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).
I just read a post by SentinelOne, but it’s too early to tell if this is just a string of buzzwords or a legitimate endeavor.
The post about a proposed “Autonomous SOC Maturity Model” (ASOCMM?) includes buzzwords such as “autonomous,” “SOC” (system and organizational controls, or security operations center – take your pick), “agentic AI,” and of course “maturity model.”
Having done my maturity model time during my days at Motorola Solutions predecessor Motorola (although our group stuck with CMM rather then moving on to CMMI), I’ve certainly seen the benefits and drawbacks of maturity models for organizations large and small. Or for organizations large: I shudder at the thought of implementing a maturity model at a startup; the learning curve at the Printrak part of Motorola was bad enough. You need to hit the target between no process, and process for process’ sake.
So what of this autonomous SOC maturity model? Perhaps it can be real.
“At SentinelOne, we see the Autonomous SOC through the lens of a maturity model. We welcome debate on where we, as an industry, are on this evolutionary revolution. We hope most will agree that this is a better way to look at Autonomous SOC innovation and adoption – far better than the binary, all-or-nothing debates that have long fueled analyst, vendor, and industry watcher blogs and keynotes.”
If nothing else, a maturity model approach lends (or can lend) itself to continuous improvement, rather than just checking off a box and saying you’re done. A Level 5 (or Level 4 on a 0-4 scale) organization, if it believes what it’s saying, is ALWAYS going to improve.
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, create the correct messaging, both internal and external. If Sales has no material, they’re going to say whatever they want.
Second, get executive buy in on the messaging. And make sure they’ve bought in. One of my projects was doomed when I received no response, then kinda sorta got an OK, then later got a “why are we doing this?”
Third, communicate the messaging. That’s why you need the internal part.
Langstaff explores six possible applications. I’m not going to delve into all of them; read her article to find out about her success in using generative AI to understand medical tests, take appointment notes (with consent), understand terminology, organize medications, and figure out how to fold a wheelchair to fit in a car.
Understanding a health insurance plan
But I will look at her fourth application: navigating Medicare and medical equipment.
Medicare, or any U.S. health insurance plan (I can’t speak to other countries), definitely needs navigation assistance. Deductibles, copays, preventive, diagnostic, tiers, or the basic question of what is covered and what isn’t. Or, as Langstaff put it, it’s like solving a Rubik’s Cube blindfolded.
Such as trying to answer this question:
“How do I get approval for a portable oxygen concentrator?”
The old way
Now if I had tried to answer this question before reading the article, I would find a searchable version of the health plan (perhaps from the government), search for “portable oxygen concentrator,” not find it, finally figure out the relevant synonym, then confirm that it is (or is not) covered.
But that still wouldn’t tell me how to get it approved.
Langstaff was warned that the whole process would be a “nightmare.”
The new way
But generative AI tools (for example, NotebookLM) are getting better and better at taking disparate information and organizing it in response to whatever prompt you give it.
So what happened to Langstaff when she entered her query?
“AI walked me through the entire process, from working with her doctor to dealing with suppliers.”
But we all know that generative AI hallucinates, right? Weren’t those instructions useless?
Not for Kerry.
“I got it approved on the first try. Take that, bureaucracy.”
But wait
But I should add a caution here. Many of us use general purpose generative AI tools, in which all the data we provide is used to train the algorithm.
Imagine if Langstaff had inadvertently included some PHI in her prompt:
“Here is the complete prescription for Jane Jones, including her diagnosis, date of birth, Social Security Number, home address, and billing credit card. The prescription is for a portable oxygen concentrator. How do I get it approved?”
Oh boy.
Most medical providers freak out if you include PHI in an email. What happens when you submit it to Stargate?
If your humor has evolved to a point where the very idea of an IPVM account on TikTok amuses you—and if my use of the word “evolved” amuses you further—then perhaps Bredemarket offers the background and experience to help you convey your
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.
It all started with “Know Your Customer,” a shorthand phrase used by financial institutions and related entities who need to know who their customers are.
But then various governments, industries, and entities got into the act with their own variants, such as “Know Your Business.”
I was curious about how many of these “know your” variants I’ve discussed in the Bredemarket blog. Here’s what I found:
So I checked out Coauthor’s me-too LinkedIn-themed copycat of Spotify Wrapped, like many of you did. Here’s the (unedited) post it wrote for me—not too bad:
= = =
Here’s my 2024 LinkedIn Rewind, by Coauthor.studio:
After 30 years in identity and biometrics, 2024 showed me that verification only goes so far. The real challenge isn’t just confirming who someone is – it’s understanding what they might do.
From employment fraudsters with verified credentials to healthcare imposters with stolen birthdates, this year proved that identity verification alone can’t prevent deception. But it also showed how combining technical expertise with human insight can help protect organizations and individuals.
Key observations from 2024:
Identity verification without intent analysis is incomplete
Employment fraud evolves faster than verification methods
Through Bredemarket, I delivered over 100 content and analysis projects helping organizations navigate these challenges. I also conducted research on employment fraud tactics and moderated communities helping others avoid scams.
Looking ahead: 2025 will require even more sophisticated approaches to identity verification and fraud prevention. The fraudsters aren’t going away – but neither am I. I’ll continue helping organizations implement effective identity strategies while advocating for ethical AI use and employment practices.
To the wildebeests following along: remember that verification is just the start. The real value comes from understanding intent and building trust.
#fraud #identity #security #productmarketing
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Get your 2024 LinkedIn Rewind! Go to coauthor.studio
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