‘If I have seen further than others, it is by standing on the shoulders of giants.’

– Sir Isaac Newton

We must sing for our supper, so to speak. Audiences are drawn to, and are most likely to share, the sort of story that is imbued with human character. We treasure a storyteller with flair, style, wit and charm.

None of that is easy to learn. And it’s impossible to automate. Remember, we need to offer immediacy, personalization, interpretation, authenticity, and have the ability to seize opportunities.

Instead, to prevent the demands of social media from grinding us down, it’s important to maintain a balance. It’s not unusual for people to set aside certain ‘office hours’ when they are ‘live’ on social media. Also you need to make it clear when you will be unavailable.

Ultimately, it is a marathon not a sprint. Social media is about sustainability. You should try to shape your social media activities into something you enjoy doing over the long term. Communities will connect with our genuine passion, so spend as much time as you can on topics you really care about.

As you begin to build a following, it gets easier. The feedback from the audience makes it all worthwhile. When you start seeing other people pass along your social currency it encourages you to want to share even more. The first time you have conversations online with a person you admire and respect, whom you never would have had a chance to speak to in real life, is a thrilling experience. ...

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