When we started A.I. Rocks, we knew we'd have to use social media — even though we kind of hated it.
The challenge? How to build an audience while staying true to the project’s spirit: honest, funny, and not trying too hard. That meant showing up without pretending we were anything more than what we are — a rock, and a joke, and a serious point all rolled into one.
We set up a LinkedIn page. We drafted posts that didn’t oversell. We even made a Facebook account (begrudgingly). Each time, the goal was to post something that felt like a wink to the reader — something that made you think, “Wait, are they serious?” and then maybe smile because, yeah, kind of.
The biggest lesson? You don’t have to shout to be heard. You just have to be consistent. And clever. And, above all, transparent. People can tell when you’re in on the joke — and they’re a lot more willing to join you if they know you’re not trying to trick them.
Social media might still feel like a bit of a necessary evil, but it’s also a stage. And if you’re going to perform, you might as well have a good script.