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What does authenticity actually look like online? Where do you draw the line between authentic content and "too much information?" How do you ensure that you know the unwritten rules on social about what's in, what’s cringe, and what’s gonna lose you followers? This week, I’m exploring tactics that will help you to keep things true to your brand, your voice and your people on social media.

We all know what it's like to wear too many hats. This moment is all about wearing them in a way that feels meaningful and real to audiences. Sometimes the "best practices" or "common knowledge" we find on search isn't all it's cracked up to be. Especially on social there's a lot of noise about "going viral", often without a conversation about the resources and strategy required. Building an audience is about more than posting and chasing trends, it's about ensuring your bra

So, you've heard about "dead internet" theory. (The bots rule everything and the spice must flow.) But the discourse is missing out on one of the most important parts of social media: the social part has always been made by and for people. Right now, bots, agents, and AI-search functionalities that minimize clicks are changing the game. And while some large e-commerce platforms are benefitting from this new environment, smaller businesses, organizations and non-profits have b