What Mesa Verde Can Teach Us About Social Media: Lessons from Ancient Communities

I am just returning from my annual digital detox. This year, I stopped by the ancient ruins of Mesa Verde, and they blew my mind.

(Dear Reader: Mesa Verde in August is VERY hot. )

I started my visit with the museum at the top of the Mesa, where an air-conditioned film featuring modern Puebloans discussed Mesa Verde's role in their lives. 

One person in particular said something I couldn't and still cannot get out of my head. She was a Pueblo potter who said she must navigate this modern world where we need email addresses and driver's licenses while also navigating a world where all she wants to do is her pottery and connect with her heritage.

And I felt that so hard.

I never imagined when I decided to go to this National Park that I would be able to connect such a modern aspect of social media to the ancient ruins of Mesa Verde, but it happened.

Mesa Verde has a lot to teach us as entrepreneurs and humans about how we view the evolution of human connection, communication, and adaptation—principles deeply relevant to understanding and navigating the other world of social media we coexist in today.

So, as I sat in a shady rock overhang on the petroglyph trail, here are some things I thought about as I replenished electrolytes:

Community and Connection: The cliff dwellers of Mesa Verde lived in tightly-knit communities, relying on close relationships for survival and prosperity. Similarly, social media connects people across the globe, creating virtual communities where people share experiences, support each other, and build relationships. The importance of community in historical and modern contexts highlights the human need for connection, which is detrimental to our survival.

2. Communication and Record-Keeping: The ancient Puebloans used rock art and pottery communicated and recorded important events. Social media serves a similar purpose today, allowing people to share moments, ideas, and historical events in real time. Both methods of communication reflect the desire to preserve and share information.

3. Adaptation to Change: The people of Mesa Verde adapted to environmental changes and challenges, eventually relocating when resources became scarce. Social media platforms, too, are constantly evolving to meet users' needs and respond to changes in technology and society. In the digital landscape, we can migrate to platforms better suited for us. 

4. Cultural Expression: Mesa Verde's artifacts and architecture reveal much about the Puebloans' culture and beliefs. Social media provides a platform for artistic expression and sharing, allowing people to showcase their traditions, beliefs, and values to a global audience.

5. Preservation and Legacy: The preservation of Mesa Verde's cliff dwellings teaches us the importance of maintaining and respecting historical sites. Similarly, social media impacts how we preserve and share our digital legacies. How we represent ourselves online can influence our personal and collective histories.

6. Impact of Environment: The environment played a crucial role in the lives of the Mesa Verde inhabitants. Today, social media can impact our perceptions of our surroundings and ourselves. Just as the natural environment influenced ancient communities, the digital environment shapes our social interactions and perceptions.

7. Interconnectedness: The trade networks of the ancient Puebloans show how interconnected they were with other migrating communities. Social media reflects this interconnectedness on a global scale, enabling instant communication and interaction across different cultures and regions.

Visiting Mesa Verde immersed me in the rich tapestry of ancient life. It provided a valuable perspective on our modern digital landscape. By examining how the Puebloans managed their communities, communicated their stories, and adapted to environmental changes, I gained insights into the parallels with today's social media environment and how fleeting and permanent it simultaneously is,

In a world where social media shapes our interactions, influences our identities, and connects us across vast distances, the lessons from Mesa Verde remind us of the enduring principles of community, communication, and adaptation. As we navigate the complexities of the digital age, let us draw inspiration from the resilience and ingenuity of the ancient Puebloans. Their ability to create a lasting legacy in the face of change can guide us in crafting meaningful, sustainable, and respectful interactions online.

Just as Mesa Verde is a testament to a civilization's way of life, our digital footprints and social media practices can reflect our values and shape our future. My hope for these next few months and years to come is that by learning from the past, we can forge a more thoughtful and connected digital world, honoring the legacy of those who came before us while building a positive and enduring presence for generations to come.

