In the post “Is your ego driving your social presence”, I asked how often you promote yourself or your brand as an indicator of whether or not ego is driving your presence. This is a pretty big topic that really needed its own conversation because we’ve all been self-promotional in social channels. So I thought it was a good time to dive deeper and get to the heart of self-promotion so we could analyze value versus ego, when to share, when not to share, and how to know if it was really about you or about your audience.
First, it’s important to have a discussion about self-promotion and why we do it. The reality for many of us is that we have social presences for our brands and ourselves because we wanted another distribution channel to drive traffic to something. It could be our blog, our products, our website, or some other web property. After all, that was the promise of social from the beginning, right? And the only way we can actually deliver on that promise is to promote things that will drive that traffic.
Is self-promotion all bad? That’s definitely up for debate. The only way we can have a healthy debate on the topic is to take a deep look at how much value we really provide to our audience when we self-promote.