Most times I have no idea where nuggets of curious learning are coming from. Case in point was a story I rewatched from a few years ago on CBS Sunday that talked about comedians who have embraced TikTok to expand their reach, including one of the best, Adam Waheed, who has focused entirely on the medium to reach an engaged audience of millions. While the piece is really engaging, it was Waheed’s comments at the end that gave me an “aha moment.”
“And then when I got there, it was honestly, like, the end goal. I’m able to reach so many people every day. I mean, I don’t know what life holds for me. One of my biggest goals is to be the biggest comedic actor, writer, and director of all time. If I’m using TikTok as that vehicle to get there, you know, I’ll continue to use it.”
Simple message. Use the tools we have to build the ship, fly the plane, or get down the road. And most importantly, understand how the tools work and how they can help get you there. Often times you don’t need everything in the toolbox every day, so use those which help you get the job done, vs trying to be everything to everyone.
We talk about this a lot in class and in the business world we are in. often times teams, leagues, companies try to do everything to reach everyone, and many times the efforts are ill-fitting, or don’t have the ROI needed. While it is true that you have to understand how to use all the social tools out there, sometimes they don’t all fit, so make sure you know what you can use when, but don’t necessarily sit there trying to make sure every square peg can fit in a round hole.
Let’s take Bluesky. There was a rush to join as an ‘alternative’ and safer community than X, yet engagement has leveled off for now eventhough it is a different and smaller community. Many abandoned X, I did not. I simply use both to reach and engage with people who are not on the other platform. You have to go find where people are thinking and learning, and then figure out if that audience, r that means of connecting is right for your message. No one can be everyone for everything. It takes too much time and each needs their own thought process.
TikTok is another example. Many have rushed to engage without understanding if it is a fit or if there is an audience there that makes sense. Younger people have said LinkedIn is for “business people” without full understanding the value or the audience to use. In the end, there are more valuable tools for engagement, growth and understanding out there than ever before, but using them each to best tell your story takes time, effort, listening and curiosity. That’s the best way to help build a personal or professional narrative.
The best practices of consistent messaging, using all forms of media, being authentic in delivery, apply to everyone who wants to use the digital space.
Being willing to speak and drive an agenda, being engaged and thoughtful in message, using the tools that are available and creating community and servicing that community is how we all learn and grow. Change is both scary and overwhelming at times no matter what the age. Balancing time, listening, know where and when to engage and then being consistent in message are some great lessons learned from all this week, and we can all take a little step back and figure out how to apply the best practices of those leaning forward to what we do.
Sure it’s daunting, but the challenge is so much more exciting than being jaded and afraid to try, whether you are 16 or 70, a aspiring comedian, a business executive or an engaged parent. The tools in the box give us the opportunity to build.
You don’t use a hammer when you need a screwdriver. You need to understand what each does, and use them accordingly. Social tools are no different. Be open and take the utility they bring when you need them, they don’t need to use you.
