The Shocking Truth: Why Subject Matter Experts Fail on Social Media

Over the weekend, I've recorded the 100th episode of my podcast. I find myself reflecting on a recurring theme in my journey: the balance between substance and style in the world of social media and personal branding. Since starting my podcast in 2022, I've enjoyed sharing my thoughts and connecting with so many of you. Today, I want to dive into a topic that's both personal and a bit controversial: why reasonable people and subject matter experts often struggle to get noticed online—and what they can do to overcome it.

Distilling Ideas Through Expression

One of the unexpected benefits of creating content is the clarity it brings. As a business owner, life is busy, and taking time to reflect can be rare. But through podcasts and social media posts, I find myself distilling and refining my ideas. This process not only helps me clarify my thoughts but also allows me to present my ideas more effectively. It’s a process that helps me, and I hope it helps you too.

Creating content forces you to articulate your thoughts clearly. When you're speaking into a microphone or writing a post, you can't rely on the fuzzy thinking that we often get away with in our heads. You have to make your points clear and compelling. This clarity not only helps your audience but also strengthens your understanding of your own ideas.

The Unique Challenge for Reasonable People

We all have core values like honesty and integrity, but when it comes to promoting yourself and your business, you need to go beyond these generic values. It's about standing for something specific within your field. For instance, in marketing, especially in LinkedIn and social selling, the principles can apply across various mediums. Yet, the depth of your expertise comes from years of experience, understanding that things are rarely black and white.

In marketing, this might mean standing against the notion that there's a one-size-fits-all solution. For instance, while templates and frameworks can be useful, they’re not the ultimate answer for everyone. Your unique experiences and insights should shape your approach. This specificity in your beliefs sets you apart and makes your message more compelling.

Reasonable people often have a balanced view, understanding that solutions are not one-size-fits-all. This balanced perspective, while valuable, can be a hindrance in the fast-paced world of social media. Why? Because social media thrives on extremes, bold statements, and clear-cut answers. The nuanced, detailed explanations that come from years of experience don't capture attention in the same way.

Why Boldness Wins Online

Let's face it: social media rewards those who are bold, sometimes even to the point of being unreasonable. Quick, sensational messages get clicks and engagement, not the nuanced, balanced perspectives that subject matter experts bring. This creates a dilemma. Do we compromise our depth to gain attention? Or do we stay true to our nuanced views and risk being overlooked?

Consider the success of simplistic, bold statements like "content is king" versus a detailed explanation of content strategy. The former gets shared widely, while the latter, though more informative, might get overlooked. This dynamic forces us to rethink how we present our expertise.

Imagine this scenario: you're scrolling through LinkedIn and see two posts. One says, "Cold calling is dead!" The other says, "Cold calling can still be effective in certain contexts, but you need to adapt your approach based on the industry and the specific needs of your target audience." Which one are you more likely to stop and read? The first one, because it's bold and definitive.

This is the core dilemma for subject matter experts who value depth and accuracy. Our nuanced perspectives are incredibly valuable, but they don't always translate well into the quick, attention-grabbing world of social media. We need to find a way to convey our expertise without losing the audience's interest.

Embracing Boldness Without Losing Integrity

I'm not suggesting we abandon our values or start making unsubstantiated claims. But we need to find a way to present our expertise in a way that grabs attention. This means having strong opinions and being willing to stand by them. It means embracing a bit of controversy and self-promotion, even if it feels uncomfortable.

For example, I firmly believe that the content game is a long-term strategy. It's not the quick fix that some make it out to be. I've told clients that if they're not in a financial position to sustain a long-term content strategy, they shouldn't expect immediate results. This view might not be popular, but it's grounded in reality. By boldly sharing this perspective, I’m not just making noise; I’m providing valuable insight that challenges common misconceptions.

Think about the messages you can confidently stand behind. What truths do you hold about your field that others might find controversial or bold? By sharing these views, you're not only differentiating yourself but also providing a fresh perspective that your audience will appreciate.

Crafting Clear and Compelling Messages

Think about political campaigns. Successful candidates often have clear, bold messages that resonate with voters, even if the issues are complex. The same applies to your personal brand. You need to have clear, strong messages about your expertise and what you stand for.

For instance, when Donald Trump campaigned on building a wall, it was a clear, albeit controversial, message. It was easy for people to understand and remember. Similarly, your messaging needs to be clear and memorable. It doesn’t mean simplifying your ideas to the point of inaccuracy, but rather finding a way to express your core beliefs succinctly and powerfully.

Your messaging should be clear, bold, and consistent. Avoid the temptation to water down your message in an effort to appeal to everyone. Instead, focus on the core of what you believe and let that shine through in your content.

Building a Core Audience

The good news is, once you've grabbed attention with bold statements, you can then engage your audience with deeper, more nuanced content. This is where your experience and expertise truly shine. But to get there, you need to first break through the noise.

Once you’ve captured their interest, your audience will be more willing to engage with the depth of your knowledge. They’ll start to appreciate the complexity and nuance of your expertise, but you need to earn their attention first. This dual approach—bold statements to draw them in, detailed content to keep them engaged—is essential.

Think of it as a two-step process: first, grab their attention with bold, clear messages. Then, once you have their attention, engage them with the depth and nuance that only a subject matter expert can provide.

Balancing Authenticity and Self-Promotion

Authenticity is a buzzword that’s often misunderstood. We have many facets to our personalities and roles in life. On social media, we often show just one side. The challenge is integrating these facets into a coherent online presence that feels genuine but also engages your audience.

Being authentic doesn’t mean sharing everything about your life. It means being true to your core values and consistent in your messaging. If you’re passionate about a particular approach to business or life, let that passion shine through. People are drawn to genuine enthusiasm and conviction.

Consider the different roles you play in your life and how they intersect with your professional persona. How can you bring more of yourself into your online presence in a way that feels authentic and engaging? This might mean sharing personal anecdotes that illustrate your professional points or highlighting your unique approach to common industry challenges.

To succeed on social media, subject matter experts need to overcome the fear of self-promotion. We need to boldly state that our methods and ideas are the best solutions. This doesn’t mean attacking others but standing firm in our beliefs. It’s about running our personal brand like a campaign, with clear messages and strong principles.

If you’ve struggled with this balance or have thoughts on how to integrate boldness with substance, I’d love to hear from you. Drop me a message on LinkedIn, Instagram, or Twitter. Let's discuss how we can all be a bit bolder while staying true to our values.

Remember, embracing boldness and self-promotion is not about losing your integrity. It’s about making sure your valuable expertise gets the attention it deserves. By doing so, you not only enhance your own visibility but also provide a greater service to those who can benefit from your experience and knowledge.