Social Media Isn’t Working: Here’s What to Do Instead

Let’s be honest - social media is exhausting. It’s a dopamine factory designed to keep you scrolling, reacting, and comparing… but is it actually building your business?

In a recent YouTube Shop Talk episode, we unpacked the truth about social media’s impact on our mental health, our energy, and our sales - and what to focus on instead if you want to grow a sustainable business.

I've got the group discussion cued up for you to watch below.

Want to read the highlights for a quick recap and 5 things to do today? Keep scrolling!

Why Social Media Feels Like a Trap

Even if your feed is filled with inspiration, the scroll still hijacks your brain’s dopamine system. It’s stealing your time, focus, and motivation - leaving you drained and wondering why nothing gets done.

This isn’t just a time issue. It’s an energy leak. And when you’re running a business, every ounce of energy counts.

Rage‑Bait & Parasocial Traps

Algorithms love drama. Anger, fear, outrage - they all get amplified. But here’s the truth: none of that content is connected to your real goals or community. Yet it costs you emotional bandwidth.

You might also be building parasocial relationships - those one-sided bonds with online personalities. Researchers define them as “one-sided emotional connections,” and warn they can become unhealthy when they replace real-life connection .

Going Viral ≠ Making Money

Repeat after me: vanity metrics don’t pay the bills.

Sure, you might go viral. You might get likes, followers, a few subscribers. But does that translate to sales?

“The only one that benefits when you go viral is the app. Not you.”

Without a funnel - like an email list, clear offers, or a pathway to transact - virality is just noise.

What Does Work

If social media feels like a soul-suck, you’re not alone. But you don’t have to throw it all away - you just need to use it with purpose.

Here’s how:

Use it to connect

DM people, comment thoughtfully, build genuine conversations.

Use it to invite

Get people off the platform—into your email list, live events, or sales conversations.

Use it to sell

Yes, sales content is allowed. Likes won’t cover rent, but revenue will.

Use it mindfully

Pause and ask: “Am I scroll-reacting or intentionally creating?”

Focus on what matters

What do you really want to be doing that you’re avoiding while stuck online?

Get Into Action

• Pause before your next scroll session. Ask: Why am I here?

• Shift from passive consumption to active creation or meaningful engagement.

• Track real metrics - email subscribers, leads, conversions - not just likes.

Want to Take It Further?

Check out these resources to support an intentional business on your terms:

• Explore our Ick‑Free Sales Community - built for relationship-focused growth (internal).

• Learn more about the dopamine effect in social media with Social Media, Dopamine, and Stress: Converging Pathways

• Understand more about parasocial relationships in Verywell Mind’s overview: What Is a Parasocial Relationship?

Final Thoughts

Social media isn’t inherently bad - but it’s not your business strategy. It’s a tool. Use it on purpose, or don’t use it at all.

You’re allowed to step back. You’re allowed to say no. And you’re allowed to build a wildly successful business without dancing for the algorithm.

---

About The Radical Connector

Hey, I'm Lindsay!

I help misfit entrepreneurs get sales, grow their brand visibility, and scale their offers.

The name of the game around here is to get your business in front of the people who are already looking for you (with money in hand) and make it clear and easy to buy from you!

You're allowed to ditch the status quo, stop trying to be someone you're not and make an action plan that feels true to you

🤟  Start with my free quiz, What's Your Sales Sticking Point? and create an action plan you can start working on today!