Is social media 💀? Communicating beyond the apps

Today I want to talk about social media and its implications for you as a thought leader. 

I’m not going to discuss platform specifics here (like the changes to Meta’s guidelines or the arrangements being made between TikTok and the new US government) or my personal opinion on all of that. 

What I WILL do is share some ideas for you about how to create meaningful content, build community, and grow as a thought leader without relying on social media.

If you’re quite happy to continue using social media as you have been doing, that’s fine. But if you’re bothered by where these platforms are going and how they’re being used, and/or you’re feeling “content creator burnout”, I want to remind you of something:

You have options. 

I recognize that many people have invested YEARS of time, energy, and dollars into building up followings — and businesses — on these platforms. 

That fact, and the nature of these platforms themselves, can cause a kind of myopia, making us think that social media is the ONLY way to find business, share your content, express yourself, connect with people, or create community. 

But it isn’t. 

First, let’s back up a second and remember how brief the cultural phenomenon of social media has been.

Instagram launched in 2010 — less than 15 years ago. Tik Tok only started to take off among Western audiences a handful of years ago; arguably around 2018. 

Facebook and Twitter started a bit earlier of course (launching to the general public in 2006) though they also took time to reach a critical mass.

Even if we ignore the fact that it took several more years before social media became an ingrained part of life, the most generous timeline here is less than twenty years. 

Fewer than two decades. 

And you know how long humans have been communicating, sharing ideas, and forming community? Basically as long as we’ve been human.

I bring this up for two reasons. First, to remind you that, just like all the people who’ve gone before you, you too can — and will — continue to find your people, share your ideas, build community, and yes, find clients and customers if that’s a concern. 

Secondly, to remind you that it’s prudent to cultivate other forms of communicating and connecting with others, because if social media is all you’ve got, you’re in a very precarious place. 

I’ve written (and ranted) about this numerous times, particularly this piece which I wrote around the time Twitter became X, and still stand by: www.camdeputter.com/blog/socialmedia

OK, so with all that said, what other options do you have? 

Here are a few ideas. 

1. Start an email list. 

I’ve said this so many times, for so many years, it’s borderline embarrassing — but it’s still true. (But hey, Seth Godin has been talking about it even longer; his book Permission Marketing came out in 1999, so there you go.)

There are so many reasons why email can work for you. A few: You have much more control over it. It’s much more personal. It’s more conducive to thoughtful communication. And it converts way better — anyone with a product or service to sell knows that email is where the money is.

(Copywriting whiz Zak Columber and I discuss this on an episode of the Storytelling with Heart podcast if you want to know more.)

Will it take some work to get people onto your list? Yes. But that’s the case for anything. And once they’re there, it can be much more fruitful. 

2. Start a group and invite people in.

As a teenager in the ‘90s, I learned a valuable lesson about what real community looks like, and what it takes to create it. 

Together with my sister, I started a small activist group. It began with a first meeting in the basement of our local library. We handed out flyers, and incredibly, plenty of people showed up. At the meeting, we put out some vegan fudge, discussed our goals, and collected emails by passing around a clipboard. 

While some people didn’t come back, lots did — and in time, a core group developed of committed friends. Together, we organized protests, boycotts, letter writing campaigns, benefit concerts, and more. Eventually our work expanded and a separate chapter in another city popped up. While my sister and I walked away from the organization when we left for University, the sense of community we created and many of the people in it remain dear friends to this day. 

Oh, and I’ve now been married to one of them for almost 20 years. ;)

(If you want to hear a bunch of middle-aged punks talk about community and the ‘90s hardcore scene, you can listen to that podcast episode here.) 

Here’s my point. You can create your own community. And you have many options about where and how you do that. Digital tools can definitely help (and they don’t need to rely on social media.) But you can also start in real life, with just a few friends, using whatever you’ve got at your disposal.

Building true community takes work, whether it’s online, in person, or both. But it is always available to you in some shape or form. And if you don’t see the community you want, create it. Be the one to start something. 

(BTW another great podcast on this subject is my episode with Kat Vellos, who is the absolute go-to person on the subject of adult friendships and connection-making. Check it out here. )

3. Participate in other people’s stuff

Want to share more of your voice with the world? Collaborate with others. Find the people who are doing things you’re into and see how you can take part. 

Podcasts, conferences, workshops, webinars, seminars, panel discussions, email newsletters, clubs, discussion groups, magazines, journals, zines… you name it, you can get involved in it. 

If you see someone doing something you’d like to participate in, write to them and see if there’s a way to collaborate. If you love their email newsletter, pitch a guest post. If you like their magazine, pitch an article. If you dig their podcast, pitch yourself as a guest. If you see a group hosting panel discussions on a topic you know about, pitch yourself for a future event. 

In case you haven’t gotten the memo yet, dude, you gotta pitch yo’ self! As John Waters says, “a no is free.”

The best part is, you’ll likely find these experiences more rewarding and fundamentally satisfying than a social media post. (Last year I taught my first IRL post-pandemic workshop and it felt SO GOOD.) If you’re used to communicating mainly over social media you might forget how satiating it is to connect in a real, human way.

4. Try long-form (and develop your BIG ideas)

Social media is useful to a point but your real leadership will not happen in the form of short posts, reels, videos, etc. 

If you typically only communicate this way, mix things up and try long form, whether that’s a lengthy, well-researched, in-depth article, or even (yes, I’m going to say it) a book. 

The more brief, and frankly crappy content that exists out there, the more valuable quality long-term content becomes. 

Not everything you put out needs to be long-form but if you’re going to be a thought leader, at least some of it does. 

So, if you aren’t doing this already, put some time aside to work on developing your big ideas. Have real, challenging, thoughtful discussions with people about them. Research and read what other people are saying and thinking on the subject. Make notes regularly. Write drafts. Take your time to unpack your ideas, sort them out, and practice communicating them better. 

Do this in multiple spaces and places (e.g., on podcasts, casually with friends, on panels or in professional contexts, in your own email newsletter) and you’ll be better for it — and so will your ideas. 

Of course, this takes work and investment. But you don’t have to go it alone. If you recognize it’s the next imperative step for you to grow as a leader, a business-owner, a brand, or a change-maker —  I can help. 

I’m an expert in helping people unpack their thoughts, develop their big ideas, write consistently (even when they’re crazy busy), and turn those ideas into books, products, and more. 

If this is something you’re curious about, write me back or join my waitlist here. 

Meantime, let me know what your thoughts are on this subject. I’d love to hear ‘em.