The Baby-Sitters Club to Digital Marketing: Entrepreneurial Lessons That Shaped My Career

It's always been in my DNA to be an entrepreneur. I don't remember exactly how old I was, but I invited everyone on my soccer team who had a dog to my backyard, and we would have a dog show. I recruited some neighbor kids who didn't have a dog to be the judges. I made signs with crayons and hung them up around the neighborhood.  From "hosting" that dog show, I got asked by the families to walk their dogs when they were on vacation, and they paid me! 

I also would take my mom's garage sale signs from the garage and put them on the corners of the street. I would set up a card table with the Happy Meal toys I didn't like and try to sell them along with Kool-Aid. A woman once stopped and asked where the garage sale was, and I said right here. She went on to tell me through a rolled-down window from her driver's seat what "false advertising" meant.

But what really got my entrepreneurial brain going was when I discovered the Baby-Sitters Club books.

I was 11 and babysitting my brother and some neighbor kids (It was the 90's). I found The Baby-Sitters Club  Kristy's Great Idea at the library. (BSC if you're in the know)

My mind was blown! 

Little did I know that Kristy, Claudia, Mary Anne, and Stacey were teaching me valuable lessons that would shape my future career in digital marketing. 

A network of baby-sitters- a business in babysitting? I immediately took my Lisa Frank Trapper Keeper and made it into a catalog of clients. I recruited 3 of my friends from my various sports teams, and we re-created our own baby-sitters club in my tiny town, complete with a weekly meeting and Kid Kits. It took a bit to build up the word that we existed like any business (as with any business). Still, each week, we got together for one hour on the phone and waited for job requests to come in. While we waited, we used crayons, colored pencils, and construction paper to make flyers to advertise our babysitting services. 

I was at the thrift store recently and saw that someone had donated their entire collection of Baby-Sitters Club books. It got me thinking back to that time. Also, as I navigate the fast-paced world of SEO, content strategy, and social media campaigns, I think about what the BSC taught me about business in general. 

And here's what I came up with:

1. Spot Your Market Opportunity

Just like Kristy Thomas had her "Great Idea" to start the Baby-Sitters Club, successful digital marketing is all about identifying market needs. In my work, I'm constantly looking for gaps in content, untapped audiences, or emerging trends that my clients can leverage.

2. Collaboration is Key

The BSC taught me that everyone brings something unique to the table. Claudia's artistic flair, Mary Anne's organizational skills, and Stacey's math abilities all contributed to the club's success. In digital marketing, I've learned that the best campaigns arise from diverse teams bringing their individual strengths together.

3. Adapt or Perish

Remember when the BSC faced competition from the Baby-Sitters Agency? They had to up their game and offer better services. In the ever-changing digital landscape, adaptability is crucial. Algorithm updates, new platforms, shifting consumer behaviors - we must always be ready to pivot our strategies.

4. Customer Service is Everything

The BSC girls knew that being reliable, punctual, and good with kids would keep clients coming back. In digital marketing, we build lasting relationships and brand loyalty by providing value to our audience and being responsive to their needs.

5. Data Matters

Mary Anne's meticulous record-keeping in the club notebook reminds me of the importance of data in digital marketing. Analytics, engagement rates, and conversion metrics are our modern-day equivalents of the BSC notebook, guiding our decisions and strategies.

6. Continuous Learning

The BSC members constantly improved their skills, from taking childcare classes to learning about children with special needs. Stay updated with the latest tools, trends, and best practices in digital marketing is non-negotiable.

7. Solve Problems Creatively

Whether it was entertaining a problematic child or managing multiple clients on a busy night, the BSC girls were master problem-solvers. Similarly, we often need to think outside the box in digital marketing to overcome challenges like algorithm changes or reaching a saturated audience.

8. Build Your Brand

The BSC had a strong, recognizable brand in Stoneybrook. They were known for reliability, quality, and professionalism (as professional as 13-year-olds can be). Consistent branding across all platforms is crucial for building trust and recognition in digital marketing.

