The 10 Social Media Commandments
What I've learned about consumption, creation and business online
One of my big creative goals for the next twelve months is to focus on and improve my Substack. Social media algorithms are demanding, frightening and unpredictable. They take everything and then spit you out, all while you earn no money from it unless you decide to consistently pursue ads (which often threaten to drive away people consuming for free). I haven’t been writing, creating or stewing (in the best way) enough on Substack. One of my big goals is to get back on track this year. The topics I cover will not always be political or news related either; I want to do deeper dives into concepts like this one: what it means to be a creative and a thoughtful consumer in a world of infinite (and unstable) content.
Cultivating community on socials is like trying to grow a garden in front of a burning house. While believing social media is one of our most powerful tools of change, I also hate it 85% of the time for the way it has managed to both commercialise and disconnect us from our shared humanity. I continue to learn so much about myself, strangers and friends on these platforms. I love people, I hate how social media encourages us to treat each other.
I started growing Cheek Media Co. at the beginning of 2021. If I were speaking to myself four years ago, I would have told her these ten things:
1. The ‘worst’ content you create reaps the most rewards
The shortest and lowest quality work I do is most likely to garner high levels of likes, shares and views. The quicker, the less nuanced - the better. That is the name of the social media game. That doesn’t mean you should only create that content. The difference between growing an audience or following and cultivating a community is in the value you provide beyond these clickable, bite-sized pieces. Acknowledging the gratification you feel from those high numbers, but believing in the need to continue pushing quality and considered content as the centrepiece of your platform is crucial.
2. Comment sections do not accurately reflect public opinion
Who leaves Google reviews? Who in your life messages or comments on the posts of public figures? In what circumstances do you go out of your way to let a stranger know your feelings about them or view on something? Exactly. Comments sections are a loud minority who feel particularly passionate about a singular view and issue. This is untrue in some circumstances, but on the whole: remember that these spaces largely reflect the polemic. It is always worth listening and engaging with this feedback and these thoughts, but to view it as the landscape is a mistake.
3. Act like a person, never a brand
I have always lived by this. While overseas at Christmas, I was reflecting with my best friend on the fact that before Cheek existed, I used Instagram similarly to how I do now as a public figure. My friends thought I was insane. When I was nineteen I did daily polls with my 1,500 followers for more than a year. My captions have always been essay-length and completely bonkers. My engagement rates were through the roof. I constantly gathered thoughts, made jokes and posted as if I were speaking to an audience of millions. I never cared for curation or aesthetic, I have always been drawn to showing as much personality as possible. People can sniff out bullshit, we know when relationships seem iffy online or if a person is being inauthentic. It might be beautiful, but is it real? We know social media is never a reflection of our core - but I strive to get as close as possible.
4. Like more stuff. Save more stuff. Comment on more stuff.
Social media is a bid for connection and an opportunity for education. Engaging with content is paramount. If you love a platform, support them by liking and commenting on a paid partnership post - this helps them earn more money for what they do! Save an educational video, send the meme to a friend, comment something ridiculously lovely on your friend’s carousel. We share for affirmation and conversation - give it to the people you love, admire and respect.
5. Be concerned if you aren’t coming across posts you disagree with regularly
While the above point says that we should only support the stuff we LOVE, we should also constantly be assessing the state of our algorithm and whether our ‘For You’ page has become just that - a direct reflection and validation of our narrow worldviews and individual contexts. We need to get outside of our chambers regularly. I listen to Joe Rogan occasionally, I read Murdoch media frequently (I don’t pay for either of these things). I want to know why I disagree, not just that I tossed these people and ideas in the ‘hate’ basket years ago without consistently returning to challenge my position, values and bolster my own arguments. If I am only seeing people who look and sound like me on my feed, I’ve failed.
