Why “Gen Z”-related messaging and creatives annoy old school executives is a recurring conversation at the office.
I iterate with my teams 3-4 times a week when I see content variations with emojis or buzzwords that my kids use.
(They also prepped this one, which is entirely NON-CORPORATE, but I liked it nevertheless.)
The problem is, social is such a f*****g mess over the past 2-3 years that 90% of our existing clients and partners (let alone investors, M&A, PE in my circle) are not using it for work.
I can literally name each and every one of them that does. It’s troubling.
If social is being used at all, it’s a restroom scrolling of TikTok or an evening Instagram story swipe for friends, family, and kids to mess around on non-work-related stuff.
The Internet has brought some incredible opportunities, but with great power comes great brainwashing, social anxiety, mental issues, and other uncalled effects.
And great executives who crave peer communities or bouncing ideas back and forth and up looking for specific “circles” and “closed networks” to overcome this.
My WordPress peers of the early 2010s on X are now in private Slacks. Trainers and investors from LinkedIn and Quora in Circle and WhatsApp communities.
Building “invite-only” groups seems to be the way to go…
LinkedIn is an echo chamber of “comment to get this AI guide now” and “here’s why my agency beats yours”. The incentive to keep scrolling is missing in higher B2B. I hate the viral clickbait thing going on.
🤔 Outside of your direct circle of colleagues/partners, what’s your main networking channel for executive conversations today?
X, LinkedIn, Slacks, private WhatsApp groups, Circle investment communities, masterminds, executive networks, YEC/Forbes Councils?
