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social media

(Focused on the Facebook Ecosystem)

Welcome to the dynamic world of social media.

Some governments propose banning social media for those under 16. I believe that’s misguided—mastering social media is one of the most critical skills for thriving in a post-AI world.

Why is social media so powerful?

  • It’s a free platform offering nearly equal access to connect meaningfully with anyone globally.
  • It’s an ideal space to hone communication and persuasion skills, whether targeting millions or a single individual.
  • It operates 24/7, enabling you to test ideas, network, and create or deliver value to society.

Surprisingly, few people truly grasp how it functions.

Let me pull back the curtain.

The feed is like digital real estate

Social media, particularly Facebook (though this applies broadly), revolves around the Feed—a space where three groups compete for attention:

  1. Friend updates: Posts like photos of a friend’s meal. These get minimal visibility now, which is notable.
  2. Groups and Pages: Distinct entities with unique roles:
    • Groups: Admin run spaces for community discussions on specific topics. They’re a powerful starting point to gain visibility if you’re new to the platform. Pro tip: Groups can fast track your recognition, offering instant exposure to 70–80,000 people if the group is large and engaging. Facebook’s algorithm rewards active participation, but beware—you can’t monetise or control Groups, making them unsuitable for commercial ventures.
    • Pages: Designed for digital creators and businesses, Pages offer control. You can integrate e-commerce, register an ABN (business number), and monetise content once you reach a certain scale. They’re treated as serious commercial assets.

Recommendation:

  • Use Groups to build initial recognition and stay for ongoing exposure.
  • Use Pages for monetisation and business building.

Before diving in, approach with strategy, not impulse. Here are key considerations:

  1. Persona choice: Decide whether to use a fake persona, your real name, or a "stage character" under your name. Authenticity is king on social media—people crave real connections. Using your face or original content is nearly essential for a large following, except for niche cases like satire pages. A stage persona lets you perform while staying genuine, balancing engagement with personal boundaries.
  2. Expect criticism: Posting at scale invites pushback—someone will always dislike your content. Embrace this, as engaged audiences (even detractors) drive growth. Some of your biggest boosters might be vocal critics or playful antagonists—it’s part of the adversarial nature of the space.
  3. Real-world separation: In 99.9% of cases, social media drama stays online. Even as a notable figure (unless you’re a mega-star), your daily life remains unaffected. Fans you meet are typically kind, and critics lack the courage to confront you in person.
  4. Exercise responsibility: Avoid attacking individuals or companies—focus on critiquing concepts, clearly as opinion or satire. Why?
    • Emotional reactions vary; you don’t want responsibility for extreme responses.
    • Libel and defamation laws are real—avoid legal trouble.
    • As a skilled social media user, you hold an advantage over less experienced critics. Don’t bully, even if provoked—the audience often sides with the underdog.
    • Defuse attacks with minimal or neutral responses, or ignore them—escalation rarely pays off.
  5. Groups’ limitations: Groups are often a time sink unless used for profile-building.
    • Admin challenges: Managing a Group puts your account at risk—if members misbehave, you face warnings or shutdowns.
    • Lack of control: Groups feel democratic, leading to politics and disputes over fairness.
    • No monetisation: Rules often prohibit sales, and e-commerce tools can’t integrate. Building a vibrant Group for years can yield no financial return—avoid this trap.
  6. Pages’ advantages: Pages are the way to go for serious creators.
    • They’re commercial-grade, allowing ABN registration and formal business ties with Facebook.
    • Growth is slow (25 followers monthly is solid), as Facebook prioritises paid ads over organic reach for businesses.
    • Expect limited early reach unless you pay for ads ($12 per 1,500 views, marked “sponsored” with no guaranteed engagement).

The secret weapon: Creator Pages

Creator Pages, built by individuals with large, loyal, engaged audiences, are treated differently. Facebook supports them heavily, even paying to keep them active. Why? They drive platform engagement—unlike ad-heavy business Pages or divisive news content. People crave authentic creators sharing real, joyful content.

Setting up a Page for success:

  • Get an ABN: Signals serious intent to Facebook.
  • Complete all details: Fill out name, business info, bank details, and category accurately—changes later are messy.
  • Choose “Digital Creator” category: Signals content focus over pure commerce, aligning with platform priorities.
  • Craft a cohesive brand: Select a name and visuals that reflect your content’s identity consistently.

Publishing rules for success

To thrive, follow these guidelines:

  • Consistency: Post at least one high quality piece daily—less, and the algorithm deprioritises you. Regular posting signals commitment, boosting growth.
  • Quality:
    • Images: Avoid raw internet downloads—screenshots with edited filters or original phone/camera content perform better. Facebook favors authentic metadata (e.g., RAW or Canva-edited visuals).
    • Videos: Use original content only—reposted or scraped videos risk demonetization if detected elsewhere on the platform. Avoid sharing audience-submitted videos unless verified as unique.
    • Community standards: Read and follow them strictly. They’re reasonable, designed to keep advertisers happy. Violations cut reach and recovery takes months—stay compliant for algorithm favor.
  • Variation:
    • Reels and Stories: Act like ads, reaching new audiences. Craft them to attract fresh followers.
    • Text posts: Best for updates to existing followers, weaving a narrative between content—not for viral reach.
    • Image posts: Highly effective for monetisation, especially with authentic, engaging text. Facebook measures time spent on posts—longer, compelling text keeps users engaged, boosting virality. Funny or evocative images with likes, laughs, or comments also drive engagement.
    • Videos: Valuable for loyal followers but rarely go viral or earn as much as images. Short videos (under 40 seconds) with high completion rates can succeed, but long-form content is less effective due to reduced ad exposure.

Additional tips

  • Get a blue tick: If offered, pay for it—it grants direct human support and protection against impersonators or algorithm errors.
  • Protect your asset: A Page is sellable—secure it with two-factor authentication.
  • Explore the ecosystem: Beyond Facebook, leverage Instagram and WhatsApp for reach, plus analytics, ads, and live features for sales integration.
  • Become a creator: Stop doom scrolling—creating is fun, rewarding, and lucrative. Engaged Pages can earn $1,500–$3,000 monthly, comparable to a junior job or pension.

Conclusion

Facebook isn’t just for scrolling—it’s a platform to launch ventures, build movements, and generate income if used strategically.

Understand the ecosystem: Use Groups for visibility, Pages for business, and Creator accounts for audience growth. Deliver authentic, engaging content people love.

Mastering this early gives you a unique edge.

In a world where algorithms reward consistency and creativity, the real win is creating, not consuming. Start now, harness the platform, and let it amplify your goals.

This skill builds confidence and agency—worth pursuing even for the networks and connections alone.