3 ways to avoid the intoxicating trap of ‘Artificial Influence’

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I am connected to some amazing individuals here on LinkedIn. Politicians, world leading experts and CEOs of global iconic brands. Problem is, other than potentially seeing a post of mine every now and then (when LinkedIn’s algorithm deems it good enough); they don’t know me, and I have no real influence on them or leverage from the relationship. This is what I consider to be ‘Artificial Influence’.

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The idea can be perfectly summed up in a quote posted by Snoop Dogg, “Being famous on Instagram is a bit like being rich at monopoly’. Sadly, this applies to any platform. We were all recently reminded of this with the downfall of Twitter, now known as X. Time magazine, put it bluntly, “For the people who care most about Twitter—life without Twitter is hard to imagine, but they need to do so.”

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Social media offers us the ability to connect and communicate with audiences without having to satisfy or ask permission from any gatekeepers. It theoretically offers a direct line of communication and opportunity to influence, but even that thinking is flawed. In the ever growing ‘pay to play’ reality of the big platforms, it is important to understand the traps to avoid and limitations to overcome.

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If establishing real and lasting influence is your aim, whether it applies to an audience of one or many, consider these 3 strategies-

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Own the platform

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Although blogging may have lost its appeal in recent times, the idea of leading your connections to a personal website or database, you have complete control over, is smart. This will ensure you have the ability to dictate and measure the frequency and impact of your communication. Tip- periodically delete any contacts who are not opening your emails, it will ensure they don’t get flagged as spam or promotion.

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Take the connection offline

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As far as I am concerned, a real connection can only be real when you meet a person in real life. Though I am a fan and advocate for online connections and run most of my coaching sessions virtually; there is something powerful about the energetic imprint that can only come from meeting a person in the flesh. Establishing a connection online is a great start, taking the connection offline is where the relationship will really begin whether it is one on one or in a group dynamic.

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Increase your touchpoints

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There is a marketing principle that suggests customers need to see your brand at least 7 times before they commit to a purchase decision. There is merit in applying this idea to establishing influence and thoughtfully considering where your touch points are. Has a particular audience seen you online on a variety of platforms, been at an event where you have been speaking, heard a podcast interview you featured in and perhaps even seen your book on a shelf? The more touchpoints, the more chance you will influence and create impact.

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We all like being rich in monopoly but the feeling is temporary and so is artificial influence. By taking the time to shape your reach, you will be in a better position to influence for real.