Social media is a never-ending conveyor belt of content. Keeping up on trends, posting regularly, and offering insightful comments can lead to higher engagement but also serious burnout. I should know—I started my first Twitter account (now called X) way back in 2008. Amassing around 18,000 followers on X was the easy part. Keeping the flow of content was much harder, especially during a long period of time when I wrote two books.

I’ve struggled to create engaging content because it’s not my day job. I’ve been a journalist since 2001 and watched as the platforms germinated and grew. These days, LinkedIn is my platform of choice, mostly because it’s designed for working professionals. I still use X regularly, post a few times a week on Instagram and Facebook, and tend to experiment the m

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