Your heartfelt posts and whimsical prose may only be seen by 10% of your actual audience. It’s not your fault, it’s just the way the system is rigged.

If Twitter shut down tomorrow, could you re-connect with the people you interact with everyday? That friend in another country that posts great photos from coffee shops? Or that friend two states away that’s always recommending great music?

Get an email. Get a phone number. No, you can’t keep in touch with everyone. That’s a full statement. You can’t keep in touch with everyone. Just as you can’t really be friends with 542 people on Twitter.

Then when you have phone numbers and email addresses you can speak directly. No one else is butting into your conversations. There are no ads. Your conversations are not being mined, a profile is not being built, your interactions are not being mapped by AI.

Yes, it’s a bit jarring at first. Your interactions with friends, no longer appearing next to explosive news reports, and tragic school shootings, but you’ll adjust. And you’ll get work done. And you’ll still have strong connections with friends.

It can happen, without a social media algorithm coming into play because you’re the one choosing, intentionally seeking who you want to reach. You are the algorithm.