Who knew that a series about teenage baby-sitters would lay such a solid foundation for a career in digital marketing? These lessons, learned between the pages of my favorite childhood books, continue to influence my approach to business and marketing today. And maybe they can help you.

So, the next time you face a digital marketing challenge, ask yourself: What would the Baby-Sitters Club do? The answer might lead you to your next great idea.

Digital Overload: Navigating Social Media Fatigue as an Entrepreneur

Here's where I'm at. There is so much happening. Once I have heard and accepted one thing, then BAM, something else posts on social media that turns my head on my neck in a totally different direction.

But I know I am not the only one feeling like this lately; otherwise, I wouldn't be called to address the pink elephant in this digital room. I know at least one of you who stopped to read this is feeling the same way—call it intuition.

I feel like we're all at this point where things are wild, and we truly might be having to WORK at keeping our mental health in check right now. 

I decided to set a boundary with myself and only tap into social twice daily. I decided on Sunday because when I got my screen report for the week, my screen time was up by 6 hours! That was 6 hours of human existence I missed because I got sucked into the man-made world of social. 

My average for anyone who cares is 3 hours and 35 minutes a day (as I write this, I am already down 50% of my consumption from last week) - however, I am having a hard time because I allowed myself and chose to be on social media for that much longer. <Insert Eye Roll Emoji>

If you are also feeling like you are having a bunch of thoughts and feelings about what is going on but that you need to ignore what's going on, act like everything is fine and "normal," and keep posting as if nothing is going on, it's like I'm sitting right next to you, friend. 

I post content, and in the back of my mind, a day after another unprecedented thing happens, I'm thinking, "Do people care about this product, service, or whatever? In my mind, the people on the other side of the screen who will see this are either doom scrolling for information or disassociated and in freeze mode, looking for dog or cat videos to entertain them and not looking to book a session or buy a product.

And then I hit post because I'm a professional, and it matters to keep the algorithm fed because, at some point, that post will matter because we kept the algorithm fed.

What I wanted to remind you of today is that you are not the only one mentally exhausted from social media. 

Our brains are not biologically made to ingest and handle this amount of content at this rate, including posts, podcasts, and memes. Your brain is overloaded.

It's okay to step away, schedule some generic posts to pacify the algorithm so it doesn't think you're gone forever, delete the apps from your phone for the weekend, and reinstall them on Monday.

Because, fellow business owner and entrepreneur, your mental health is the foundation of your entire business; you've gotta focus on getting that right. You are a human first, and then a business owner, whatever number on your list of who you are. Your human brain needs a pause; your customer's human brains need pauses.  And for now and the foreseeable future, your biggest content competition is the news cycle. It's always going to grab attention first. 

It's summer. Leave people on for more than 5 minutes, hug a tree, swim in a lake, dine al fresco with people you love, take your dog swimming, read a book on a beach, get out there, have a human experience, and enjoy the real world. I plan to do all of that with this week's "extra 6 hours." My business will always be here, your business will be there, and things will swing back when people regain their bearings. 

For now understand you're not alone in all of this.

Silence Costs: How Neglecting Your Contact Page Hurts Your Business Marketing

I've been thinking a lot about contact pages on business websites, mostly because I have sent out some inquiries through contact pages on websites for services that I'm interested in booking. I haven't heard anything back, and it's been weeks. 

Not only is it extremely frustrating for someone who wants to hand money over for services like yesterday to these businesses, but it could be better PR and Marketing.

If you aren't going to respond to inquiries via contact pages, why do you even offer one?

Here's why I say this…

Your contact page is not only the OG of lead generation but also sets the pace for the user experience with your business or brand. It is the first line of direct contact and communication. 

