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Shlomo Zalman Bregman Shares How To Dominate Social Media in 2021

Medium: In your own words, who is Shlomo Zalman Bregman?

Shlomo Zalman Bregman:
That’s actually a tough question! Most people answer this by rattling off roles, titles, and accomplishments.

I’m certainly a husband, a father, a son, a brother, and an engaged member of my community.

Professionally, I’m a rabbi, digital strategist, attorney, author, and media personality. I am also the CEO of Alpha Tribe Media.

In my soul, at my core, I regard myself as a “professional developer of human potential.”

I’m simply obsessed with adding value to people’s lives and seeing them happy, fulfilled, and enjoying the success they’ve always craved.

Medium:
As a social media expert, what are some pros in utilizing social media
platforms to grow your brand or business?

Shlomo Zalman Bregman:
In 2021, if you don’t have a robust online footprint, in essence, your brand or your business does not exist.

Not having a well-developed personal brand and an online following is akin to an ID in your wallet. Can you imagine being asked at the airport to show your ID and simply not having one?

I can probably list 101 benefits to social media, but here are four things it enables you to do:

(1) reach millions of highly-targeted, well-qualified leads who may buy from you;

(2) elevate yourself out of obscurity and communicate with the public at scale;

(3) establish a commanding leadership position within your industry or niche;

(4) generally control the overall narrative as to how you’re perceived and what the public knows about you.

Medium: What are the cons or disadvantages of utilizing social media platforms for business?

Shlomo Zalman Bregman:
I would say that for most people, one of the chief disadvantages to using social media to grow your business is an emotional one. Namely, you’re going to come in contact with negativity, rudeness, and haters. And not everyone is prepared to deal with that!

And success can’t cure this, either. In other words, the more your business or brand grows, the more such comments you will receive.

Look, I’m normal. If I say or teach or write or post something, I’d prefer people like it, approve of it, and give positive feedback. Life is easier when people like you, and it feels good when you’re in a feedback loop of positive vibes.

However, my own self-esteem is not predicated on the next person — or even the next 1 million — liking me. I derive my own self-worth from my spiritual tradition, and you can’t take that away from me. Even when I’ve been at my absolute lowest points in life, and also had no money at all — I still felt good about myself.

Ultimately, the only way to avoid criticism is to say nothing, do nothing, be
nothing, become nothing, and produce nothing. For everyone else, you need to develop a thicker skin, get used to it, and post.

Medium: You have a profound following online. How long did it take for you to grow your following? How did you grow it?

Shlomo Zalman Bregman:
I started in the same way most people my age (43) did — I made a Facebook Profile a long time ago and accepted friend requests from long-lost high school and college classmates!

Beginning in 2016, I started to look for more ways to spread my Torah classes and Jewish wisdom, as I had begun to peak in terms of how many people I was able to reach via newspaper columns and my weekly radio show on 97.5 FM in Brooklyn.

It was at this time that I really started to get serious about social media and devoted real energy to learning how to leverage Facebook, Instagram, and YouTube to communicate at scale.

From 2016 and onwards, I tried to be very strategic in the content I created, and this contributed to my rapid acceleration. It’s vital for a content creator to understand what makes you special and differentiated from your competition.

Likewise, you need to figure out what are the key value drivers for your audience. Why are the people who are clicking on your content doing so? You need to really understand what is moving the needle for you, and why people are showing you interest.

At that point, you can stop wasting time on other stuff and quadruple-down on what is working.

Medium:
When you assist others in growing their following, what process do you
use to execute results?

Shlomo Zalman Bregman:
At the outset, I take a very deep-dive into new clients’ goals. I need to understand what they want to ‘happen’ — with their online presence, and in their careers, both short-term and long term. In other words, I need clients to really paint for me a picture of what ultimate online success will look like in their mind’s eye.

Once I have a crystal-clear understanding of what that looks like, I can then reverse-engineer backwards the steps needed, sequentially, to make those successes happen.

I’m a huge believer in being very wise, strategic, and methodical in lining up my clients’ targets like dominoes.

This creates a situation where the attainment of one success or metric significantly increases the likelihood of toppling the next, and a compounding effect of victories (and of ad spend) can take place.

It’s extremely common for clients to underestimate the vastness of the internet, how much noise and competition is out there, and how much thrust and marketing horsepower it’ll take to break through with their messages and brand. So it’s paramount to have a strategy and process!

Medium: How has social media benefited you over the course of your career?

Shlomo Zalman Bregman:
Aside from everything I’ve mentioned above, I’ll add over here the concept of “social proof.”

People want to work with people that other people want to work with. People want to eat in restaurants that other people want to eat in. And the same can be said for nightclubs, the dating scene, selecting guests for a podcast, and one thousand other real-life applications.

In 2021, people use one another’s social media presence and the size of one’s following as a form of social currency and capital. Human beings are generally lazy, and we use each other’s online presence as a digital shorthand to determine who is credible and has garnered the social proof that indicates they (or their business) are worth a closer look.

So social media has helped me by opening doors, and the more I’ve grown and the more mainstream media exposure I’ve gotten, the more “yes” responses I’ve received. Much like how in chemistry a catalyst lowers the activation energy necessary for a reaction to take place, so too the greater the size of one’s audience and reach on social media, the easier it is to gain credibility and get past the initial hurdle of when someone Googles you.

Medium: What advice would you have for anyone who is struggling to grow their social media presence?

Shlomo Zalman Bregman:
I think a person needs to be radically honest and figure out why their online presence isn’t growing.

Is their content plain, boring, or just very ‘me too’ and copycat?

Have you overestimated how interesting you are to the general public, and
underestimated what it means that literally hundreds of millions of other people are vying for the public’s attention at the same time you are?

Are you being punished by the social media algorithm? In tandem with your relatively tiny audience, perhaps almost nobody is seeing the content you post, as perhaps only 4% of your 159 friends are even seeing your motivational video when they are online.

Once we get to the bottom of it — conducting what I like to call “an autopsy with no blame” — from there I can help clients pivot and achieve the success they so badly crave.

Medium: What are you currently working on?

Shlomo Zalman Bregman:
I recently became the Manager for Riddick “Big Daddy” Bowe, the two-time
undisputed Heavyweight Champion of the World, Olympic medalist, and Boxing Hall of Famer.

I was initially asked to join Team Bowe in the capacities of the Champ’s Publicist and Social Media Manager as he charts his personal comeback, as well as for Alpha Tribe Media to assist in the promotion of the upcoming documentary about his life’s story.

However, after much initial success, I was asked to continue on in these roles and become Riddick Bowe’s Manager and Agent altogether.

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