Tales from The Lab: Social Media Myth Busting with Dor Dotson

by | April 30, 2026 | Newsletter

Why email lists, engagement, and real relationships matter more than going viral.

Dor Dotson is one of the top organic social specialists working in independent film – every year she is working on the top docs vying for the Oscars. I’ve been lucky to work with her a number of times – most recently on Steal This Story, Please out in theaters now.

I was fortunate to have her come as one of our visiting experts to our 8 Above Distribution Lab. (Note the next cohort of the lab starts this summer – click here to find out more). This post represents the highlights from that session where Dor went through and discussed 5 myths that surround social media. What I love about Dor is her practical approach to engaging audiences in the social space – and how she adjusts her tactics for different audiences. What follows is a breakdown of key myths, takeaways, and actionable strategies for building an audience in a way that’s sustainable and aligned with your creative practice.

Myth 1: “Social media is the most effective way to build your audience”

  • It’s important, but not sufficient on its own
  • Don’t ignore email lists: they are stable, direct, and algorithm-proof
  • You own your email contacts (unlike followers on platforms)
  • Email allows for remarketing and sustained engagement

Myth 2: “You’ll build a following just by posting consistently”

  • Consistency helps, but it’s not a growth strategy by itself
  • Social media is about relationship building, not just output
  • Avoid overly promotional posts, focus on connection
  • Engage authentically with people interested in your topic – micro engagements count. Use people’s names in responses – let them know you are not a robot.
  • Use tools like Google Alerts to stay plugged into your subject area

Myth 3: “Your followers are seeing everything you post”

  • Only a small percentage of followers see any given post
  • There’s no guarantee people will remember your content
  • Repetition is necessary: repurpose and reuse strategically
  • Your real audience includes people who don’t know you yet
  • Design for who audiences your followers will share the project with – eg new audiences.

Myth 4: “You need to post everything everywhere”

  • You don’t need to be on every platform
  • Focus on where your audience actually spends time
  • Use consistent handles across platforms for clarity
  • Cross-promote content without spreading yourself too thin
  • Invest your energy where you’re seeing traction

Myth 5: “You need to be a pro to build a strategy”

  • You are already the expert in your film’s subject
  • Your knowledge is your foundation for outreach
  • Building a community takes time, start early
  • Learn by observing others and adapting what works

Key Takeaways

  • Engagement matters more than follower count
  • A smaller, active audience is more valuable than a large, passive one
  • Be descriptive and give context to your posts
  • Storytelling and emotional resonance are key
  • Video performs especially well across platforms
  • TikTok is worth exploring:
    • Rewards consistency
    • Aim for 1–2 posts per week over at least 9 weeks

Practical Guidelines

  • Tag collaborators, organizations, and relevant accounts
  • Avoid reusing the exact same images repeatedly
  • Don’t rely on text-heavy graphics
  • Use both Instagram Stories and posts to your feed
  • Prioritize video when possible

The Bigger Picture