Existing brand
Our client's brand was summarised in the sentence "Failing to build my personal brand". This brand statement spoke of authenticity in a world of image and AI.
Recommendations for strategy
We were engaged when our client was kicked off X/Twitter for no apparent reason. The brief was to come up with ways that our client could engage in social media in the light of the decline of Twitter/X and the fragmentation of platforms.
Our client tells us that since their first serious use of computers they have filed things as "work" and "play", for example, in their subscriptions of their RSS reader. This concept gives us as a steer for how our client can present themselves in the social media sphere. So we recommend they spread their time between two platforms - Mastodon for work and BlueSky for play. This follows the pattern they use in their blogging - manypies.paulmorriss.com for technical/work related blogging and little-bits.paulmorriss.com for trivial rubbish [rephrase this before submitting to client] and everything else.
Examining where the people our client follows on X/Twitter they seem to have migrated to those two platforms following a similar work/play pattern. Many people in the tech industry are on Mastodon and normal people on BlueSky.
Posting frequency
We recommend that our client posts much more frequently though. Although, as they put it, "they only post when they feel like it", this is not the approach to success in social media. We recommend they post at least weekly on both platforms.
Bio text
On BlueSky the bio is "Riding tandem with the random". Not only does this not rhyme, it is also a very niche song reference that no-one is likely to get. Given our client's inability to write long posts we recommend turning this into a feature and using the phrase "Never TL, always worth a R".
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