For most of people entering into social media, the first goal is to make an impression. You make sure that you logos look right, you’re timing your posts to reach your audience at the right time and you’re following all the right accounts.
All those practices are a good place to start when thinking through social media. However, they’re designed to make a good impression to your audience. While making an impression is important, it shouldn’t be confused with making an impact.
Impact drives your audience from passive to active. When you create content that impacts your audience, they’re compelled to act on your content. Creating content that impacts your audience is more difficult to produce, but it has far greater rewards in the long run.