Globe and Mail writer Russell Smith laments the pressure leaders in business, the arts, and others feel to take a stand on just about everything.
Smith writes, “It’s so easy taking a stand now, that you must have a stand: You must have a position right away and publish it, broadcast it, and you instantly have responses, arguments, and that’s thrilling; it seems all so very vital and important.”
He adds, “There is now pressure, real pressure, — particularly if you have a Twitter account, and especially if you have some kind of agent or publicist who says you have to ‘build your brand’ by using it — to take sides and issue opinions, all day long.”
The pressure to regularly add posts to social media platforms is real because failing to do so makes the owner of the news feed look inactive almost instantly. You don’t post, you don’t exist anymore. You may as well be out of business. The traditional print ‘news cycle’ of at least 24-hour has been reduced to minutes. It can be brutally difficult to appear current.
I officially follow a couple of hundred smart organizations and people on Twitter – mostly law firms, accountants, marketing gurus, news agencies and some leading non-profits. Unofficially, I flip through my Tweets while waiting for the TTC. When I feel like it, I admit it.
Don’t get me wrong. I enjoy Twitter. I can be nice about bad grammar (“Of these luxurious outdoor showers which do you want to get clean in?”). I try to put on my marketing hat when confronted with the overindulgent use of maverick symbols now lifted from obscurity.
Nevertheless, rather than feeling pressure to share a constant stream of modestly interesting opinions and news events – posting for the sake of posting to look ‘alive’ — organizations and their leaders may want to ask themselves a simple question: What do I want to be known for most on social media platforms?
Once an organization selects a few “hot topics” of choice, the pressure to post regularly may be replaced by posting and curating quality information when it is available. Information you know your readers want to receive. (More talk about curating in another post.)
Focusing on quality, not quantity may be one way to feel less pressured about sharing opinions and news on social media sites. Your followers and readers will understand quickly that you only post when it matters most.