When a friend asked me why I didn’t promote something of theirs on my Facebook, I whipped my hair and cracked, “I have a brand.” They laughed and could see why their post wouldn’t fit the social presence I’ve created. After all, I do have a personal brand as a creative/creator. But semi-joke aside, now that we’ve been around the social media block and regardless if you’re an artist, work in advertising or whatever field that requires you to self-promote, everyone does have a personal brand. And I think we’ve evolved enough on social media that everyone should behave as so.
This is not MySpace 2005, Facebook 2009, or Twitter 2012. We don’t need public holiday greetings anymore. (We know what fireworks look like and that everyone’s dad is “the best dad in the world.”) We see right through those social “challenges.” (Please tell us how much you’ve always cared about this cause and how there’s not even an ounce of vanity involved at all. Though I will credit them for raising awareness.) We don’t need to be bombarded with every little thing or worse, the same thing anymore. (At least make sure it’s entertaining, especially if you’re promoting an event or fundraiser. Just like with brands, your message will get lost or ignored if you keep shoving it down our digital throats.)
Granted, social media exercises freedom of speech and this is merely a suggestion. I’m not promoting fabricated posts, maybe a little more curated is all. By all means, stay true to yourself. I’m just saying we need to create more interesting, entertaining, authentic, useful, post-worthy content with our holiday posts, selfies, etc. just like the ones we enjoy from the brands and celebrities we like to follow. I always like to look to comedians for inspiration since their personal brand tends to have unique and funny approaches to the mundane and overdone.
In branding, consistency is key. When I was
ranting talking with fellow writer Crystal Small, she made the point that everyone works on their brand offline already, from our hair to our clothing to our attitude. So I’m not proposing anything new here. Think of how bored or even disappointed you’d be if your favorite brands and celebrities didn’t do the same. This is probably from my always-on branding mindset, but I imagine a much better social media world if more people made an effort to stay on-brand, change things up, and post post-worthy content.