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What I Learned from Interviewing Threads Users for One Year

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What I Learned from Interviewing Threads Users for One Year
Business owners, influencers, and marketing professionals were among those interviewed | Photo Rob Aderman

I had mixed feelings about a new social media platform when Mark Zuckerberg announced that Meta would be launching its own version of X, back then, called Twitter. It is hard enough having to keep up with all the ones that came before, including Meta’s own Instagram and Facebook—a love/hate relationship where you are not sure if the amount of time invested over the years versus their current low levels of reach and engagement is still worth posting content in any of them.

The uncertainty didn’t stop me from creating a Threads account—to be honest, those with Instagram got it without making much effort, as even my verified blue badge was imported across the newly created platform. As people flocked to Threads, turning it into one of the fastest-growing apps ever, with 100 million users signed up in less than a week, I started to ask its users how they were leveraging Threads for business. Questions and curiosities were turned into news articles. With so much insightful material—some of which didn’t make the editor’s cut and were never published—six months down the line, I decided to write a book about, you guessed it: Threads for business. I carried on interviewing business owners, influencers, and marketers about how they were making the most of Meta’s social media platform, which currently boasts over 320 million monthly active users.

In July 2024, a year after Threads went live in several countries around the world, excluding EU countries due to regulatory concerns, I launched my own book featuring insights from over 100 professionals.

Here are five things I have learned from interviewing Threads users for one year.

Be an Early Adopter

If, just like me, you always think twice when you hear about yet another social media platform landing on the market, remember that at the very beginning, due to less competition and people willing to get to know who is already signed up, your chances of exposure are much higher.

“Most people who have achieved some level of success on social media platforms like X (formerly known as Twitter), LinkedIn, or YouTube will tell you that they got their start at an early age. At the outset, the aim of any new social media network is to attract as many people as possible. It will provide you great advantages in terms of impressions and engagement by prioritising your content over advertisements. You will become addicted and want more and more of it. It’s the same for Threads,” says Joe Troyer, Head of Growth at web marketing agency Digital Triggers.

Tailor Content to Your Audience

Copying and pasting content from other platforms or automating the same posts to pop up everywhere rarely works. You may feel that brands are doing the right thing when you are bombarded with the same message on every social media platform you log in to. It usually happens because their content strategy includes massive amounts of money being thrown behind each piece. But for those on a small or non-existent budget, not spending much to boost posts, you’d better tailor your content and share relevant pieces if you want to stand a chance of being seen.

“You should also think about how you can position yourself or your business as a thought leader in your industry. Share your expertise, actively participate in relevant industry discussions, and also offer your followers valuable insights that demonstrate your knowledge and credibility,” believes Adam Finan, at Digital Nomad Café podcast.

Image features Author and journalist Marcio Delgado holding his book Threads for Business - a year down the road.
Threads: Instagram sign-up integration helped the app reach 100 million users in less than a week | Photo: Dave Adamson

Encourage Your Team to Embrace Threads

You will learn very early on that people on Threads are as nosy as anyone else on other social media platform. To leverage the human nature of peering, you can start with what you have got.

“Allow your customers an exclusive peek into the behind-the-scenes of your business and encourage your teams to actively share updates, ideas, and concerns on their respective threads. Fostering an environment of openness will aid in better collaboration between teams and across departments. Do remember, the platform is only as good as how well you make use of it. So, sign up, dive in, and make Threads an integral part of your business’s communication culture,” suggests Ryan McKenzie, Co-Founder & CMO at eco-friendly household product company Tru Earth.

Get Out of Your Comfort Zone

Or in other words, if I may: don’t take social media so seriously. It is easier to do more of the same, to stay wrapped up around your brand’s bubble. But several times, throughout a year of interviews with dozens of industry professionals, I would hear that getting out of an established comfort zone is the only way to go when starting an account on any digital platform, old or new.

“When integrating Threads into your content strategy, test messaging and content that is a bit outside of your brand’s comfort zone. Threads content that does well is witty and to the point—this is a great opportunity for more conservative or straightforward brands to think outside the box. At Reputation, we are taking the second approach and viewing it as an opportunity to be more playful with our messaging.” —Molly Blanco, Director of Social Media Marketing at consumer feedback firm Reputation.

Don’t Compare Your Channel to Others

Although easily said than done, the comparison game is not one to be engaged with. Lots of social media accounts are created daily, many of them by experienced users. So trying to measure the success of that post which only had two likes is counterproductive. As the pace of many social media networks has slowed down in recent months, influencers were the first ones to learn that excessive content creation to keep up with other creators is more likely to lead you to burnout, instead of success.

“I can tell you all about burnout because I posted original content every single day. And because consistency is so heavily rewarded on platforms, it can be hard to feel like you’re missing out if you’re not posting. However, the more you see other creators post—you subconsciously compare yourself to them and it gives you this pressure to have to keep posting because you see other creators post 5-15 times a day. Avoid the unnecessary pressure by stopping comparing your channel to others,” says Viveca Chow, an actor and New York-based Lifestyle Expert, who managed to grow her Instagram from 0 to 100k within 6 months.

Threads for Business – A Year Down the Road, is available on Amazon worldwide.

Business

The hidden costs of neglecting building assets

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The hidden costs of neglecting building assets
Treat maintenance as a capital protection measure. | Photo: Aweek Jiang

A neglected building asset rarely fails without warning. Minor defects often appear months before a breakdown, yet they can be missed when inspections are irregular or maintenance records are incomplete. The apparent saving from postponing servicing can then turn into repair bills, operational delays and avoidable compliance problems.

Facilities managers need a clear picture of each asset’s condition, service history and effect on day-to-day operations. That information makes it easier to prioritise work before wear develops into failure and costs begin to spread across the business.

Short-Term Savings, Long-Term Pain

Delaying routine maintenance may improve this month’s figures, but the saving is often temporary. A poorly adjusted industrial door, for example, can place extra strain on components every time it opens. If staff use it hundreds of times each week, that wear builds quickly.

The wider costs of poor asset management include unplanned downtime, inefficient labour and rushed purchasing. Planned industrial door maintenance contracts can help facilities managers schedule inspections, adjustments, and lubrication while creating written service records. Annual or bi-annual plans also make expenditure more predictable across one or several sites.

Asset Depreciation and Failure

Every building asset loses value as it ages, but weak maintenance accelerates that decline. Dust, moisture, vibration and frequent use can affect moving parts, controls and seals. A small alignment problem may damage connected components, turning an inexpensive adjustment into a much larger replacement project.

Track condition as well as age. Two identical assets installed on the same day may deteriorate at different rates if one operates twice as often. Record usage levels, recurring faults and repair frequency, then compare the cost of continued repairs with replacement. If an asset fails repeatedly within a short period, investigate the underlying cause instead of approving the same repair again.

Safety Implications and Fines

Poorly maintained assets can create hazards for employees, contractors and visitors. Doors may close unevenly, lighting faults can leave access routes difficult to see, and damaged flooring can increase the risk of trips. The financial impact may include interrupted work, investigation time, absence and enforcement action where legal duties have not been met.

Keep dated inspection reports and make responsibility clear. Each reported defect should have an owner, a target date and a record of the completed action. Where a fault presents an immediate risk, restrict access or stop using the asset until a competent person has assessed it. Maintenance records should show what was checked, which defects were found and how they were resolved.

Investment in Asset Longevity

Planned maintenance protects the useful life of equipment and reduces pressure for emergency replacement. It can also improve energy performance. Damaged seals, poorly closing doors and inefficient controls may allow heat to escape, increasing demand on heating systems throughout the working day.

