Q: Let’s jump right in. How do you do business in 2013?
A: As crazy as it might sound, I run my entire business off of my iPhone, meaning that my audience can reach me directly by e-mail, text, and phone. I believe that that level of direct interaction is far more valuable than interaction on what I consider to be passive social-media channels like Instagram, Twitter, and Facebook.
Q: When did you come to that realization?
A: Two months ago.
Q: So, up until two months ago, you believed in the power of Instagram, Facebook, and Twitter to reach your fans?
A: Up until two months ago, I did not believe in them. I wasn’t getting the results I wanted from any of them. I was looking at my numbers. I had 550,000 Twitter followers and eight retweets. Or if I had something pseudo profound to say, a hundred-plus retweets. And I’m like, There’s no way that this is engaging. There’s no way that this is effective. There’s no way that this is a good use of my time. It was valuable to Twitter.