Making sure the numbers (and the thumbs) are continuing to go up, seems like a logical step for someone that distributes their product through social media. As content creators we spend hours and hours on Facebook, Instagram and Twitter; following and unfollowing, uploading images, commenting and returning DMs. But after a few years, this habit, for many of us, has become more of an addiction than a business choice. My need to make sure my business was continuing to climb was a huge part of my day, but I reached a point when I realized more of my time was spent analyzing than creating. Constantly refreshing the page to see who liked, commented or shared a post was completely unnecessary and took time away from the thing I really needed to do with my time. Create.

So my solution was to limit the amount of time I spent on social media. If I don’t have a specific task that requires me to spend time on one of my platforms, I spend less than an hour browsing a day. All that time scrolling could be spent creating. Never underestimate the power of stepping away and experiencing past the screen. It was soon after I acknowledged how much of my day was spent looking at “statistics,” that I had to remind myself that time is the ultimate resource. I was regularly checking stats for vanity reasons, a need for social validation. It felt great getting those notifications every time someone interacted with my content. But time is more powerful than money for one reason — you can always make more money, you will never earn back time spent. So wouldn’t my time be better spent, working on my product and creating a product for people to value and believe in? And not just any people — the right people. The people that will pre-order my album, go to my shows and tell a friend. The ones who will eventually be on social platforms liking and sharing my work. We value everyone’s double-tap equally, but never value the tap more than the person behind it.

I am saying this as someone who now treats their social media as a street team. Ten, maybe fifteen years ago, I would have had a group of real fans (and friends) outside record stores and malls, handing out CDs and flyers. Now, I quadruple my manpower by paying attention to my craft, delivering a product of quality via social media and having my real fans, take it to the masses. Coming to these conclusions has curbed my ‘addiction’ to social media. You will need to come back to your screen, the internet is an invaluable source of revenue for us, but it doesn’t need to be all consuming. You won’t get the silk without the web, but you’ll never weave if you’re too caught up in the threads.

 

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