You’ve read the “golden rules,” the best practices, and the do’s and don’ts. You’re trying to do it right. But then you scroll through the feeds of big-name influencers in your industry and see them tweeting about their soggy sandwiches and bad hair days without a care in the algorithmic world.
Wait—what gives?
It kind of feels like you’re the only one following the rules.
Are the Rules Just for Us “Regulars”?
Honestly, I had the same question: Are the social media rules only for small or newer businesses like mine?
Because it sure looks like the heavy hitters are breaking all of them—and not just surviving but thriving.
So before you start questioning everything, ditch your brand strategy, or throw your phone into the sea of irrelevance, let’s talk through a few truths about how social media actually works—and why those “rules” still matter.
1. Status Earns Passes
Here’s the deal: Influence earns exceptions.
When someone becomes a respected voice or a household name, people want access to all of them—not just their polished posts. They want the behind-the-scenes, the quirks, the unfiltered stories. It’s like getting the director’s cut of their brand.
But if you haven’t earned that trust yet, stick to the guides. Share your expertise. Serve your audience. Let your consistency build the credibility that gives you permission to loosen up later.
2. Social Media Is Still Social
Eventually, people will want to connect with you, not just your content.
And that’s a good thing.
You don’t have to overshare your life to be relatable, but don’t be afraid to let people see the heart behind your business. Social media is built on connection, not just communication. A little humanity goes a long way.
3. You Don’t Have to Follow Everyone
Just because someone is a “big deal” doesn’t mean they deserve your feed space. If the value they bring is buried beneath noise, it’s okay to unfollow. Protect your peace. Curate your content.
Give your attention to voices that sharpen, encourage, and align with your values and goals.
4. Treat the Rules Like Road Signs
Social media “rules” aren’t law—they’re wisdom. They’re lessons learned by those who’ve spent time experimenting, watching patterns, and taking notes. But people are unpredictable, and what works in one season or space might not in another.
So yes, pay attention to best practices. But leave room for discernment, trial, and even a little risk-taking.
5. The Best Strategy? Be You.
Seriously. Phony is so 2010.
You don’t have to reinvent yourself to be successful online. Just show up as the best version of who you already are. That’s what people connect with—and remember.
Ask yourself: How do I build relationships in real life? What makes me trustworthy or approachable? Now translate that to your posts, comments, and messages.
Two-Cent Tip:
Don’t try to play Familiar Fran with folks you haven’t earned trust with yet. Some personalities can pull it off, but most people mistake it for spammy or strange.
Let your presence be known through consistency and character. Influence is earned, not assumed.
One day, you’ll wake up and realize you are the voice people want behind the scenes access to. And by then, you’ll know exactly when to share that bad hair day—and when to stick to strategy.
As for me? I’m still in the learning lab. That’s why it’s a two-cent tip and not a million-dollar masterclass. For now.
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