A lot of U.S. identity, biometric, and technology marketers like baseball. But some of you don’t know about the time that Paul Olden asked losing Dodgers manager Tommy Lasorda a now-infamous question, “What’s your opinion of [Dave] Kingman’s performance?” (Lasorda’s response—edited—can be heard here.)
(Incidentally, while the picture of Lasorda looks realistic, it is not. Imagen 4 generated it.)
But any of us who write online worry about our own performance, whether we publicly admit it or not.
Why do the wrong things enjoy stellar performance?
Take Becca Chambers, who like the rest of us wants to perform well, but observed:
“There’s a direct inverse relationship between how much time I spend on a post and how well it performs.”
It’s happened to Becca, it’s happened to me, and it’s probably happened to you. Chances are that this post and its social reshares will NOT reach tens of thousands of views, but my trivial observations about silly stuff will.
Similarly, this Bredemarket blog post that mentions both the Shipley Business Development Lifecycle and the ? and the Mysterians song “96 Tears” (geddit?) continues to rack up views week after week, having amassed over 3,000 views since its 2021 publication.
But in the end, do impressions matter? I constantly remind myself not to chase impressions, and to that end offered this comment on Chambers’ post:
“Depends upon how you measure “performance.”
“If you measure performance based solely on impressions, then you can realize great performance by random succinct thoughts on ghosting or the em dash or whatever.
“But if you measure performance by your paying consulting client saying that they liked your post on an obscure topic that only you and the client care about…then say what you need to say to your hungry people (target audience) and don’t worry about getting 20,000 impressions or 500 likes.”
And if we need any confirmation about the temporary nature of impressions, let’s look at Dave Kingman’s performance for the Chicago Cubs on May 14, 1978. “Three homers, 8 RBI, 3 runs, 4 hits, 1 walk, 13 Total bases.” Plus an uncountable number of expletives from manager Lasorda.
By 1981 Kingman was a New York Met.
What about your performance?
So how do you create content that truly matters to people who will buy from you? By asking yourself some important questions and then developing the content.
And if you’re an identity, biometric, or technology firm that needs help to get content out now (rather than never), talk to Bredemarket. Not about bridges, but about your prospects. Book a free meeting: https://bredemarket.com/cpa/
Now that it’s showing up in search, I will announce what I’ve done. Although I shouldn’t have done it.
I created my own Meta AI character on Instagram.
I was nosing around in my Instagram settings and discovered I could create an AI bot. So I did. You may or may not be able to create your own: see https://help.instagram.com/1675196359893731 for instructions.
“His” name is N. P. E. Bredemarket. Regular Bredemarket blog readers know that NPE stands for non-person entity.
An unsolicited Instagram message offering paid placement in NY Weekly Magazine, from an Instagram account with no visible connection to the magazine, and only 1 follower.
Oh, and don’t respond to Sophi for the offer. Respond to a DIFFERENT Instagram account.
And the pitch? For me to appear in “Top 30 Female Leaders to Look Out For in 2025.” Doesn’t Sophi know that President Musk doesn’t allow that stuff any more?
I also get Instagram pitches to promote myself to Canadian users.
Meta is a worse cesspool than Microsoft (LinkedIn).
Bredemarket promotes itself in all sorts of places. My LinkedIn newsletter is an example, but there are other places where Bredemarket speaks, including the Bredemarket blog and a number of social channels.
The channels that Bredemarket uses have varied over time. While wise minds such as Jay Clouse have recommended to not spread yourself thin, I ignored his advice and found myself expanding from LinkedIn to TikTok. (TikTok is a Chinese-owned social media platform. You may have heard of it.)
Then in May 2024 I contracted my online presence, announcing that I was retreating from some social channels “that have no subscribers, exhibit no interest, or yield no responses.” After I had shed some channels, I ended up on a basic list of Facebook, Instagram, LinkedIn, and Threads.
Now I may contract again, and I may expand again, but for now I want to touch upon the reasons why a business should post or not post on multiple social channels, and how the business can generate content for all those channels.
Why should you only post on a single social channel?
There is no right or wrong answer for every business, and there are some businesses that should only post on a single social channel.
If all your prospects are using a single social channel and are on NO OTHER channel, then you only need to post on that channel.
If you are NOT in danger of losing your account on that social channel because of some automated detection of a violation (“You violated one of the terms in our TOS. We won’t tell you which one. YOU figure it out.”), then you can continue to post on that channel and no other.
If the social channel is NOT in danger of business liquidation or forced government closure, then you can continue to post on that channel and no other.
Why should you post on multiple social channels?
Not all businesses satisfy all the criteria above. For one, your “hungry people” (target audience) may be dispersed among several social channels. From my personal experience, I know that some people only read Bredemarket content in my blog, some only read my content on LinkedIn, some only read my content on Facebook (yes, it’s true; one of Bredemarket’s long-term champions primarily engages with me on Facebook), some only on Instagram, and so forth.
