Virality vs value on LinkedIn

"...being famous isn't the same thing as being a True Hero."

? These were the immortal words spoken by the equally immortal Zeus in Disney's 1997 animated classic 'Hercules.'

The film is tragically underrated. Honestly, I'm tempted to dedicate this whole newsletter to convincing you how utterly iconic it is.

?? But that wouldn't help your content, would it?

?? Instead, I want to hone in on the overall message of the film ??

Fame isn't everything.

But being a good person IS.

?? In a nutshell, Hercules goes on an epic quest to reclaim his status as a god by becoming a true hero. So, he sets about maiming monsters, rescuing damsels, and generally being a good guy for hire.

?? So, he's disappointed to learn that despite being the most famous person in Greece, he's yet to make the grade, because, as his dad Zeus tells him later, "a true hero isn't measured by the size of his strength, but by the strength of his heart."

As a kid, I equated this message with the supposedly wonderful world of 'celebrity' as shown in mainstream media.

?? But watching again last night, I found myself thinking about the nouveau icons that permeate our lives and feeds;

?? The social media 'slebs who take up real estate in our minds through their viral posts.

The internet has made it possible for any one of us to enter the collective zeitgeist through posting on platforms like LinkedIn.

?? It could be through creating a swathe of useful, entertaining, or otherwise valuable content that speaks to our expertise and/or values.

?? It could be through building our reputation as a leader in our field by sharing first-hand experiences, insightful specialist knowledge, or opinions that challenge the status quo to achieve change for the better...

?? ...Or we could just share a meme with no context and hope enough people like it to get us trending.

As the latter point demonstrates, being 'internet famous' doesn't necessarily mean a person has done anything useful; it just means they've pleased the algorithm.

??A tragic number of viral posts I see popping up again and again in my feed seem to be lacking any kind of depth, substance, or use.

?? As if the authors have ditched any attempt at delivering value in favour of virality.

Which is infuriating because these things don't have to work in opposition.

?? Going viral - i.e. getting a lot of attention - can go hand-in-hand with sharing something truly useful, impactful, or meaningful.

So, why aren't more people doing that?

The cynical answer is that people are looking for shortcuts.

?? They want to regurgitate the 'same old crap' that they've seen other people have success with, in a tried-and-tested formula that they know will get some traction.

But beneath that?

I have a theory:

They're scared.

Think about it:

It's far easier to post something disengenous that you're not attached to, than something genuine which you are.

And herein lies the truth as I see it:

?? Posting online requires bravery. ??

Because it means risking being seen and judged for what you say.

?? Posting online authentically requires even more bravery. ??

Because it means risking being seen and judged for who you are, what you know, what you care about, and what you believe in.

?? That shit is scary.

But if one of your posts were to go viral tomorrow, wouldn't you prefer it to be one truly in line with who you are or what you care about?

I'm not saying that any of us should aim for virality. I think chasing popularity is a red herring that can take us away from putting out content that actually matters.

So, I vote we focus on that instead - even if it sometimes feels uncomfortable or scary.

True Heroism, indeed.

?? COACHING QUESTIONS FOR YOUR CONTENT ??

1. Ask yourself "If I were feeling brave today, what would I post about?"
2. Why would you want to post about that thing?
3. What is the underlying message, and who could benefit from hearing it?

Good luck, and happy posting!

Alice x x

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