Social media – what does it mean to you?
In these dark days of lockdown, more and more people are relying on social media to fill in their spare time. I resisted social media until 2009 when a long standing offshore contract came to an end and I joined Facebook to keep in contact with the people that I worked with. I’d been avoiding it for so long as I’ve got a mildly addictive personality, and being hooked on social media wasn’t on my life plan but I signed up anyway once a plausible excuse to myself turned up. And that was the beginning of the end really, as social media can be anything but social.
You don’t have to wander far to see that social media is pretty much like nuclear energy, as in it can be used for good or evil purposes and when things go bang, they often go bang in a big way. This is especially true when people use the media to push their own objectives or opinions. I have to say, that in the past that I have been guilty of this in the past regards political matters and that was the prime reason for starting my blog to give myself something creative to do, rather than something that was leading nowhere.
The advantages of social media is that you can keep in contact with people that you may not ordinarily see, ‘meet’ new people and exchange ideas. Different social media platforms have their own uses – I used to use Instagram as a photo editor for the filters. I joined Twitter in 2010, for a similar reason to joining Facebook but never saw the need for really contributing, and Facebook is fine for reaching out to people you know but is a very limiting tool for reaching new people without using paid promotions. The curse of the algorithm strikes again. There are other social media outlets and messaging services which I am sure we all know about, each one being more appropriate for different things.
Then, of course as in many things, the good side is counteracted with a negative side. And this to me often outweighs the good things. First of all, it has to be said that the poor thing about social media is the amount of time that people spend on their mobile devices. How many times have you been in a pub and people seem to be having conversations with other people on social media and not engaging with people that are there with them. Or more to the point, how many times have you been sitting at home on your phone and your spouse may be a bit fed up that you pay more attention to that than your family? This is a pitfall that many, including myself have fallen into in the past.
It is easy to forget that unless you set filters, everything you post can be seen by anybody else. And it’s also easy to forget that nothing in life comes for free, and the price of free social media is our digital identities being used for marketing purposes. As social media consumers or even just internet users, we are targets for those looking to separate us from our money in exchange for their goods. How often have you maybe searched for something online, then minutes later, any targeted ads are suggesting what you’ve just looked for? It is constant and for me it is starting to get draining. It’s bad enough having my boss and wife look over my shoulder without retailers doing the same thing.
I’ve deliberately kept my social pages with regards whisky and family life separate. I personally don’t want my wife to find out what I am spending on whisky, or more to the point what I have spent on whisky! I think it is a good idea to have a social disconnect between the two things, and this works for me, as I don’t particularly want to have my private family life displayed for all to see. But with the time between looking out for family, my work offshore and my other interests besides whisky, I’ve had to adapt my social media habits and now tend to use Twitter a lot more than I used to. One really good advantage to Twitter is that it is almost like an instant chat service, with the added advantage it only limited photos and text in a single post, meaning the information you get is bite sized. The other advantage is that it is easier for all to see what you are posting, therefore getting more attention if you use it as a communication tool for your hobby, which is what many of you reading this will do.
But again, as I Iike to say after working with some of the grumpiest people in the offshore industry, “every silver lining has its cloud” and Twitter is no different. While I predominantely use Twitter for my whisky hobby, I try to use it as a social tool rather than an information gathering exercise. However others do use it as a vehicle to gather followers and spread their marketing message. The spirits industry has long been using social media to promote their products, and while it is good to be able to maybe see what is new on the market, the endless trotting out of new products is starting to wear a little thin. Indeed it often starts to feel that your social media feeds aren’t for socialising, but a field for marketeers to do their harvesting. And to me, that’s starting to encroach too much on my social world.
So, this week I decided to have a cull. I pay extra to ensure any of my blog readers aren’t exposed to advertising , so it was time to take steps to limit marketing for me. The list of whom I follow / like or who follows me was away to take a wee bit of natural selection.
Now that the fun of #WhiskySanta is over, Master of Malt were top of the list. So were TWE. Nothing personal, I do use both sites but I don’t appreciate the marketing. Next were a bunch of distilleries which to be honest, I’ve no real interest in their whisky. Sorry Jura, but I still haven’t forgiven you for Journey. The next on the line were the people who constantly post stuff that aren’t whisky related. Football is an exception, extra points being given if they are a fan of Aberdeen FC. Even then, if it’s excessive they get muted. Crypto-currencies and Elon Musk’s wittering; retweeting that nonsense instantly consigns you to a cull or if you do post whisky stuff as well, mute may applied.
My largest personal ire on social media is reserved for the shameless self-promoters or influencers. Those who just crave likes or follows. They are in a second place of my whisky dislikes behind flippers. You have to ask what their agenda is as it is often marketing again or personal enrichment. They shall begone from my list of followers, as these are snake-oil salesmen and should forthwith be consigned to the fires of Twitter or Instagram Hell. Indeed I had to deal with one recently, who’d become a bit spammy after suddenly coming onto the scene. Feel free to do what you want. I can happily sail past it.
Do you value your success in the amount of interaction you have or the quality of your interaction? I don’t really mind not having a massive following as it reduces any pressure to perform by continually having to output content. Decent articles often take a lot of time to write and require a lot of research. I’ve written articles on whisky topics for people in the industry, so you need to know you’ve got your facts spot on. You can bet your bottom dollar I prefer quality over quantity. As Robert Louis Stevenson said “Don’t judge each day by the harvest reaped, but by the seeds you plant.”
If I can say one thing; it isn’t how big your collection is, how large your knowledge or how amazing your palate is. The recent article about Whisky Community I wrote mentions how more appropriate it could be to think of what you can add to the community in order to build others up rather than taking for your own selfish means. If you have to beg for followers then something is suspicious or you are just an attention seeker. Desperation is never an attractive quality.
One of the Whisky Twitterati I spoke to during my research for this article mentioned that he’d rather only 100 followers he engaged with than 1000 he didn’t. Wise words indeed. What’s the point of that 900 cluttering up your feed if you have no real interest in what they say? There is no gold medal for the most followers unless you are promoting something.
Though let’s not forget that there is nothing wrong with a bit of recommendation in my eyes. A recent review I wrote and a couple of discreet recommendations saw around 10 sales of an independently bottled single cask whisky from an independent bottler / retailer. Given the massive drop in his trade due to the pandemic, he was very grateful for the extra sales and exposure his business got. Hopefully those who bought the recommended bottle will see the quality in the bottling and will look to this retailer in the future. Word of mouth is a powerful weapon to create a social media buzz and has a positive uplift to it rather than the slick words of a marketing dept. And there is always the pleasant, if not slightly smug feeling of making a difference.
I come on social media to relax, and have some banter. I’m even happier if I learn something new. I have made plenty of sincere friendships since I started using social media as part of my whisky hobby and that had been a bonus. I don’t welcome retailers, companies or individuals pushing themselves into my online space. Of course there are brands and brand ambassadors I do follow, as they are good craic and certainly not overbearing. Often you’d forget they actually represent brands. The skill of these people is to communicate in a way you want to look at their product or even try it. Being too forwards or not properly interacting with your followers just encourages people to switch off.
The weeding out of the items that aren’t focused on my interests have been a long time coming. Indeed I have found this social media cull quite cathartic and will allow me more space for the people and opinions I do value.
Being unsocial on social media often has its benefits
Yours In Spirits
p.s By the way, if you liked this article, feel free to share, retweet, like or follow. I’m not that grumpy. I’m sure you’ll get the irony.
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