visible.
But I also see many people who get repulsed by the idea of spurting out 50 daily posts like half-baked waffles.

It’s not realistic for them. And not necessarily fun, either.

Growing huge and being loud is certainly a path.
But it’s not the only path out there.

What sounds fun (really fun) to you? What makes most sense? Strategically. Mathematically. But also intuitively – on a deeper, more soulful level.

Some people love the idea of fast, loud, and famous (1 million followers, baby!).
For others, smooth and steady gathering of “a 1000 true fans” sounds way more lucrative.

I’ll keep repeating this until the end of days (or until everyone hates me – which is likely to come faster). 😀

Before connecting to your audience, you have to connect to yourself. 
Before connecting to your audience, you have to connect to yourself. 
Before connecting to your audience, you have to connect to yourself. 

When you’re aligned with your truth, everything flows much, MUCH more easily.
Then you can start making bolder, more empowered choices many people wouldn’t dare to make.

Deep down YOU KNOW way more than you think. 
Your job is to get to that knowing place.

(And if you need a gentle nudge, I’m here to help.) ❤️