It’s a question that new entrepreneurs never ask themselves, but you need to ask yourself this question on a regular basis. (Especially if you profess to run an ethical business.)
The first reason is because of the very serious privacy and data breaches — and emotional contagion studies — of which Facebook is guilty; and the appalling censorship on Twitter.
The second reason is because distribution says as much about the character of your business publication as what it contains.
I’m not going to talk about the first reason today; but I am about the second.
Before I do, I want you to consider something. When was the last time you got a letter in the mail?
You know. Something that wasn’t a bill, or a “personalised” sales pitch (that was really just a brochure with a machine-selected name printed on it).
A real, honest-to-goodness, personal something.
Did you feel good when you saw it? Did you tear open the envelope, grinning from ear to ear, not caring who saw you as you devoured what was inside it? Did you leave it sitting around on your table for a few days before you even brought yourself to put it away?
Of course you did.
The dominant social narrative about why digital is preferable in business is cost. It’s cheaper, they say. It’s more effective, they say. We can measure it, they say.
Well, ok. But in the Great Depression, people were making an absolute killing out of printed letters, which were measured in almost exactly the same way as your website analytics.
The only things your website adds are demographics and sales pathways, because they can. But do you use it? If you’re in an SME, there’s a good chance your answer is a resounding NO.
The REAL reason why people do the same social media distribution thing is largely system justification bias. That is: The tendency to prefer existing social, economic and political arrangements — and to disparage alternatives — even at the expense of your own, or your collective self-interest.
Take the distribution of your business publication seriously. By which I mean: Study what is most effective.
If you decide that social media really is the best way to do things, then make sure you don’t spend more time on it than you need to.
My clients are very often founders who handle social media themselves.
One year I had one of them explain to me excitedly that they got lots of likes on something they were sharing.
‘Did you get any business out of it?’ I asked her.
She looked at me, unable to answer the question.
‘How much time did you spend on social media this year?’ I prodded.
‘Oh,’ she said. ‘I don’t know.’
‘Then you can’t know whether your time is even effective,’ I replied.
If you have a gut-feel that your social media handling is taking up too much time — or you’re paying someone else to build assets and post them for you — let me give you some relief.
You don’t have to get anyone to do the posting for you any more, because technology will do it for you.
In literally 10 minutes a week (or month, depending on how much you publish), you can create the assets for, and schedule, multiple campaigns for an entire year.
The key is remembering to build your original asset correctly.
And that, my little Padawan, is the answer to everything.
You can get your hands on the very amazing MissingLettr for 50% off ANY plan, for your first three months by going to https://goo.gl/joMYu4. And you’ll see why you don’t need extra resources to do it.
And, yes, I use MissingLettr too. 😉
You can get additional deals like this from time to time when you are on the Daily Tips Email: