Social Media For The Soul

Many clients have expressed huge concerns about social media. There’s a lot of anxiety associated with it. Without going into the contentious aspects, I’d like to provide a simple approach to using social media to promote your brand.

Despite the hesitations of interrupting and annoying people, and the critique of big data being used for evil to sell us more shit that we don't need at the expense of our insecurity; there is a genuine and authentic way to get your message out there. 

Part of why I got into this line of work was because of permission marketing. The idea of reaching people who want to hear from you, is the optimistic answer and alternative to traditional advertising.

A lot of people have a general hesitation around self-promotion. I think they don’t want to appear too bold: “who am I to have such wild opinions”, “nobody wants to hear from me”. For almost all brands today, a digital presence isn’t just necessary, but crucial.

But the internet has changed the game. In a sense it’s levelled the playing field, giving everyone a voice. The obvious problem is that we’re not all publishers. We don’t all know what to say. The good news is there’s enough room for everyone’s unique brand of awesome. 

Primer on Messaging

Especially if you’re promoting something to sell, think about your messaging in terms of the problem/solution paradigm. Assuming your offering is addressing a dire need that people are wanting help with, you should be able to cover this topic well.

If you don’t know what I’m talking about, it’s back to the drawing board. Your offering should be the solution your target audience is looking for, and certainly willing to pay for. If you're listening to this cohort, then you know what they need and how to shape your offering to suit. Not just in terms of verbiage, but also product development. Both in sync. You don't exist outside of helping your customers succeed. 

A quick and dirty process to utilize social media to support your brand

  1. Get clear on your messaging.
  2. Search Buzzsumo for trending content. Don’t forget the Tie Break of Trends.
  3. Repost some on-topic items.
  4. Create your own content, inspired by what’s already proven to work
  5. Schedule posts on Buffer.
  6. Observe what people react to, noting good and bad feedback. Adjust as necessary.


  • Go for consistency over volume, and quality over quantity.
  • Pocket is great for saving articles and links online, for later reading (or parsing content you find in everyday life).
  • The Buffer Social Blog is a phenomenal resource.

Eventually; you’ll build followers, engagement, click-throughs and all that jazz. But what your goal should be, is to facilitate the dialogue surrounding your topic.

If you’re selling something, don’t be afraid to display it in context. Recall how it’s helping your audience solve their problem. But this isn’t the place for hard sales. What you want is to become the hub for discussion and exchange of ideas on the matter. Create that narrative around the problem/solution paradigm. 

We're going for the long burn here; avoiding the quick wins, click bait, etc. It's a slow and steady path. You may play the games and gimmicks; we all do. But at the end of the day you need a real connection. The only folks who've done well in this space have years of diligent work which they can attribute their success. It's the multi-year overnight success. 

If the crux of marketing is the alignment of a well targeted audience and relevant messaging, then all you need to do is find your people and speak to them. Be a friend. Don't be a dick. 

Good luck. Be bold. Stay strong. Say something.

90 Day Content Challenge: Day 7