What would happen if I decided to can most of my social channels and only post TikTok videos? I’d lose a lot of engagement and business.
Even if I concentrated on LinkedIn only, which seems like a logical tactic for a B2B service provider, I would lose out. Do you know how many people on Threads NEVER read LinkedIn? I don’t want to lose those people.
So that’s where I ended up. And if you know my system, the question after the “why” question is the “how” question…
How can you post on multiple social channels?
Repurposing…intelligently.
You don’t have to create completely unique content for every platform. You can adapt content for each platform, when it makes sense.
So now I’m going to eat my own wildebeest food and see where I can repurpose this text, which was originally a LinkedIn article. Yes, even on TikTok. I may not come up with a whopping 31 pieces of content like I did in a 2023 test, but I can certainly get this message out to people who hate LinkedIn. Perhaps maybe even to my mailing list, for people who have subscribed to the Bredemarket mailing list.
I haven’t figured out what I’ll do in this particular instance, but here are some general guidelines on content repurposing:
You can just copy and paste the entire piece of content on another platform. For example, I took all this text and copied it from the original LinkedIn article. But I hope I remembered to edit all the phrases that assume this content is posted on LinkedIn. And I’d have to consider something else…
You can just copy and paste the entire piece of content on another platform and remove the links. To be honest, no social media platform likes outbound links, but some platforms such as Instagram REALLY don’t like outbound links. So before you do this, ask if the content still makes sense if the links aren’t present.
You can provide a summary of the content and link back to the original content for more detail. Isolate the important points in the content, just publish those isolated points, and then link back to the original content if the reader wants more detail. Bear in mind that they probably won’t, because clicking on a link is one extra step that most people won’t want to do.
You can provide a really short summary of the content and link back to the original content for more detail. Bluesky and other Twitter wannabe platforms have character limitations, so often you have to really abridge the content to fit it in the platform. I’ve often written a “really short” version of my content for resharing, then discovered that even that version is too long for Bluesky.
You can address the content topic in an entirely different medium. Because of my preferences, I usually start with text and then develop an image and/or a video and/or audio that addresses the topic. But trust me—if I convert this blog post (yes, I rewrote the preceding three words when I copied this from the original LinkedIn article) into video or audio format, it will NOT include all the words you are reading here. Unless I’m feeling particularly cranky.
Oh, and if you’re using pictures with your content, don’t forget to adjust the pictures as needed. A 1920×1080 LinkedIn article image will NOT work on Instagram.
So there you have it. Posting on multiple social channels helps you reach people you may not otherwise reach, as long as you don’t spread yourself too thin or get discouraged. And you can repurpose content to fit within the expectations of each of these social channels, allowing you to re-use your content multiple times.
If you’ll excuse me, I have a lot of work to do. (Plus the usual Bredemarket services: I onboarded a new client yesterday and hope to onboard another one this week.)
First, the video is 3 minutes and 40 seconds long, which for me is long. And why you won’t see it on Bluesky or Instagram. But you will see it here; it’s already scheduled.
Oh, and I talk. The video alternates between shots of me at Bredemarket world headquarters and shots of textual/image descriptions incorporating Canva’s finest AI-generated music. If you’ve seen my other videos you know the…um…score.
I start by introducing the subject of “marketing and writing services” and identifying MY hungry people (target audience).
Then I explain, in detail, what Bredemarket’s “CPA” services are NOT…and what they ARE.
Then I do something that some sales professionals would NEVER do—reveal my pricing up front.
Finally, my call to action is for interested prospects to book a meeting with me on my CPA page. If you don’t already have the link to that page, you’ll get it on Monday.
Well, that’s that. Come back Monday at 8:00 am Pacific Standard Time / 1600 GMT.
On a Bredemarket Instagram story shared Friday afternoon (to disappear Saturday), I noted Meta’s AI advice NOT to call someone who flew a drone near firefighting equipment an “idiot.” I respectfully disagree. The term is appropriate.
Let me clarify that Meta is not trying to curtail free speech. Only governments can curtail free speech. Private entities cannot.
For example, if I still worked for IDEMIA, and used IDEMIA social media channels to declare the Thales ABIS the best ABIS ever, IDEMIA has every right to delete that post—and me.
In the same way, if Zuck insists that Meta users cannot refer to people threatening lives as “idiots,” that is Meta’s right.
My interests are admittedly niche (I created a YouTube video about it that most people won’t watch), but I’m still devoted to feeding the few who are also interested in this niche.
So if you’re interested in identity and technology content, ensure you’re following the Bredemarket blog and current social channels. They’ve changed since my original list and the May 2024 contraction, but…
in addition to the Bredemarket website, you can currently search for Bredemarket on Bluesky, Facebook, Instagram, LinkedIn, Threads, the aforementioned YouTube, a well-known site that may or may not disappear in the next three weeks, and other places.
Bredemarket 