1. Establishing Trust and Credibility

A well-thought-out contact page featuring clear and accessible information instantly conveys professionalism and reliability to visitors. It serves as a direct channel for customers to reach out to your business, showcasing transparency and a willingness to engage with your audience. Users who can easily find your contact details are more likely to trust your brand and perceive it as legitimate.

2. Encouraging Customer Engagement

By providing multiple communication channels, such as email addresses, phone numbers, and social media links on your contact page, you empower visitors to choose their preferred method of interaction. This enhances user experience and encourages customers to engage with your brand, ask questions, and provide feedback. An engaged customer is more likely to become a loyal customer.

3. Enhancing User Experience

A streamlined contact page contributes to overall website usability and enhances the user experience. Visitors should be able to locate your contact information effortlessly without navigating through multiple pages. Clear and concise contact details improve navigation and ensure that users can quickly contact your business.

4. Generating Leads and Inquiries

A strategically optimized contact form on your contact page can be a powerful lead-generation tool. By carefully designing form fields and calls to action, you can encourage visitors to submit inquiries, sign up for newsletters, or request consultations. An effective contact form can convert visitors into valuable leads for your business.

The Impact of Neglecting Contact Page Inquiries

When a business neglects customer inquiries submitted through the contact page, the repercussions can be more significant than they might anticipate. Failing to respond promptly or effectively to these communications can significantly impact the business's reputation, customer satisfaction, and overall success.

Customer Dissatisfaction

By ignoring customer inquiries, businesses signal their audience that they are not valued or respected. This can lead to frustration, disappointment, and, ultimately, dissatisfaction with the brand. Customers who need to be addressed will likely seek out competitors who prioritize their needs and provide timely responses.

Lost Opportunities

Every contact form submission represents a potential opportunity for the business. Whether it's a sales inquiry, a partnership proposal, or simply a question about the products or services offered, failing to respond means missing out on valuable leads and potential conversions. Pay attention to these inquiries to avoid lost sales and missed connections with potential customers.

Damaged Reputation

Word travels fast; customers who feel unheard or ignored by a business will likely share their negative experiences online through reviews, social media posts, and forums. This can damage the business's reputation, leading to a loss of trust and credibility among existing and prospective customers. Poor customer service can have lasting effects on a brand's image and make attracting and retaining customers challenging.

Decreased Customer Loyalty

Effective communication is critical to building solid relationships with customers. By neglecting contact page inquiries, businesses miss out on opportunities to engage with their audience, address concerns, and provide assistance when needed. This lack of communication can erode customer loyalty over time, as customers may feel undervalued and unsupported by the business.

In all of this, I am glad that I reached out to my first choices for the services I was looking for because now I know they do not fully deserve my business, and I'm likely not to refer any other company to them. Those are the cold, hard facts of the digital situations we are all in. 

If you have made it this far, check the email your contact forms go to and respond to them promptly because you are losing potential and future business.

Digital Marketing As A Practice And Why Hiring A Professional Is A Good Idea

I had a conversation with a fellow business owner about how Medical Professionals and Lawyers are "in the Practice" of medicine and law.

Which got me thinking about the term- practice.

It's a curious term, isn't it—the practice of? People say, "I own a medical/dental practice or law practice," because their fields are constantly evolving. 

And then I thought about how I, as a digital marketer, am in the practice of marketing.

These professions aren't just jobs but ongoing journeys of learning and refinement. And I'm not about to compare marketing to the level of education medical professionals and attorneys have. I want to make the case for why marketing, especially digital marketing, needs to be considered a "practice" in the same vein.

Let's start with why medicine and law are called practices:

1. Continuous Learning: Both fields are ever-evolving. New medical treatments and legal precedents emerge constantly, requiring professionals to stay updated.

2. Application of Theory: While grounded in scientific or legal principles, these professions require the practical application of knowledge to unique situations.

