Episode 289
How to strategically use social media without burnout in your business [Ep. 289]
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We’re diving into the wild world of social media and how it's totally okay to feel burnt out by it! Seriously, if you’ve been scrolling and feeling like it’s just a never-ending cycle of content creation, you’re not alone. We’re chatting about how to flip the script and see social media as a tool to start, continue, and amplify conversations instead of a grind to churn out posts.
Related Episodes:
Ep 267: How to avoid Burnout by Focusing on One Business Strategy
Ep. 280: 5 Non-Social Media Visibility Strategies for 2025 (or any year)
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Transcript
Hey there.
Speaker A:I want to talk today about social media.
Speaker A:Okay.
Speaker A:The purpose that it serves, how to utilize it, how to not get burnt out by it and just figure out where in your business it fits in.
Speaker A:Okay.
Speaker A:Because I have had so many conversations the past couple weeks with clients in my group program, in the focus Visionary, with my one to one clients in networking calls that I've been on and coffee chats of people saying that they are just kind of burned out by social media.
Speaker A:Right.
Speaker A:And add into the business world of social media the fact that there are world events, specifically here in the usa, there's a lot going on in the US that's kind of affecting social media.
Speaker A:Right?
Speaker A:There was the tick tock thing, just in general, there's just a lot going on, right?
Speaker A:There's a lot going on in social media can amplify those things and it doesn't matter which side of the opinion you're on, regardless of the, whatever side of the coin you sit on, it doesn't really matter.
Speaker A:At the end of the day, social media amplifies that, right?
Speaker A:So I think people are getting to this point where it's like I don't know if this is what I want to do.
Speaker A:And so here's a couple observations that I have and also what I want to share with you today is kind of my system and the way that I want to kind of shift your thought process around social media a little bit and utilizing this in general for everything in your business when it comes to marketing.
Speaker A:Right?
Speaker A:So for me there are, I used to teach this, I used to call it 30 minutes to more.
Speaker A: e ago, you know, back I think: Speaker A:But anyways, the core principles of it are the same is that at the end of the day you need to be starting conversations, you need to continue conversations and you need to amplify those conversations.
Speaker A:Right?
Speaker A:And so social media to me is, that is what I do is I use it to start conversations, I use it to continue those conversations and then I use it to amplify those conversations and I'm going to dive in and share exactly what that means.
Speaker A:Okay?
Speaker A:So first and foremost, start conversations, right?
Speaker A:If you can look at social media from a standpoint of how can I get out there and start conversations, who can I go meet, right?
Speaker A:It's not always about the content, it's about the people.
Speaker A:Remember social media is about social.
Speaker A:There's people, it's not just names on a screen, it's not just fancy Videos.
Speaker A:It's not all that.
Speaker A:It's people, right?
Speaker A:And so looking at your social media and understanding, how can I start those conversations?
Speaker A:Well, there's a lot of different ways that you can start conversations.
Speaker A:All right, this falls.
Speaker A:And again, this is what I'm saying.
Speaker A:It's not just with social media, it's with networking, right?
Speaker A:This could be networking, this could be workshops, this could be in person networking, it could be online networking, it could be joining communities, it could be joining masterminds.
Speaker A:It doesn't matter.
Speaker A:Whatever you're doing, like, if you are putting your time and energy into something, you're.
Speaker A:You need to be starting conversations with people, right?
Speaker A:It's always about the people.
Speaker A:All right, so you could be engaging on their content, right?
Speaker A:Which I know, I get it.
Speaker A:Like, you go through the scroll and you're like, I don't know what to say.
Speaker A:I'm sick of engaging.
Speaker A:Like, and there's AI, you know, there's all these AI bots and this content, and you can tell that, like, people are either paying somebody, and I get that it gets boring, right?
Speaker A:Like, I've been there.
Speaker A:And that's part of my problem is I got to a point where it was like, I don't even feel like there's anything on social media media for me to engage on.
Speaker A:Like, I'm freaking bored with all of it.
Speaker A:I'm bored.
Speaker A:It's the same people saying the same over and over and over again.
Speaker A:And so engaging can be difficult, right?
Speaker A:And so that's where, like, I moved a little bit into doing more networking, joining communities, paid communities and networking and starting the conversations there.
Speaker A:Okay?
Speaker A:But I'm going to come back to that.
Speaker A:So you, you can start conversations through the dms.
Speaker A:You can start conversations through your own content, right?
Speaker A:Like, you could put content out there that starts conversations.
