The Point of Social

Simply distributing content on social isn't a challenging task these days.

Software tools make it dead simple to broadcast your post across all social channels.

But if that's all you're doing, you're missing the point of social media.

Social media gives you direct access to the people you're trying to influence.

Build awareness and trust with them by:

1. 1️⃣ Providing high-quality comments on their content

2. 2️⃣ Sharing their content

3. 3️⃣ Showing up consistently

No more spray and pray. It doesn't move the needle anymore.

Frequently Asked Questions

Why isn't simply distributing content across social channels enough anymore?

Because software tools make broadcasting content easy for everyone, removing any real differentiation from simply posting. That ease means distribution alone no longer creates meaningful influence or connection.

What's the actual point of social media that gets missed by just broadcasting?

Direct access to the people being influenced. Social media offers a real opportunity for genuine interaction, not just a channel for one-way content distribution.

How does providing high-quality comments on others' content actually build influence?

Because genuine, thoughtful engagement demonstrates real presence and value within a community, rather than just broadcasting outward without acknowledging or interacting with anyone else.

Why does sharing others' content contribute to building awareness and trust?

Because it signals genuine participation in the broader conversation, not just self-promotion, building goodwill and visibility within the same community being targeted.

Why is "spray and pray" broadcasting described as no longer moving the needle?

Because it's become too common and too easy for everyone to do, losing its effectiveness in a landscape where genuine, consistent, two-way engagement is what actually builds real awareness and trust.