Social Media: Fish Where The Fish Are

Social media, for many, is a grudge effort. But I’m here to tell you that it is possible to expend minimal time and attention on it, while still benefitting.

Whether you’re after more exposure, more work, or more money, social media success begins with platform choice. You don’t have to be everywhere. It’s not an all-or-nothing game. It’s a “fish where the fish are” game.

Like dating.

Fish where the fish are

I met my husband on a blind date. Years and years before Tinder existed. My sister knew me and his uncle knew him and so when they conspired to introduce us, there were better odds of it working out than, say, a couple who met at a nightclub.

(Not because there’s anything wrong with couples who meet at nightclubs, but because we aren’t those people. We’re “make eye contact in the Woolies queue” people. Or “get chatting in a bookstore” people. Or “fall in love over brioche french toast and obtuse film references” people. We’re nerds.)

Back to you.

Focus all your efforts

To get the right attention from people who will actually GIVE YOU WORK, you need to be where they are. And you need to focus all your social media efforts there.

For example, I speak, teach and write predominantly for corporates. So LinkedIn, a business-to-business platform, makes more sense for my social media marketing than, say, Instagram or Tiktok. Not only is it more conducive to text-based content, which is what I produce, it’s not a visually demanding medium for me. Unlike Tiktok.

Here’s the cheat code: BE SELECTIVE. Decide where your most desirable audience spends the most time and invest your own time there. At least, to start with.

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