Short and sweet email this week. We’ll resume our SparkToro walk-through next Wednesday.
Here’s why …
The purchase of Twitter by Elon Musk has messed up two things directly related to this newsletter:
1. Until about a week ago, I still thought Twitter was one of three components every content creator should use to grow their audience. I’m revising that:
You just need YouTube* and Email.
*TikTok is a lot of fun, but people need to spend up to seven hours with you before they decide if they’re going to like and trust you.
I think TikTok is a good way in if you’re reaching out to Gen Z and younger Millenials, but I’m still not convinced you can build a brand off of it.
Like, nobody’s spending seven hours only watching your stuff on Tiktok.
Also, we really need to have a long talk about the social media metrics with TikTok.
Like I said a decade ago in the first book, you should never believe the numbers provided by a tech company or repeated in the press.
Tech companies lie and exaggerate all the time when it comes to these metrics.
IF, and it’s a big if, the journalists take to Mastodon the way they took to Twitter …
AND STAY THERE!
Then Mastodon would be my recommendation to replace Twitter.
But we don’t know how that’s going to go, and there are too many assholes in this world making predictions about the future when they shouldn’t be.
I don’t want to be one.
At least … Not this week.
2. Earlier this year, Twitter purchased Revue, which is the service I’m using right now to send this to you.
Musk, the idiot that he is, is going to shut down Revue VERY soon.
They said December, but Musk’s mass firing of Twitter staff may create a situation where this service just stops working.
Like, any day now. So …
Now, I need to migrate all of you over to Beehiiv.
This is a small enough list that we should be fine. But I don’t want there to be any hiccups.
So, I’m going to go work on that now. That’s why this email is shorter than usual.
I’ve got shit to do and only so much time to do it.
There’s a lesson in all of this, and I think it’s important to take to heart:
Building a 1-1 relationship with each member of your audience is easy in the beginning.
But as you scale, your time becomes more limited and you start to farm out customer relations to services and products like Twitter and Revue.
Don’t do that.
Keep a spreadsheet of each of your subscribers/followers, make sure you have their email, their CURRENT screen name, and their address (if they are willing to share it).
Then, pick one subscriber/follower each day, and then surprise the fuck out of them.
Not by being weird!
Please don’t be weird.
Like, don’t show up at their house with a roll of toilet paper because you heard they were running low.
But do something fun or cool that’s specific to that person, and then make a tick on your spreadsheet to remind you to do that again in about 3 months.
I’m telling you. If I had that sort of system in place? I would not be stressing about Musk buying Twitter.
But I got lazy. It happens. We’re all busy.
I won’t make this mistake again.
And I hope you’ll learn from me here and avoid making that mistake too.
P.S. Did you catch New York Times Bestselling author, Frederick T Joseph on WAYWO.TV?
We had a great, and very timely, discussion about culture, and I also asked him who his favorite Marvel character is.
Hint: It’s not the one you just guessed. Find out here.