The essence of social media

Part I

It’s easy:

Show up



And, do it all over again the next day, and the one after that.

Too many people talk about social media as if it’s something novel. It’s not; and, certainly, after this length of time, you wonder how much (additional) functionality we need.

Part II

If you’re passionate about what you do, have a compelling vision for how you see the world (your world), and want to touch people beyond a discrete circle of ‘fans’, then social media offers you everything you will ever need.

Of course, companies still don’t understand Brand You (will they ever?); but, even if you’re trapped inside a fortress, why should that stop you from sharing your message?

Get up before work.

Work late at night.

Do what you have to do, but don’t blame your Boss or the System.

Part III

Too many people dabble. In the process they lose their creative edge. They end up with eyeball time and not much else.

Social media doesn’t mean you have to be in it to win it. No, you have to create something valuable… and not just to your supposed fans but to you. In fact, the love of the work should be everything.

So, before you open another browser, look at your iPhone or send another Tweet, ask yourself – the higher self – what can you create today, tomorrow and the rest of your life that will shine a light on your soul.


None of this is hard. The technology and platforms have seen to that. Social media has to mean something to you. If you’re doing it because you think you have to or to give you a leg up, then you will quit.

You have to do because it’s in your heart. If not, do something else with your life.

In my case, I can never go back. If it wasn’t for social media, then I would never have connected with my true self. But even I’ve come to realise that it’s a massive distraction and one that has to be carefully managed.

Good luck with your social media journey, and remember that it’s not about the numbers. It’s about the love of the work.

– Julian

Note: A short podcast that I uploaded to Soundcloud.

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