Let me save you from making a terrible mistake.

Please do not hire a full-time social media person.

Especially if your business is doing well. If customers are already calling, if the phones ring often enough, and if you have built something respectable in your community, then the last thing you want is someone walking around with a camera showing the public who you really are.

That would be dangerous.

People might actually begin to recognize your team. They might see the way your employees solve problems, joke with each other, explain things, and help customers. They might start to feel like they know you before they have ever done business with you.

And that kind of familiarity is hard to compete with.

So no, it is far better to remain a mystery. Let your competitors show their faces online while you keep things completely professional. That way, when a customer is scrolling tonight and sees your competitor explaining something helpful in a thirty-second video, they can focus on how unnatural it looked instead of the fact that it actually helped them.

Trust is funny that way.

You should also avoid the whole consistency thing. Some people claim that posting every day for ninety days helps the algorithm figure out who should see your content, but that sounds exhausting. Much easier to post something once every few weeks when someone in the office remembers the login.

Momentum in business is overrated anyway.

And please do not hire a curious young person who is willing to learn. That is another risky move. Those types of people tend to wander around the building asking questions, talking to employees, capturing interesting moments, and making the people around them feel like they are part of something worth sharing.

The last thing you want is a workplace where employees feel seen, and customers get a glimpse of the real culture of the company.

It would also be terrible if that person sat down once a month and mapped out thirty days of simple video ideas. Customer questions. Small lessons. Stories from the field. Behind-the-scenes moments that show how the business actually works.

Imagine posting one of those every day.

Imagine the algorithm slowly realizing that people in your city like watching them.

Imagine one of those videos suddenly reaching fifty thousand people. Then another reached one hundred thousand. And now hundreds of thousands of people in your own community are seeing your brand show up in their feeds every month.

Yes, that would be a real problem.

And we certainly would not want the public spending two hours a day on social media to accidentally discover you there.

So please, do not hire a full-time social media person.

Keep doing what everyone else has been doing. Keep treating social media like the ugly stepchild it is. Keep assuming the window of opportunity will stay open forever.

Because the truth is, this strange moment we are living in, where social media is free, and the algorithms are still simple enough for regular businesses to win, will not last forever.

But you should probably wait a few more years just to be safe.

It’s ok to ignore this… and everything will stay exactly the same…

The way it should be.

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