Speaker A:One of the things that I've been leaning into a little bit more as I learn more about my human design, which again, I'm by no means a human design expert, but as a generator, one of the things that I have learned is that I love to respond, right?
Speaker A:And so part of it is why I get bored with social media is because if there's nothing for me to respond to, right?
Speaker A:So one of the ways that you can start conversations, especially, especially if you're a generator, is to ask questions that get people to give you something to respond to, right?
Speaker A:So I think there's something of.
Speaker A:So you can just put questions up, right?
Speaker A:Like, start the conversation, like, initiate it.
Speaker A:Think about, like, if you're in A room or you're at an event.
Speaker A:Like, how do you initiate conversation?
Speaker A:So you can utilize it in that way, right?
Speaker A:So using it to start conversations, then you can move into continuing those conversations, right?
Speaker A:You've started these conversations, now you've got to continue them.
Speaker A:You can't just say hello to everybody.
Speaker A:I mean, if you just wanted to like start a conversation that's like walking around your neighborhood and just saying good morning, good morning to people that pass by, right?
Speaker A:Like that's considered like you starting a conversation, but you're never going to continue it.
Speaker A:It's just, you know, every day it's like, good morning, you know, and you might see the same people, but for the most part you may or may not engage in any further conversation.
Speaker A:That's not what you're trying to do.
Speaker A:You don't to just walk around saying good morning to everybody, right?
Speaker A:Like you want to continue these conversations.
Speaker A:So that could be continuing to engage or ideally for me, continuing the conversation is always continuing the conversation offline.
Speaker A:How can I take the people that I'm meeting?
Speaker A:How can I take the conversations that I started and how can I continue them offline?
Speaker A:That's why I'm a big fan of coffee chats, right?
Speaker A:It's always about getting them onto a coffee chat for me or connection call, whatever you want to call it.
Speaker A:But just having a conversation, like I, hey, I know we've been chatting a little bit on social media, or hey, I see that you did this.
Speaker A:Or I was just on a conversation before I hit record on this episode with somebody who we were like, we were in a group networking.
Speaker A:It was like a feedback type style Mastermind event.
Speaker A:And she asked a question and she got kind of all the same answer from everybody.
Speaker A:And I, I was over here with like an opposing answer.
Speaker A:I was like, oh, I totally would have gone with this one.
Speaker A:I guess I'm going against the grain, but sounds like you and I think a lot alike would love to continue the conversation.
Speaker A:So we just had a conversation and we chatted, right?
Speaker A:So that's what I'm saying.
Speaker A:Like there's ways that you can continue the conversation, right?
Speaker A:Usually offline, if it's online, it could be through DMs, like continuing to stay in touch through the, through direct messages, continuing to stay in touch through email lists, right?
Speaker A:Like if you're getting them onto your email list, if you have a private community, if you have private events, right?
Speaker A:Like there's ways that you can continue the conversation that move people through that don't always require Social media, and then you've got amplify the conversation.
Speaker A:And to me, this is where social media truly hits its mark, right?
Speaker A:Is in the starting and then in the amplifying.
Speaker A:And so when I look at it from this perspective is that now when I put content on social media, if I'm going to create content and I'm going to put it on there, the people that I've had conversations with, that I've started the conversation and I've continued the conversation, those people are now going to look at my content, they're going to read my content, and it's going to amplify the conversation that we just had, right?
Speaker A:So when they see my content, they're going to be able to read it differently because they're going to have a better understanding of who I am and what I do and how I serve and what my program looks like because I've shared that information with them.
Speaker A:So the conversation in the content hits differently, which allows the conversations to turn.
Speaker A:You know, their content, the way they engage is different, the way that they share is different.
Speaker A:Right?
Speaker A:So it builds up and it just continues these conversations.
Speaker A:And so it might start new conversations because they might tag somebody, it might continue a conversation that was being had while you, you know, that was offline.
Speaker A:And it's also.
Speaker A:So it's amplifying the conversations that you're already having.
Speaker A:And this is how you can look at social media a little bit differently.
Speaker A:And so it serves its purpose.
Speaker A:At the end of the day, social media is not going anywhere, is always going to have a place and a purpose inside of business growth.
Speaker A:However, businesses have been built for years without it.
Speaker A:Okay?
Speaker A:It is a tool.
Speaker A:Social media is a tool.
Speaker A:It is not a strategy.
Speaker A:Right?
Speaker A:Like, it's not a strategy on its own, right?
Speaker A:It's a tool.
Speaker A:And then you have to put the strategy behind it.
Speaker A:It's all about what actions are you going to take, what purpose do you want this to serve?
