Within Social Media, Talent Differentiates

Let me start this column by saying this: I believe in the use of technology, but in moderation.

I don’t hate technology and I do think that we cannot live without it. All that I’m saying is that we need to be careful to not have technology tools and platforms take over our lives for the sake of technology use alone, just because it is sexy to be a YouTuber.

The internet and everything social we hear about it, are here to stay. We need to embrace these things because this is where modern society is heading. In this column, I will tell you what I think is OK to do in terms of this tech-driven world.

Let me make a strong statement. It is unlikely that you will become a YouTube superstar, because being a superstar is statistically improbable.

Now, let me elaborate.

First, it is OK to use social media and all the new digital tech. But please consider the following, if you may. It is OK to use all this social media stuff as long as you spend enough time producing quality content and engaging with your audience. Creating good content, along with seeding your posts into a niche done continuously and over time, can be beneficial for you or your organization.

Going to Facebook to share unfocused messages in an attempt to gain attention from others is time-consuming and meaningless.

Be smart. Use your time wisely when using these platforms. My suggestion is that you write a blog from Monday to Friday, or write articles to be included in publications like LifeHack, where your expertise in being human has much more value. I bet you will get much more attention this way than sharing photos of smiling cats at the North Pole with your friends who probably don’t care about your shares.

Second, be skeptical about uncontrolled social media use. Use doesn’t guarantee success!

I believe that uncontrolled use of anything is bad. Making a person look bad because they don’t use social media for hours on end each day is irresponsible. Not everybody is able to produce quality content “at speed” seven days a week, regardless of training.

By way of explanation, I’m currently doing an Instagram campaign within the motivation niche. I post content on a daily basis which literally takes me approximately five minutes to produce, and which I then share with the masses.

I engage with followers three times a day for 15 minutes a pop. I give myself an extra 30 minutes to advance my mission online. I spend less than two hours a day on this process. This past month, I received 5,429 post likes, 3,242 comments and hundreds of visits to my profile. However, I happen to have a talent for media.

Let’s not forget that Dr. A is a professor at Lee University who teaches four classes a semester in the Communication Arts Department.

Using technology all the time because it “might” be the right thing to do may backfire. Read this carefully: Talent is as variable in social media as it is in football.

Please realize that I’m not saying that I don’t like technology. I love it, as you know. But, we must be reasonable and realize that not everyone has the time, resources or the talent to be a YouTube superstar.

Lastly, it is OK to reveal who you are. The internet exposes things. You can’t fake it.

My recommendation is for you to start embracing the internet – within reason.

In the end, it will be better for you and me to say what we really think than to pretend to be something we aren’t.

Back in the day, faking was easier and it wasn’t network-bound. In 2018, being fake backfires. Everything is connected to everything else. Being two-faced in the age of social media will damage your reputation. Don’t do it.

In summary, we aren’t crabs who go through life moving backward. Social media is here to stay. That’s where we are headed.

By 2020, your grandsons won’t watch TV anymore. Smartphones will totally replace the TV’s role in society.

Just be aware that being an online personality requires a lot of work and talent. Having a web presence is all right, as long as it doesn’t control your life.


(About the writer: Dr. Luis C. Almeida is an associate professor of communication at Lee University and a TEDx speaker. He is the author of the book “Becoming a Brand: The Rise of Technomoderation,” and a devoted Christian. He can be reached via his website at  luiscalmeida.info.)