If you’re a newcomer to social media, or even if you’ve been around for some time, where you should spend your time on social media can be extremely confusing. So here are a few things to consider and hopefully you’ll feel a bit less confused.

Where is your audience?

I’d argue that where your audience is (where they spend the most time) is where you should be. How do you know? You could ask them. Text them, call them, knock on their door if they’re close by. Just find out where they spend their time. You may be surprised. While you’re at it, find out how much time they spend on their most popular platforms. Here’s a post you might like about audience: Who Are You Writing For? Target Audience and Social Media.

Which platform do you enjoy the most?

Some social media managers may argue with me over this one. But if you enjoy the platform (Twitter, Instagram, Facebook, for instance), you’ll spend more time there and be less stressed. One caveat: I wouldn’t go to a platform that has very little traffic or that is completely unpopulated by your audience. For instance, I enjoy TikTok, but don’t spend much time there because my audience isn’t there. Neil Patel mentions the big three: Facebook, Twitter, and LinkedIn. Do any of those have more pull for you than the others? The other three he mentions are Pinterest, Instagram, and YouTube. You might be more creative there, and those are also good places to get started.

What’s the easiest way for you to get started?

If getting on Facebook is easy for you, that’s a good way to start. If you’re already posting there, or just lurking, then you have a good idea of what to post. You may want to see what others are doing, especially businesses similar to yours. What do they write about? Do you enjoy those posts? You might like this article: Social Media in 60 Minutes a Day. Yes, it’s entirely possible. But you need to be very focused.

What will your posts be about?

Again, look at what others in your business are doing. Find three that you like. Don’t copy them, but let them inspire you. What kind of voice do they use? How often do they post? What do you like about them and–also very important–what do you not like? In the beginning, keep it simple. As you become more comfortable, your posts may become more creative and complex. Sometimes you may have to write something over and over until you’re happy with it. (I write and rewrite quite a lot, if that helps.)

Social media isn’t free

Despite what others say, there’s a cost for social media. Much of social media is now pay to play so that others see your posts. You may want to outsource your social media if it takes up too much of your time. The main piece of advice I’d give you is not to hire your niece or nephew unless they have at least a little experience.

A really common misconception, especially among small businesses, is thinking that social media is about sales. People will tell me that one person will tell two people will tell two people, and so on. In their minds, they’re already millionaires–without any “real work.”

Use social media to increase awareness of your brand, connect with people, and for engagement. That’s it. Of course, social media can lead to sales, but chances are it will be an indirect route. You can build trust, and let people know what you’re up to, but trying to sell on social media isn’t usually the aim.

Increase brand awareness

It’s perfectly fine to tell people about your brand. This might include posts about what’s happening behind the scenes, or even what’s on sale, but not direct selling. When is it a good time to increase brand awareness? Some of my clients have started before they even have a product or service to sell. So I’d say the earlier the better. Here’s a post about being on social media for small businesses that you might like. (Hint: you can appear like a bigger business if your social media is good.) If you’re doing a good job, people might even know you from your social media, and have a good impression of your business!

Who does a good job with brand awareness? One excellent account is Wendy’s. And why is their account so terrific? Because they have a personality! Check out this fun tweet from Wendy’s, below. So much personality! And because of their fun, casual style, they get plenty of engagement. So don’t be afraid to show some personality.

Wendy’s breakfast 2 for $4? Oh Yeah! Get 2 sammies just 4 buckaroonies ya lil rascals.

— Wendy’s (@Wendys) July 6, 2021

Connect with people

People will be interested in your brand and what you offer, but it’s important to show an interest in them first. The best way to share others’ posts is if you think your ideal clients will also be interested in what you share on social media. So for example, say you’re posting for a zoo. Sharing information about animals, how to care for pets at home, what not to do with exotic animals, etc., would all be good things to share. Maybe even share posts from zoos in other parts of the country or world. But sharing about a local auto parts store is probably not going to interest your audience.

Engage through active listening

Listen to what your customers have to say. Sometimes there will be a perfect way to sell through your social media *if* you hear of someone needing exactly what you have to offer. A good example of this is plumbing. You may hear someone say they have a leak or broken pipe. If you’re local and can help, then why not offer? But that scenario is rare, to be honest. I really do believe engagement is the gold standard of social media, by the way. I even wrote a book about engagement!

