Social media is a lot more than “just posting” stuff.


It is so frustrating when clients say:

“But all you did was post on Facebook.”

Social media posting is not “just posting”. It’s work.

It involves writing, fact-checking, content creation, branding, strategy, graphic design, editing, headline writing, proof reading.

It is journalism, marketing, advertising, PR, customer service and branding rolled into one.

It is the front line of your brand. The most visible tip of the iceberg of everything your company or you represent.

Posting for yourself, for fun, might mean taking a fuzzy photo of your lunch with your smartphone and sending it off for 3 “likes” from your best friend, your Mom and your Aunt in Iowa.

Posting for a client means a memo to suggest your idea of shooting a photo of lunch, a strategic timeline, hiring and negotiating a photographer, scouting a location, hiring the model and stylist, traveling to and attending the half day shoot, managing a graphic designer who lays out the “content”, submitting it all for approval (five times), another meeting, a conference call to discuss all of this, and somewhere down the line, posting the photo of lunch, tagging it, sharing it to groups, asking partners to share it to their pages (more conference calls), responding immediately to the comments from the crowd (“it’s too fattening!”), managing the conflict resolution and controversy, and summarizing the results in a status report. Whew. That took a week.

“Just posting”….Behind each post is time spent creating strategic plans, meetings, conference calls, research, emails, memos and status reports.

“Just posting”…mean reading the posts YOUR community makes — so you can understand the community, retweet and repost their content.

“Just posting” means hundreds and thousands of hours reading up on the news about the latest tools and technologies.

“Just posting” is a lifetime spent building a personal social network to leverage.

“Just posting” means travel and time spent at live events, taking notes, reporting, Tweeting, Instagramming, videotaping and photographing to create more content for you.

“Just posting” means responding to people and forwarding their concerns to the client is a 24/7 job. It is never a 9 to 5. A conscientious social media pro is at work while on the bus commuting, while eating in cafes, and anywhere the iPhone is in range.

But you’re right. All I did was post.

Thank you for listening.

You get what you pay for.

Published by Gisélle Bisson

I am a storyteller. I am a bridge between the worlds of high tech and high touch. The main communities I build are between thought leaders in Technology, Entertainment and Sustainability. (Kind of like a TED conference.) These are the early adopters, risk takers and super connected connecters who can set your ideas on fire! As a veteran Silicon Valley tech PR executive and product launch visibility expert, I have launched more than 30 paradigm-shifting products and consumer technology companies in my career -- products that changed your life and are used by tens of millions of consumers. I was on the teams that introduced major innovations we now take for granted -- like email, video editing, ink jet printers and mobile devices. I've promoted products that reached 5 million to 40 million customers -- paying customers, not eyeballs. We did this almost 100% with free PR and social media -- not paid advertising. Increasingly all business must be social, sustainable, sharable and conscious. And I believe social media is the catalyst of this conscious convergence and shift. I've learned that it's not just about "content" or "engagement" -- it's about creating authentic communities around an event that share your news and spread the word for you. I combine social media with press relations, speaking engagements, events, social ads, email lists and street teams to generate waves of awareness that catapult your launch and sustain it. Move forward, into the future. I can help you make a Visibility Shift.

One thought on “Social media is a lot more than “just posting” stuff.

  1. Hello, I think your blog might be having browser compatibility issues.
    When I look at your blog in Ie, it looks fine but when opening in Internet Explorer, it has some overlapping.
    I just wanted to give you a quick heads up! Other then that, fantastic blog!

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