Connect with us

Business Marketing

The New YOU in Social Media



social media perception

I was talking to a dear friend this weekend that I’ve lost touch with and owns a catering company.  While catching up I explained how social media has provided a creative out for me that was missing in my life since I made the decision to stop practicing architecture.  He, like me,  is an extrovert, a people person, someone that enjoys engaging others and as his business has grown, he misses the “engagement factor” of more intimate gatherings.

While I explained the power of social media he stood there with such interest and focus and was so intrigued by the whole notion of being able to engage people you don’t know at a personal level.  Before he parted he said something to me that keeps resonating in the back of my mind – a lot of us take this for granted but is one of the single most powerful concepts behind social media.

“What I find interesting about the concept of social media is that you can engage people and have no pre-conceived notions or pre-judgement of them”

I go back to all the friends I have made in social media, whether through blogging, facebook, twitter, etc……..I have learned to like these people for what they are, never worried about what they have done, or what precedes them ……beyond powerful (and scary at the same time).

So the reality of Social Media is that you can become what you want with the help of a computer screen to shield you.  Don’t jump down my throat now and tell me I’m crazy.  What I’m saying here is that as you develop a marketing strategy and include social media as one of those tools, realize that you have the power to mold perception (without lying to yourself please) – you will never be a 6′ Adonis in your 5′-1″ chubby frame, but you could easily have the self-esteem of a God.

Far fetched?……maybe…..but that’s why Agent Genius is so much fun

WARNING:  if you are a Jerk in real life….. no Social Media in this world will mask that

Ines is all Miami, all the time. A Miami Beach Realtor® with Majestic properties, Ines authors,, and and is always on communication's leading edge. She goes out of her way to engage and be engaged, often using Mojitos to keep the mood light and give everything she does a Miami flavor. You can find her goofing off or instigating trouble at Twitter, Flickr, Facebook or LinkedIn.

Continue Reading


  1. Matt Stigliano

    August 31, 2009 at 1:51 pm

    WARNING: if you are a Jerk in real life….. no Social Media in this world will mask that

    Ines – I mainly commented here just so I could send that quote to Twitter. It’s one that everyone should recognize. You can be who you want, but the real you will always shine through.

    I love when someone says something to you that’s simple and effective. It’s probably something you knew already, but hearing it out loud sometimes hammers it home.

  2. Derek Massey

    August 31, 2009 at 1:52 pm

    I’m about 6′ 3″ tall. Put all us 6′ 2″ or taller guys in a room, and we are about 3.9% of the population. Yet if you put 100 CEO’s in a room, a striking 30% of them are 6′ 2″ or taller. Anyone who has read Malcolm Gladwell’s “Blink” knows this.

    What’s my point?

    I’m lucky to be tall. I didn’t do anything special to become this tall, it just happened. Does it at least contribute to my success? Blink says it does.

    With social media, my height means nothing. It doesn’t add followers, friends, or influence. You could be 3′ 6″ and have the same amount of social capital as me. If you have better ideas, are more helpful and can better connect people than me, you will have a more meaningful and influential network. Height, good looks, nice dress, Ivy pedigree — these are are what used to win on the business battlefield, but don’t cut it online.

    Great article, Ines!

  3. Ines Hegedus-Garcia

    August 31, 2009 at 2:22 pm

    Matt – you always manage to put a smile on my face – thanks for sending the Jerk quote to twitter 🙂

    Derek – you totally got my point….it’s amazing how this medium gives opportunity to those that wouldn’t otherwise even get a chance (I know it’s shallow…..but we can’t turn our face to the rules of society).

    cheers to the short people!!! and to the tall ones like Derek as well

  4. Hal Lublin

    August 31, 2009 at 2:33 pm

    Totally agree with you, Derek. I’d like to think that I’m fairly good at getting a read on people, and I find that social media can allow people to get to know the real you quicker simply BECAUSE you aren’t hampered by physical preconceptions.

  5. Doug Francis

    August 31, 2009 at 2:45 pm

    In the past week I have had two similar conversations coming up with ideas or themes for friend’s blogs. In both cases, the conversations ended on a positive note with all sorts of creative ideas flowing.

    But both people started out poo-pooing blogging, Facebook-ing, and Twittering, but when a clear objective was refined and a strategy developed they were excited to get rolling.

    It is really nice to have someone say, “I really enjoy talking with you” when you have simply helped them get started.

