Influencing vs. Serving: The Right Way to Use Social Media
Many professionals hesitate to post on social media because they think it’s about chasing influence—becoming the next Kim Kardashian, gathering as many impressions as possible, and monetizing an audience. But that’s not the goal.
If you’re in business, you’re not here to influence for the sake of influence. You’re here to serve.
The Influence Trap
Too often, people judge success on social media by the wrong metrics—likes, impressions, follower counts. But these numbers don’t tell the real story. Influence, when sought as the end goal, leads to shallow engagement. It becomes about visibility over value, attention over action.
We hear it all the time from clients. The number that really matters isn’t how many people saw their post—it’s who engaged with it. It’s the quality of conversations happening in the comments. It’s being stopped at an industry conference by someone who says, “Your content has changed how I think about this topic.”
The Power of Serving
When you shift your mindset from “How do I get more reach?” to “How do I help more people?”, everything changes.
- You stop creating content for algorithms and start creating for real humans.
- You measure success not by viral moments, but by meaningful interactions.
- You attract the right people—like the prospect you’ve been trying to meet for two years who suddenly reaches out because your content speaks their language.
That’s the difference between influence and impact. Influence is fleeting; impact creates lasting change.
Servant Leadership in Action
This idea of serving over influencing is rooted in servant leadership—leading by helping, guiding, and supporting others. True thought leadership isn’t about putting yourself on a pedestal. It’s about lifting others up.
The best salespeople, the best marketers, the best leaders? They teach. They share insights generously. They don’t just show up online to promote themselves; they show up to solve problems, answer questions, and challenge conventional thinking.
Quality Over Quantity
If you measure success by reach alone, you’ll always be chasing numbers. But if you measure success by individual impact, you’ll build something far more valuable: trust, credibility, and relationships that turn into real business.
Next time you post, don’t ask, “How many impressions did this get?” Instead, ask:
- Did I help someone think differently?
- Did I start a meaningful conversation?
- Did I provide something valuable?
Because when you focus on serving, the right people will take notice. And that’s the kind of influence that actually matters.
5 Ways to Better Serve Your Audience
- Know Your Audience – Know who your ideal customer is. Understand who they are, where they live, what they buy, and why they buy. The better you know them, the better you can serve them with relevant and impactful content.
- Be Valuable – Your content should educate, entertain, or inspire your audience. Instead of just posting for the sake of posting, focus on adding real value to their newsfeed so that they look forward to engaging with you.
- Engage Authentically – Show up as your true self. Not only will this feel better and be easier for you, but it also ensures that you attract the right audience—people who align with your values and approach.
- Listen – Don't just talk at your audience. Listen to them. Pay close attention to the frustrations they share—whether in client meetings, tradeshow floor discussions, or on social media. Your best content ideas will come directly from their pain points and needs.
- Have the Right Goals – Yes, you should be tracking metrics like impressions, engagements, and conversions. But more importantly, pay attention to the people who tell you they love your content or look forward to working with you. That’s the real sign you’re serving—not just using people as a means to an end.
When you shift from influencing to serving, you’ll create deeper connections, attract the right people, and build a brand that stands out for the right reasons.