3. Skill Refinement: Doctors and lawyers hone their skills throughout their careers, improving with experience.

4. Ethical Considerations: Both involve complex moral decisions, often without clear-cut answers.

5. Adaptability: Each patient or case is unique, requiring adaptable approaches rather than one-size-fits-all solutions.

Now, let's consider looking at digital marketing and marketing in general through this lens:

1. Continuous Learning: The marketing landscape changes at breakneck speed, especially in social media. New platforms emerge algorithms shift, and consumer behaviors evolve rapidly. We're always learning, adapting, and growing.

2. Application of Theory: While we have foundational marketing principles, their application in the real world requires nuance, creativity, and strategic thinking.

3. Skill Refinement: From copywriting to data analysis, our skills are constantly being honed. Each campaign teaches us something new.

4. Ethical Considerations: We grapple with privacy, transparency, and social responsibility issues. The ethical use of data and the impact of our messages on society are constant considerations.

5. Adaptability: Every brand, every audience, and every campaign is unique. We must tailor our approaches to meet specific needs and goals.

The idea of marketing as a practice encourages a mindset of continuous improvement. It acknowledges that we're not just executing tasks but engaging in a craft that requires dedication, ethics, and lifelong learning.

If we began to embrace marketing as a practice, it could elevate our profession in several ways:

1. Increased Respect: It could help others see the depth and complexity of our work.

2. Ethical Focus: It emphasizes our responsibility to practice ethically and responsibly.

3. Professional Development: It encourages ongoing learning and skill improvement.

4. Client Relationships: It fosters a collaborative approach with clients, working together towards goals rather than simply providing a service.

While digital marketers may not be performing surgery or arguing court cases, we marketers are engaged in a complex, evolving, and impactful human practice. By recognizing digital marketing as a practice, we acknowledge its depth, its challenges, and its potential for positive impact.

So the next time you ask an intern or a family member to take on the role of the company's digital marketing because they are good with social media, keep in mind that it's not just semantics—hiring a professional marketer is a recognition of the skill, dedication, and ongoing journey of growth that our profession demands. 

Let's shift the mindset and embrace the practice of marketing, with all the responsibility and opportunity that entails.

If your business is ready for a digital marketing strategy or for a fractional CMO Reach Out.

Why Engagement Pods and Follow Loops Are Hurting Your Social Media Strategy

Lately, on social media, no matter the platform, I keep seeing these posts to join in the engagement pods and follow loops. Instagram and LinkedIn, specifically, are where I've seen them come back into action the most. The first time I saw them, I wondered If I had traveled back to the glory days of the Instagram engagement pods of 2016. But then I had a professional in one of my networking groups talking about how they had just paid to join a follow and engagement pod on LinkedIn- paid!

So, let's discuss this 2017 concept that I thought was dead but has since risen from the ashes to come back and haunt us all again.

At the beginning of these loops, pods, whatever you want to call them, it was helpful because the algorithm didn't really pick up on and notice them too much. But here we are a bunch of years later; the algorithm has figured out they exist and squashes your organic reach without you really knowing about it. 

Honestly, professionally and personally, I don't like any variation of this trend on every platform that it's being offered on because it's not effective. It's not doing what you want it to do, which I am assuming here is to get you more leads and book you more business. 

When you participate in these pods, you will gain followers and engagement from the people who have joined the pod. But are the people in the pod your target client, or are they just more people who are desperate for engagement on their posts? 

Because eventually, and proven, they will unfollow or, at some point, they will not interact.

Friends, please understand… 

Bringing in new followers is easy—I can sense that you just rolled your eyes at me. And I'll get to how it's easy, but holding and keeping the attention of the community members that you already have is where the real games begin. 

I'm going to ask you this question, and I know you'll huff and roll your eyes again, but when was the last time you engaged organically on a social media post? When was the last time you didn't quickly scroll through your feed, tap through your stories, and stop actually leaving a comment or even liking a post? 

I see it so often: business owners want more engagement, but they aren't engaging themselves. 

