Clients have been independently reflecting to me how they now understand my role as a weaver of social media. With this on my mind, I wanted to write into it so as to deepen the understanding of weaving in relation to content creation and social media management and how our energy and intention threads itself into the wide array of communications and messages we share within our online networks every day.
From a practical business perspective, the magic of the social media weaver is in creating and sharing a coherent and interconnected series of posts, stories, or updates that build upon each other and form a larger narrative or message. Weaving threads of information and inspiration together to create a tapestry of content that nurtures the audience. This weaving can carefully and creatively lead to an impact moment for a marketing or PR campaign, a product launch, an offering or an Everest moment for a person or a brand.
As a social media weaver, I combine different media types, such as text, images, videos and, more recently, music to create a cohesive narrative and experience for audiences. I also help clients understand how they take content that has already been created and spin it into different formats, recycling, remixing and reusing core content pillars from their body of work and remixing this into their social media spaces. The idea is to create something compelling, meaningful and soulful, to create an overall experience that is engaging alongside the direct experience with each individual post.
This helps to build engagement and relationships, fostering a sense of connection and community through the content over time. This weaving is done within each part of a platform, timeline, grid, page, etc. But also between different spaces of a social network itself, such as creating a dynamic between Stories and the Grid on Instagram. Knitting elements from other platforms or destinations, creating connections and intertwining them between the digital Town Square and the Living Room, for example, and connecting the audience from Instagram, Facebook or YouTube to a newsletter, blog, website or membership.
When I am weaving content for a client, I also bring an energetic dimension to the process where I create sacred space and enter into a meditative state. I encourage this through my environment by clearing and creating the right energy for me to weave in, such as lighting a candle and some incense, listening to certain playlists and working with frequencies. This helps me to see and sense the threads in a way that makes it easier for me to then weave it all together on an energetic level too.
The threads are the themes, the topics, concepts and content types that form the communication and create the storylines. I scan through pre-prepared assets as though I am working with oracle cards. Rather than shuffling a deck, I tune in to the themes and then flip through folders full of content, as pieces present themselves as posts that wish to be weaved with.
I also use a content framework for me to flow within and scheduling tools. Much like a tapestry has a design to work with and a loom to hold the threads, I have a content plan, and a scheduler as the frame for the different mediums, depending on how my clients wish to work. Colours, words, themes, subtle and strategic elements all playing a part in creating multi-layered and multi-dimensional messaging.
In a workshop I gave last week, I talked about this idea of choosing the mediums for the message. As a social media weaver, you will want to use content you already have, content that has performed well in workshops, in books, courses, sessions or on social media itself – remixing, repeating and re-weaving your key (and most popular) messages into different mediums and formats.
Repetition is something that often gets overlooked, but from a social media management and digital wellbeing perspective, for creators and their audiences, it’s very useful. Our brains often need to see or hear things many times and in many different ways for things to land. And as creators, getting off the conveyor belt of being in a constant state of creation, remixing your content is key.
In a time and space where we now process more information than our brains have ever had to handle before, the magic of the social media weaver actually has a far more important role than we may realise. Whether you have a large platform or simply just a profile, if you are regularly posting content, you are energetically (and often unconsciously) influencing and impacting the people connected to you and to your posts on each platform.
We now know that emotional contagion through social networks is real – so what kind of space and energetic experience are you weaving through your content with people on the other side of the screen?
The magic of the social media weaver means so much more than just posting content online. We are the makers of multidimensional messaging. We are creating soulful digital oases amongst the mayhem of the digital Town Square, where we bring together the key elements of your story and message in a cohesive and meaningful way, interlacing the threads, themes and topics and combining the different mediums to create an experience for your audience and, in turn, a connection to your content, to you, your business, service or mission.
We are the weavers of the web, the narrators of our time,
Spinning mediums for all to see, with rhythm and with rhyme.
We are the social media weavers, the storytellers of the web,
Spreading energy and intention, within each digital thread.
Absolutely beautifully written Katie! I only intended to read the first paragraph and read the rest later. I didn't have a chance! Had to read it all through. I love how you 'weave' the philosophy of content creation with the tools to create. Beautiful.