Mastering Social Media: Authenticity, Metrics, and Efficiency
In this episode of the On a Mission Mojo podcast, host Lori Young welcomes the insightful Kate Gilbert for a session of "social media therapy." If you’ve ever felt overwhelmed by managing your social media or disheartened by low engagement, this episode is tailored for you. Kate Gilbert, known for her blend of empathetic support and straightforward advice, shares her journey from founding an online knitting magazine to becoming an esteemed business coach. She discusses the importance of creating a manifesto to guide your content, the nuances of personal branding, and practical tips for making social media endeavors more effective and less stressful.
Throughout the conversation, Kate emphasizes clarity on one's mission and the importance of storytelling on social media. She breaks down the concept of personal branding, urging authenticity, and shares her perspective on evaluating the success of social media efforts beyond vanity metrics. Kate provides practical advice on managing social media efficiently, including batching content creation and engaging in strategic repetition. She also addresses the importance of adaptability in using various content formats, especially video, to reach and engage audiences effectively.
Key Takeaways:
Create a Manifesto: Start with a strong, fiery manifesto to guide your social media content and business decisions.
Embrace Authenticity: Your personal brand should reflect who you genuinely are, as authenticity fosters better connections with your audience.
Avoid Vanity Metrics: Focus on meaningful engagement and personal growth rather than likes and follows.
Batch Content Creation: Organize content creation into focused sessions to save time and maintain consistency.
Utilize Video: Engage your audience authentically through live videos and structured bullet-point scripts to enhance connection and build trust.
Quotes:
"Your manifesto should be fiery. It's not a mission statement; it's a strong point of view guiding every decision."
"We are storytelling animals. Sharing stories helps people retain information and connects them to your brand."
"Your social media metrics are not indicative of your worth as a person or the potential success of your business."
"People want real connections on social media. Video helps you show up authentically and build that trust."
"Think of social media like a phone game—an algorithm that challenges you. Don't let it affect your perception of self-worth."
Guest information:
Kate Gilbert’s clients affectionately dub her a “hand-holder/butt-kicker” for her unique blend of compassionate support and a can-do, no-BS attitude. Kate empowers entrepreneurs to bring big ideas to life through one-on-one coaching, community events, and dynamic group programs, helping them post high-quality, engaging social media content and actually enjoy it!
https://www.instagram.com/kategi/
Content Creation Roadmap: https://kategilbert.com/roadmap
Connect with Lori (your host):
Lori Young is a certified online business manager, master marketer, and host of the podcast On a Mission Mojo. As the heart-centered founder of On a Mission Brands, Lori is passionate about helping health and wellness brands scale their business online with strategic business, marketing and operational support. As their strategic biz bestie, her clients enjoy her relationship-focused and business-minded approach to growth. Lori is passionate about her team and leads a collaborative effort that helps everyone have fun while making a big impact. In her spare time, she is spending time with family & friends, watching the latest TV series with her spouse, or trying to master the game of golf - literally impossible.
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Prefer the Quick Summary?
In episode 37 of the On a Mission Mojo podcast, Lori Young dives deep into the world of social media with Kate Gilbert, a business strategist renowned for her compassionate yet no-nonsense approach. Together, they explore the real struggles that entrepreneurs face when it comes to creating and maintaining a successful social media presence. The conversation is packed with golden nuggets on authenticity, the power of a manifesto, and the reality check on vanity metrics.
Authenticity in Your Social Media Presence
Embrace Your True Self
One of the most compelling points of the podcast is the emphasis on being authentic on social media. Lori sparks the discussion by sharing her struggle with defining "authenticity" online, questioning how entrepreneurs can show up genuinely without oversharing.
Kate underscores that personal boundaries are crucial and individualized. She explains, "The boundaries are different for each person. We each have to decide what makes sense for our business and how much of ourselves we feel safe sharing." She further illustrates how she navigated these boundaries by sharing minimal details about her daughter as a single mom.
This approach allows business owners to maintain a professional yet personable presence, reducing the anxiety that often accompanies social media engagements. As Kate puts it, “Nobody cares as much as you do. People are coming to you for you, especially if you’re a one-person brand.”
The Power of Storytelling
Both Lori and Kate emphasize that storytelling is a powerful tool for connecting with your audience. Lori notes, "The posts that I do that start with a story and share a part of who I am do 10 times better than a strictly educational post." Stories resonate more, sticking longer in the minds of your audience and humanizing your brand.
