Happy New Year!

Sorry if you’re like me and are already over hearing/reading that four days into 2025. But, it’s the first time I’m sending the newsletter this year, so I couldn’t help myself…

As you can see, I’m sending this week’s newsletter on a Saturday instead of the regular Wednesday send. There’s a couple of reasons for that. First, I sent last week’s newsletter on Christmas day and it didn’t receive as many opens as normal. So, I didn’t want to send this week’s newsletter on another holiday. Hope you don’t mind!

I also like testing things out. Maybe you all enjoy getting this on the weekends instead of during the middle of the week when you get hundreds of other emails? Who knows! That’s why I wanted to give this send a try.

So, before I jump into this week’s topic, let’s take a quick poll: do you like receiving this newsletter on Wednesday’s or Saturday’s better? Vote below!

One more quick note:

The newsletter continues to grow, so there are a lot of new readers this week. If this is your first Social Media Journal newsletter, welcome! If you enjoy what you read, please consider sharing it with your friends!

Alright, that’s all the housekeeping for this week. Let’s get into the discussion.

Growing Your Social Media Presence Without Breaking the Bank

Let's face it – we're all tired of those "growth hack" gurus promising to turn you into an overnight sensation with their $997 masterclass. The truth about social media growth is simultaneously more straightforward and more nuanced than most people think. And the best part? You don't need to drain your savings account to make it happen.

The Not-So-Secret Sauce: Consistency

Remember that plant you bought, swearing you'd keep it alive this time? Well, social media success is a lot like that – it needs regular attention, but not necessarily constant hovering. Posting consistently doesn't mean flooding your followers' feeds every hour (please don't be that person). Instead, think of it as showing up reliably, like that friend who always makes it to brunch, even when it's raining.

The magic happens when you establish a rhythm your audience can count on. Whether it's three times a week or once a day, stick to it. Your followers' brains will literally wire themselves to expect and look forward to your content. It's like training a digital dopamine response – and I mean that in the least creepy way possible.

Think of that prank in The Office where Jim trains Dwight to ask for a mint at the sound of his computer…

The Content Conundrum: Quality vs. Quantity

Here's where things get interesting. While consistency matters, dumping mediocre content into the void won't cut it. Think of your content strategy like a recipe: you need the right ingredients in the right proportions. Your secret ingredients? Value, authenticity, and a dash of personality.

Share insights that actually help your audience. Solve real problems. Tell stories that resonate. And for heaven's sake, let your personality shine through – unless your personality is being boring, in which case, borrow someone else's. (I'm kidding. Mostly.)

Engagement: It's Not Just a Buzzword

Want to know the real key to organic growth? It's treating social media like, well, social media. Mind-blowing, I know. Too many brands and creators broadcast like they're shouting into an empty auditorium, then wonder why nobody's clapping.

Start conversations. Reply to comments like a human being, not a robot programmed to say "Thanks for sharing!" Ask questions. Create content that begs for responses. Share other people's content (yes, really). Think of it like hosting a dinner party – your job is to keep the conversation flowing and make sure everyone feels heard.

Timing Isn't Everything, But It's Something

You've probably heard that posting at the "right" time is crucial. While it's not the make-or-break factor some claim it to be, it does matter. But instead of obsessing over generic best practices, pay attention to when your specific audience is most active. Your analytics are like a crystal ball – use them.

The Platform-Specific Sweet Spot

Each platform has its own language, its own culture, its own unwritten rules. What works on LinkedIn will probably flop on TikTok (unless you're doing something very wrong on LinkedIn). Take the time to understand the native behavior of each platform you're using.

• Instagram loves visual storytelling and behind-the-scenes glimpses

• Twitter/X thrives on wit, timing, and joining larger conversations

• LinkedIn rewards thoughtful industry insights and professional vulnerability

• TikTok... well, TikTok loves whatever TikTok loves this week

The Long Game

Here's the truth that nobody wants to hear: meaningful organic growth takes time. But unlike paid growth, which can disappear the moment you stop feeding the algorithm your credit card details, organic growth builds a foundation that lasts.

Think of it like compound interest for your social media presence. Every genuine interaction, every valuable piece of content, every real connection adds up over time. It's not about going viral – it's about building something sustainable.

The Bottom Line

Growing your social media presence organically isn't rocket science, but it does require something many people seem allergic to: genuine effort over time. Focus on providing real value, maintain consistency, engage authentically, and understand your platforms. The followers will come – and more importantly, they'll stick around.

Remember, the goal isn't just to grow your numbers; it's to build a community that actually cares about what you have to say. Because at the end of the day, having 100,000 followers who scroll past your content is far less valuable than having 1,000 who genuinely engage with it.

Social Media Platform updates

• X Plans to Launch ‘Money’ in Limited Form This Year

• Judge Allows California’s Ban on Addictive Feeds for Minors to go Into Effect

• Bluesky is Testing A Trending Topics Feature

• Social Media Companies Might Use Facial Recognition to Ban Underage Users Under UK Plan

This Week’s Social Media Meme

The Digital Identity Crisis: Meta's AI Characters Are a Disaster Waiting to Happen

Just when you thought social media couldn't get any more artificial, Meta says, "Challenge accepted!" According to a recent Financial Times report, the tech giant is betting big on AI-generated characters becoming the next wave of "users" on its platforms. Their latest bright idea? Flooding Facebook and Instagram with artificial beings that will post content, engage with users, and basically pretend to be human. Because apparently, what our social media experience really needed was less authenticity.

Meta's VP of generative AI is painting a picture of a future where these digital entities will have their own profiles, bios, and content – essentially creating a parallel universe of fake accounts that we're somehow supposed to embrace. It's like Meta looked at the rising concerns about social media's impact on mental health, the spread of misinformation, and our growing disconnect from reality, and thought, "You know what would fix this? More fake stuff!"

Here's the truly alarming part: Meta isn't just dabbling in this dystopian direction – they're betting the farm on it. They're rolling out tools for creators to make AI versions of themselves that can interact with followers 24/7, because apparently, the pressure to maintain a perfect online presence wasn't soul-crushing enough already.

Let's call this what it is: a desperate attempt to solve Meta's engagement problems by literally manufacturing engagement. Instead of addressing why young users are fleeing their platforms or tackling the very real issues of social media addiction and mental health, they're choosing to double down on artificiality. It's like trying to fix a broken relationship by creating an army of imaginary friends.

The most concerning part? This isn't just about entertainment – it's about the fundamental nature of human connection in the digital age. By blurring the lines between real and AI-generated content until they're practically invisible, Meta is essentially saying goodbye to whatever shreds of authenticity remained on social media. And in a world already struggling with digital disconnection, that's not just misguided – it's dangerous.

So thanks but no thanks, Meta. Some of us still believe in the radical notion that social media should be about real people sharing real experiences. Call us old-fashioned, but we'd rather scroll through our friend's badly lit dinner photos than interact with a perfectly curated AI character any day.

Update: Meta is feeling the pressure

I originally wrote this editorial before the new year. Since the report from the Financial Times came out, Meta has faced severe backlash. They’ve apparently already had at least one of these AI characters on their platforms and people were not happy.

Good, I’m glad others feel the same way as I do!

You can read the latest from NBC News here.

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