Aspiring Influencers: Don't lose sight of these six simple truths about social media

Social media can be a powerful tool in your quest to build influence, but it’s no magic wand. Robert L. Dilenschneider says the key is getting clear on how to use it—and how not to.

- Robert L. Dilenschneider

New York, NY, July 2023—No doubt about it: Social media is a powerful force. It can make—and break—fortunes. That’s why if you’re a business owner, a leader in charge of corporate messaging, or simply an individual looking to create a personal or professional brand, it’s easy to get overwhelmed by its looming presence. In fact, too many people try to build their whole “influencing” strategy around what works on social media.

Don’t do that, says Robert L. Dilenschneider. In fact, it should be the other way around. “Pinpoint your message and what you really need to accomplish, and then formulate a social media strategy to match,” advises Dilenschneider, author of The Ultimate Guide to Power & Influence: Everything You Need to Know. “This involves critical thinking and maintaining perspective. It also means knowing what social media is good for and what it isn’t.”

For example, Social media is a great way to make meaningful connections with contacts and develop new ones. It can keep you on top of trends and public opinion. It can spark new ideas. It can generate more traction in media coverage. It can most definitely shine a spotlight on your work and company and enhance the brand of both.

That said, social media is not a magic wand. In fact, it can backfire spectacularly. Rather than growing your influence, you can dilute it, and rather than engaging people, you can alienate them. Dilenschneider provides six insights to help you simplify (and demystify) the process: