The never-ending grind to grow followers, likes and social media
Early this morning, around 2am, this writer was woken by the clunk and grind of a generator or some-or-other other grating household machinery. As is often the case, instead of diving back under the covers for a few more hours of shuteye, his hand reached for the ever-present smartphone, and he started the ritualistic browse of assorted news websites and social media accounts. An hour or so later, no surprises, it was impossible to fall asleep again.
Unhealthy internet, social media obsessions
Concerns over unhealthy interactions with the internet and social media are not new. In fact, you can use your addiction to find countless definitions of same. Case in point, this entry from addictioncentre.com, which reads: “Social media addiction is a behavioural addiction defined by being overly concerned about social media, driven by an uncontrollable urge to log on to or use social media, and devoting so much time and effort to social media that it impairs other important life areas”. A decade or two ago, the affliction was mainly social, with each of us tripping over the other to compete for laughs, likes and friends on Facebook. Nowadays, social media has oozed into our workspaces too.
You should know the drill by now, dear reader; but for the handful of financial and risk advisers who have not yet dipped their proverbial toes into the sea of social medial, we offer the following ‘starting out’ advice with compliments from the free, restricted version of Chat GPT. PS, we have updated some of the software’s knowledge for changes that have occurred between September 2021 and today. First and foremost, the artificial intelligence (AI) backed solution recommends defining your audience. This is a no-brainer that should echo the demographics, interests and pain points of your current target audience. If you do not know what your ideal client looks like, then you are unlikely to build a successful financial or risk advice practice.
Choosing from Facebook, LinkedIn and X
From a social media perspective, an important first step is to choose the platforms that are best aligned with your business objectives. Broadly speaking, financial and risk advice practices will find the perfect mix from one of more of LinkedIn, Facebook and Twitter, recently rebranded as X. Most ‘how to’ articles will tell you to choose one social media platform and focus your effort on that platform. As a content specialist working with a variety of leading financial services and media brands, my preference is for LinkedIn, with X a distant second.
Per Chat GPT: “LinkedIn is a professional networking platform that is highly suited for businesses in the financial sector; it is a hub for business professionals, allowing you to showcase your expertise, share industry insights and connect with potential clients”. To extract maximum value from this and other social media platforms, you must do three things.
First, optimise each of the social media accounts you intend using; there are plenty of ‘how to’ guides online to assist with this. Second, “create a content plan that includes a mix of informative, entertaining and promotional posts”. And third, post consistently and respond timeously to any resulting interactions. The third part of the process is central to most discussion about the impact of social media on mental health. Planning and producing content for social media; the ongoing interactions with followers; and reporting on social media progress can be a full-time job. And the pressure attaching to ‘killing it’ on social media in addition to keeping your business on track and servicing your growing client base can exact a heavy toll. But do not take this writer’s word for it…
Beware the ‘hamster wheel’ of content creation
“The pressure to post regularly on social media and the desire to build a large following can have serious psychological implications for individuals,” noted Chat GPT, with some slight edits by the writer. It turns out that the pressure associated with creating new and engaging content each-and-every day can lead to significant anxiety and stress, and in extreme cases, contribute to burnout. “If you are constantly struggling to generate content, it can contribute to burnout [while] comparing your posting frequency, [quality and success] to others can create a sense of inadequacy or competitiveness, adding to the pressure,” the AI wrote.
Although the number of followers on your Facebook, LinkedIn or Twitter accounts is seen as a measure of success; the sense of validation that comes with rapidly gaining followers can become an obsession. This writer is guilty as charged, visiting and revisiting his LinkedIn page multiple times each day to check how each post is doing; to reflect on the number of searches his profile has appeared in over the past x-days; and to get an update on followers etc. The pressure created by the real-time statistical updates is relentless… Minute-by-minute; hour-by-hour and day-by-day you get to watch how each of your posts performs. The total ‘views’ ebb and flow with the frequency and quality of posts … and your followers counter ticks over painfully slowly.
In an article titled ‘The role social media plays in mental health’, published on helpguide.org, social media addicts are warned of a range of negative consequences, including anxiety and depression; fear of missing out (FOMO); isolation; and self-absorption. Their advice: “If you are spending an excessive amount of time on social media and feelings of sadness, dissatisfaction, frustration or loneliness are impacting your life, it may be time to re-examine your online habits and find a healthier balance”. The article also warned against “checking social media last thing at night, first thing in the morning or even when you wake up in the night”. Why? Because the light from your smartphone screen disrupts sleep, which can have a serious knock-on impact on your mental health.
Yes, you can become a content guru without burning out
Chat GPT offers the combined wisdom of the internet circa September 2021 to remedy the anxiety and stress of these often frantic and irrational social media activities. First and foremost, it advises that you set realistic goals. “Define achievable posting schedules and growth targets that align with your resources and capabilities,” the AI wrote. Second, you should focus on producing high-quality, meaningful content rather than constantly churning out new posts. And, perhaps most importantly, practise self-care by making time for activities that promote relaxation and mental well-being outside of social media. For the financial and risk advice practices out there; if you plan to ‘go big’ on social media content you should think about outsourcing to a content specialist or writer.
“Remember that social media success is a journey, and it is important to maintain a healthy balance between your online presence and your overall well-being; it is okay to take breaks and prioritise your mental health above all else,” Chat GPT concluded. This writer could have said it better, dear reader, but right now he is trying to recover from some late-night of LinkedIn browsing … this article had to get finished post haste so he could free up a few hours for some Friday mental health time.
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Twitter: @stokesmedia
