Hi everyone,
How was your week?
I was having a philosophical conversation the other day about how things change right before us, and we don't always realize it until we look back. This casual chat started about the weather but became the basis of this week's newsletter.
It was a beautiful week in the Hudson Valley. I've been looking for signs of Spring, but so far, there are no crocuses and no forsythia buds. And now we're expecting a Polar Vortex. I know Spring will come, but when? You don't always see the shift happening in real time.
There was the pivot that led to this --One of those shifts? Who gets heard on Social Media?
It used to be that if you had the expertise, valuable insights, or a unique perspective, platforms—search engines, websites, social media—would help get your message out. But now? The soapbox belongs to the influencers.
If you're not actively building a personal presence, your Message isn't reaching the right people. Have you noticed it, too?
I'll be honest—I'm not an influencer, and I don't want to be one. But that doesn't change the reality: if people don't see you as the source, they're getting your information from someone else, and you have lost value.
For years, we could count on platforms like LinkedIn, Google, and blogs to help our audience find us. If you wrote a great article, people would see it. If you had valuable insights, the right audience would come to you.
That's not how it works anymore.
AI-driven content discovery, algorithmic feeds, and shifting social media strategies are making one thing very clear: people follow people, not platforms.
Google is losing its grip—AI-powered assistants are answering questions before users even reach a website.
LinkedIn favors influencer posts, but company pages and brand content do not reach nearly as many people.
Social media algorithms favor engagement-first—if your content isn't sparking conversations, it's invisible.
And no, that doesn't mean becoming an "influencer" in the way we think about it today. However, it does mean understanding how influence works in this new environment.
So, How Do You Get Your Message Out?
If you're a coach, consultant, author, or business owner who isn't interested in chasing likes and followers, here's what you need to focus on:
✔️ Be a Thought Producer, Not a Content Machine. You don't have to post every day, but when you do, it should be insightful, bold, and worth reading.
✔️ Create Conversations, Not Just Content. People engage with people. Ask questions, respond to comments, and make your audience part of the discussion.
✔️ AI is Watching Who Engages With You. The more people interact with your content, the more AI-driven feeds will push it to the right audience—regardless of follower count.
✔️ Leverage Other People's Audiences. Partnerships, roundtables, collaborations—these will carry more weight than traditional marketing in an AI-driven world.
✔️ Your Personal Brand Matters—You don't have to be an "influencer," but you do need to be recognizable. If people don't associate insights with you, your message won't stick.
So, What's the Plan?
I'm figuring this out, too, and I know I'm not the only one.
I don't want to be an influencer—but I also don't want my message to disappear in the noise. And if the game has changed, we need to change how we play it.
That's exactly why our next few roundtables will focus on how "The Medium is the Message" has shifted to "The Influencer is the Message"—and, more importantly, how we can take advantage of this new reality without becoming someone we're not.
I'd love to hear what everyone thinks.
Hit reply—how are you making sure your voice gets heard in this new landscape? Let's start this conversation.
You can register for our next roundtables here: https://www.digitalcc.us/roundtable
🚀 Keep creating, keep innovating.
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