Nuance is needed for small biz
Ilenia Martini, digital strategy consultant, Neni Studio and Design & Communication Editor at Scandinavian MIND advocates for nuance around social media and business. The one-size-fits all advice about how to use social media is concerning, she says.
“Most advice is pretty generic, it misses all the very important nuances that come with context. Take the ‘plan and schedule your content’, can you even afford to do that? Can you afford not having any engagement after you have posted? That can actually defeat the purpose of your posting efforts,” Martini explains. “In today’s culture, being off of social media is the new luxury. I am a firm believer in this.”
“When it comes to social media, most advice needs to be taken with a grain of salt as it can’t be so black and white, unfortunately - although we would all benefit from some clear rules.”
Martini raises concerns about perceptions of success and social media presence. “Most clients have the same perceived pressure to be successfully present on social media beyond what they’d like, and I say ‘successfully’ because just being online is not enough. They feel the pressure to regularly show up, engage, grow, convert.”
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Heather Birch is our in-house writer and is a member of OFFLINE.