All healthy and functioning relationships require the work of the people involved. Yet you're asking for organic attention and validation while not reciprocating it to the members of your already existing community.

I challenge you to interact, comment, and like posts while scrolling for the next 7-10 days after you read this (because I know you are) and then see what happens to your organic engagement at the end of your experiment.

For the billionth time, if you've been here a while, your "follower count does not equal your sales count." How engaged you are with your community fuels your sales count.

Uncorking Champagne and Sipping Social Media's Evolution In A Cookie Cutter World

Last weekend, I took some time to celebrate some personal things with friends. While celebrating, I asked friends to grab videos and photos of me uncorking champagne and sipping it poolside as we do these days, and I got to thinking.

After a glass of champagne in a plastic wine glass in a water-submerged lounge chair, thinking does start to happen.

I started thinking about how my generation is the last generation of humans to live without social media.

And those are wild and weird thoughts to be having.

Some of you reading this are part of the same generation—the last generation of humans on Earth to know Earth and society before and without social media.

Do you feel the pressure that comes with that responsibility?

Because I didn't until I realized this was the case.

If you haven't noticed lately, my relationship with social media is evolving. I know that I am not the only one whose relationship with social media is also changing.

The marketing industry is shifting significantly. It is looking different because, like me, people are beginning to have a different type of relationship with social media.  

For example, the social media strategies that built my business and the sly product placement couldn't have been more effective, and rightfully so, because it's no longer 2015. 

Audiences crave something new, but they don't know what they want. They are over feeling like when they tap into certain social apps instead of updates from friends, family, and businesses they have chosen to follow, it seems as if they have tapped into some new 2024 version of a phone shopping network. 

Steve Jobs said it best: "People don't know what they want until you show them."

But here's the thing: Many people do not want to try some new content or explore some of their creative ideas because they see content on social media that has a bunch of likes. They think that's what's working for businesses because we are so caught up in a world of numbers and equal validation that they emulate said content. 

All I see lately is a bunch of other businesses emulating what other companies are doing, and it's making social media boring and turning it into if I dare say, the Home/Phone Shopping Network.

The majority of stuff looks so similar that it's getting increasingly difficult for me to figure out who is who when I'm scrolling. I need to click over to a profile to ensure whose content it is. And that could be the strategy. 

Interestingly, I only considered it a strategy once I just typed out these words. 

Huh. 

If you want to move away from creating and posting content that is similar to everyone else's, here is your reminder that it's okay to do social media your way. 

One way to do this is to monitor your analytics—what your community is actively telling you about the type of content that they like seeing from you. 

Then, repeating all of that. 

Before social media, how many people asked their friends to take a bunch of photos of them opening a bottle of champagne?

I bet next to none. 

If you want to brainstorm some social ideas and concepts you're thinking about- my inbox is always open. 

And here's a sampling of the photos that BSM probably never considered to be taken; the moment was just lived in and appreciated.

The Social Hack Attacks

In the past 4 months I have had to deliver the sad news when someones personal Facebook account has gotten hacked and we've tried all the says Youtube and Facebook has suggested to get it back that the person is going to need to restart their personal page.

I know how sad is that?

I see you having your Facebook page for a super long time many of you over a decade and then you wake up one morning or you go to log on during the downtime of a conference and you can not access it. 

I'm not here to fear monger you, I am simply stating what has been happening since the beginning of the year.

And while yes I do work with a bunch of “controversial” businesses- that I am used to this. 

But I'm writing this today to ALL of you most of who I don't even know what you do…

No one is safe from getting hacked.

So here's what I want you to do as soon as you finish reading this post:

1. Change your passwords and then set a reminder in your calendar to change your password again 6 months from now. 

2. Turn on 2-factor authorization on everything that allows you to when you log in.

3. Start building an email spreadsheet. I don't care if your business sends an email, but if something ever happens to your account, you at least have a way to tell your community that you got hacked and STAY in touch with them.

