The fundamentals of social media and how it is vital for a business to thrive.

social media

With the right creative and distribution channels, you become unstoppable.

“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” Archimedes

You are that lever and social media platforms (Facebook, Instagram, Twitter, Snapchat, Pinterest, Reddit among many others) are the fulcrum.

Some common reasons why people use social media; to speak one’s mind, to be inclusive in one’s life, to use as a distraction from the present task or to touch others emotionally.

The latter stands out for someone who is wanting to create an impact on others.

Many of you, especially in the business sphere confuse social media for an advertising platform.

People go on social to have conversations.

It is in those conversations that when people find the most value, they share with others because this gives them social currency, it makes them look good. “The joy of sharing is its own reward.” Solitude by Michal Harris

That’s what it’s all about. Looking good and avoid looking bad.

Social media becomes this need for self-discovery and self-assurance. You post content in hopes of getting likes, the more likes you get the more confident you feel.

When you are using it to self-promote or advertise, you become resented by the very people that you want as your customers.

You don’t need to be sneaky or tricky on how you promote yourself/business. All you need to do is be real. That’s it.

When you be yourself, and you put others first, you are being business savvy.

I always say the best business is the business where people come to you to buy, and not the other way around.

That’s how I feel social media becomes a powerful fulcrum for you. When you initiate with the right intentions, giving value to your social following you will be reciprocated back with more than you can chew.

According to the Pew Research Center, the number in U.S. alone for people using social networks grew 10x from 2005-2014.

So, you see, practically every person is now using or is on a social platform. The hook is when you use social media you get a sensation called a dopamine release in your brain, for every time you get a like or a comment on your post.

This keeps you coming back for more, why? Because it makes you feel good.

An IDC Research report reveals that more than 80% of Americans check their phones within 15minutes of waking up.

Michael Harris in his book Solitude points out that it is the fear of being without that brings this anxiety onto oneself. “It is not the fear of missing out but rather the fear of missing ‘myself’; disappearing when away from the notice of others.”

What is a smart social media presence, why does this matter, and how will it affect your personal brand or business?

The easy and quick answer is to look at what you would like to see in your social feeds from the very same people you follow and engage with. The accounts you admire and get excited to see what their next post will be.

It matters because as you see above a number of people who spend time on their phones on social media is rising. The businesses that win understand where people’s attention is and they get in that space.

Giving value is vague, so let’s break it down. How to give value is to understand those basic principles of business;

What problems do your customers have? How can you solve those problems? What can you give your customers as leverage so they can use that and in turn become successful themselves?

At what point to you give enough where you don’t give it all away? (Your formulas for success)

My advice to you is to give it all away.

“Happy is the man who can make others better, not merely when he is in their company, but even when he is in their thoughts!” Letters from a Stoic by Seneca

At this very stage, there is nothing you can possibly hide that one can search, read about or go to your competitor to find out.

You are at the mercy of the connectivity that is widely spread. Unless your customers are living in a remote area in which they do not have the possible resources to find out how to do it themselves, well your out of luck.

If you are so good at what you do, giving everything away that you know makes you that much more powerful and sought after.

People will look to you for advice, partnerships, and relationships.

Have you ever wondered how some accounts on Instagram, Twitter, Facebook have a large following, yet the engagement (likes and comments) is so poor that it doesn’t add up to the number of followers they have? Or how an account with such a low following can have a large engagement?

These are all hacks that are being used on accounts to make them grow faster. All of which have specific strategies implemented for reasons I will dissect.

Why would people/brands/businesses want to showcase such an inauthentic way of being and acting?

To create an influence on others.

According to Robert Cialdini’s, professor of psychology, six principles of influence, almost all apply to this theorem.

Liking-people like things that they can relate too.

Social proof- doing what others do.

Authority- trusting in experts or authority figures.

Consistency- creating a habit to like things that are consistent with likes from the past.

Reciprocity- liking back or following back someone who liked or follow your post.

The last principle, scarcity, also plays a factor. Being that it is the last item on the shelf or that you are giving something away on a time constraint makes people feel the need to act.

If you haven’t read any of Cialdin’s work I suggest you do, this will increase your understating on why and how you and other people behave.

This is how to be authentic on social media:

Step 1) Post content.

Step 2) Go to other accounts in your niche engage with their posts (like/comment).

Step 3) Look at the people who follow and like those account’s posts, engage with those people.

Step 4) Go to the followers of those accounts and like and engage with their content.

Step 5) Repeat this process.

When people engage on your posts make sure to thoughtfully respond with open-ended conversational questions. Not just a thank you, but more so opening up an engaging conversation.

Remember at the beginning of this post I said that with the right Creative and Distribution channels you become unstoppable, well the five steps above is teaching you how to enter those distribution channels.

The best creative is a story. Story’s that evoke emotional sensations are the one’s that get shared the most. The end goal of any account is to have the post shared among others.

Consider a spider web, it is interwoven and connects every section for it to have the most impact on its prey. That’s social media in a nutshell. Use this analogy to strengthen your connections through social.

A retail startup approached me for advice on how to begin their enterprise. I asked what their presence was on social, they said they didn’t like using social.

I told them to hire someone who does because if they want to succeed in the 21st century they must use social to establish brand awareness.

You never know where your customers are until you get in front of them.

My game plan with my steam cleaning company is to revolutionize the industry. My competitive edge being present to the fact that social media is powerful and that most companies in this industry do not harness that power.

There are many other ways to build an authentic following where people watch, like, comment and share your content, for example, those can include; speaking engagements, events, through other publications, word of mouth.

I’ve been asked by a number of people, what to expect from social media.

What I tell them is not to expect anything, it is a long and arduous process. If you are looking for short term gains and ROI (return on investment) you are going about it all wrong.

Understand that you are the lever, and social media is the pivot on which you place that lever, use it wisely to move the world.

Thank you for reading this post.

To be continued….

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About the Author

Lev Karasin

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My name is Lev Karasin, I am a philanthropist, dedicated mentor and a business role model. I take business to the next level so that we can live better lives.

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