Here’s What to Post on Social Media

Three days ago, I was the feature on an AMA (Ask Me Anything) that the San Francisco Writers Conference put on (via Zoom).  A question that was asked by one of the participants during the one-hour session landed as something I get a lot.

In fact, I told the attendees that what I was about to share with them is easily in the top three of questions that I get asked most frequently as a publicist.  Come to think of it, even when I take off that hat and step into my role as a podcaster and speaker, that common refrain carries over into that realm as well.  It’s why I’m often heard saying this from the stage when I go out and talk to audiences.

Now, understand that our agency (Now Hear This, Inc.) provides a wide range of support for our clients.  In other words, even though social media is among what we do for indie music artists, authors, a nonprofit client, an individual who we do reputation management for – all clients, in other words – we are not (solely) a social media agency.  I want to make that abundantly clear.

Nonetheless, maybe I’m too close to it.

Often people ask, “What am I supposed to post on social media?”  Or they might phrase it as, “How do I know what I’m supposed to put on the different platforms?”  Sometimes they’ll be specific and identify those that they are already on and/or intend to get accounts started with.  And yes, there are occasions when they’ll tack on an immediate follow-up, wondering how often they’re supposed to do so.

First let me introduce the (Jerry) Seinfeld approach that I have come up with to all of this.  You have watched “Seinfeld,” yes?  I guess I haven’t thought about the possibility of, gulp, people actually having not watched that show.

Anyhow, on the episode where Jerry and George are writing the pilot, Kramer comes into Jerry’s apartment, and they ask him what he did that day.  “Nothing,” he responds.  And quickly Jerry reacts with, “That’s a show!”

The lesson here is that what you do that feels like nothing is absolutely something to lots of others.  You do it almost every day, but they rarely get to see it, if at all.  So, right off the bat, post that on social media.  Here’s what I mean.

If you’re an author, people who slog through their day at the bank from 9-5 are quite taken by you posting how many pages or how many words you wrote that day.  Yes, it’s stereotypical in terms of the photo of you sitting wherever you like to write, but to them it’s borderline fascinating.

Performers.  You doing your vocal warm up backstage or sitting at home with your guitar learning a new song is content that those bored folks eat up.  They are living vicariously through you, wishing it was them.  And guess what?  This isn’t a one-time only post!  I wouldn’t do it every single day, but don’t put up such a post once and then say, “Psshh.  Great.  Thanks a lot, Bruce.  Now what?!”

Let’s move on, though, as there is so much more.

Podcasters, musicians, and YouTubers.  Did you get a new piece of equipment?  Make an unboxing video of it, no matter how big or small the item is.  For that matter, come back a month later and make another video where now you’re doing a review of the item.  “You saw me do the unboxing video [pro tip: provide a link to that] and now I want to tell you what my experience has been with this.”

Milestones are a terrific opportunity for a social media post too.  For me with my weekly “Now Hear This Entertainment” podcast, I will do posts like, “We’ve hit the 600 episodes milestone.”  Or tell people about the anniversary of something.  “Today is (one month, two years, whatever) since I first (did what).”

I’m also a big fan of the borderline Hallmark-type “occasions.”  For example, I know that next week Wednesday (September 30) is International Podcast Day.  Not only is there a website that I’m particularly fond of that is devoted entirely to national (or international) Days (or Weeks or Months), but there are actually a handful of such websites.

There is also the idea of a quote from your book (if you are an author) or a lyric from one of your songs (for the songwriters and/or recording artists out there).  Every Sunday on the Instagram account for my podcast I post an image showing a quote from a past guest/episode.  Use a platform like Canva to easily spin something up that looks nice, even if you have zero design skills.

One that should be logical that amazes me that people don’t think to do is posting pictures of yourself at a networking mixer or a special event.  [Pro tip: stand by a banner that has branding for what the event is to really add authenticity.]

Some of you do an amazing job with the look of your Instagram accounts (and, to a similar extent, YouTube channel and TikTok account).  I’m talking about the aesthetic.  That’s great.  Keep up the good work.  (Just please resist drawing that stupid red circle or arrow on a YouTube thumbnail to try to trick people into hitting the Play button.)

The bottom line is, the less you post, the less likely you are to be seen, and the better chance you have of people forgetting about you.

A Member of the Recording Academy, I have been helping indie music artists, authors, actors, entrepreneurs, podcasters, filmmakers, small business owners, and more for over twenty years.  What challenges are you having in your creator career that I can lend some insight to?  Connect with me so you can take advantage of all my experience, and I can help and keep you moving forward.