Speaker A:And then understanding once you know what purpose you want it to serve, you can create the actions a little bit differently.
Speaker A:So when I'm looking at it and going, okay, well, if I just need social media to amplify the conversations that I'm already having, then I don't necessarily need to be pumping content out there nonstop.
Speaker A:That's educating my audience, right?
Speaker A:It's.
Speaker A:It's totally different.
Speaker A:And I think this is the, the key piece right here is, I think for many of us, the reason that we are getting burnt out by social media is that for the most part, we are not content creators, right?
Speaker A:Most of us are just, that's not our zone of genius.
Speaker A:Content creation is not our zone of genius.
Speaker A:And so, but when you go out into the abyss and you start reading all of these things, you think that you have to become a content creator in order to grow your business to be on social media.
Speaker A:And that's not the case, right?
Speaker A:You can use social media in so many other ways that don't require this constant cycle of content creation.
Speaker A:And I also want to remind you that the people that are building and growing on social media that are saying that content attracts and this and that and all of that, that's their job, they're content creators, it comes easy to them.
Speaker A:So yes, for content creators, social media does attract new clients and it works.
Speaker A:I mean, it absolutely works.
Speaker A:But for those of us that are not content creators, it's never going to work, right?
Speaker A:Because content creation in itself is like a full time job.
Speaker A:And for the most part, most of us don't want to put full time effort into content creation and that's why we get burned out by it.
Speaker A:So looking at it and understanding it from a slightly different perspective of what purpose do I want this to serve?
Speaker A:If you just want this to serve the purpose of amplifying those conversations, well, then you can put content out there that a lot of it stems from those conversations, right?
Speaker A:You can put content out there that speaks directly to your offers, that speaks a little bit more to that ideal client that you've already spoken to, right?
Speaker A:Versus this constant state of needing to live on it.
Speaker A:And if you go and talk to anybody that is truly in the content creation game, they will tell you there's hacks and there's different things that you can do to, to cut your content creation time down.
Speaker A:But they're also going to be honest in saying that like they spend a lot of time or they have teams of people that help them to pump out this content.
Speaker A:You know, I, there's somebody I follow on one of the social media platforms and he basically said that he was like, content creation is my job.
Speaker A:It is my job to be on this phone all day the time.
Speaker A:It is my job.
Speaker A:That is what I get paid to do.
Speaker A:He has an offer that you obviously buy into, but in order him to buy, in order for him to buy into that offer, people that buy into that offer, like his job is to be a content creator.
Speaker A:And so that's the thing is you've got to look at it from that perspective.
Speaker A:And if you don't want Your job to be content creation, then get out there and start conversations in other ways, okay?
Speaker A:It is not the only way to attract people into your world.
Speaker A:It really isn't.
Speaker A:Right?
Speaker A:This is one of the things that I am spending so much time on with all the members inside of the Focus Visionary program is understanding how do people go from I don't even know you exist to I never want to leave your world, right?
Speaker A:Social media is just a small piece of that.
Speaker A:That journey, right?
Speaker A:Social media could be that, that piece that says, I didn't even know you exist.
Speaker A:Right?
Speaker A:You could use social media to go, wow, I didn't even know you exist and now I do.
Speaker A:Okay, but you could also go and network.
Speaker A:You could be in networking groups, you could be in networking communities.
Speaker A:You could go out into your com, your local community.
Speaker A:You could join different programs, right?
Speaker A:Like even paid coaching programs.
Speaker A:Even the Focus Visionary accelerator, It is a paid coaching program.
Speaker A:All of those members that are in are there to help grow their business.
Speaker A:But the best part about the community of it is that now every single person inside that program is now aware and becomes aware of all of the new members that come in.
Speaker A:Right?
Speaker A:So that's what I'm saying.
Speaker A:There's so many other ways to get people to be aware of you and to know who you are and what you do.
Speaker A:Social media is just a small piece of this entire client journey.
Speaker A:And you have to also understand where in the journey and what purpose does social media serve in your journey, right?
Speaker A:In your pipeline, in your buyer's journey, to moving from, oh my gosh, I never even knew you were around.
Speaker A:I didn't even know people like you existed to how do I stay in your world forever?
Speaker A:Right?
Speaker A:I look at social media more from the aspect of how do I stay in your world forever, right?
Speaker A:I want people to know that I exist.
Speaker A:It's a top of mind awareness.
Speaker A:I want people to just constantly see something new that I'm doing right?
Speaker A:But it's not my be all end all.
