Like anything in life, social media should be more than something you do out of obedience or fear. It should be something you engage in to do better, to be better.
If the overriding motivation is because your rivals are doing it, or because others say you should do it, or because you’re afraid of what your clients or peers will think if you don’t do it, then you’ve got it wrong – and that will come across.
On the other (preferred) hand, if you post those Tweets and create that content on Facebook because you want to inform, entertain and engage those you care about – and who care about you – then the caring will only expand.
So don’t chase expectations. Choose excellence.
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