This week's question from my portal “The Neagle Code: Directions for Life” comes from someone who wishes to remain anonymous.
How do I know if I’m avoiding something I don’t want to do because it’s not in my zone of genius — or if I’m resisting doing it out of fear? How do you distinguish between the two?
Specifically, I’m talking about social media. I like creating some of the content. But to parse it out into whatever frequency of postings drives me insane, and I don’t want to do it. It feels like it’s not a good use of my time. I don’t like managing the posting and scheduling of it.
Is this something that needs to be delegated… or is it resistance on my part?
It’s not that social media isn’t time well spent. It’s essential today.
The management of it is something most people have to learn.
In my company, we have a social media calendar. We map out content that needs to be created, when it’s going to be posted, and on what day. PLUS… I make a real effort to post several times a day myself and respond to the scheduled posts.
All of that information is in front of our team. They know what to do, when to work on it, when it needs to be done, and when it’s going out.
This eliminates the tendency to say, “Omg, it’s 3:00 o’clock, I haven’t done any social media today and I need to do something.”
Social media may not be your zone of genius, but I think you need to have a good idea of how it works.
We’re not finding much luck, nor am I coming across clients who are finding a way to outsource social media in a really good way. I’m hearing everything from terrible results from social media companies, to mediocre results.
I don’t hear about anybody out there who’s crushing it with an outsourced social media company.
The more you know about it — when you do hire (if you do outsource it to another company) — the more you can hold them accountable and know if what they’re telling you is true or not. I think that’s the biggest problem.
It’s like what we saw with digital marketing 10 years ago. Nobody understood it. So, you didn’t know if a company was BS’ing you. You were just taking it at face value.
Now people are experiencing the same thing with social media. It’s probably not your forte. It’s probably not your zone of genius. But it’s something you have to learn a little bit about. I think scheduling it is a way to overcome the procrastination around it.
Technical tip: You can upload your posts into a software program or something like Buffer or Meet Edgar, which posts for you.
If you have an assistant or someone working for you in-house, that’s something they can easily do. You can go back and log in and make sure everything looks good and you’re good to go. (The only thing it won’t do is post to a personal Facebook page.)
That’s another way to streamline the process — so that you’re handling the creative piece, someone else is handling the technical uploading and putting it together. Then you can go back over it, observe, and tweak it where needed.
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