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Op/Ed

If social media ‘likes’ are dead, what other metrics actually matter?

(EDITORIAL) Social media likes don’t equal people ‘like-liking’ you. There are other interactions at play like shares, comments, followers, and more.

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likes in social media

What is “like”? Baby, don’t hurt me… but it’s the same as what it “meant” in middle school.

As in, it could mean any number of things, most of which aren’t as deep as you were lead to believe.

A lot of us are still hanging on to a like count translating directly to how many sales we’ll make, or how valuable our presence online is, and news like Instagram shutting down like counts threw people who land between the extremes of gas station flip-flop brands and Nike on the ‘How well are we known, and how much does it matter’ spectrum for a serious loop.

Well, this is where you exit the loop, because the likes are made up and the counts don’t matter.

That’s a bit harsh, let me try that again…the amount of likes you get on something doesn’t matter as much as you think it does.

Take YouTube’s interface for example. You can like a video to show your support, or dislike it because you disagree or think it sucks. Here’s the twist: it doesn’t actually matter how much a video was liked or disliked. YouTube just sees people interacting with the content, and doesn’t discriminate between fame and infamy when it bumps things up the lines for more people to view.

If any given shoe company shared a video of grade-school age kids working on our athletic wear, it’s highly likely that there’d be a lot of comments, a lot of likes, and a wave of dislikes.

Are the likes edgelords agreeing just to ‘own the libs’? Do they like the production values? Do they like the company values? Do those likes belong to repeat customers or not? Are they being liked because the person behind the account gave herself tendonitis being on her phone all day for a solid week, and selecting which playlist to put it in was too painful, so she just added it to her liked videos to save it for later because the Advil is too far away?

You have no idea.

And the same goes for any and every other platform out there. Ergo, strategy, presentations, and investments based on number of likes are all castles built on shifting sand.

I still remember a long form content-style commercial for some…keto…thing? With a witch in it, and she got her revenge body, and…stuff? Slapped a like on it. Did NOT buy that keto stuff. I couldn’t even tell you if it was a drink, powder, bar, or a gym at this point. We’ve come back full circle to the era of people remembering fun commercials, but not moving past that.

So what DOES matter?

Comments: Kind of.

You actually have to read these to see what’s valuable. There’s nothing sadder than having an alert go off with ‘10 new comments!’ but all of them are ‘I made 10k in a week working from my moonbase’ type spam.

Moreover, if all of the comments are negative, you’re doing great as far as eyeballs on all the ads you have supporting your site, but not so great on actually spreading what’s going to get you paid paid.

Shares: Sort of.

Have you ever seen a ‘hate share’? Those shares where your friends put a poor horrifically abused animal on your feed for NO GOOD REASON other than to show how much they hate the person that did it? Your brand content is not immune.

And not everyone’s settings will let you see the spirit in which something was shared. They could be buying. They could be outraged. The important thing here is that you monitor as much as possible, and don’t fall for the ‘no bad publicity’ line. You’re not the late Anna Nicole Smith (…right?). You’re a business owner.

Purchases: Mostly.

This always bothered me back in other places I worked. We’d huddle up, and cheer over an email generating loads of opens and buys—woo, we did it troops, we’re on the way up, and so forth.

The catch was usually that this email was about a giveaway, or a huge sale.

When we used the same formula in titling, formatting, and getting hyped about other emails that offered products at full price? Crickets. And now that you can purchase through new social media integrations, we’re facing the exact same potential for premature e-celebration with old new media.

If no one’s willing to buy your product/service at full price, purchases during sales periods are nothing to get super excited about.

We’ve gone through a lot of caveats here, good job following it all! This is where we get to the positive part.

Follows are something you can reliably keep track of!

It’s confusing since Facebook uses the same verb for inviting a page into your life, and doing whatever with an individual post, and also you can follow without liking, or still like a page but unfollow it, so I’ll call the phenomenon of clicking a button that will put your content into people’s feeds free of charge (somewhat) ‘follows’.

