Social Media Audit: Don’t Confuse People About What You Do

I remember many years ago when I worked for, well, let me politely say a senior.  He would often be heard saying, “We don’t want to confuse people.”  As much as a co-worker and I would kind of giggle about it, thinking it was misplaced, his message would have some relevance today.

In this creator economy, it’s easy to get distracted by something shiny.  Or, as some people would want you to believe, pivot.

I certainly have experience expanding my reach, but make sure you know the difference.  It’s important to know what your main vocation is and not blur the lines to the point of confusing people.

For years I was “only” the founder and president of Now Hear This, Inc. and there was nothing wrong with that.  However, in February 2014 I launched the weekly “Now Hear This Entertainment” podcast, and that made me business owner and podcaster.  From the podcast came an eBook series, which then made me business owner, podcaster, and author.  Once you’re doing all that, lots of speaking opportunities come your way.  So, when that happened for me, I became business owner, podcaster, author, and speaker.

At the center of it all, though, was still being a publicist and operating Now Hear This, Inc.  All the other initiatives routed back to the agency.  As I discussed on a podcast that I was recently a guest on, it makes for lots of cross promotion opportunities.  But again, there’s no confusion because it’s all related.

If you leave where you’re from and move to New York City to become an actor, we expect to see you posting regularly (on social media) about that life.  If you’re going to an audition, if you’re on set, if you’re at a premiere for a film you’re in, or even if you’re at a photo shoot getting new headshots, it all ties into what we know you’re doing – pursuing an acting career.

However, when you start getting some momentum and building up your online following but then suddenly start posting all about, say, your home handyman projects, we’re going to get confused.  If you put up post after post after post all about those efforts, we’re going to conclude that, “I guess he/she isn’t doing acting anymore.”

Don’t get caught up in the something shiny that is social media numbers.  If you put up a video of you getting ready to go to Home Depot and then you put up a video of you shopping in Home Depot and then you put up a video of you unboxing everything  you bought at Home Depot and then you put up a video of you actually using the tools and materials you bought at Home Depot, well, you get the picture.  How are we supposed to know that you are, in fact, still very much an actor?

Now let’s take it one step further.

I keep saying “how am I” or “how are we” supposed to know.  But what about the very people who are casting for the film and TV projects you’re hoping to get a role in?  What conclusion do you think they’re going to draw when they look at your social media account(s) and see posts about everything but acting?  That’s right.  And then?  They move on to someone else and you once again don’t get a booking, let alone a call for an audition.

During one of the talks I give when I go out to an event as a speaker, I mention the fact that even though the “Now Hear This Entertainment” podcast “only” comes out once a week, I do post on its Instagram account seven days a week.  And guess what?  All the posts that I put up on there are related to the podcast.  There’s no confusion as to, “Wait, does he still do the podcast, or no?”

I’m often heard using the term ‘self-audit.’  If you’re reading and this and thinking, “Is he writing about me?” then that should be a sign that maybe there’s a problem.  Take a long look at what you’ve been posting about and ask yourself, “Is this my main vocation?  Is this what I’m hoping people associate me with?”  Are you, in fact, confusing people as to whether you still do that thing that we thought you did?

Exhale.  Hit the reset button, not the panic button.  Get back on track.

For twenty years now I have been helping indie music artists, authors, actors, entrepreneurs, podcasters, filmmakers, small business owners, and more.  What challenges are you having in your creator career that I can lend some insight to?  Let’s have a ten-minute call so you can take advantage of all my experience and I can help and keep you moving forward.