How I overcame my social media resistance...

Change is the one constant in life. As much as people want comfortable circumstances to stay as they are, they can rarely stop the flow of events that mix up the status quo.

This is particularly true in today's ever-changing business world. Each day, new technologies and trends open new possibilities to succeed, or to fail. Although these opportunities that come with change can be frightening, surviving in this environment means learning to adapt quickly and embracing that change, rather than meeting it with resistance.

2020 has taught has that like never before. I'm not going to mention the C word.

Resistance struck

When social media came about, I totally ignored it for ages and tried to run as far away from it as possible (I’m pretty sure I’m not alone here). For me, it was a way of connecting with old mates, chatting with relatives far and wide and that’s about all I used it for in those very early days. In fact I thought most of it was trite old rubbish and couldn’t really work out how it would be professionally useful. More fool me. 

So, let’s roll forward a few years. Facebook came along in 2004 and took the world by storm. Eventually, I started to understand it – this social media platform kept me connected with people I know but cannot physically see any more. Right, got that and mentally noted. 

Then over time, I began to realise that social media was more than just a place to connect with old friends, it was a resource to find people, and guess what? Journalists always need to find people. Journalists will look at a potential news item and ask 'so what does this mean for people’, ‘can I find others in this situation’ or ‘do others feel strongly about this?’ At the very least, they will want to know who the people are behind any story. The reason is simple - people are fascinated by stories about other people. Social media is a fantastic and searchable resource for people like me (and you).

So, with this in mind, I became a reasonably early adopter at a time when several media outlets and other agencies still ignored it or, indeed, actually prescribed against it - nervous of the dangers which lurked within (the BBC).

The next platform to hit us

After Facebook, there was Twitter – and to be frank, I really didn’t get it either. All the hashtags and tweeting business was so unusual. So, I gave it a shot, and as expected, it seemed like a load of claptrap so I then ignored it for at least two years. I just couldn't be doing with the scrolling through loads of rubbish to see the one thing which might interest me.

Then, I see and hear Twitter being talked about more and more by people around me and on the internet. Events started to have their own hashtags. It was quick and created an identity hook for that event or that brand. It got me thinking. After my pretty good attempt at Facebook, I thought – hang on, a few years back I was new to Facebook, then after diving in became pretty savvy, so I plucked up the courage and thought I’d tackle Twitter as it was on the rise. You’ll see a pattern; resistance at first, then acceptance of the need to give things a go!

I gave myself a year to grow an audience through tweeting, re-tweeting, newsjacking and engaging with other users. I didn’t go on a course or anything, I just faffed around and figured it out as I went along. 

The reward

So how did I achieve this? I did something every day, because as you may know, consistently showing up is crucial. I also focussed on finding local contacts, because your local community is so important for your brand and for support. 

I connected with other people with similar interests - though I was ruthless and blocked anyone who was dodgy or odd, nobody has space for time wasters. Slowly over time and showing up, I grew an organic audience. I followed a lot (and still do) yet a lot followed me back. 

The best part is, one day to my delight, I earned ￡3,000 from a tweet. A tweet! 

How did I hit the jackpot and get confident with showing up?

First things first, it didn’t happen randomly. 

It was the things I did and had done consistently that enabled me to hit the jackpot and my acceptance to try new tools (overcoming my own resistance!). I spent time in reflection and tracked back what I’d done to make that happen. I wanted to share how I got there with others, so I made the decision to create a course for people like me – Twitter for Twits - which I still run today (with updated info of course).

I took people through these steps, and they included the following: 

●      Building the audience or audiences you want (I went local, interesting and fellow professionals) – don’t get overwhelmed by the size of Twitter 

●      Engaging and sharing twice as much as you post – engagement with your target audience is so important

●      Responding quickly to an opportunity by being present – show up, be consistent and be available

So, what’s it all about?

Since sharing my success secrets with others, I just love social media. Why? Because it’s all about people; not just about things, promotions, or brands. 

You have to be a person and you can show that through your story, your insights and being relatable - though you can be a brand too. 

What is the secret recipe? It’s all about stories, being connected and being present. 

My early instinct was true, and now it’s critical to business. However, I do have one word of caution. Don’t rely on one platform. Private businesses can change things instantly or block you and you might not know why, so don’t rely on one ‘place’. 

The only real control is your own website and the blogs you write in a digital space, so don't abandon that and then lose so much when your Twitter or Instagram account disappears...

Oh and one final point - social media is a great resource for selling in the modern world for both product and serviced based businesses (the latter takes more time). That, however, is a whole other story....