An executive coach called me recently. He had been told by some people he trusted that he needed to be on Facebook.
I wanted to explore that, so I asked him some diagnostic questions:
ME: What types of executives do you work with?
HIM: Fortune 500 companies exclusively.
ME: How long have you been doing that?
HIM: More than two decades.
ME: How do you find business?
HIM: Word of mouth referrals.
ME: Do you have a full plate?
HIM: Yes. More than I can handle.
ME: So why do you feel the need to be on Facebook?
HIM: Because that’s what everyone is telling me to do.
HIM: I don’t know.
ME: Are your clients on Facebook?
ME: Then you’re wasting your time.
HIM: I guess so. Thanks!
ATTENTION: This will next paragrah will save you time and money.
Just because a channel exists doesn’t mean you need to be active on it. Study the people you want to reach until you are absolutely certain of their native content consumption habits. Then get in that stream and stay there. Don’t confuse it with a lot of needless worry about anything else.
Are you busy being everywhere, or are you certain you are present in the same content streams of the people you want to reach?
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