  6. Ines Hegedus-Garcia

    August 31, 2009 at 3:28 pm

    Hal – I didn’t just mean physical preconceptions either – it’s also easier for many to be social on line who have not had much luck with real life social skills – I’ve even seen many overcome the lack of F2F social skills with the help of SM (no wonder there’s a social component in SM!!!) 😀

    Doug, and that little help of listening ear goes so much further in this medium. I, for one, have become a better listener

  7. Ian Greenleigh

    August 31, 2009 at 3:45 pm

    I may have said it before (apologies, if so) but my favorite part of social media is access. The fact that everyone is on a relatively equal playing field when it comes to social media is part of the reason people like me have access to people like, well, you. I am just starting my career and have little to show by way of milestones and measures of success, but I can be relatively certain that you will read this. Perhaps you will think about it, perhaps you will not. But at the end of the day, I put myself in front of you in a way that we are both comfortable with (as opposed to say, calling you), and I would not have been able to do so in another era. I would never have the cajones to pick up the phone and call someone like Redfin CEO Glen Kelman, but he has personally (and thoughtfully) responded to my comments on his blog. At the very least, we get to exchange ideas with those that would otherwise be inaccessible. This is priceless.

  8. Hal Lublin

    August 31, 2009 at 3:52 pm

    Good point Ines, I think the comfort of that computer screen makes a huge difference, I think one great thing that social media does is remove the awkwardness of the “meet n greet.” By time you physically encounter someone you’ve connected with online, you’re not really meeting them for the first time – you already have a comfort level with them that you’ve each developed on your own terms.

  9. Jeff Turner

    August 31, 2009 at 4:29 pm

    Damn straight!

  10. Ines Hegedus-Garcia

    August 31, 2009 at 5:01 pm

    Ian – you are absolutely right – access is an amazing part of social media – The fact that you can have a glass of wine with Sherry Chris from BHGRE or dinner with Pete Flint from Trulia would have never been possible in another era. SM also lets you have access to our sphere of influence’s sphere….which is incredible all by itself. But at the end of the day, it goes back to how you present yourself to the world and how you chose to share that “social capital” once you get it. (for the record, I would accept a call from you any day)

    Hal – ice breaker in steroids! i totally knew you before I met you F2F

    Jeff – I LOVE your deep contributions 🙂

  11. Jeremy Hart

    August 31, 2009 at 5:17 pm

    Derek – I think you hit it on the head with that comment.

    Ines (or anyone else that wants to comment), why do you think that the hard sell is still so prevalent in social media? You said yourself that with social media, you have the potential to mold yourself – and subsequently your message – however you want. Why does the “look at me, look at what I have to offer!” still get used so much when it’s not what the consumer wants?

  12. Ines Hegedus-Garcia

    August 31, 2009 at 5:29 pm

    Jeremy – I think it has to do with the battle of egos we have in real estate. The **I’m bigger than you, take a better profile photo and have been in the business 30 years doing it wrong but my “top producer numbers” don’t reflect that.** We can show our worth and our real selves, whether we’ve been in the business for a year or 20

  13. MIssy Caulk

    August 31, 2009 at 8:50 pm

    Computer screen or not, I is what I is.

    Nice, fresh look at social media.

  14. Matt Stigliano

    August 31, 2009 at 10:03 pm

    Ines – I only sent it, because it needed to be sent.

    Ian has a great point about access. I have spoken to people who I admire, respect, and want to be more like thanks to social media. I’ve had my words recognized by people who probably wouldn’t know who I was otherwise. I’ve spoken to CEOs directly and many non-CEO employees who were there to help and now are among my contacts and friends when I run into something.

    Jeremy – I think Ines is right. I also think it has to do with two parts of the same problem. The first part is that people don’t know any different. They’re doing it the way they always have. The second part is that there are people out there teaching it that way. I have heard several “gurus” in person state that if you can get enough followers, you’re broadcasting to a massive audience. If you have a million followers and only get a 0.5% return rate – you’re still getting 5,000 people to do whatever it is your broadcasting. In the world of social media, numbers like a million are not impossible.

    What people are missing is that they are not a million people paying attention, they are merely a list of followers that probably never read a word of what you said. Relationships and conversation still matter online. You may never meet some people, but you still have to have a connection in order to build something other than a pen pal.

  15. Ines Hegedus-Garcia

    August 31, 2009 at 10:37 pm

    Missy – and I really like what you is 😀

    Matt – you will always have those that will play the numbers game and what’s sad is that we are back to traditional methods that are “hit or miss” – If I was spending $10,000 in print advertising per month hoping to make $ off of 10% I was hitting and hoping that my ads in the paper would create a certain perception and in the end it always became a numbers game……a #’s game that made no sense to me.

    The concept has been taught for years and those people will never go away. What’s amazing to me is that the same people that teach the numbers game have some sort of fanatic cult following that blows my mind.

    Unfortunately for us, we are seeing those “cult leaders” joining in the SM bandwagon and expect to keep using their methods but now using the big trendy SM catch phrases to make believe they are at the top of the game…..maybe it’s not so unfortunate that they don’t get it.

