The Work of Net Zero

A degrowth strategy for social media "solopreneurs"

Larry Kidney, arguably one of the strongest men in the world in his day…yet largely unknown to all but the most devoted early-90s ESPN World’s Strongest Man rerun viewers

There's a certain obsession in the modern era. No, it's not writing pro wrestling fanfiction or morphing photos of muscular women. It's about gathering followers on social media, expanding our digital footprint, and bathing in the glow of engagement: likes, retweets, and mentions. But what if I told you that in social media reach is not always the goal? Instead, for a select few old heads, like “ya boi” here, keeping a static follower count or encouraging negative growth on platforms like Twitter isn't about inadequacy; it's about quality control.

Let's start with a simple fact: I have no intention of playing to the peanut gallery. When I see growth on my Twitter account, it's not cause for celebration. Rather, it often signifies a slip. Perhaps I'm pandering too much, writing 'thumbsucker' pieces and lobbing fastball red-meat tweets down the middle to appease the masses. If it's expanding, I'm pandering. In the world of social media, where influencers reign supreme and brand collaborations are a dime a dozen, my sole aim is to maintain a certain degree of quality. The moment I start "playing for a team," it inevitably dilutes the work.