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Stop treating social media like a throwaway todo


Updated February 4, 2023

I was on a call recently with a coworking space operator who insisted social media was something that should be outsourced or given to whoever was around.

It’s the “my nephew can do it” trap.

And it can be devastating to your brand.

Social media may not be your jam.

That’s okay.

But if it’s not, it’s best to give it over to someone who has a good handle on all things social, because there are a lot of things.

I mean, you could spend 40 hours a week just doing Reels.

It’s a lot.

I get it.

I’m definitely familiar with content creation overload.

The Face of Your Brand

But social media is not a throwaway todo that anyone can do.

Social media is the face of your brand.

People are searching for you on social. They’re looking to your Instagram, LinkedIn, Twitter, TikTok etc. to get a sense of you, your team, your community, your space, your values and your vibe.

And they don’t want a polished, carefully curated gallery of meeting room photos.

They want connection.

People want to feel seen, understood and that they belong.

Your social media is that powerful.

And that important.

The Power of Social

A SproutSocial study of more than 1,000 consumers found that 91% of people believe in social’s power to connect people, and 78% of consumers want brands to use social to help people connect with each other.

Are you feeling that?


That is resounding.

People Are the Key

The study also found that social is the number one channel for brands to connect with consumers; that connection breeds loyalty and bottom line growth; and that being real is the key to authentic relationships.

And here’s my favorite part:

Sixty-two percent of respondents believe social media can unify people of different backgrounds and beliefs, and more than half (52%) expressed interest in connecting with individuals different from them.

Now tell me that social media is something you should toss off to whoever happens to be around.

It is not.

Social media is the face—and interface—of your brand.

Figure it Out

I know you’re busy. I know running a space and community is challenging. And I know social media takes time, energy and resources to do well.

But you have to do it.

It’s that important.


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