Compare with Caution.
When I first started work in digital marketing, I knew nothing. All I knew was I had a brand that I had to build from the ground up. It was difficult to know where to start.
So, I began by seeking inspiration from top performers in social media. A few nights before my first day, I scoured the internet for examples. My goal: to find the best social accounts in my industry. From there I could emulate them and maybe even top them. These accounts consistently posted and consistently engaged people. They had an audience of thousands at their fingertips.
Once I narrowed my search, I now had a new goal: be like them. But, as I tried posting memes, making cheap jokes, or stirring up anger, something became clear.
I’m not them. I don’t even want to be them.
What happened was, I went from making partial comparisons, to full comparisons. In the beginning, I isolated just one thing; “likes” or “comments” for example. Then I tried to replicate the results of others. The problem was I wanted others’ results without thinking of what their results even meant. A like on their post was not the same as a like on mine.
A few digital marketing friends and I would joke: “If you want a post to go viral, post a cute cat video. Sure, I can get 10x results on a conservative account by posting “OBAMA SUCKS LIKE IF YOU AGREE.” But are those the types of likes I want? Do those likes advance my other goals?
Do you want to be exactly who you’re comparing yourself to? If the answer is yes, carry on.
Does that idea make you queasy? Then maybe you shouldn’t compare at all.
Just as cheap political tactics get attention, so do cheap behaviors on social media. Posting beach pictures will get you more likes than posting a thought-provoking article. There’s nothing wrong with that.
But, there is something wrong with comparing the two. Someone who likes a beach picture simply has to: see friend; see friend is happy; this makes them happy too; they like the photo; they move on seconds later.
Whereas someone who likes a thought-provoking article has to: determine if the topic is interesting; see if they have time and patience to read the article; read the article; understand the article; MAYBE agree or like the takeaway; THEN and only then, they like the article.
See? It’s a longer funnel with far more obstacles. So, how can we ensure we make comparisons correctly?
First off, when you find yourself comparing one thing, compare the other corresponding parts too. Eventually you’ll have a full comparison. So, when you want to emulate a person, determine how closely you’re willing to emulate them. Are other parts undesirable? Than maybe the comparison is too.
Secondly, don’t compare unless it helps. Plain and simple. If comparing makes you feel bad to the point that you feel helpless to make a change, you’re doing it wrong. In fact, the comparison may not even be relevant.
Comparison can be great when it motivates you and provides a benchmark. Yet, comparing the wrong things establishes unrealistic expectations. Insurmountable goals can halt any movement toward meaningful progress. So do yourself a favor and only compare things that drive you forward.
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