Speaker A:And when you can give yourself, I, I don't even want to say the word permission, but I'm going to because I think a lot of you need the permission to stop being a content creator.
Speaker A:If you don't want to be a content creator, then I'm giving you the permission to stop being a content creator.
Speaker A:Okay?
Speaker A:Go back and look at the data.
Speaker A:Go back and see how you're navigating and how you're getting clients.
Speaker A:If Instagram and LinkedIn and Facebook and TikTok is not where all of your clients are coming from, then you don't necessarily need to be in this constant state of content creation, this cycle that never ends, and feeling burnt out by social media.
Speaker A:Okay?
Speaker A:Use it to remember it's starting conversations, it's continuing the conversations, or it's amplifying the conversations.
Speaker A:Which is it and where does it fall?
Speaker A:Right?
Speaker A:Define the purpose of in those three things.
Speaker A:Because at the end of the day, those three things are all you need to do to build your business, to build your pipeline.
Speaker A:You gotta start new conversations.
Speaker A:You have to continue those conversations so people remember that you exist, and you have to amplify those conversations so that people want to do business with you.
Speaker A:Right?
Speaker A:That's it.
Speaker A:It's as simple as that.
Speaker A:And honestly, you can do all three of those things completely off of social media.
Speaker A:All right?
Speaker A:But if you want to be on social media, because I do think it, it serves a purpose again, meeting new people, getting new awareness, starting new conversations, networking, connecting, learning, etc.
Speaker A:There's so many different things that it does do very, very well.
Speaker A:It's really not about the fact that we don't enjoy being on social media.
Speaker A:I really do think it's that we don't enjoy being content creators, and that's okay.
Speaker A:Right?
Speaker A:And so this episode is giving you the permission to stop being a content creator.
Speaker A:Speak from your heart, share what feels good.
Speaker A:Stop worrying about whether or not you've got a content plan or whether or not you've hit the right hashtags, or wondering how many impressions it made.
Speaker A:If you're having the right conversations, social media will amplify those.
Speaker A:Your content will amplify those conversations.
Speaker A:Right?
Speaker A:And so then it doesn't really matter.
Speaker A:You can put out there what you want.
Speaker A:And I think that's the thing, I gotta be honest.
Speaker A:Like in when I first started my business, I built my business on social media.
Speaker A:I don't deny that.
Speaker A:But I didn't build it by having perfect content.
Speaker A:I didn't build it by being on video all the time.
Speaker A:Right?
Speaker A:Like, I built my business by just being me, essentially, this podcast, I just did it on social media.
Speaker A:It was like, oh, I have this new thought and I want to share it and I'm going to throw it out there on Facebook.
Speaker A:And I was forever just sending people messages.
Speaker A:Hey, I would love to have a coffee, chat with you.
Speaker A:Hey, I'd love to learn more.
Speaker A:Hey, is anybody interested in, you know, jumping on a chat?
Speaker A:I'd love to learn more about what you do.
Speaker A:And I just had those conversations.
Speaker A:And so then when I did jump on social media and share something like this or a different conversation.
Speaker A:Those people that I just talked to, they looked at my content differently, they saw it differently, they actively engaged with it.
Speaker A:Right?
Speaker A:That's how you can use it to build your business.
Speaker A:But it doesn't have to be this constant state of looking and making everything perfect.
Speaker A:Okay, so your action step for today is to define where in your journey, your client journey, and in your marketing do you want social media to fall?
Speaker A:Right.
Speaker A:Really define that.
Speaker A:And then once you know where that falls, then I want you to define the actions that you need to take based on that purpose.
Speaker A:Okay.
Speaker A:And just really get a little bit more clear about it and decide, really, what purpose is this serving?
Speaker A:Where do I want to show up?
Speaker A:How do I want to show up?
Speaker A:What do I want to say?
Speaker A:What do I want to do?
Speaker A:What do I want to be known for?
Speaker A:Right.
Speaker A:And remember, I want you to write this down.
Speaker A:This is your second action step.
Speaker A:Start the conversation, continue the conversation, amplify the conversation.
Speaker A:And then I want you to figure out how are you starting new conversations, how are you continuing those conversations, and how are you amplifying them?
Speaker A:Okay.
Speaker A:And keep that in front of you so that when you get wrapped up in this, oh, my gosh, I need to go and be on social media 247 to grow my business.
Speaker A:You can remind yourself that those three things are what's most important, and then you can figure and you can get very focused on the actions that you need to take.
Speaker A:Okay?
Speaker A:So I love you, I believe in you, and I will talk to you soon.