Follows are people saying ‘I need you by me, beside me, to guide me.’

It’s someone being totally willing to let your company be a part of their day. It’s a reliable stop-gap measure between awareness and purchasing! Hate-follows are ‘a thing’, but unless your brand pages are set to follower-only (which…WHY), you’re more likely to know that the folks following you like-like you, and you can adjust your focus accordingly!

This whole article can be summed up as ‘You can’t make quantitative data the only thing you look at.’ Even going by follows, if you have high follows, but low purchases, it’s probable that the people you’re pitching to don’t have the capital you’re actually aiming for. Not to get woo on this, but a human-focused, holistic approach to analyzing your social presence’s performance is your only option for success.

Whether or not you include bells and incense is up to you.

You can't spell "Together" without TGOT: That Goth Over There. Staff Writer, April Bingham, is that goth; and she's all about building bridges— both metaphorically between artistry and entrepreneurship, and literally with tools she probably shouldn't be allowed to learn how to use.

Op/Ed

Overemployment: What are the pros and cons to having more than one job?

(EDITORIAL) Hustle culture is the highlight of the American workplace culture, but there are both pros and cons to overemployment.

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Man with face in his hands representing overemployment.

Simple truth. It costs a lot to get by today. And the extras? Whew.

Vacation? Side hustle.

Those cute shoes? Sell something.

New car? Wait a year until there are more cars on the lots, but while you’re waiting, make some more money.

Overemployment enters the discussion, and it’s something business owners and employees need to understand.

Side hustles aren’t new. Working multiple jobs to pay down debt or just get by? Also not new.

Overemployment, according to those who engage in the practice, isn’t a side hustle at all. It’s a completely different mindset. A second (or third, fourth, and fifth) job.

And the explosive growth in remote work has helped lead to more overemployment.

Back in the olden days, aka a decade ago, overemployment meant you were working more hours than you wanted in the one job you worked.

Today, not so much. Today overemployment can mean the side jobs you work for the extras you want or the debt you’re paying down or just to make ends meet because living expenses are high right now.

Or as overemployed.com says,

“a community of professionals looking to work two remote jobs, earn extra income, and achieve financial freedom.”

This new somewhat norm of creating multiple streams of income has both pros and cons. Regardless, experts say it’s here to stay.

The pros of overemployment for companies are self-evident.

In a world where jobs are plentiful but the workforce isn’t necessarily, knowing you can hire someone who already has another job is helpful. If the job you offer is more of a side hustle scale, even better.

There’s also the added benefit of employees learning skill sets in their second jobs that they can bring back to their first employer.

Then there’s the specialty skill job force like tech where demand is high, but available skilled employees are not. That’s changed, though, with remote. Suddenly skilled tech workers can work for multiple companies, sharing their expertise and earning more.

Which brings us to the pros for workers. Suddenly you have options when it comes to work. You have multiple streams of income and can look for others if some aren’t working out.

Getting that email that your department is closing and there won’t be a place for you isn’t as rough when you have another source of income.

Liquidity is nice and with overemployment you have an opportunity to live that life.

Paying down debt, investing, increasing savings, all of that is easier when you have a second job.

But it’s not all roses in the overemployment world.

A lot of people are taking second and third jobs because they have to pay the bills. Child care expenses are thousands a month. Food, fuel, housing, everything is more expensive. The one paycheck that covered your lifestyle before suddenly doesn’t and you’ve cut corners until there are no more corners to cut, so a second job isn’t an option. It’s a must.

And when that happens, the positives of overemployment suddenly turn negative. Stress and mental health issues increase, and with that, physical health is at risk as well.

And employers bear the brunt of those over-worked employees with absences and less than stellar work.

Overemployed people who love the OE lifestyle say the key to making it work is working multiple jobs at once. For those earning the paycheck, that’s nice. For the employer paying, as long as the work is solid and done, also nice. But multitasking has its pitfalls.

A 2021 Cleveland Clinic article showed,

“When our brain is constantly switching gears to bounce back and forth between tasks – especially when those tasks are complex and require our active attention – we become less efficient and more likely to make a mistake.”

Something both employees and employers must keep in mind.

Overemployment isn’t going away. Employers need to know where they stand. Are they okay with employees working other jobs at the same time they’re working for them? Employees need to know if their employer has a problem with that.

The workforce is changing. Overemployment is one more way.

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Op/Ed

How can a small business beat a large competitor moving in next door?

(EDITORIAL) How do you stand out when a big competitor moves to your neighborhood? Reddit has a few suggestions – some obvious, some not so much.

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Man talking on virtual meeting about a competitor moving close next door.

Small businesses, especially restaurants have been hit hard by lockdowns. Many closed for good this year, and those that are still hanging on are in a precarious position as their local economies shift. So how can a small business beat a large competitor moving in next door?

A user on r/smallbusiness asked a timeless question that is especially relevant right now. Reddit user longbottomjr writes:

“We have a strong competitor moving in next door in a few months. Our restaurant is one that pays the bills but […] I feel that if this new competitor takes up enough market share we will lose our restaurant. Can anyone chime in with resources/ideas I can use to help put together our plan of action?”

Comments quickly pointed out what common sense would dictate.

First, ensure the basics are covered. Being clean, quick, friendly, and high quality will take you far, no matter what competition you’re up against. And as u/horsemullet said,

“Customer service also happens before someone walks through the door!” So make sure that your online hours, contact info, menus and social media accounts are up to date and accurate.

Another point emerged that is less intuitive: Competing businesses will naturally gravitate towards similar locations. This is a well-established phenomenon known within game theory as Nash’s Equilibrium. In the restaurant industry, this is actually a good thing. It brings entirely new customers to the area and ultimately benefits all the other nearby businesses, too.

Take advantage of the attention by offering something other spots don’t, like loyalty rewards, specials, unique offerings, or meal deals.

Speaking of the area, a great way to stand out from larger competitors is to build relationships with the community you serve, as u/sugarface2134 emphasized,

“In my city there are two Italian restaurants in the same location – just across the parking lot from each other. We always pick the smaller one because the owner truly makes you feel like a member of the family.”

That’s an advantage of being a small, local business that all the money in the world couldn’t buy. Get to know your customers personally and you will not only create loyal regulars, but friends as well.

One of the top-rated responses, from u/seefooddiet2200, made an often overlooked but critically important point.

“Talk to your staff and see if they have any ideas. These are the people that are working every single day and may know one or two ‘annoying’ things that if they were switched would make things easier. Or maybe they see that there’s specific things people ask for that you don’t serve. Every single [one] of your employees is a gold mine of insight, you just need to be open to listening to them.”

That is applicable to any business owner who wants to improve their practices.

Ask employees what they think, especially the ones who have stuck around a long time. Not only do they know the ins and outs of their jobs, but this builds rapport and trust with your staff. A good boss realizes that employees are more than their job descriptions. They have valuable thoughts about what’s working and not working, and direct access to customer’s opinions.

Good luck, u/longbottomjr! We’ll be rooting for you.

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Op/Ed

How much minimalism is enough to succeed?

(EDITORIAL) Nobody starts a business praying for failure and debt, but if we don’t identify how little is too little, we not know when enough is enough.

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Enough peace

You’re scrolling on Facebook when you notice your friend’s feed, and the most recent post says, “You are enough.” You may recoil and think to yourself, “blech” what does that even mean? Touchy-feely crap. I am “enough.” Ha! I’ll show you enough.

While exploring the concept of being enough may make some folks queasy. Asking the question: How does “enough” translate from our lives to our business? is it relevant and can help us get to our raison d’etre, our sweet spot, our perfect pitch, our business manifesto. And, what is “enough” for us in planning our life and business goals.

Recently, I was watching a British show on Netflix. The gist is an “expert” who goes around to businesses to help them update their brands and improve business. In one episode, the host walks into a man’s clothing shop and asks the owner about his wares. He explains in one section he has clothing for the “fat bastards” (I am not making this up – he literally says that), in another section he has styles for the “trendy” kids, and in another section, clothes for the businessman.

