I’m not a social media expert.
I am a social media addict who has over 70 thousand twitter updates on just one of my accounts, this blog, another website, a print and online column, two Facebook fan pages, and an instagram stream that serves as my lazy substitute for scrap-booking. So maybe I’m not an expert, but I feel pretty fucking confident about a thing or two.
Since my Latina column became A Thing, I’ve been working to build community, find my tribe, and follow the buzzword trail to that social media utopia where the world waits with baited breath for that rare moment when I have time to post an update and proceeds to like, retweet, and plus the hell out of the silly shit I share. My goal, for reference, is something between a Scary Mommy social media mafia and Jenny Lawson’s very existence. Which probably sounds weird, but only if you’ve never read the blog post that started the Metal Chicken Revolution. Go ahead, read it. I’ll wait. Because at least then I’ll know you understand where I’m coming from.
I’ve been online five-and-a-half years. In that time, I’ve amassed a decent flow of blog hits per month, some 6-thousand plus followers on my two main twitter accounts, and a smattering of likes and followers on the rest of my regular social media channels. That might sound like a lot. Or it may not.
Because sometimes feel like I am sending out updates that seem to fade into the Great Nether without having any real impact, I started asking friends for tips. How do I foster engagement? Spark conversations? Hit the retweet lottery? Get me some of that Google + community action? Build community??
The responses I got had me adding more to my already insane To Do list. Tweeting and instagramming and pinning and sometimes remembering to post to my fan pages on facebook might take a few moments, but it doesn’t seem like work because they are as automatic to me as breathing. Adding more to that equation to build my platform basically made my brain explode.
I found myself on Google +, which is a great social media channel, but one I often treat as an afterthought. I spend an evening joining communities and creating a few of my own because — who knew? — a successful community there is the new black, and for about a week, I was all into it. After I hit my regulars, I was on G+ sharing my inspirational quotes and trying to build more buzz for my column with a community dedicated to All Things Spanglish and another for Girl Body Pride. The response was great, but one day, probably yesterday, I just stopped driving myself up the Wall of Craziness.
Sure, I could pay a monthly fee to Hootsuite to allow for the pro options of updating every social media outlet known to man at the same time, but Maybe Later and I need to focus on what I can realistically handle on my own right now. Because that’s where I am.
So I found myself falling back to my good old friend, Twitter, as my mainstay because it’s what I know. I write here when I have time, (or make time depending on the topic). And I stopped giving a shit (again) about where I’m not.
Here’s the thing, Internet; maybe Scary Mommy and Jenny Lawson have built successful blog communities that have led to bigger and greater reach. Maybe Google + communities are the place to be and I’m missing the boat. And maybe Will Ferrell can say Shaggy didn’t do it and sit back and watch the retweets fly. But they didn’t succeed because Twitter/Facebook/Google made it happen. They succeeded because, no matter where they were or which social media format they chose, they connected with their readers and fans.
It’s not the medium. It’s the message.
That’s the epiphany that I tripped over as I ran from Twitter to Google to Facebook to Google to the nearest bottle of wine. It’s not the medium. It’s the message.
If you like the simple things like breathing and sleeping, stop making more work and less time for yourself buy trying to spread yourself too thin in the name of Building Your Platform. That’s kind of like tossing a handful of balls in the air and hoping a few are reflexively caught by those walking by. You want to build your tribe? Find one person who gets what you have to say. Make eye contact. And throw a pitch directly at them. Maybe it’s not as splashy as the first option, but it’s the more effective option.
My new plan is to not make a plan. I’m sticking to what I know and what I do.
And I’m going to do them fabulously.
What about you?