4. Write your friends’ birthdays and important dates on a physical calendar or upload them onto your calendar. 

Basically, if you learn and take nothing from this except this- it has become way too apparent that our lives can not function without our personal Facebook and other social platforms. 

The irony of me, a social media strategist and consultant, telling you that is not lost on me, but if not me, then who?

 If you are solely relying on social platforms for all of your marketing efforts, we need to have a conversation because you need to diversify your efforts.

My inbox is always open. 

The Evolution of Community: How Pandemic Sourdough Starters Redefined Social Media Engagement

We were isolated from friends, family, and other obligations during the pandemic. We turned to our phones and social platforms for comfort and to fill that community void. Also, many turned to try their hand at many new hobbies: indoor jungles, bleaching clothes, and Sourdough starters.

In my opinion, the Sourdough starters inadvertently reshaped social media's role from a marketplace to a thriving community hub. Because we were now invested in helping name sourdough starters and watching what people were baking with the discards. Join me as I finally delve deeper into this fascinating journey of the changing landscape of social media society, thanks to a Sourdough starter. 

Suddenly, social media feeds were flooded with images of bubbling dough and perfectly browned loaves, sparking a new wave of community building beyond the confines of traditional online interactions. As people sought solace in the therapeutic art of baking and a way to break up their monotonous days, they inadvertently ignited a digital movement that transcended trends and sales pitches without knowing it.

Amid uncertainty, sharing sourdough-making experiences became a beacon of connection in formerly fragmented online spaces. The once mundane act of bread baking became a symbol of communal resilience, fostering a sense of unity among individuals separated by physical distance.

Social media platforms, specifically Instagram, served as the virtual town square where baking enthusiasts, novices, and seasoned pros gathered to exchange tips, troubleshoot issues, and celebrate the humble loaf in the once-deserted comment sections. The pandemic baking trend propelled social media from showcasing overly curated content to a platform for genuine human connection, where authenticity reigned supreme over polished aesthetics.

A change many of us didn't even know we needed.

As individuals documented their sourdough journeys in real-time, they inadvertently opened up a window into their lives, inviting others to partake in their baking rituals and triumphs. The act of sharing experiences became the lifeblood of this burgeoning online bread-baking community, bridging the gap between strangers and forging lasting bonds over a shared love for homemade bread.

The changing dynamics of online platforms reflected a shift in social media culture – from passive scrolling to active engagement. The pandemic hobbies that once filled feeds with wholesome content evolved into platforms for meaningful interactions, paving the way for a new era of relationship-building and community bonding.

Embracing the sourdough home-baking revolution, individuals found solace in the simple act of kneading dough, proofing loaves, and breaking bread together, virtually. The social sharing that ensued showcased culinary creations and shared moments of vulnerability, triumph, and togetherness, illustrating the profound impact of what can happen with organic, authentic content on online engagement.

At that moment in time, Sourdough starters were more than just a fleeting trend; they symbolized the enduring power of shared experiences, the joy of connecting through food, and the resilience of the human spirit in times of adversity.

The pandemic sourdough starters, authenticity became the cornerstone of engagement. Instead of just showcasing perfectly curated loaves of bread, individuals began sharing the raw and unfiltered journey of their sourdough-making experiences. People asked for help in naming their starters. Shared their challenges, and this was the shift from polished perfection to genuine, relatable content that resonated deeply with online audiences seeking connections beyond mere visual appeal.

The engagement on these Sourdough posts was something I hadn't seen since the beginning of Instagram, and I am a bit sad that it did not last when things went back to "normal." As individuals embraced vulnerability and shared their baking triumphs and challenges, virtual communities were born around a shared passion for homemade bread. This realness fostered a deeper sense of connection and encouraged active participation, with followers actively engaging through comments, sharing tips, and offering encouragement.

