I want to talk about something that feels obvious, and yet almost nobody is doing well.

Being human on social media.

That sentence alone should feel strange. Social media was supposed to connect us. Instead, most days it feels like an industrial farming operation for attention. Automated DMs, recycled posts, fake familiarity, and quiet exhaustion on both sides of the screen.

Here is the paradox. Social media can be powerful, but most people are using it in a way that actively destroys trust.

First, let’s challenge a bad assumption. You do not have to be on social media.

If you are an established professional with a deep network, real credibility, and a steady flow of introductions, social media is optional. Full stop. Anyone telling you otherwise is selling you something or just repeating what they have been told.

But if you do choose to be on social media, then you have a responsibility to use it well.

Most automation does not fail outright. It works just enough.

Enough likes to feel busy. Enough replies to feel hopeful. Enough noise to distract you from the fact that nothing meaningful is happening.

Mediocrity is dangerous because it numbs ambition. It convinces smart, capable professionals to settle for shallow attention instead of real relationships. We were not designed for that.

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