Kate agrees, adding that vulnerability can be a strength. Sharing personal, relatable experiences can make your business more approachable and real. "One time, I put up a podcast recording and my brain did a record scratch," Kate shares. "Somebody contacted me and said, my gosh, I love that. I have no idea what you're talking about. I didn’t even notice.” This story reminds us that authenticity—even if it includes small blunders—often goes unnoticed and unjudged by others, breaking the myth of perfection.
Crafting a Compelling Manifesto
The Importance of a Manifesto
Kate shares her unique practice of having clients write a manifesto—a detailed, passionate declaration of their business’s purpose and values. "It’s not a mission statement. It’s a manifesto," she states. "I want it to be fiery. I want a very strong point of view."
Creating a manifesto serves as a guiding star for business decisions, ensuring consistency and authenticity. Kate recalls her own experience: "I ran an online knitting magazine for 10 years and nearly every major decision was guided by the manifesto I wrote." This document becomes a touchstone, helping entrepreneurs stay aligned with their values and objectives.
Lori endorses this practice, referencing Vishen Lakhiani’s book, The Buddha and the Badass, in which a strong manifesto helped Mindvalley attract top talent and unify their mission. She admits she hasn’t written a manifesto for her business but acknowledges its potential for clarity and direction.
Translating the Manifesto into Content
The manifesto not only guides internal decisions but can act as a foundation for social media content. It ensures that every post ties back to your core mission and values, making your messaging consistent and more impactful. As Kate mentions, "If it wasn’t in line with my manifesto, I knew I was messing up."
A manifesto reinforces the authenticity of your social media presence, providing a clear narrative and strong brand voice that resonates with your audience. This helps streamline your content creation process, reducing the time spent brainstorming and crafting posts that feel off-brand.
Vanity Metrics: The Real Story
Understanding and Managing Vanity Metrics
Vanity metrics like likes, followers, and comments can be a double-edged sword. Lori acknowledges being caught in this trap, driven by conventional marketing wisdom to track these numbers closely. However, Kate offers a fresh perspective: "If this data makes you feel bad, don’t go look at it. Look at it when you feel safe to do so."
Examples of misleading vanity metrics abound. Kate recounts the story of an influencer with 2.6 million followers who couldn’t sell 35 t-shirts, underscoring that high engagement doesn’t necessarily translate to business success. She advises entrepreneurs to "try to get people to just compete against themselves," focusing on personal growth and improvement rather than external benchmarks.
A Scientific Approach to Social Media
Kate recommends approaching social media with a scientific mindset—experiment and analyze without emotional attachment. "I post something and see how it did. Then I try to think about it like a scientist would." This approach shifts the focus from self-worth to data-driven learning, reducing the emotional toll of social media.
Evaluating data periodically instead of obsessively allows you to glean essential insights without discouragement. For example, spikes or drops in engagement might not reflect your content quality but could be due to external factors (e.g., major news events).
Bridging the Gaps with Actionable Strategies
Video Content: Overcoming Barriers
Another hot topic discussed is the importance of video content, especially with AI blurring the authenticity of written content. Lori admits her trepidation, from time constraints to perfectionism and effective delivery.
Kate advises starting small and practicing with live videos. "Take a post-it note, write your bullet points, and put it just below your camera. It’s one of the easiest and fastest ways to make content." She emphasizes authenticity and succinct delivery—get straight to the point without unnecessary introductions to keep your audience engaged.
Time Management and Content Creation
Creating content can be time-consuming, but Kate shares practical tips for efficiency. "We often say too much, trying to make our posts too long." She advocates for brevity and repetition, noting that people don’t remember everything they read on social media.
She also introduces the concept of monotasking—batching similar tasks like writing or creating graphics. "Think of it like doing laundry. You wouldn't put one shirt in the washer at a time." This method can save you up to 40% of your time, making your content creation process more streamlined and less overwhelming.
Recapping the Journey
The insights shared by Lori and Kate provide a holistic approach to conquering social media anxiety and inefficiency. Embracing authenticity, leveraging the power of a manifesto, and taking a measured approach to vanity metrics and content creation can transform your digital presence.
The conversation also brings much-needed reassurance that perfection isn’t the key to success. By focusing on genuine engagement and continuous self-improvement, entrepreneurs can build a compelling, sustainable social media presence that truly resonates with their audience.
