Social Media + Blogging: Approach it with “Fear”

Ok... hear me out on this one. While working with our clients, we're always talking up the benefits of posting on social media on a daily (or at least regular) basis, blogging about relevant content, etc. etc.

Let’s face it, some people have a difficult time focusing on social media and blogging. I’ll admit it, I’m a little hypocritical. I don't post as much as I should -- until now! But first, let’s look at the excuses and hurdles for this. First, there are the common reasons:

  • “I’m busy today, so I’ll post something tomorrow.”
  • “I’m just too busy.”
  • Asking, “What good will this one post do?”

When it comes to social media and blogging, it’s important to look at the ongoing and long-term benefits. Sure, we want every blog post to generate three new leads, 50 website visits, etc., However, the end of the day, it’s the continuous expertise and front-of-mind exposure that will lead to longer term and higher lifetime values per customer.

Secondly, for many people there is a fear factor (remember that show with Joe Rogan?) that plays a role in the lack of their social media activity.

  • The paralyzing anxiety that comes right before clicking “send” or “post”
  • The fear that people won’t like the work you’ve done and/or won’t like your posts because you’ve allowed yourself to become overcritical of your own work

But, let’s flip those fears upside down.  What if the post idea that you have never makes it to the internet?

  • Is there a chance that post might’ve resonated with current customers?
  • Is there a chance that post might’ve generated 1, 3, 25 new leads?
  • Is there a chance that post might’ve been the post that totally quashed your social media/blogging anxiety?

The answers to all of these questions are, “If you don’t post… we’ll never know because you never gave it an opportunity.” Instead of having these fears around making a mistake or posting something that results only in a few likes, develop a fear that “this could’ve been the post that moved the needle.”

A lot of marketers like to use refrigerators as an example.  99 times out of 100, you’ll skip over the refrigerator commercial, digital ad or the insert in the newspaper.  However, the day that your unit malfunctions without any notice, you’re going to either recall the company who was posting regularly about refrigerators… or, quite frankly, the next refrigerator ad will win the day, or at least be the starting point for your research.

I have another confession to make… sometimes I have pre-post anxiety.  Will the way I write something not make sense? Will I have an attempt at humor that no one else gets (that wouldn’t be a surprise, #amiright).

PS – Re: Post Anxiety: I remember the first email marketing blast I’d ever sent. I was working at ASSET Inc., an education nonprofit in 2006. After crafting a program update to be sent to 3,500 contacts, I sat at my desk for two hours in fear of hitting “Send.” This was even after the entire communications team signed off on it. It wasn’t until a more seasoned team member laughed (because we all go through this at one point) and said, “Send it, and walk away.” -- Thank you, Sarah Toulouse -- I thought she was crazy at the time, but to this day, if I’m sending out a fairly important communication or use a program for a first time, I’ll still say out loud, “Send it, and walk away.”  If you experience anxiety when hitting the "send" button, you should try this.

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