How I learned to stop worrying and love social media

I’ve had a truly digital career. From right out of school in 2011 to today, I’ve made a living creating content for the web.

So you may be surprised to hear that for the longest time, I hated social media.

Too proud to be a narcissist

I thought I was too good for social media. I thought it was for the narcissists of the world, for people who mindlessly followed fads, and for the masochists who would rather watch their friends have fun than go do something themselves.

I was better than this. And to prove it, I made a conscious effort to avoid social.

I took pride in the fact that I didn’t post to Facebook. When friends were surprised that I didn’t know who Jen’s new boyfriend was or where Mike went on vacation, I took pleasure in saying “oh, I don’t really go on social media.”

You see, I was too busy living a real life.

Ha! What a hater…

Things that stoked my cognitive dissonance

There were actually some legitimate reasons I loathed social media. Here are three:

1. Social media managers got paid shit

My first job out of college was at a global television network, Discovery Communications. They made their money broadcasting expensive documentaries and reality TV over cable.

It was 2011. No one was making money publishing digitally. Digital media was seen as a cost center. Our budgets to produce content were very small, which of course meant so were our salaries.

Even today, too many organizations think they can simply hand social media off to the intern.

2. Going viral meant selling out

I have a journalism degree. Which means I have standards.

*Sips coffee with pinky out

I understand that content needs a purpose and should support a greater good.

So when a video of a 7-year-old high on anesthetics goes viral, or when click bait headlines outperform the truthful ones, or when showing cleavage equals more clicks, I get offended.

I am a man of integrity. I dare not stoop down to social media’s level to attract eyeballs.

3. OMG, so much hate

Wow is the internet vicious. We all know that people are more likely to comment on a post that they disagree with than one they agree with. And this leads to a very toxic environment.

Posting to social media takes guts. It’s difficult putting yourself out there. Sharing something you spent a lot of time and effort on only to be met with hate is beyond deflating.

I saw the sign, and it opened up my eyes

There was no singular turning point for me. And I was pretty stubborn so it took a while.

But over time it was clear to me that social media paints the clearest picture of humanity we have. It showcases our warts for sure, but also our beauty.

Another amazing selling point: it’s instantaneous.

News breaks first on social media. This comes with its own challenges for sure, but the speed at which social operates makes it significantly more helpful than television, and certainly print media, in times of crisis.

But the best thing about social, above all, is it creates a two-way conversation. All of the sudden your audience can interact with you in real time.

Brands can ask questions of customers and get helpful responses. Fans can reach out to their favorite band or athlete and get a shout out. Actors, politicians, teachers, and intellectuals can broadcast a viewpoint without it being watered down or dismissed altogether by gatekeepers.

Social media has made the world more authentic.

I love us humans. My worldview is one that understands we have problems, understands we need improvement, but damn it, we are natural born problem solvers that (eventually) rise up and overcome the challenges we face.

And we just might be the only intelligent life in the universe, hence, we give the universe its meaning.

I digress… but the point is, I finally realized that social media is a crystal clear mirror on us humans. And when you have a good, honest picture of what you look like, you have the power to make not only cosmetic changes but deeper philosophical ones too.

The most powerful media

Social media is the most powerful media.

It removes the gatekeepers. It removes geographical borders. It removes arbitrary rules like grammar. And it does a pretty good job at removing economic barriers that have prevented groups of people from participating in national or global conversations.

Social media allows any business to become a media business. You can tell your own story and grow your own audience.

You’re a few thumb taps away from a LIVE video feed. That’s ridiculous. Renting a satellite truck to broadcast live once cost thousands, if not tens of thousands of dollars a day.

I’m arguing that social media is the most powerful media, but it also helps lift traditional media up.

I love a good book. Social media allows you to DM the author.

I’m a major film geek. Social media allows the director to conduct AMAs.

I’m obsessed with Game of Thrones lore. Social media allows the producers to make the world even more engrossing.

The advent of social media may one day be in the history e-books amongst events like the agricultural revolution. Never before has an individual had the power to follow and interact with world leaders, artists, companies, or random strangers like they can today.

It’s just beginning…

Social media isn’t going anywhere. I hope this is clear.

Twitter may one day fall, but like Myspace, it would be replaced. Instantly.

We’ve discussed how social allows you to craft your own story without gatekeepers, but it also allows for endless creativity. There are no more rules. Experimentation is expected.

The majority of brands out there are still not using social to its full potential.

Curating a pretty instagram feed doesn’t build a passionate audience. Sharing links that take users off platform misses the point. And I’m sorry but tweeting about social holidays isn’t getting you seen.

Good social media creates value. And when you are valuable to your fans and customers you can create evangelists. What power.

I was wrong to neglect social media for so long. Don’t make my mistake.