‘Don’t Be the Commercial, Be the Show’: Chef Shawn Walchef on Social Media Business Branding
Shawn Walchef, Cali BBQ Media Founder
October 4, 2024
The Cali BBQ founder challenges brands to be themselves on social media, even if it means exposing their crazy side.
Do you remember your seventh-grade English teacher urging you to “show me, don’t tell me” when assigning you to write a personal essay? Showing paints a vivid picture that the reader constructs in their mind, allowing them to experience senses, actions, and emotions. Telling is simply writing the facts and does little to draw readers into the story.
Shawn Walchef, the founder of Cali BBQ Media, helps bands and entrepreneurs maximize their social media impact by following a rule similar to the one your seventh-grade teacher taught: “Be the show, not the commercial.”
In other words, show us what you do, don’t tell us.
On episode 164 of the “PR 360” podcast, Walchef explained why authentic, personality-based content performs much better than slick, produced commercials on social media.
“Everyone wants a Super Bowl commercial for their business,” Walchef shared. “But what really resonates on the internet and in real life is to be the show. Create content about what you do. Document what you do in your business and distribute it across [social media]. Put those ideas, lessons and stories on the internet and then you'll resonate with an audience.”
The Cali BBQ founder believes businesspeople often miss the point of social media by seeing it as little more than another advertising channel.
“That's why so many businesses fail to produce content for social media because we want to be a commercial. Don't be the commercial. Be the show. You know, be willing to be uncomfortable. Be willing to be a business owner. Publish content on the internet about your weirdness,” he continued.
Walchef says business owners shouldn’t be afraid to be authentic, even if it means exposing their eccentricities.
“Phyllis Williams Strawder came on my show, and she said, ‘The problem is people don't lean into their crazy.’ Why don't you lean into your crazy? Because we feel like we're gonna get judged. We're gonna lose the big account, or our partners are gonna look at us and go, ‘Why is he making a selfie video and posting?’”
Walchef’s approach to social media invites his audience to participate in his business and personal life and see how the proverbial sausage is made. That’s a lot more fun and engaging than watching a commercial on Instagram.
The “be the show” strategy should inspire marketers to engage in a compelling creative exercise. Look at your brand and examine how your employees or influencers can become “the show” by giving the audience an inside look into how the business works. Who can be the face of the brand that helps create an authentic, human connection to your audience? What are some of the captivating aspects of your business that will draw people in and leave them wanting to know more? The great thing about showing versus telling is that you only have to hold up a mirror. If you can’t take your eyes off what you see, your audience will probably feel the same.
This interview has been edited for time and clarity.
