Social media is a great tool.
It is quick and nimble.
However, it can never take the place of carefully considering your audience. If we share a message and it gains no traction — we not only have to examine our content, but who it might be reaching. The conversation could be right. It’s the listeners that are all wrong.
Personal branding can also prove useful.
There is ground to be gained by refining our image, resume or developing our personal “pitch”. However, if no one is responding — we have to wonder who is really noticing that crafted presentation. We have to examine where our efforts are landing. To whom are we speaking? Under whose umbrella do we fall? Who needs to hear us?
If we have no audience, no takers — we haven’t shifted a single mindset.
We are just talking into thin air.
With all the hard work that goes into developing our message, a product, a white paper — the effort deserves an audience.
Take another look around. (Whether you aim to affect a school, your workplace or a project’s direction.) When someone truly responds to your message, who are they? Their challenges? Goals? What are you affecting?
Your audience wants to be discovered.
Be sure to find them.
Dr. Marla Gottschalk is an Industrial/Organizational Psychologist. She is a charter member of the LinkedIn Influencer Program. Her thoughts on work life have appeared in various outlets including Talent Zoo, Forbes, Quartz and The Huffington Post.