In today’s competitive digital world, where the average consumer is bombarded with sales pitches at every turn, a traditional approach to social media simply doesn’t cut it. Rethink Everything: You ‘Know’ About Social Media by Kyle Draper offers a refreshing, relationship-focused strategy that speaks directly to business owners, entrepreneurs, and social media managers striving to elevate their brand’s online presence. Rather than prioritising sales, Draper advocates for a value-driven approach that positions social media as a platform for authentic engagement, meaningful interaction, and community building.
Draper’s methods can revolutionise how you connect with your audience online.
1. Prioritise People Over Profits
The traditional social media approach—filled with blatant promotions and sales pitches—is outdated and ineffective. Instead, Draper encourages brands to prioritise people over profits by building genuine connections with their audience. He believes that success on social media begins with understanding that every post, comment, and interaction is an opportunity to forge a meaningful relationship.
- For Business Professionals: Instead of focusing on what your audience can do for your business, concentrate on what your company can do for them. Ask yourself how your content can serve your audience’s needs, whether through information, inspiration, or even a bit of humour. This shift in mindset fosters a community that feels valued and appreciated and is more likely to trust your brand.
2. Shift from Self-Promotion to Authentic Engagement
Social media audiences are increasingly attuned to authenticity and quick to dismiss overly promotional content. Draper advocates for a strategy centred on genuine engagement. Rather than pushing sales, focus on conversations. Make your audience feel heard and understood, building loyalty and trust.
- For Social Media Managers: Craft content that invites discussion. Open-ended questions, opinion polls, and posts that welcome feedback foster dialogue rather than one-way communication. Remember, engagement isn’t about selling; it’s about creating an online space where your audience wants to return, engage, and connect.
3. Create Value-Driven Content
The heart of Draper’s approach is value-driven content. Whether your audience is there to learn, be inspired, or find a solution to a problem, you must deliver on that need. Value-added content positions your brand as a thought leader and builds credibility.
- For Entrepreneurs and Business Owners: Consider content formats that educate and empower your audience. Guides, tutorials, and ‘how-to’ content perform well, as do posts that showcase behind-the-scenes insights into your brand. When your followers feel they are gaining something worthwhile, they’ll be more likely to engage and share.
4. Embrace Storytelling as Your Superpower
Storytelling is a powerful way to connect emotionally with your audience. Draper encourages brands to share their journey, struggles, victories, and lessons learned. Storytelling creates relatability and builds an emotional connection, which is far more impactful than any product feature list.
- For Business Professionals and Managers: Share your brand story in a way that resonates. Perhaps it’s a personal anecdote from your early days or a challenge that led to innovation within your business. These authentic stories humanise your brand, allowing your audience to connect with you on a personal level.
5. Understand Social Media Algorithms Without Compromising Authenticity
While authenticity is paramount, Draper acknowledges that understanding social media algorithms is essential to increasing reach and visibility. Algorithms favour content that drives engagement—comments, shares, and saves matter more than ever. By creating valuable, engaging content, you work with the algorithm rather than against it.
- For Social Media Strategists: Ensure that your content is designed to inspire engagement. Use captions encouraging comments or shareable posts your followers want to spread across their networks. But remember, the goal is to create content that genuinely resonates with your audience rather than gaming the algorithm.
6. Measure Success with Metrics that Matter
Metrics are essential, but Draper challenges readers to rethink the metrics that define “success.” Rather than focusing on superficial numbers like follower count, Draper encourages brands to consider meaningful metrics, such as engagement rate, audience retention, and the quality of interactions.
- For Business Owners and Social Media Managers: Track metrics that reflect the quality of your audience’s experience with your content. High-quality engagement, repeat visitors, and the time your audience spends on your posts are indicators that you’re building the right kind of presence. More than simple likes or follows, these metrics demonstrate how well you connect with your audience.
7. Leverage Interactive Content for Deeper Connection
Draper’s book includes QR codes, leading to additional stories and real-world applications. This integration reflects a powerful principle: make your content interactive and provide opportunities for your audience to dive deeper.
- For Social Media Managers: Apply this concept by creating interactive content, like polls, quizzes, and live Q&A sessions. This approach invites your audience to participate actively, transforming passive followers into engaged communities.
Final Thoughts: A New Approach for Today’s Social Media Landscape
Kyle Draper’s Rethink Everything is essential for any business professional looking to reshape their approach to social media. Draper’s strategies align with what modern audiences expect from brands by centring on authenticity, engagement, and value. His philosophy reminds us that successful social media isn’t about closing sales; it’s about opening doors to relationships, trust, and loyalty.
In a crowded digital world, brands prioritising people, value, and connection stand out. So, ask yourself: Are you ready to rethink everything you know about social media?
