Unlocking Social Media Myths So You Can Build A Cult-Like Following For Your Brand or Business

Now more than ever, we need to share our authentic story, whatever it is and find a way to share and communicate with other people--online. We are in a temporary period of government-forced social distancing. The distancing for some people may not feel too bad, others it's downright painful and scary. Everyone would agree, it's going to get weirder and harder. In the US, we are only about three days in.

My ideas to help you stomp out your fear of business-focused sharing on social media--especially when you are an entrepreneur or small business owner like me--apply to all business-minded people

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Social media used to be a major mystery to me. A magical place where only the beautiful or smart or hugely-successful-at-business ones received attention. Plates of delicious food, fashion, parties, e-commerce, coaches, on and on. Back then, I wouldn’t admit publicly that I really didn’t know what I was doing with it, so I pretended I did. You know the drill: fake it until you make it. So, once jumped on the bandwagon, under the crusty canvas blankets, on the back, peeking out and seeing the sunset in the distance as I swept out into the social wilderness like a stowaway, I thought it was going to be easy to get away and win.

I failed. And I failed big, like losing time, money and my own attention on things that mattered. I thought once I created stuff, and just posted it, everyone would like me, instantly. I also figured everyone would find me, and when they did, they would care about what I had to say and tell their friends.

Here’s the honest and painful truth: People weren’t thinking about me. I was not their priority. They didn’t care about my business or desire to support me. I was stuck under the dirty canvas on the back of the bandwagon heading out west.

I came to realize though, they’re really thinking about themselves. And of course, why shouldn't they! I mean, the very thing I teach entrepreneurs, and educate my agency’s clients about: Your audience’s intent must always drive you, you should not be driving yourself.

Social media failures can teach hard lessons because everything in commerce now starts and ends on social media. Big brands know this now. Influencer strategies work.

I decided to write this article for folks who are bootstrapping a new business or pivoting into social media entrepreneurship. Consider: If you’re a small business owner hesitating to create content, write, post, take photos, tell stories and more on social media because you just want to be liked, I'm asking you to rethink your position right now. Especially now when we all will soon need to connect more deeply, more often and more authentically.

1. Everyone is bragging about themselves.

Using social media as a small business owner isn’t about self-promotion. It’s about doing business. It’s about building your reputation, appearing professional and being visible to potential customers. That’s it. The platforms do not control your authenticity or the value you bring by sharing your expertise and process. The key to success is striking a delicate balance between making every post count and taking comfort in the fact that although it might feel like it at times--the world isn’t watching. Making every post count means putting thought into your presentation, learning how to use the features on respective platforms and taking steps towards finding the aesthetic that feels true to your brand. Keeping in mind that no one’s watching will help you to move quickly and not be afraid of making mistakes. Being overly self-conscious can keep you from engaging and growing your business.

2. Other people seem like they are living their best lives, they are always posting, I can't keep up.

The biggest lie we tell ourselves to keep us in the safe zone of inaction is that it’s too late. Social media makes it easy to dive into these feelings because the result of everyone’s effort is right there in your face. The key to success on any platform is to stop thinking about other people’s follower count and likes. Consistency over time wins. It’s true that the barrier to your audience grows as these platforms age. More people, more content, more competition. The best way to fight this feeling is to focus on your niche. When you try to cast too wide a net, you start competing with large brands and established accounts. Be specific in your content about who you’re looking for, where they live, and how they use your product and service. The only time you should be looking at another business or person’s followers is to find out if they are speaking to your target audience. The best way to make headway is through old-fashioned, meaningful interactions with your potential customers. If you treat everyone like they matter, they will start to think of your business in the same way. Meaningful interactions are scarce these days, but they are superpowerful because there are still real people on the other side of the username.

3. Nothing is working, nothing is changing for me, I've only got 200 followers.

What does winning as a business look like on social media? There is no one-size-fits-all definition because it’s about brand. If you find yourself on the “it’s not working” boat consider the following before you jump ship:

You’re focused on followers

The worst mistake you can make is to think winning looks like follower count or like count. If that surprises you then think about it this way: An account with only 200 followers can be worth more than an account with 150,000 followers if those two hundred followers are real customers. Don’t focus on the follower count; the quality of your followers is far more important to your bottom line and brand strength.

You haven’t been doing it for long enough

If you’re trying to figure out if it’s working you should also consider how long you’ve been actually working at it--consistently. A few stray posts when you feel inspired is no way to build traction. The fastest road to disappointment is to put up a couple of well-thought-out posts and think the customers will roll in. It’s not going to happen. Trust, reputation, virtual word of mouth (aka sharing) takes time. You should “bring your ‘A’ game” every day consistently so that people see a pattern that lets them know your page is the go-to for their specific informational need or aesthetic preference.

4. Posting and writing and thinking about social media takes way too much of my time, I need to be working in my business.

Running a business takes time, and if you aren’t dedicating any of that time to social media, you’re leaving money on the table. Easier said than done. Small business owners wear many hats, and marketing maven is often the last to be tried on. The key to success is planning and scheduling. If you aren’t scheduling most of your content on social media, you’re making a huge mistake. Not having a process in play can turn social media into a paralyzing, time-sucking task that you’ll probably push to the side. Don’t fall into the trap of suddenly realizing you haven’t posted in a while and scrambling to figure out what to say. Do yourself a favor and save off-the-cuff posting for irresistible spontaneous moments.

5. I have to be perfect, and I can't make any mistakes or expose my true self, I'll lose clients and friends.

Have you ever heard me say during one of my public workshops "Perfection is the killer of progress?" Nowhere does this apply more than on social media. In the rise of social platforms we have seen the most polished pieces of content displaced by grainy videos, sporadic tweets and in-the-moment photo ops. You should always seek to present your business as professionally and well-thought-out as possible, but don’t let perfectionism stand in the way of progress. Momentum and volume rule the day on social media. And simple words, your thoughts, your voice, and writing how you speak will always win the internet.

In the words of Gary Vaynerchuk, "Make, make, make." You have nothing to lose. Social media is truly ephemera. No one is really watching you. Plus, are you getting any younger or have you invented a time machine? Then, let's go.