Over the past week or so I’ve seen a flurry of emails and social media posts exclaiming that social media has changed dramatically and some even telling us to forget everything we think we know about social media because the game has changed. For a moment I worried that I’d somehow missed something major but, when I started digging, it seems to me that there is just a whole lot of scaremongering and sensationalising going on. In so many cases, the dramatic headlines were really a ploy to get you into a sales funnel for the latest training / programme / lead magnet.

Now I get it, we’re all in the business of making money and it’s tough to stand out in such a noisy marketplace. But the thing is,

I don’t want you to feel scared.

I don’t want you to feel like you’re forever playing catch up, trying to get your head around the latest new platform or sparkly new tool.

Worse still, I don’t want you to think you have to throw out all your hard work, forget everything you’ve learned and start over.

And I absolutely don’t want you to feel like you have no option but to buy into whatever someone is trying to sell to you, or else risk your business failing.

Social media is changing all the time and it does so at a rapid pace. It’s both a blessing and a curse as we’re constantly being given new tools to help us market our business, in a way that’s never been possible before.

But, at the same time, it means that even the savviest marketer can never say they’ve cracked it. There’s no secret sauce or foolproof strategy when it comes to social media, because of the very fact that the landscape is constantly changing. Instead, we try, we test, we pay attention to what works best for our crowd. Sometimes we succeed and sometimes we fail, but isn’t that what being an entrepreneur is all about?

So what’s the big game changer that everyone is talking about?

The words on everyone’s lips at the moment: Facebook Live. In case you’ve somehow managed to escape it, Facebook Live allows you to broadcast live video to your friends, people who like your page and, more recently, events and groups. Think Periscope but without the need to build an entirely new audience, plus your live videos can then be accessed as a replay on your Facebook Page, Profile or Group.

Yes, Facebook Live is powerful and some people have even gone as far as to suggest that in a few years time everything on Facebook will be video, BUT, it is simply one more tool that you now have at your disposal. You can choose to embrace it or not.

Whilst I’d encourage you to give it a go, your business is not going to fail overnight if you don’t jump on the bandwagon right this minute!

In fact, I believe the worst thing you can do is try to keep up with every single new platform / feature / tool that gets released. Your time is precious, as is your mental bandwidth, and bright, shiny object syndrome can lead to inconsistent results at best and burn out at worst.

If you’ve been fine-tuning your social media strategy for days, weeks, months, even years then, rather than throwing the baby out with the bath water, think about how Facebook Live (and whatever the next big thing is after that) could help or hinder your strategy.

  • How can you use it in a smart way to better reach and serve your crowd?
  • Where does it fit in with every other element of your strategy?
  • How can you avoid letting it take over and, perhaps even replacing, the other things you do which your crowd love?
  • What do you need to learn to make this work? And where can you turn to for advice, support and knowledge?

My final piece of advice to you is this; don’t let your fear of something stop you from doing it. It’s one thing to make a conscious decision that a certain thing isn’t right for your business and doesn’t fit with what your customers want and need, but don’t let fear hold you back if you know that deep down that thing you’re scared of could actually get you closer to what you’re trying to achieve.

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