Social Media

Social media is about how to make networks work for you. Information travels through social media networks from individuals to larger nodes of people talking about your issues.

Pick any color. That’s your company or organization, in your sector, connected to all the people who matter in your industry, plus all your clients and people in business who could partner with you. The bigger circles have more connections.

The goal is to build up connections to expand the size of the network to get your information to ricochet all the way through the system, so everyone you know and they know, know what you’re selling. Once in operation, the goal is to find ways to crossover along the paths where there is overlap with other networks.

How that works is you find people you think are cool on social media, then you follow them and who they follow. That way, you’re exposed to the many very important and interesting people who are watched by the trendsetters who become nodes that many people follow.

The ethos is to interact online frequently, share powerful information and grow the network to broaden your audience.

The outcome is that if the network is built correctly and the information you have to share is something to talk about, social media is a very powerful tool.

The database of contacts generated by social media is its own treasure. A wealth of business partners, clients and sources of new clients and giant nodes of consumers to study, plus journalists to interview you on what you know, and they write about it, and you read about it, and follow them daily. A two line message you can send instantly to anyone in the world. The scope at the 30,000-ft level of this is amazing and the granularity of honing in on any of thousands of followers is humbling.

It’s a very post-modern relationship you have with these friends/strangers. You’re inside their lives, you read their stream of consciousness reactions to news around them, see pictures and video of them in real time or forever live streamed in the permanent archive. Follow the trail of favorites into what’s really in the heart of any consumer in the world. Creepy and fascinating. You also meet people similar to you online you then want to meet offline and get to know in real life.

Used for business, social media can be exhilarating because you follow all the markets and reaction to stock news in real time, with live reporting from the scene of every happening everywhere.  The news of the assassination of Bin Laden came to the world from his neighbor in Pakistan via Twitter. Good information travels fast. The true depth of this thing called internet is still unfathomable, but social media is how you ride the river.

Come up with a great message for people to talk about and develop your network by interacting with people who care about the issues as much as you. Post, and post often. Then, watch it grow.


The mechanics of social media management is time-consuming point and click. Formatting images to various sizes, copywriting in hashtag slang for different audiences, adjusting endlessly; plus interacting with the network at all hours.

To make an impact, a small company needs 30 minutes of work online daily.

For bigger, consumer-facing companies, from 90 minutes to three hours daily can be required to respond to all the interactions from across a wide network.

A rule of thumb is also 30 minutes per social platform per day with a typical company operating across three platforms.

We sell social media management in a monthly subscription blocks of 30 minutes for $30 per day.

Learn more about our social media tool, The Feather.

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