  16. Sal Antsipenka

    August 31, 2009 at 10:47 pm

    A lot of real estate professionals turn to social video as an extension of their marketing effort and in my opinion that leaves a bunch of them disappointed. Social media is a full time job if you do it in general. It requires a niche as any other business to be fun and creative.

  17. Elaine Reese

    September 1, 2009 at 12:17 am

    Ok, I’ll fess up. I’m 5’7″, 110 lbs, and age 35. Do you buy that?

    Sometimes when I hear of people being conned by online dating, I wonder how they could be so gullible. Then it dawns on me that I’m developing those same type of relationships with the people that I meet on these various social networks. Hopefully, our group of folks aren’t so deceptive.

  18. Ines Hegedus-Garcia

    September 1, 2009 at 12:45 am

    Sal – some do claim you can do SM without going all the way. I don’t think there needs to be a niche necessarily, as long as you are consistent – but to take the question back to subject, even if you do choose to use video… can do it without pre-conceptions…..because we are not just talking about looks here.

    Elaine – what? you’re not? 🙂
    (I’ve thought the same thing about deception……but as I said with the “jerk” comment above…..true colors would eventually show)

  19. Matt Stigliano

    September 1, 2009 at 8:01 am

    Ines – Those cult-like leaders are using the buzzwords. I’ve seen it around me. I hate buzzwords. I try to avoid them. It does annoy me that some great words are stricken from my vocabulary because of a few that insist on drilling them into the ground. Oh well, time to invent new words I guess.

    @respres and I spoke to each other about the hard sell once and he said something so simple to me that it’s stuck with me all this time. The hard sell is still around, because it still works. People do get business with the hard sell or it would have died a long time ago. I don’t know how it still works, since there is nothing more repulsive to me and many I know, but somewhere out there is someone screaming “Please sell to me and be pushy about it!”

  20. Joe Loomer

    September 1, 2009 at 12:20 pm

    I’ll be 29 this Friday, or was it 46? Either way, if I’m not relevant or worse – if I’m rude – even the x-number of followers and friends I have won’t ready my posts.

    Navy Chief, Navy Pride

  21. Susie Blackmon

    September 1, 2009 at 8:32 pm

    Love getting to know people virtually and then meeting them IRL. I’m too darn old to try to be something I’m not! It is what it is. Many times you can get to know more about people by being social with them on-line first. Love the realtors who blast away on FB and Twitter “Oh I’ve been so busy with closings and showings and did you know I’m the featured realtor of the month?” Had you never met me in person I bet you’d never know I love Cowboys and horses. 😉

  22. Ines Hegedus-Garcia

    September 1, 2009 at 9:34 pm

    Matt – and NOW you are getting to the good part – we will attract “like minded individuals” through this medium. I hate hard sales and will never do it….I’m at peace with playing the “do onto others” game. Funny enough I have encountered people that want me to sell them and actually have confessed to feeling uncomfortable with my style ……..different strokes for different folks or as we say in Venezuela, “cada loco con su tema”

    Joe – rude? LMAO!!

    Susie – you totally rock – think of the diversity of people you meet on-line that you would usually not be exposed to? beyond powerful if you ask me. And for the cowboys and horses…….it’s written all over you 🙂

  23. Linsey

    September 11, 2009 at 12:59 am

    Sorry to be slow in my response – my reader has been ignored for far too long. Love this post. I’ve been amazed and thrilled by the opportunity the Social Media has given me to engage in conversations that fascinate and intrigue me. I’m no longer in a large office but I still crave the interaction of challenging thinkers and people asking the great questions. This has surely given me that.

    I also wonder about something. Just a theory but I think those that try to present anything they are not, find that they may pull it off for a week, maybe two, maybe a little more. But, before long, they realize transparency – intended or no – seems to be part of the social media reality.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Simple ways to improve your organic reach on Facebook

(BUSINESS MARKETING) Facebook continues to make businesses and pages pay to play, but businesses still have a shot of improving their organic reach, according to experts in the field.



Facebook open on laptop with white desk and small potted plant, open to organic reach.

Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!

Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.

Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.

Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.

Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.

This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.

Ask yourself these questions:

  • Are you creating conversations?
  • Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
  • Are you asking your audience what they want and would like to see more of from you?
  • Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
  • Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
  • Are you taking data into account for what content people are responding to favorably and when?
  • Do you ever invest in Facebook ads or boosted posts for important content or events?

Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.

Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.

Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?

Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.

Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.

Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.

When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.

Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.

  • Try a simple question, such as “What would you like to see more of on this page?”
  • Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
  • Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.

Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.

Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.

Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.

Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.

Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).

Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.

Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.

Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.

Continue Reading

Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.



Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

Continue Reading

Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.



Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.


Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

Continue Reading

Our Great Partners

American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!