Be Useful: The 6 Social Media Presences

The most effective Social Media presence is the one that is genuinely useful.

Not the one with the most followers. Not the one with the most posts. The one that people actually benefit from.

I’ve classified Social Media presences into six types:

1. The Broadcaster – pushes content out, never engages.
2. The Networker – connects with everyone, knows nobody deeply.
3. The Performer – curates a flawless public persona, exhausting and ultimately unsustainable.
4. The Conversationalist – actually talks to people. Gets better results than the first three combined.
5. The Community Builder – creates spaces where people connect with each other, not just with the brand.
6. The Authority – known for deep expertise in a specific area. People come to them for answers.

The most effective presences combine Conversationalist, Community Builder, and Authority. They’re useful, they’re present, and they’re known for something specific.

Be useful. Everything else follows.