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The problem with most (but not all) social media marketing

Last night, I had a dream that I went back to 2005 with the knowledge I have now.

“Get on YouTube,” Future Me whispered to Past Me. “Forget about Facebook. It’s going to turn into a cesspool.”

Oddly, Future Me didn’t whisper “Invest in real estate in Toronto.” (Damn you Future Me!)

Do I believe that Facebook is a cesspool?


I believe it’s a great place to stay in touch with people, let people know what you are up to, create value for others, and connect with potential new clients (although it can become a cesspool if you don’t manage your use of it.)

However, like Instagram, TikTok, Twitter, and LinkedIn, it’s not a place that people go for solutions. It’s a place people go for connections and distractions.

Think about it.

The last time you had a problem, where did you search?

Facebook? Instagram? LinkedIn?

If you’re anything like me, you went to Google or YouTube. (Hello: How do I date two men at a time?” “Is this weird mole cancerous?” and “Recipes for leftover lasagna noodles”)

Where we used to turn to families, friends, and God for answers, we now turn to the search engines.

This is why it’s important to create evergreen content that people can find using a search engine:

Content that people can keep accessing long after you’ve posted it on social media and the algorithmic tides have washed it away.


Take your emails and longer-form social media posts and turn them into a blog for your website, a blog for a site like Medium, or videos for YouTube.

You don’t have to reinvent the wheel (and you don’t have to do videos if that’s not your jam).


If you are in business for the long term, it helps to create content that people can find in the long term.

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