This has been churning for a few days.
It’s as if I can see something coming, something becoming clear. I’m not saying it’s a “word” from God, or as I used to say, “revelation is too strong a word.” But it is a sense, an idea that I can’t seem to shake.
Let me give you some background. I talk with women almost every day, entreprenuers, coaches, authors and content creators, who are frustrated. They want so much to reach the people God has put on their hearts, the recipients of all the expertise, experience and excitement they are bringing to their work.
And every day, they are showing up on social, just like we’ve been told, only to realize no one is seeing their content.
I’ve experienced this myself, which is one of my main motivators for relaunching a “blog.”
I know, it sounds so OLD school. But my entire career as a writer has centered on blogging. First, The Homeschool Encourager, then Church Volunteer Daily with Group Publishing, then Revelation is Too Strong a Word, the Big Shoes blog, and now this wild & unruly iteration.
Blogging has always felt comfortable to me, but even more than that, it’s felt powerful and valuable, and as one of my mentors always says, “of high service.”
When social media hit the scene, we found what felt like a more direct channel to connect with our tribes; a way to build real-time relationships and offer value to our followers. Many of us abandoned blogging, and other more traditional content platforms for social feeds.
It was fine.
For a while.
But now, things are shifting. Content creators are fueling these huge platforms and their content is being consumed–for free–by random readers with no real connection, interest or desire for change.
Then we wonder why we are so frustrated by a lack of results, of real opportunity to bring transformation and truth to the people who need to hear our message!
I was reading this morning that only 1% of people on social media (Facebook specifically) ever actually CREATE anything. 1% of the people on these platforms are willing to create something that might help another person. Then, something like 9% of people are CONTRIBUTORS. They may like, comment or share OTHER PEOPLE’S CONTENT. Nothing wrong with this, this is the WHOLE point of social media.
Think about that. The whole concept of social media is for content creators (like us), the 1%, to populate the feeds for the other 99%.
But wait, what about the other 90%? The author labeled them as Lurkers. I call them CONSUMERS. These are people who simply scroll, mindlessly consuming our content.
I posted on this one day last week, that these consumers think this content is free, but we all know, it costs something.
In fact it costs a lot.
For every post I write, I’ve invested 25 years of my professional life, 40+ years of my personal and spiritual development, my strengths, spiritual gifts, and my own creativity.
NONE of this is free.
In fact, I can’t even put a pricetag on it!
And neither can you!
Your gifts, your message, your vision are invaluable. We have to stop putting so little value on ourselves, that we post for free en masse, for the greedy consumers just hoping for a “Like” or a random Comment, the only currency most of us are earning for the amazing value we offer.
I’m painting such a bleak picture I know. And I’m pretty frustrated myself, because I believed the marketing coaches and business mentors who told me that organic (well, sort of) growth was possible.
Maybe it was at one point, but the reality is we are feeding the frenzy with our own blood, sweat and tears.
And it needs to stop.
There is a shift happening, friends–and it’s an important one for every person who has content to share and people they want to connect with (so, like ALL of us).
We have to raise our expectations, of ourselves and our readers.
I’m not saying it will be easy. But it will be worth it.
When we are so focused on social media as our main connecting point with our people, we can begin to believe that Facebook is actually our platform and Instagram is our influence.
But these are simply tools. And at the moment, sort of shakey ones.
YOU are your platform. Your message, your mission, your voice. Your influence cannot be dependent on a platform filled with a greedy band of consumers.
I encourage you to step back for a second and consider your current relationship with and expectations of social media.
- Am I clear on what I’m wanting “from” social media?
- Am I really comfortable with the current rate of exchange, which is my free content for nothing in return?
- Am I actually reaching the people I’m called to help and serve in my current audiences and platforms?
- What other platforms or channels do I have available where people can connect with me and we can build real relationships?
- Am I letting the feel-good moments of a like or comment replace other ways I could be putting myself out there?
- Do I know, like really know, that these platforms are where I should be spending my time and energy, that these are the best methods God has for me to reach my people?
I’m sure this is just a tip of the iceburg in this conversation. What other thoughts, observations or questions do you have? Please post them in the comments…
I believe in you!