When I had my son five years ago, I didn’t really want to share details about him on my personal social media pages. My own social media platforms have always been a combination of personal and professional, with a larger emphasis on professional (expect MySpace lol). My professional brand since starting my first Twitter account back in 2007 has always focused on marketing, food and wine, and experiences. 

When Ryeson was born, I didn’t want to lose my connections by sharing a bunch of baby photos. My first thought was that I would lose people because they only followed me for marketing tips or Sonoma County-related tips on new restaurants and wine experiences. 

I felt the same way when I found out I had cancer this past summer. I didn’t want to turn my account into a cancer page, only sharing stories about treatments and the like, and risk losing connections. I didn’t want to scare people off. 

...What I found out each time was that a BRAND on social media can be adapted. 

I put emphasis on the word BRAND because branding is so much more than just one product or service that a business sells. For example, the brand TUSHY sells bidets. This year is probably the first year they sold out when the TP shortage happened back in March. They have started branching out and selling other FUN bathroom-related products, and they do such a good job with unique, hilarious branding. Their brand is so much more than the main product they make, and through their messaging and emails, they have sold me more than just a bidet.

At the end of the day, I don’t know how many followers I lost by sharing photos of Ryeson when he was a baby, or how many I’ve lost recently by talking about cancer and not posting pictures every single day like I used to. 

What I did find out is that the people who are still there are the people that matter. 

In the long run, I’ve made deeper connections by being myself and telling my story than I ever could have by simply posting pretty pictures of wine and food.

I’ve talked about brand passions before, and I definitely still think they are important. 

In fact, a lot of what I’ve talked about in relation to being a mom and going through cancer is very similar to what I was talking about before: eating healthily, enjoying connections, technology, digital marketing, travel and—of course—enjoying a glass of wine or a beer when I can. My brand is now more about lifestyle than a specific niche, but I’m OK with that because it is mine. And that’s what matters to me. 

I’ve definitely had to let go of feeling like I have to be on social media every single day. Back when I was bedridden and napping a great deal, I had no choice—but even as I started moving around more, I found that sharing on social media had a weaker pull on me than it did before. 

I think once I was able to take away the ego and the dopamine hit of getting likes and comments, I was able to enjoy social media again. On my own terms.

I honestly don’t know what my career is going to look like in 2021. I have a few things up my sleeve, and while they do have to do with my brand passions, they will look a little bit different… What’s coming up next is maybe the cutest thing I’ve ever seen in my life and I am so excited to share it with the world. (I know, I have to be vague right now but you’ll find out more in February!)

So have your niche, but don’t be afraid to pivot and “branch out” —if 2020 taught us anything, it’s that businesses, brands, and people who are able to adapt have a better chance of surviving what life throws at us.