Stop Doing Social Media

Stop doing social media and simply be yourself

Personality. Personality is an advantage that small businesses have over their competition. It's something that large companies lack. Rather than having a personality these companies have a brand. So it's no wonder that a recent eMarketer article reports that companies are having trouble integrating social media into business processes. They aren't set up to be social, which is the key to social media.

My advice to you is this: stop doing social media and mimicking the large corporations that “do social media” rather than building relationships. Use your biggest advantage, namely your ability to be yourself, to your advantage.

If you want to blend in – act like everyone else. If you want to stand out – be yourself.

What do you think?

What is it about your business that attracts customers and clients? Is it your brand or is it you?

Please share your experience and your thoughts about being yourself in the comments below.


  1. I like what GaryV has to say about the topic of “social media” here in this recent video he did.

  2. Jayme Soulati says:

    Leave it to you to have an iPad template for me today! It works and is perfect! Thank you!

    My personality has awarded me more business than I can calculate. Sight unseen and never before having spoken. If you are droll on the phone there is absolutely no way you can create relationships.

    P.S. do we still get to schedule time to Skype? I would love to chat with you!

    • Hey Jayme great to see you here! And yes I’ve got you covered on the iPad and the iPhone 🙂

      You have a very fun and outstanding personality so it’s no wonder that that is what gets you business. We know that people do business with people they like, and you’re highly likable.

      Let’s catch up on Skype later this week. I look forward to it.

  3. People see the blend of me and my service as a package. Because my values are the tie between the two, it’s my job to be sure that either personality or brand are speaking from that foundation of values. If I do this accurately, I’ll draw those people to me who are a match for both me and my services.

  4. Good stuff Robert. I’m always blown away by how much of disconnect big brands have with people. They really don’t understand the importance of storytelling and true human connections. Everything is about measurement and metrics. They don’t experiment because they seem to want a guarantee on everything and as a result they miss out. On the flip side of that I think it’s important to balance building your network with promoting your business. I’m speaking from experience of making a big mistake in this process :).

    • Thanks for adding your experience Srini. And I agree that a balance between networking and business is a necessity. With Life Of The Freelancer (a previous project) I focused so much on the networking that it wasn’t until 9 months later that I found out there as no business. Fortunately I was able to keep a lot of the relationships I formed and use those along with the lessons I learned to create the business I have today – Dempsey Marketing.

      I know you’re doing the same.

  5. Small business owners are rocking it out with social media. Corporations have the money but they are missing a key element – the real relationships. We SBOs need to max this one very important advantage.

    Thanks for helping us understand this better. Great video BTW.

    • I agree Lauri!

    • I have to say having a brand that reflects both my business ethics AND my personality just makes it that much easier to connect with people that make excellant clients.
      Kudos to Lauri for helping me with the brand and Robert for helping me make that brand work on my website – now my blog is beginning to reflect my personality!

      • Thank you, Josie. You are and have always been a pleasure to work with. I’m so happy that Robert has done such a stellar job on your site that it reflects the work we have been doing for years. Hats off to both of you.

  6. Yes, I agree. Personality is better than brand. But also it depends what you are selling. For a “product”, brand is more effective. For a service, personality is everything.

    • So you can’t be selling a product and have a personality? I’ve seen many small businesses that sell products and have personality. That’s not to say they don’t have a company name, however they are putting their name and reputation on the line when they sell their product.

    • For most small business owners, our product is so entwined with our personality, it is impossible to separate the two. My product is Fine Art Stained Glass, but the style of artwork is all me: product + brand = personality.

  7. well I think the best thing that you can do about your blog is to make good relationships with your clients.

  8. Hi Robert

    By building relationships I have met some amazing people and cutomers have come through communication whether through social media or through information they were looking for and found on my site.

    The next article I publish touches on the trust aspect when choosing products ie I will more readily buy from those I know than strangers.

    So it bodes well to build relationships and from that, should be able to then build a business.

    Patricia Perth Australia

    • The same has happened for me as well Patricia. Thanks for adding your experience. I’m looking forward to your next article as trust is a huge component of every relationship if not the biggest.

  9. Social media is just another tool and should be treated as such. A tool.

    All too often people dive in to social media thinking it’s going to bring then endless riches and happiness … if only.

    Yes, stop doing social media – reach out to people personally – build relationships as you would in real life.

    Great food for thought Robert – you know I agree with you on this one!

  10. Hi Robert,

    This is perfect timing. I’m about to do a presentation for a group of people who represents the city where I live. The presentation will be about how the city should be using social media for marketing purposes. I have just started to create the presentation, but I’m thinking that they should focus on building relationships and be as human as possible for a city. And that they should be focusing more on people who are actually living in the city rather than trying to attract new people to the city. I’m a firm believer that if your customers think you are awesome, they’ll help you find new customers… so that’s what I’m using in my presentation 🙂

    • Hi Jens! Sounds like you’ve got a tricky balance to strike. On one hand a city needs revenue and that comes from existing customers – residents and businesses – and to continue to attract more revenue from new businesses coming in. However there is no doubt that if you make a city a top place to live and the people there love it and speak highly about it online and offline, you can attract more people and businesses.

      Good luck with the presentation!

  11. Great post again…
    It is the fact that SOCIAL MEDIA allows a person to be MORE personable with a larger, yet selective audience, that it can be very rewarding.
    We have been able to “broaden” our base of prospects and satisfied Customers through Social Media..

  12. Hey Robert, what you said about social media is quiet true, I reckon since everyone is doing social media and it’s been growing all these years, it’s getting quiet crowded and what it really takes to stand out from this crowd is to build real relationships in which the term “quality over quantity” explains this clearly.
    I’d rather have 10 real business partners or potential clients rather than 1000 useless non targeted plain social media followers or fans…

    • Hi Harrison. The ironic thing about what you say is that for many businesses have been built on relationships from the very beginning, regardless of the size of them. However for small businesses I know for a fact (because it works for myself and my clients) that focusing on the relationships fuels growth.

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