Flowers and pearls: Yes

One of the big questions of our time is: do we really, really have to "do" social media? After all, making yourself heard on a regular basis has always been a good idea. Top of mind and all that. Because "Ah, there's you too?" or "Ah, you do that too?" are phrases that you really want to avoid in a professional environment. So you should definitely post something from time to time; for many, this answers the question. Or is it not that simple after all?

Should I really do it...

Because: You haven't sold anything with a few posts on social media. But you have done a lot of work. And to minimize this, it's best not to think too much about it, but to do what everyone else is doing anyway. Then you won't even notice that you don't really feel comfortable with it. Or you can do it quickly with AI - but then everyone knows straight away that you don't want to make any effort at all. So maybe it's better to leave it at that? On closer inspection, social media sounds like a pretty bad idea in terms of cost and profit. Or let's say in need of explanation. Is the effort really worth the few likes? Nah, probably not. So don't do it after all?

...or should I leave it alone?

However, the question is not whether it is worth the effort - but whether you can afford not to do it. At best, you can: for example, because you are already doing enough of this work elsewhere. Or because you would do it so thoughtlessly and lovelessly that it wouldn't speak for you. Or because it is so distressing that you would rather forego any positive effects in terms of opportunity costs. And there it is: the general excuse for all those who simply don't like doing it.

Because if you don't have a pronounced sense of mission and quickly send a few pithy posts and heart-warming comments out into the world while whistling on the train, you force yourself half-heartedly to write a few sentences that have been wrested from your last bit of energy but are still toothless and unimaginative, or an uncommented repost from the last of your energy. In return, you only get an extremely half-hearted response and feel extremely awful. No "you must" and "have the courage" slogans will help, on the contrary. The only thing that might help is finding your own voice, your own storytelling that you are comfortable with - and not trying to ape what everyone else is doing with the help of AI.

Existential hairdressing crisis

Social media urgently doesn't need any more of this same professional, characterless slop. It feels like Mani Matters' visit to the hairdresser's when he sees himself reflected endlessly in the mirrors opposite and is plunged into an acute existential crisis because of his millionfold self. Everyone tells the same story, in the same way - you can't see Mani for all the Matters.

So should you post now or not? If you're honest with yourself, you'll know. And in case of doubt: yes.

Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she uses industry-related terms and comments on them with a personal touch, from a linguistic perspective - as well as with a precise view of developments in the industry. Pally is a partner in the Partner & Partner agency in Winterthur. She has been working in the fields of content marketing, text/concept and storytelling in the communications and marketing sector for 15 years.