Hey Reader,

Your eyes do not deceive you! I'm in your inbox on Tuesday instead of Monday! Please allow me to apologize for any confusion or turmoil this may cause. I've often pondered the question, "Can a person be too sick to write an email newsletter?" Well Reader, yesterday I discovered the answer to that question. The flu is no joke this year, stay healthy.

Marketing while sick

I knew on Tuesday of last week that I was getting sick. I toughed it out through Wednesday, but by Wednesday night, I was a shell of a human being. I managed to prerecord a couple TikToks before the congestion set in, but I mostly let things go. And you know what, that's ok.

The modern social media ethos tells us we need to be posting and engaging with our feeds every day to be successful. If you've been reading this newsletter for a while, you already know how I feel about that. If you're new, here's the summary: Posting and engaging every day might be "perfect," but it's not sustainable.

Social media doesn't get sick

Social media, and by extension the internet, don't take days off. That's because they're not human; they cannot get sick. Sure, the people on these platforms may take days off, but the platforms themselves do not. If you're focused in on "I need to post every day," this fact may feel overwhelming. However, if you focus on the sustainability of your marketing, I think this fact may actually bring some relief.

See, if you remember that social media marketing is a long game, knowing that the machine keeps turning without your input should feel good! That means that, even when you're not posting, users are still online, looking at what you've posted before. Even though common parlance says only new posts get views, that's not at all true. Here's an interesting article about the Half-Life of a post across multiple articles. TL;DR: It may take days for a post to get half of it's lifetime engagement.

Social Media is like a bonfire

We're back at the beginning. This is my whole bit. Social media is like a bonfire. It takes a lot of effort to build it, but once it's going, you can walk away and let it burn. So to should you be able to walk away from your social media to take a sick day, or a sick week. If you still don't believe me, here's a screenshot of my LinkedIn Analytics from last week. Please note that I have posted nothing and still 76 impressions and had a positive net gain in followers. Again, I have posted nothing.

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In conclusion

It sucks to get sick. It sucks even worse to beat yourself up over what you should be doing when you're sick.

When you get sick, you should rest. Your marketing efforts will not fall apart without you. In fact, they'll be just fine.

-MC

p.s.

• If you enjoy this newsletter or any of the content I produce, I'd be honored if you would share it with someone else. And hey, if this email was forwarded to you and you're not a subscriber, consider joining the list here.
• ICYMI: I accepted an interim role at my alma mater, so I'm taking my own advice and pulling my foot off the gas for the next few months. If you'd like to plop yourself on top of my priority list, I'd love to talk to you.
• Follow @bahnfyrePR on TikTok because I'm gonna post this week.

1 Bird in hand > 2 birds in bush The same applies to your target audience. ​ Watch The Video

Some more traditional marketing advice What to do with those pesky social media accounts you don't want to post to. ​ Watch The Video

Inflation is Rampant on Social Media If I asked you to write down the name of every single person you know, how many names do you think that would be? 100? 500?? 1,000??? Read More

Check it out, let me know what you think.

​bahnfyrePR.com​

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