Home » Business Obesity – Edit Your Content, Social Media, and Conversations

Business Obesity – Edit Your Content, Social Media, and Conversations

A few nights ago, I had an MRI. And while I was enclosed in my tube listening to loud noises, they began to have a cadence, and that cadence lulled me into some deep thought as I began to construct this blog. One thing has bothered me for a long time, and I’d like to share it with you.

Business (and maybe even personal) binging rarely reaps positive results. It’s like mindless overeating…when you are doing it for the sake of doing it, but it doesn’t mean a damn thing except for weight gain. The result of business social media binging, if you’re the one receiving it instead of doing it, is annoying and in my opinion pointless.

You may be wondering if while locked into that tube I lost my mind. No, I didn’t, so I’m going to share what bugs me and I hope that you’ll also share your thoughts with me.

Every day I check in on all the various social media channels.  Videos and Instagram Stories/Moments seem to be today’s “thing.” OK. I get it, but they must have meaning or tell a story. For instance, I saw an IG moment/video from one DMC, and I read it. Interesting, sort of. I clicked to forward to the next one. Same DMC. Another topic, a bit interesting. Click. Same DMC. OVER TEN TIMES! By the third one, I had already lost interest. Overkill!

That happens multiple times from multiple companies as well as numerous individuals and what the poster (the person who posts) doesn’t realize is that after you see the same thing over and over again, you lose interest. Why not do one a day? Maybe two but spaced out. And each one impactful?

Moving on but continuing, on social media why do people post photos of themselves narcissistically smiling and flirting with the camera and talking about nothing, including things like “what do I do with this pimple?” (yes, for real) on what is also their business site?

Business obesity. Is what you are filming and saying contributing to you and your business being taking seriously or are you hoping that by posting multiple posts (even if they say nothing) that you’ll be winning new friends? Who aren’t really friends anyway, are they? In any case, do they enhance your image or are you in the end just perceived as annoying?

It takes thought to make your posts and messages brand reflective. Does your post support the core pillar of your company or culture (or you as an individual)? Does it add or detract from your credibility? Social media, after all, is supposed to be brand storytelling. If it doesn’t tell a positive story, then it’s just flabby extra cellulite. And remember, individuals, are brands too. Images are taken from an inch away from your face with you giggling of how shit faced you are getting may not be the message you want to send out to the world. Or maybe it is. In that case, keep on posting.

That took me to other forms of communication, like maybe proposals. Long and drawn out explanations lose the audience quickly. The same applies to RFP’s that contain tons of photos and examples in them which can cause the reader to quickly loses interest.  It is overkill. A good story is a good story, but once it’s made its point, it is over. I was listening to a political press conference this morning (no names), and I heard the same thing repeated over and over again. I realize that repetition is good (twice maybe to get the point across) but more than four times and said, in the same way, is ineffective.

So, what’s my locked-in-an-MRI tube revelation? Don’t business gorge (overeat) be more respectful of the recipient of your social media, your proposal, your speech, your conversation – your audience. In the end, it will show the world that you are more respectful of yourself.


Andrea Michaels is the founder/president of Extraordinary Events, a Los Angeles-based, multi-award-winning event agency. She is the author of Reflections of a Successful Wallflower – Lessons in Business; Lessons in Life and a contributor to numerous other business books. She may be reached via amichaels@extraordinaryevents.com.