Rethinking Social Media Strategy: Jasonfeifer on Audience-Centric Posting

In a recent LinkedIn post, Jasonfeifer discusses the critical importance of audience-first strategy when posting on social media, offering a new perspective on why individuals face professional repercussions for their online activity. He challenges the framing of a “snitch economy” and instead points to a fundamental misunderstanding of how social media works in a professional context.

Feifer begins by highlighting concerning statistics regarding employee social media use and its consequences. He cites data from RiseGuide, noting that “Nearly 1 in 5 workers say they’ve been disciplined because of a social media post. And 1 in 6 has reported a colleague to HR over something they posted.” This data, while alarming, leads Feifer to question the prevailing narrative.

The “Snitch Economy” vs. Audience Awareness

Feifer argues that the term “snitch economy” is a mischaracterization of the underlying issue. Instead, he posits that the problem lies with individuals who post without considering the broader implications or the intended audience. “Most people think about *themselves* when posting — and are shocked when their dumb thoughts reach the wrong people,” Feifer writes, emphasizing a self-centered approach to social media engagement.

He advocates for a significant shift in perspective, urging professionals to consider their audience before crafting any content. This strategic pivot, according to Feifer, is the key to effective and safe social media use.

A Framework for Audience-Centric Posting

To facilitate this shift, Feifer outlines a clear, actionable framework for professionals to adopt. He suggests that before hitting ‘post,’ individuals should ask themselves a series of strategic questions designed to orient their content towards their desired impact and audience.

Key Questions for Social Media Strategy

Feifer proposes the following three questions as a guide:

• Who do I want to reach?
• What do I want them to think about me?
• How will that awareness benefit me?

By working backward from the answers to these questions, Feifer believes professionals can gain control over their online presence and its professional outcomes. This approach transforms social media posting from a casual act into a deliberate, strategic endeavor.

Treating Social Media as a Media Company

Feifer draws a powerful analogy to underscore the importance of this strategic mindset. “Posting on social media is like running a little media company,” he states. This comparison highlights the need for clear objectives, target demographics, and a defined value proposition, much like any successful business.

“You must know who you’re speaking to, and why.”

By adopting this perspective, individuals can move beyond simply sharing thoughts and instead focus on building a brand, fostering meaningful connections, and achieving specific professional goals. Feifer concludes on an empowering note, asserting that once this audience-centric approach is embraced, “you’re in control.” This strategic control, he implies, is the antidote to the negative consequences often associated with social media missteps.