Social Media: Love it or leave it?
How’s your relationship with social media?
When I talk about social media, I mean platforms like Instagram, Facebook, X, LinkedIn, Clubhouse (anyone still using that?), etc. Basically, any platform that uses algorithms and built-in features to connect our content with an active audience. I would even consider Substack as a social media platform because all its features are geared toward audience engagement and growth.
The goal of a social media platform is to keep us on there as long as possible; all features are designed to be addictive. And let there never be any doubt that we are the products here.
Having said this, social media can be a powerful way to build an audience, make meaningful connections, and unleash our creativity. But between the algorithms and increasing political influence, it can also be a massive drain on our time, energy, and attention.
My approach to social media has always been fairly simple: I use it only in ways that I enjoy and that align with my creative energy. That’s why I am still on Instagram. I love photography and micro-blogging, and Instagram continues to be the perfect and easy-to-use platform for that.
Here are ways to bring more calm to your relationship with social media:
Be discerning. So many business owners spread themselves too thin by trying to be on all the platforms, but you don't need to be everywhere. I’ve found I have more impact when I focus on the platforms that feel more natural and where I enjoy showing up. Instagram is where I am most consistent. I also still hang around on Facebook, have spurts of activity on LinkedIn, and enjoy reading Substack blogs.
Make social work for you. It’s easy to get overwhelmed by “expert advice” about everything from posting frequency to why Reels can change your life. I encourage you to step back from the noise and find ways to make social media a more sustainable and enjoyable experience. For me, Instagram is my creative outlet for sharing photos, visual storytelling, and microblogging. I share personal snapshots on my grid and business updates through Stories. It's my way of genuinely enjoying the platform while balancing business and personal—which, for me, is always intermingled anyway. ☞ I wrote more about my approach here.
Nurture your audience beyond social. I can’t emphasize enough the importance of building a mailing list so you can always contact your audience directly. This makes your business less reliant on the moods of algorithms and politics, which can make creating and interacting on social media far more calm and pleasurable!
Remember that it’s optional. You don’t have to be on social media to have a successful business. This is particularly true for 1:1 service providers who don’t need a huge audience to have a thriving business—two inspiring examples are writer and celebrant Yarrow Magdalena and small business mentor Astrid Bracke.
Love it or leave it? Consider if you're truly benefiting from being on social media. It's not just about follower numbers and sales; think about networking, inspiration, and community interaction. Does the time spent there feel worthwhile? Is it draining or adding to your business? Many years ago, I ditched Pinterest, even though it was hailed as the number one platform for growth. I am an HSP with a photographic memory, and the visual onslaught of images was too overstimulating for my sensitive nature. It was such a relief when I decided to let it go, and I never regretted it.
Conclusion
I believe that being on social media should be enjoyable. If it’s not, think about ways to make it more fun or focus on other marketing activities, such as email marketing.
☞ Download my Social Media Audit Worksheet below to do a quick audit!
☞ Want to grow your business without Social Media?
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