The owner thinks he’s doing great, but his sales suck, his customer service sucks, and he doesn’t understand why.

From the outside looking in, it seems pretty obvious, that the guy is trying to serve everyone and in doing so, he’s doing a crap job of serving anyone. Plus, he was rude and literally didn’t understand that calling customers fat bastards wasn’t good customer service.

From a business point of view, this guy had no concept of what it meant to be “enough” because he was trying to serve too many potential customers and it was a very disjointed effort.

His problem is not unusual. Think about it. Haven’t you gone into a locally owned business to find it selling too many items that make no sense? Kind of like a gift shop gone wild. You look around and see things you like, but you get confused and leave without making a purchase. Instead, you walk a few doors down to the store that specializes in jeans or shirts or cool shoes and you drop some virtual Benjamins.

In his blog, Paul Jarvis expounds on the idea of being enough. He says, “In order to be more aware of what makes sense for our lives and businesses, we need to be aware of what enough means.”

And, that my friends, depends on who you are. Enough to me may not be enough for you. But, Jarvis explains is that it can’t be minimalism for Instagram’s sake. Meaning, that we aren’t truly living in an enough “state” if we are trying to be what we think others want to see.

Let’s not get caught up in the “yeah, but it’s Paul Jarvis.” Cuz, he also states this isn’t about judging others, because if you ain’t got much, it can seem pretty patronizing for someone to tell you to live with less. And, that isn’t what we’re talking about here.

If we go back to the business concept, consider Apple. The company started off building computers. It veered into phones and watches, but still tied to the idea of smaller versions of its computers. It stayed pretty true to itself. The concept was built around one product. The stores make that product shine. And, we as consumers feel we aren’t enough until we have the newest gadget and gizmo they sell. Brilliant.

For you, having the latest gaming system or all the streaming channels may be the thing. For me, I get by with basic cable and Netflix. My enough isn’t yours.

So, if we are truly cognizant of what we want in our business and lives, we need to understand what enough is for us. Not what is enough based on someone’s feed on Instagram, showing them with the Lambo (rented) and fancy clothes (rented) and fancy location (maxed credit card). We need to consider where we, from a truly authentic space, can live enough.

Per Jarvis:
“Enough is the antithesis of unchecked growth because growth encourages mindless consumption and enough requires constant questioning and awareness. Enough is when we reach the upper bound of what’s required. Enough revenue means our business is profitable and can support however many employees/freelancers we have, even if it’s just one person. Enough income means we can live our lives with a bit of financial ease, and put something away for later. Enough means our families are fed, have roofs over their heads, and their futures are considered. Enough stuff means we have what we need to live our lives without excess.”

One way to think about enough is to sit back and consider what would be your perfect day. If you were doing what you wanted – no holding back – what would your day look like. Imagine it. Are you really shopping and dropping $1k on a pair of shoes? Maybe. Or, are you hanging out with someone you love, doing work the way you want, having some food, walking your dog, doing yoga, CrossFit, etc., enjoying dinner, and heading to bed?

If you think about business in the same way, what would your business look like? Would it be like 7-Eleven with Slurpee’s, Slim Jim’s, lottery tickets, and birthday cards? Or, would it look more refined? Because Target and Walmart have a lock on mega shopping experiences. 7-Eleven has a lock on, it’s 4 a.m., and I’m wasted and need crap food.

Consider, how does your idea of equilibrium impact the outcome of your business, your work, and your idea of success?

Most of us would love to be wealthy and that is our guidepost when it comes to the idea of business success. But, when evaluating it from the perspective of “enough” our viewpoint might change if one considers debt load to profit or unsold, stolen, or damaged goods to profit. If you have more debt than cash, are you enough?

“Where things can go awry is when we never consider what enough is as a marker,” Jarvis says. “When this happens, we don’t solve for enough or optimize for it, we just keep going and going with more and more.”

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