The ABCs of Your Social Media

The first step to a manageable strategy

How do I know what social media platform to use?

This is a question I get asked a lot. And below is my answer. 

Last September (as in 2014), I was sitting on my couch, the laptop propped on my lap, and staring at Facebook. I was finishing up work for a client and just checking in on my Page. 

As I looked into my analytics -- the who, what, where of my audience, and the reach of my messaging -- I couldn't shake this ugly feeling in the pit of my stomach.

Here I was, very clear to my clients, family and friends about how they should be paying attention to their gut feelings...

And yet, I felt like a fraud because every part of me was rejecting Facebook, and I was forcing myself to use it. 

• I hate how it became this rabbit hole of compare-and-despair for me, where I was paying more attention to how much cooler, better, smarter, dreamier others' lives and work are compared to mine. 
• I hate how the "News Feed" is just a collection of high school-esque snapshots that is more a game of popularity than of substance. 
• I hate how the interface is outdated and poorly executed. (If you're a Facebook user, pay attention to where that teeny-tiny drop-down arrow exists next to your name on the upper right. It's a small black button against a medium-to-dark blue background. Very poor visibility and very poor design.)

I know my feelings for Facebook are very strong, but feelings are strong. You don't feel something in a small way; if you do, it won't bother you. 

Feelings are big and bold, and they tell you a lot if you're willing to listen.

My feelings last September were telling me that Facebook isn't the right medium for me. It's not the way I want to interact with my audience, nor is it the way I want to interact with the world. 

It's not the way I can add or receive value. 

So I stopped using it. Quit it cold turkey, and I found that I didn't miss it and my work wasn't affected. I found that I had more time in my day to focus on other modes of communication I enjoy, more creative endeavors and practical items on my to-do list.

I felt more productive and more invested in myself.

That's the funny thing about feeling something so strong for something so seemingly insignificant: it can change the way you see yourself. 

I do use Facebook for client projects because I know it can be a great fit for them. 

But for myself? No, thank you. 

I know my habits, and I know what I value.

And that's what you need to acknowledge too:
Whenever you're confused about what social media platform to use -- or, more generally, how to communicate your story -- do that primitive gut check.

See how you feel and what you're actually after.

Then look at your own habits.
How do you consume information? How do you like to learn about things? 

It's said that you shouldn't assume your target audience is exactly like you, but I think understanding how to reach your audience starts with how you want to share yourself and your work with them.

So this may be a time when you should look at your own [social media] habits and let them be a guide for how to proceed.

Strategy is very calculated, but that doesn't mean that there isn't a personal, emotional anchor to how you implement it. The tools you use to bring your strategy to life need to make sense -- they need to feel right -- to have a fighting chance of success on your terms.

Think about that the next time you click "Like."

Hit reply + talk to me: What social media platform doesn't feel right for you and why?