Watching videos on decluttering and Marie Kondo recently, I came across a video by Safiya Nygaard that described the “80/80” rule. She keeps her house organized 80% of the time so that it’s just good enough. And that idea wins the day. And that includes getting rid of perfectionism.

“Perfectionism is the voice of the oppressor, the enemy of the people. It will keep you cramped and insane your whole life, and it is the main obstacle between you and a shitty first draft. I think perfectionism is based on the obsessive belief that if you run carefully enough, hitting each stepping-stone just right, you won’t have to die. The truth is that you will die anyway and that a lot of people who aren’t even looking at their feet are going to do a whole lot better than you, and have a lot more fun while they’re doing it.”
― Anne Lamott, Bird by Bird: Some Instructions on Writing and Life 

High achievers are often perfectionists

Are you a high achiever? I wrote about this type of strength, which may also describe you: What’s Your Best Social Media Super Power? Also: it’s possible to be a high achiever but not a perfectionist. Naturally, you can be a bit of both. The difference between them, though, is that high achievers are usually supportive of other people. And focusing on other people can help you steer away from perfectionism.

Perfectionism is unrealistic

If life looks like an endless report card, you might like this article from Psychology Today ( I love that right at the top there’s a link so you can find a therapist lol!) Do you agree with perfectionism being fear-based? I certainly do, having come from a family which glorified perfectionism. However, if you’re a perfectionist, chances are that you’re not as well liked as you could be. Think about it. When you hear the word perfectionist, does someone you know (and don’t like much) come to mind? Recently we were on a vacation at an AirBnb. The place was immaculate, but there were rules posted everywhere. Keep this window open when you leave. Pull back the covers on the beds if the sheets have been slept in. And there was the Do not touch the blue button! which of course made everyone want to touch the blue button!

Perfectionism leads to stress

If you’re stressed out trying to be perfect, maybe it’s time to drop it for awhile. One thing the pandemic taught me is that I don’t have to do everything. In fact, most people won’t even notice if I don’t do everything. Or if a couple of things drop off my to-do list. Or if my to-do list gets dropped altogether! In fact, taking a vacation or a long siesta seem like better ideas that being a perfectionist.

Recently I was watching a video by a New York City artist, Rajiv Surendra. You may have seen Rajiv in his role in Mean Girls, but it turns out that Rajiv has so many other skills. If you’re thinking of branding or rebranding yourself, you definitely have to watch the YouTube video of his home tour. Google Tour Rajiv Surendra’s NYC Apartment Filled With Handmade Decor to experience it. Here are some of my takeaways and thoughts.

Focus on What You Love

Sure, everybody says focus on what you love. And those are easy words to say. But when you see those words in action they mean so much more. Rajiv Surendra has taken his focus to another level. I suspect that he doesn’t ever binge watch Netflix or own a television. But he does share his thoughts on social media–follow Rajiv Surendra on Instagram to see some of his amazing artwork.

Sometimes a Hobby Becomes a Profession

Maybe this has happened to you, too. Maybe you’ve been redoing chalkboards of major NYC restaurants and decided to turn that into a venture. Ok, I’m kidding, but you know what I mean! What if you went deeper into something you truly loved, so deep that time stopped–for a time–and you realized you were doing what you were meant to do your entire life? It could happen!

Curate Your Existence

If you thought someone was going to examine the details of your life and tour your apartment, would you live differently? Probably. Some people have been doing this on Instagram, curating what they see, what they eat, and how they live. If you haven’t already looked at friend Terri Nakamura’s Instagram, check out what she’s doing over there because it’s fascinating. Hint: Terri is using Instagram as a blogging platform–and writing a book about it!

Worship Marie Kondo Like a Goddess

Another what if: What if you gave away everything that didn’t bring you joy? How would your life and your work look? As Rajiv says he worships Marie Kondo and has taken Marie Kondo’s minimalism to another level so that all his clothes (which are gorgeous and meaningful) all fit into one tiny closet. Another tiny closet fits all his art supplies, including chalk, paint, and easels. If you love Marie Kondo, you might like organizing your social media so you can have a better life.

Let Joy Guide You

Could there be anyone more self-actualized than Rajiv? I don’t think so. And he seems so full of joy. What if joy and having fun could lead you to your life’s work? Recently I wrote about playing more and here it is if you missed it: When You Play More Your Creativity Blooms. Many of us have found joy, even amidst the pandemic. We’ve all been baking banana bread, meeting neighbors, and upgrading our homes.