Treat maintenance as a capital protection measure. The same principle applies to other smart upfront investments that reduce long-term business costs. Start with assets whose failure would stop operations, affect building access or expose stock to damage. Set practical service intervals using manufacturer guidance, usage data and previous fault records, then review those intervals when working patterns or site conditions change.

Strategic Budgeting for Maintenance

A useful maintenance budget separates planned servicing, corrective repairs and replacement projects. Combining them into one figure can hide recurring problems and make emergency spending look unavoidable. It also becomes harder to show senior managers where timely work has prevented larger losses.

Allow a contingency for urgent faults, but use maintenance data to reduce reliance on it each year. Hidden overheads are among the business costs affecting profitability, particularly when disruption creates overtime, missed deliveries or temporary hire costs. Compare planned spending with downtime avoided, emergency call-outs and asset life. This gives decision-makers a clearer measure of value than the maintenance invoice alone.

Long-Term Pain

Maintenance plans work best when they reflect operational consequences, not only calendar dates. A rarely used storage-area door may tolerate a different inspection schedule from one serving a busy loading area. Assets that affect access, production or temperature control should usually receive higher priority.

Review the asset register at least annually and after any major change in site use. Check that every critical item has a responsible person, a suitable service interval and accessible documentation. If repeated faults appear in the records, bring forward the replacement decision or revise the servicing programme. The most useful outcome is a budget that identifies trouble early, while there is still time to schedule work without disrupting the site.

A practical starting point is to review the three assets responsible for the most downtime over the past 12 months. Their records will usually reveal where delayed inspections, repeated minor repairs, or unclear ownership are increasing costs.

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Why delaying machinery maintenance can cost your business more

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Why delaying machinery maintenance can cost your business more
A single breakdown can also affect staffing, storage capacity and customer commitments. | Photo: Eva Porter

A missed service may look like a saving on this month’s balance sheet, but industrial machinery rarely fails without wider financial consequences. Minor wear can develop into damaged components, disrupted schedules and expensive emergency call-outs. For businesses that depend on waste management or material handling equipment, a single breakdown can also affect staffing, storage capacity and customer commitments. These knock-on effects can quickly outweigh the original maintenance cost, particularly when downtime interrupts several stages of an operation or forces teams to rely on less efficient alternatives.

Understanding these indirect costs makes it easier to build a maintenance plan that protects both equipment and cash flow.

Beyond the Repair Bill

The invoice for replacement parts tells only part of the story. A breakdown may also require specialist labour, expedited delivery charges and temporary equipment hire. If waste begins to accumulate while a machine is unavailable, extra collections or storage arrangements can add to the total.

Evidence on the costs of deferred maintenance highlights how small unresolved issues can lead to larger failures. Record every fault, unusual noise and repeated reset so patterns don’t go unnoticed. For sites relying on compactors, scheduled compactor maintenance can identify worn parts and performance problems before they trigger a disruptive breakdown.

Impact on Productivity

Machine downtime quickly spreads beyond the affected unit. Employees may need to move materials manually, wait for access to shared equipment or rearrange their normal duties. Supervisors then spend time rescheduling work and contacting engineers instead of managing output.

Consider a distribution site where a failed baler blocks a processing area for half a shift. Even if the repair takes only two hours, the resulting backlog may continue into the next day. Track downtime from the moment performance drops, not merely from the point when a machine stops. This reveals the true operational impact and helps you identify equipment that needs more frequent inspection, refurbishment or eventual replacement.

Safety and Compliance Risks

Poorly maintained machinery can create unsafe working conditions long before it fails completely. Damaged controls, leaking hydraulic systems and unreliable guards may expose employees to avoidable hazards. Staff can also take unsafe shortcuts when essential equipment stops working and pressure builds to keep production moving.

The hidden costs of safety failures can include lost working time, investigations, higher insurance costs and damage to staff confidence. Keep inspection records accurate and accessible, then remove faulty machinery from service until a competent person has assessed it. Operators should also have a clear way to report defects without waiting for a routine management meeting.

