Are you an entertainer or an expert?

I have a love-hate relationship with social media. I love it because it leveled the playing field for everyday experts to profit from their knowledge. I hate it because there's a lot of amateurs pretending to be experts and muddying up said field.??

The focus of marketing seems to be more about entertaining your audience so they can listen to your message (translation: buy your stuff).?

But are you an entertainer or an expert??

One of the 80s songs that randomly play in my head is Video Killed the Radio Star. I can’t say I know all of the lyrics. But who really knows ALL the lyrics to 80s song—unless it’s Living on a Prayer and you’re in a pre-pandemic lounge group karaoke’ng with strangers, forgetting your drink count but knowing that “Tommy used to work on the docks. And the union's been on strike.”?

Anyway, I digress.?

Ironically, Video Killed the Radio Star was the first video that debuted on MTV (a channel that used to be known for videos).

Not to further date myself, but when I was working in my corporate job prepping to take the big leap into entrepreneurship, marketing meant writing thought-provoking articles. To get noticed and be seen as an expert, you had to lead with your expertise as a thought leader—go figure.?

Personality mattered too, and that’s one of the things I always infused in my writing, even as a newbie trying to prove myself back in the day. But the reality was that the best writers got the most opportunities.?

Whenever I’m asked about how I landed bylines on top websites like Business Insider, The Muse, Fast Company, and Thrive Global, I always credit the early articles I published on LinkedIn for helping me build my portfolio outside of my own website.??

Showing up consistently with quality content was the key to being taken seriously as a credible expert.??

Now it seems like “video” also killed the writer. But not informative videos diving into a topic. Instead, viral-hopeful silliness to make people laugh, click the “love” button, and then, I don’t know, move on to the next shiny object.?

Social media marketing has become more about making Instagram reels and Tick Tock videos for instant gratification. And some coaches and consultants are doing less writing (which takes time) and more pointing at things and dancing. And let’s be honest, unless you're Marie Forleo who actually had a career as a dancer, what’s up with the constant dancing!??

At some point, Instagram became a favorite hangout spot for entrepreneurs to sell. But it’s like Saturday Night Fever on the weekdays, miming, and fake flossing in perfect pictures, and lots of coffee-drinking and laptoping in cafes. Oh and puppies. Lots of puppies to compete with, too.??

Don’t get me wrong. Instagram is not an evil murderer.?

I have mentors and colleagues who I respect and follow there. A lot of them find a way to finesse it better than I have the patience to attempt.? But when it comes to establishing my credibility, I gravitate to LinkedIn because it’s a platform based on thought leadership.??

People are not going to LinkedIn to be entertained. They want to be informed.?

They are going there to learn and discover new experts to follow, download their free resources, and check out their websites.?

LinkedIn is the room where it happens.?

And I know for some it may seem super corporatey and stiff. But that’s probably because you grew your network in the 90s. (Okay, maybe not the 90s but when you were working a 9-5.)?

If your network is mostly filled with old managers and coworkers, it’s going to be boring (sorry, old coworkers).?

Here’s the thing. Fun marketing is good. It’s great to find creative ways to share your message. But if chasing the latest social media trends is not translating into increasing your authority as an expert, it’s not attracting the high-caliber opportunities needed to make more money.?

And if your digital presence isn’t growing your business, then it is simply just for entertainment.

One of the main things people say to me about LinkedIn is that they like that the focus is on conversations. And I can tell you that many people I’ve worked with have leveraged these conversations to increase their visibility, which has landed them media features, podcasts invitations, and new clients.?

This is why I’m offering a free Lucrative LinkedIn System training next Wednesday for small business owners. ?

If you’re tired of the Instagram social media influencer tactics...

If you’re not into pointing and lip-syncing snippets of your message...

If you want to look like the expert that you are...

Then I think you should grab a spot (I’d love to see you there!).??

Marietta Gentles Crawford?helps coaches, consultants, and experts leverage LinkedIn to increase their visibility, attract customers, and profit from their digital presence?without chasing "likes" or leads. Sign up for her free Lucrative LinkedIn System training.