Lukas Rosenstock's Blog

Lukas Rosenstock's Blog

My social media strategy for 2023 still needs to be defined. In my previous post, I wrote about Twitter and Mastodon and how the future of Twitter looks unclear. I’m interested in decentralized networks, so I should use Mastodon more. But I was also thinking about investing more in Twitter and using it strategically for my business and personal goals, trying out new social media marketing tools. I should also post more regularly on LinkedIn to reach those who don’t hang out on Twitter. There are other networks that I’ve joined but don’t use. And overall, I need to ensure that my usage of these sites is healthy and that I don’t end up doom-scrolling or procrasti-reading.

However, for now, I have decided on a wait-and-see approach. More specifically, I have added figuring out social media to the not-to-do list for January. My reasoning is as follows.

At the moment, the situation with Twitter is in flux. What will Elon Musk do next? I assume things will stabilize, and he will put someone else in charge, but the company’s strategy needs to be clarified. And Mastodon is growing, but I’m curious if it will become a target for social media marketing and if third-party tools like schedulers will support that or if the Fediverse will actively resist this commercial side of social media. In about a month, I can be more confident about the state of things and see where they’re going.

The other reason is that I should focus on something other than marketing and personal brand building right now. I have a few long-term and returning clients and projects in the pipeline, so I can wait to sell more. I need to establish goals first. Three years ago, I created a website focused on selling developer content production. However, that was only one aspect of my work since then, and I’ve worked on many other things.

I’m often thinking about whether I should add more focus to my work and establish myself better in a niche or continue doing what I’m doing right now. Focusing would mean saying “No” to current projects I enjoy - and I don’t like saying “No”. But the path to growth from freelancer to an entrepreneur is productizing services, which requires some focus. So, there’s a lot on my mind that I need to figure out finally. The social network on which I announce the result has yet to have priority.

I’ll end with a Twitter thread by Thomas Frank, who claims that regularly posting on social media is insignificant. What matters more is working in seasons. Sometimes you need to go into hermit mode and create great things. Then, start “touring season” and reap the rewards. Now is my time for hermit mode.