Proactive Maintenance Saves Money

Create a maintenance schedule based on usage, operating conditions and manufacturer guidance. A machine processing heavy volumes each day will usually need closer attention than equipment used occasionally. Dust, moisture, temperature changes and repeated overloading can also shorten service intervals.

Daily operator checks should cover visible damage, fluid leaks, controls and unusual sounds. Planned servicing can then examine components that require specialist knowledge. Use maintenance records to compare repair frequency, parts spending and downtime across individual machines. This data helps you decide when continued servicing remains economical and when refurbishment or replacement offers better value. Ring-fence a maintenance budget as an operating cost so essential work doesn’t compete with unexpected expenses each month.

Future-Proofing Your Operations

Reliable machinery supports growth because it gives managers a clearer view of available capacity. An accurate asset register should list each machine’s age, location, service history, condition and expected replacement date. This prevents older equipment from remaining invisible until a major failure forces a rushed purchase.

Review the register at least every quarter and use it to plan periods of lower activity for servicing. Standardising parts or equipment types where practical can simplify training and reduce the number of spares held on site. The most useful maintenance plan remains flexible: as workloads rise or operating conditions change, inspection intervals should change too. That keeps tomorrow’s production plans from depending on machinery already showing signs of decline.

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How food safety protects customers and catering businesses

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How food safety protects customers and catering businesses
A useful food safety system reflects what the catering business actually does. | Photo: Elle Hughes

Food safety affects every meal a catering business prepares, transports and serves. A single failure in temperature control, allergen management or cleaning can cause serious illness and disrupt an otherwise successful operation.

Caterers face particular challenges because food may move between kitchens, vehicles and temporary venues before reaching the customer. Clear procedures, trained staff and accurate records help control those risks. They also show clients, inspectors and insurers that the business treats its responsibilities seriously.

Effective food safety also supports consistent service quality, strengthens operational resilience and helps catering teams maintain professional standards as workloads, menus and event requirements change.

The Direct Impact on Public Health

Unsafe food can expose customers to bacteria, viruses, allergens and chemical contamination. The consequences range from short-term discomfort to hospital treatment, long-term health problems and, in severe cases, death. Young children, older people, pregnant women and those with weakened immune systems may face greater risks.

Temperature control is one of the most common pressure points. Imagine that cooked chicken leaves a preparation kitchen at 10 am for an event beginning at 1 pm. If the food isn’t kept at a safe temperature during loading, transport and service, harmful bacteria may multiply. Visual inspection alone won’t reveal the problem. Caterers need calibrated thermometers, insulated equipment and written checks at each stage.

Cross-contamination presents another danger. A knife used on raw ingredients can transfer harmful organisms to salad, whilst an unlabelled serving utensil may introduce an allergen into a supposedly safe dish. Detailed catering food safety guidance highlights the value of clean work areas, careful storage and dependable personal hygiene.

Businesses should map how each menu item moves from delivery to service. This process needs to identify where contamination, temperature changes or labelling errors could occur. Staff should then receive instructions for each control point, including what action to take when a check fails. Discarding one tray may feel costly, but serving food that has left safe limits carries far greater human and commercial consequences.

Maintaining Brand Trust and Reputation

Customers rarely see the systems operating behind a catering service, but they quickly notice poor hygiene, confused allergen answers or careless handling. Trust develops through consistent evidence: clean uniforms, tidy service areas, accurate menu information and staff who can explain how dietary requests are managed.

Online reviews make each incident more visible. A complaint about illness or an undeclared allergen can spread before the business has established what happened. Even an unproven claim may lead prospective clients to choose another supplier, especially for weddings, conferences and community events where organisers are responsible for many guests.

Good food hygiene in catering supports confidence because it creates repeatable standards across different shifts and venues. Managers should invite feedback, investigate concerns promptly and keep records of the response. If a customer reports becoming unwell, note the dishes consumed, serving time, batch details and staff present. Preserve relevant temperature logs and supplier information instead of relying on memory.

