I struggle with this so much, Trevor. The challenge is when you don't play the algorithmic game, you get very little to no visibility. It's tough because social media doesn't reward grounded thinking.
I hear you loud and clear Bette, and it's an issue that credible operators (founders, professional experts and solo practice owners) continue to grapple with as depth gives way to dopamine on social media, and unfortunately LinkedIn appears to be going the same way.
My contention is that if we place too much emphasis on just performing for the algorithm (in order to get more reach), we potentially lose focus of what it is we're trying to achieve, as well as run the risk of undermining our professional credibility and reputation.
For the people I work with, the goal isn't to become viral (the 'carrot' the social platforms dangle in front of us), but to become seen as a credible, trusted voice by the people who matter to the success of our business. This is only becoming even more important now that AI has entered the frame.
What can we do about it? Stay true to ourselves and our values; practice Personal Brand Sovereignty; experiment with different media formats; focus on long-form content and use social media to share repurposed micro-content and drive back people to our owned media home base (versus putting all our digital eggs into the social media basket); extend the reach of our voice by exploring earned media options (embracing the 'small stages' where it's easier to build trust and credibility with the right audiences).
Here are some articles pertaining to some of the points above that you might find interesting:
Thanks, Trevor. I'll have to check those articles out. I don't disagree with you. The challenge is that if you can't get your work seen, it doesn't matter how true to yourself you are. Unfortunately, a lot of people are just not interested in reading at the level of writing when it comes to more depth. They're not willing to sit with it. They want to be comforted and not asked to think too hard. I think the trick is trying to find a way in without flattening your voice too much. But it's most definitely a challenge, and one I've brushed up against the last four years writing online.
"I think the trick is trying to find a way in without flattening your voice too much" - agree with you there Bette, give yourself some room to experiment, but with guardrails. I reckon that's where the repurposed micro-content, from the long-form, comes into play.
I struggle with this so much, Trevor. The challenge is when you don't play the algorithmic game, you get very little to no visibility. It's tough because social media doesn't reward grounded thinking.
I hear you loud and clear Bette, and it's an issue that credible operators (founders, professional experts and solo practice owners) continue to grapple with as depth gives way to dopamine on social media, and unfortunately LinkedIn appears to be going the same way.
My contention is that if we place too much emphasis on just performing for the algorithm (in order to get more reach), we potentially lose focus of what it is we're trying to achieve, as well as run the risk of undermining our professional credibility and reputation.
For the people I work with, the goal isn't to become viral (the 'carrot' the social platforms dangle in front of us), but to become seen as a credible, trusted voice by the people who matter to the success of our business. This is only becoming even more important now that AI has entered the frame.
What can we do about it? Stay true to ourselves and our values; practice Personal Brand Sovereignty; experiment with different media formats; focus on long-form content and use social media to share repurposed micro-content and drive back people to our owned media home base (versus putting all our digital eggs into the social media basket); extend the reach of our voice by exploring earned media options (embracing the 'small stages' where it's easier to build trust and credibility with the right audiences).
Here are some articles pertaining to some of the points above that you might find interesting:
* Personal Brand Sovereignty: Own your reputation, shape your narrative, and secure your digital independence https://earntheright.substack.com/p/personal-brand-sovereignty
* From philosophy to practice: The first steps to Personal Brand Sovereignty https://earntheright.substack.com/p/the-first-steps-to-personal-brand-sovereignty
* Taking your personal brand Off Broadway: The 'hidden stages' where authority is built and reputations are made https://earntheright.substack.com/p/taking-your-personal-brand-off-broadway
Cheers, Trevor
Thanks, Trevor. I'll have to check those articles out. I don't disagree with you. The challenge is that if you can't get your work seen, it doesn't matter how true to yourself you are. Unfortunately, a lot of people are just not interested in reading at the level of writing when it comes to more depth. They're not willing to sit with it. They want to be comforted and not asked to think too hard. I think the trick is trying to find a way in without flattening your voice too much. But it's most definitely a challenge, and one I've brushed up against the last four years writing online.
"I think the trick is trying to find a way in without flattening your voice too much" - agree with you there Bette, give yourself some room to experiment, but with guardrails. I reckon that's where the repurposed micro-content, from the long-form, comes into play.
“Am I sharing this because it serves my audience, or because it serves the algorithm?”
Bang on, Trevor - the algorithmic AI-generated slop on LinkedIn is a perfect example. Thanks for your effort in creating this.
Thanks Michelle :)