I need to continue to increase my presence there, and I feel an almost physical resistance.
Feel dirty whenever I put my marketing hat on and wade into that pool of narcissists.
I'm seeing as many people as I can in person to try to keep myself sane, and in the meantime reminding myself that most of the stuff on there is (thankfully) paid/ghostwritten/chatgpt and not organic.
I'd guess that for another company which is B2B but with an audience more technical than ours (easily achieved) it wouldn't be/seem as important.
I am curious why you are concluding this if you dislike it so much? I am not judging here, I definitely recognize the feeling..
There are some people who have climbed to relative positions of power not by producing value but by playing the business social metagame.
It's not about having the best quality product, there are two ways to reach those people. They need to either see you as a means to an end for them (caveat: they only deal in shallow self-promotional narratives, not nuance or detail), or they need to see you as one of them.
If the competition weren't happily(?) playing the game it wouldn't be necessary, but given that they do and that I have an obligation to shareholders I have to play along.
For menial tasks I typically do them myself for a while before I outsource them. I like to understand what's going on.