Preparation for potential claims also belongs within sound business planning. Operators may consider catering liability insurance from Mobilers as part of their plans for dealing with claims involving food-related illness, allergic reactions, injuries or property damage. Insurance does not replace safe working practices, but appropriate cover can form part of a wider risk management plan.

Honest communication matters when something goes wrong. Avoid speculation, acknowledge the concern and explain the immediate steps being taken. A measured response backed by clear documentation gives the business a stronger basis for protecting long-term client relationships.

Legal and Financial Consequences of Incidents

Food businesses must comply with the safety rules that apply where they operate. Their duties generally cover hygienic preparation, safe storage, allergen information, traceability and staff supervision. Local requirements differ, so caterers should confirm their obligations with the relevant food safety authority and review them whenever services, premises or menus change.

An incident can trigger an inspection, product withdrawal or temporary closure. Authorities may request delivery records, cleaning schedules, training files and temperature logs. Missing or inconsistent documents can make it difficult to show that suitable controls were in place, even when employees believe they followed normal practice.

The financial effects extend well beyond a spoiled batch. A caterer may have to refund an event, replace stock, arrange specialist cleaning and pay staff during cancelled work. Legal advice, higher future insurance costs and lost bookings can add to the total. For small businesses, unexpected costs can be particularly disruptive because they may have fewer financial buffers available to absorb a sudden loss.

The broader importance of food safety becomes clear when these connected costs are considered. Prevention protects customers while helping the business avoid interruption and preserve contracts.

Records need to be practical and retrievable. A manager should be able to identify who supplied a dairy product, when it arrived, which event used it and how it was stored. Digital logs can help, though a well-managed paper system may also work. Set retention periods that reflect legal advice and business needs, then check records regularly for gaps. Documents created after an incident won’t carry the same credibility as entries completed during normal operations.

Implementing Robust Safety Protocols

A useful food safety system reflects what the catering business actually does. Generic paperwork left in an office offers little protection when staff are preparing 200 meals in an unfamiliar venue. Procedures should cover purchasing, deliveries, storage, preparation, cooking, cooling, transport, reheating and service.

Start by assigning named responsibilities. One person should confirm delivery temperatures, another may supervise allergen requests, and a designated manager should decide what happens when standards aren’t met. Responsibilities must remain clear when the usual supervisor is absent.

Training should combine instruction with observation. Showing an employee how to clean a preparation surface, check a food temperature or separate allergen orders is more effective than asking them to read a handbook alone. Refresher sessions are useful after menu changes, equipment purchases or recurring mistakes. The benefits of safety certification may also include stronger staff knowledge, more consistent procedures and clearer evidence of competence.

Routine controls should include:

  • Checking deliveries for damage, correct temperatures and use-by dates
  • Separating raw and ready-to-eat ingredients during storage and preparation
  • Recording cooking, cooling and holding temperatures
  • Using clear labels for ingredients, allergens and preparation dates
  • Cleaning equipment according to a written schedule
  • Keeping staff illness reporting rules clear and confidential
  • Reviewing suppliers and transport arrangements at planned intervals

Managers should test the system through short internal checks. Select one menu item and trace it backwards from service to supplier, then confirm that each record is complete. Observe a busy preparation period and look for practical weaknesses, such as thermometers stored too far from the cooking area or allergen meals using identical packaging.

Safety procedures need revision when the business takes on outdoor events, expands delivery distances or adds higher-risk dishes. A review after each unusual event can capture lessons whilst details remain fresh. When controls fit everyday work, employees are more likely to follow them, and managers can spot failures before customers are affected.

Food safety earns its value during the busiest service, when time is short and small errors can pass unnoticed. A current control plan, supported by trained people and reliable records, gives every team member a clear response when a delivery arrives warm, a label is missing, or a guest raises an allergen concern. Those decisions at the point of service are what keep food safe.

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