Pillar 05
SOCIAL
"Social media is just an empty vessel; you only get out of it what you put into it."Gary Vaynerchuk
Most of what you see on social platforms now comes from algorithmic recommendation rather than the people you follow. It's less social media than interest media.
So stop optimizing for follower count and start producing content worth spreading. Followers aren't bad; they're just nowhere near as valuable as they were.
Step 01
The Myths
"You have to be a dancing influencer to be found."
There's a place for every kind of company — the content just has to resonate. TikTok's algorithm is brutal but blind to who you are.
"It's all changing too quickly."
Facebook has been relevant since 2004. Details shift fast; the core idea — great content in front of the right people — doesn't move.
Step 02
The Problems
You don't have time
Social is only "free" if your time is worth nothing. It's often a smart investment — just don't do it because it looks costless.
It's getting messy
AI content floods every feed. Avoid the "commodity cage" of generic posts, and avoid "algo simping" — contorting content for reach quietly costs you credibility with the people who matter most.
Tracking is getting harder
Platforms are incentivized to keep you on-site, so posts with links can lose up to 90% of their reach. Judge social by overall lift, not clean attribution.
Step 03
The Framework
Always show value
The more you post about yourself, the fewer people see it. Sharing value is how initial trust gets built.
Don't be a sharecropper
It's not your land. You don't have permission to contact people; they do. Use the platforms, but own your website and list.
Social media is vapor
Blog posts from 2004 are still findable; the posts promoting them are long gone. Publish insights somewhere that outlasts the platform.
It's distribution, not content
LinkedIn isn't a content platform, it's a distribution system. Post on your site first, then send it out.
Step 04
The Proof
Show more value with what you post
Nine straight "hire me" posts earned literally zero engagement. A contrasting feed of podcasts, client news, tax reminders, and useful ideas earns the right to occasionally pitch.
Social media → interest media
Every major network shows less from who you follow and more of what it thinks you want. You no longer need a big spark to reach a big audience.
My lucky TikTok
121 followers, most posts a couple hundred views — then a plain video of a book quote hit 178,000. Put in the reps and good things happen.
Step 05
The Actions
- Set a calendar cadence and stick to it — even once a week, consistently, is rare air.
- Build a simple content calendar a few months out so nothing sneaks up on you.
- Publish on your own site first, then distribute.