Tech with Sandeep:
In a world saturated with influencers and marketing noise, it’s time to reflect on the true essence of communication and its impact. Today I’m trying a new format and I hope you enjoy it:
I want to delve into the intersection of authenticity, marketing, and self-discovery. These are things that affect us daily, swallow us whole, and make us afraid of being whom we want to be.
Unmasking the Illusion of Significance
In an era where “influencers” claim the spotlight, it’s worth questioning the assumption that everyone hangs on their every word. The reality is that for most of us, the allure of social media doesn’t make us inherently interesting or important. It’s easy to become enamored with the notion that being followed, liked, or shared equates to significance. However, the majority, myself included, recognize that the everyday individual’s online presence isn’t a universal fascination. No one actually cares. Unless you have mass media support: think large global brands, personal brands that are huge—otherwise we are not moving anything forward. I don’t care what that is: media, telecommunications, open source, community, technology. If its what everyone else is saying then why are you saying it? That is not you. This is not a glamourous life.
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Beyond the Glamour: Real Influence in the Digital Age
The current influencer trend isn’t genuine, it’s based on how much can I get from whomever to elevate myself. Genuine influence often extends beyond personal charisma or online popularity. True influence rests in the hands of those with substantial backing or a compelling narrative, but again this is down to brands and branding. Major brands, for instance, leverage dedicated social media marketing teams to maintain omnipresence. They create ambassadors and they provide “swag” to keep their names relevant. Yet, for the rest of us, the value and impact of social media can be elusive. So, how do we find meaning and value amidst the digital clutter? Who is the real influencer in this scenario, one we see every day?
A Personal Journey: Quality Over Quantity
Navigating the cacophony of social media’s ever-present demands can be overwhelming, particularly when flying solo. “Tuesdays with Sandeep” isn’t bound by rigid schedules; instead, I focus on crafting meaningful content rather than adhering to arbitrary timelines. Sure it makes me seem irregular, but I am irregular. Quantity isn’t the goal—quality is the goal. The belief that seeing a brand’s name repeatedly results in conversion has always been there, and that hasn’t changed in 100 years of advertising. The challenge is at what point do our consumers become numb to the brands and the images and the influencers. I think we’re already numb and insensitive.
Doom scrolling is a thing, and whether it’s LinkedIn or Facebook/Instagram or SnapChat or X (formerly Twitter) or any other platform what is the point? What are we showing people? Is it real or is it not. The core question is: What truly motivates you to act, and what do YOU want to say? Say something authentic.
The (re)Quest for Authentic Communication
It’s disconcerting to witness corporations, large and small, embracing the role of technological buzzword dispensers. The line between authentic communication and marketing spiel blurs. In the before time we had a phrase called “vapourware” something that didn’t exist but we could sell regardless of its existence or availability. That still exists, we just call it something different. This isn’t new. In the days of print media, a single message resonated. Corporations needed to be focused because they had one shot to get a message through.
Today, messages are disjointed and lost in the digital noise, everything is scattershot. Law of big numbers in full force and effect, sadly this is why scams and call centres work. In a world where attention spans are fleeting, companies struggle to convey their ethos effectively what are we to do but question ourselves, our own ethics, and our own reasons for delivering things.
So What are the three things I’ve learned:
1. Size Matters: For global giants, social media serves as a marketing tool, but for smaller enterprises, following the same path leads to obscurity. Genuine stories, not imitation, resonate and vibrate your true purpose and authenticity. So don’t be a #metoo, be original and showcase your own uniqueness.
2. Embrace Individuality: Unearth your story and target audience. Resist the easy desire to piggyback on trending hashtags, focus on showcasing your organization’s uniqueness. Most SMEs today are just along for the ride and don’t control the narrative. Better still, empower your employees and give them the ability to raise your company up to drive and built an internal community and culture that wants to deliver and meet goals. Something that they want to be part of. This is no longer a paycheque, it’s a lifestyle and culture.
3. Reflect and Redirect: Scrutinize your social media use. Align with content that adds value rather than sinking into the abyss of inconsequential information. Stay away from copycatting. This doesn’t help you or anyone else. Staring into the abyss only makes you a slave to it. We watch our families doom scroll every day. That shouldn’t be what social media is about, and neither should it be what you project your corporate values on. So sit up and pay attention, and answer the call.
A Call to Authenticity
In a sea of information, discernment is paramount. Aligning with meaningful content, not fleeting trends, is essential. More importantly, knowing your organization’s core values shapes your identity. “Tuesdays with Sandeep” is meaningless and underscores that in a world veering towards imitation, originality is the true asset. So, I’ve changed my format and made it my own. No one can take that from me, and no one can take that from you.
The journey through the digital landscape is tough so, remember two things:
a) Choose Wisely: Social media holds both riches and ratholes. Thinking about what you do and what you want to do is the key. Expressing that message in exact terms, and in your own terms matters. Think anti-influencer and think of your values and culture. Help stop the noise and clutter.
b) Rediscover Your Essence: Re-learn your core values and chart a course that resonates, irrespective of industry norms. Be you, whether a corporation, an individual, or a community. Be real. Be relevant. Be vibrant.
Marketing, technology, and commerce don’t have to be echoes of the status quo, but right now they are, and we’re sadly used to it. Stand up, be distinct and separate yourself from the white noise. Don’t be part of the background. Instead steer yourself toward a real narrative, one that is you, and that does not mirror anyone else’s. Skip the copied hashtags and the unoriginal/mimic’d content. Work toward what is individual, purposeful, and directly true.
If organizations we all work for and own do that then no one can touch us.
Influence isn’t defined by mass attention; it’s the ripples of authenticity that truly resonate, and they last forever. Year over year. Time after time. In then end what we all want is to create a legacy. What does that mean to you…
Your world will never be the same if you ask yourself that question, and then act…
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