So what did we learn from the sourdough starters of the pandemic that the heart of every thriving community lies the simple yet profound act of sharing experiences.

The changing dynamics of social platforms in the wake of the pandemic sourdough trend showcased the immense potential of digital communities to foster meaningful relationships, spark shared experiences, and cultivate a sense of belonging that transcends physical boundaries.

The evolution of social media from a mere tool for self-promotion to evolving toward a platform for genuine connection and community building highlights the transformative power of shared passions and authentic interactions in bringing people together in a virtual space.

One that can only be this way if we all choose to use it as a community-building tool instead of just another place to sell.  Because every good marketer knows that it's a connection that leads to customers.

Don't Panic Over Social Media Shifts - Focus on Creating Great Content

Many coaches and influencers are panicking as Instagram, Meta, TikTok, and other platforms implement major changes. But the solution isn't complaining - it's adapting your strategy and doubling down on creating exceptional content that truly connects with your audience..."

Let's address the elephant on the social streets- where people are losing their minds over the Instagram Algorithm changes, the meta-verified shenanigans, and the eventual demise of TikTok. 

As with all big changes, it highlights and separates the business, marketing, and coaches based on their reactions. What you're seeing right now is how long these people have been in business.  

I could go off on a tangent here, but I promise I'm not going to. I'm going to make this helpful for you.

The bitching and complaining come directly from people who are “newer” and have put all of their marketing efforts into one basket. That basket could be Instagram, TikTok, LinkedIn, or whatever your social platform of choice is here.

I'm seeing how business owners understand marketing and social media as a whole. Here's what I mean….

Since the beginning of the Facebook business page in November 2007, we have been incredibly blessed as business owners. We've had a place for our business to connect with others on social media for FREE. And then, when Instagram went from iPhone only to all other phones in April 2012, we were extra blessed with an additional FREE void to shout into about our businesses. 

So, it's fascinating that most people are shocked to learn that they might need to pay to play- because it seems a bit overdue.

When I took my first marketing classes, Facebook was for college students only, and businesses needed to pay physical and expensive marketing and advertising expenses. E-commerce—wtf was that? To "succeed," a business needed signage, advertising in newspapers, radio, TV, and direct mail to gain traction. All of that with no real way to test and track its return on investment.

It was expensive back in the 1900’s to reach people because you had to do actual advertising. To understand this better, in this day and age, do you know what 10M views on TikTok are worth in paid media? Based on Tok's $10 CPM (Cost Per Mille), aka Impressions average, it's about $100,000, and there are people who are getting that for FREE. 

I'm sorry to jump platform talk, but I need to give you an idea of how this exactly plays out in the paid world today.

Because my next point is that organic content is still alive. With this new Instagram algorithm update and the Meta updates that are expanding to other countries, and eventually the US, people are freaking out that to be seen; they are going to have to pay. I don't believe this to be true as of right now, and here's why- I don't believe that organic is going anywhere. The primary goal of social media platforms is for many people to disassociate and spend lots of time on the platform to keep their advertisers happy.

If there aren't people on the platforms, scrolling along and wasting their days, there are no advertisers.

If the platforms only showed paid content from mediocre creators, people would abandon them in mass, which would lead to less revenue for the platform.

Because once again remember, you are running a business on another business. 

Your feeds won't be overrun with junk ads, as that wouldn't be in the users' best interest. So, the rules essentially stay the same: the best content wins.

The Meta Verified isn't going to change that once it gets to the US. 

Producing great organic content will gain exposure.  I get that it feels like sometimes you have to create 100 shitty pieces of content before something sticks but you do have the luxury of figuring out by looking at your analytics monthly what content your community wants from you. 

But with all of these changes and "challenges" happening, it's more important than ever to figure out what is working. Be in more than one place. Build your email list. Focus on the following you already have. Provide exceptional service.

The most important thing of them all is to connect with human beings. 

Keep Learning. Stay Consistent and get creative.