Leveraging Social Media In Business Strategy

For years, social media sat comfortably in the “marketing” bucket. A place to publish content, run campaigns, and build awareness. But that definition is outdated. Today, social media is reshaping how businesses operate, not just how they market. It influences product, sales, hiring, customer experience, leadership communication, and even culture. Here’s what most companies still miss 👇 1️⃣ Social media now drives trust at scale People don’t trust ads. They trust people. Brands that empower leaders, employees, and customers to show up online build influence faster than any paid campaign. 2️⃣ It is the new discovery + decision engine Buyers don’t wait for your website. They discover you on LinkedIn, get educated through your content, and make decisions before ever speaking to sales. 3️⃣ It exposes how customer-centric you truly are Every comment, every DM, every response becomes a window into how your business treats people. You can’t fake culture on social. 4️⃣ It’s a real-time feedback loop for the entire company Your audience tells you exactly what they think. Great companies build products and experiences based on that live signal. 5️⃣ It becomes a talent magnet Your content is your employer brand. The right storytelling can attract talent 10X faster than job postings. Social media is not just a place to post. 𝗜𝘁 𝗶𝘀 𝗮 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗹𝗲𝘃𝗲𝗿 𝘁𝗵𝗮𝘁 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝘀 𝗲𝘃𝗲𝗿𝘆 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗲 𝗲𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲. Brands that treat it as marketing will stay invisible. Brands that treat it as a strategic capability will win the next decade. Follow #socialJJ to read more of my posts. #marketing

We all have social media accounts that we can’t live without. Many depend on them for business. But social media is always a channel. That’s not the whole strategy. You should start by thinking a channel agnostic strategy, and then have a central repository from where all content is distributed. I advise to have a distinction between owned channel and social media channels. Website is an owned channel. As important social media is, it is a borrowed space. you can monetize it, but you cannot depend on it. Algorithms shift. Policies change. Accounts get restricted. Distribution fades. Which is why every real content strategy begins with an owned channel, a website. Your website is your library, your archive, your intellectual estate. Here’s how I think about it a wholistic content strategy: 1. 𝐓𝐡𝐞 𝐎𝐰𝐧𝐞𝐝 𝐂𝐡𝐚𝐧𝐧𝐞𝐥 → 𝐘𝐨𝐮𝐫 𝐂𝐞𝐧𝐭𝐫𝐚𝐥 𝐑𝐞𝐩𝐨𝐬𝐢𝐭𝐨𝐫𝐲 This is the foundation. All content, long-form, white papers, videos, frameworks, interviews, is stored here first. Social media pushes content outward. Your owned channel pulls people inward. The difference matters. 2. 𝐋𝐨𝐧𝐠-𝐅𝐨𝐫𝐦 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 → 𝐖𝐡𝐞𝐫𝐞 𝐃𝐞𝐩𝐭𝐡 𝐈𝐬 𝐂𝐫𝐞𝐚𝐭𝐞𝐝 If money were not a constraint, and strategy was the priority, I would build everything around long-form: Videos Podcasts Interviews Framework breakdowns Research and Insights Long-form content does one thing short-form cannot: it builds authority. It shows depth of thinking. Long-form is where you create your ideas. Short-form is where you distribute them. 3. 𝐒𝐡𝐨𝐫𝐭-𝐅𝐨𝐫𝐦 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 → 𝐀𝐝𝐚𝐩𝐭𝐞𝐝 𝐛𝐲 𝐂𝐡𝐚𝐧𝐧𝐞𝐥 Once long-form content exists, every short-form asset becomes downstream: Clips Quotes Carousels Threads Micro-explanations Insights Breakdowns Stories Each platform receives its own adaptation, not duplication. With each platform the audience changes,the format changes, the psychology changes. 4. 𝐅𝐨𝐫 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐁𝐫𝐚𝐧𝐝𝐬 → 𝐒𝐭𝐚𝐫𝐭 𝐖𝐢𝐭𝐡 𝐎𝐧𝐞 𝐂𝐡𝐚𝐧𝐧𝐞𝐥 A founder building their personal brand doesn’t need to master every platform at once. Choose one. Find your voice. Develop consistency. Study how your ideas resonate. When you become fluent on one platform, expanding to others becomes a natural extension. Depth before distribution. 5. 𝐅𝐨𝐫 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬 → 𝐘𝐨𝐮 𝐍𝐞𝐞𝐝 𝐚 𝐂𝐞𝐧𝐭𝐫𝐚𝐥 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 A company cannot rely on a single channel. Its audience is fragmented. Its buyers live in different ecosystems. Its brand requires consistency across touchpoints. A business needs: A website A content library A messaging system Platform-specific tactics A repurposing engine A unified narrative The strategy must be centralized even if distribution is decentralized. 𝐀 𝐡𝐨𝐥𝐢𝐬𝐭𝐢𝐜 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐠𝐢𝐯𝐞𝐬 𝐲𝐨𝐮 𝐭𝐡𝐫𝐞𝐞 𝐭𝐡𝐢𝐧𝐠𝐬: a place to anchor your thinking, a way to translate your ideas, and a system that is sustainable over time.

Paid & Organic Social Media. How to Integrate Both into Your Strategy? 1️⃣ Strategic Use of Paid Ads: While paid advertising can be powerful, it's crucial to discern when to invest. Reserve paid promotions for specific campaigns aligned with your key performance indicators (KPIs) and business objectives. Remember, organic content can also generate significant engagement and reach when well-crafted and strategically shared. 2️⃣ Boost Successful Organic Posts: Identify high-performing organic content and amplify its reach through paid promotion. This strategy leverages existing engagement to attract new audiences and potential customers. Regularly analyze metrics to pinpoint top-performing posts worthy of boosting. 3️⃣ Optimization through A/B Testing: Before committing to significant ad spend, conduct thorough A/B testing on various elements such as visuals, copywriting, and CTAs. By experimenting with different versions among smaller audience segments, you can refine your content for maximum impact and cost-efficiency. 4️⃣ Targeted Ad Campaigns: Utilize data from your organic audience to inform targeted ad campaigns. Leverage insights into demographics, interests, and behaviors to create tailored content that resonates with potential customers. Platforms often offer features like lookalike audiences, enabling you to reach individuals similar to your existing followers. 5️⃣ Retargeting for Enhanced Engagement: Implement retargeting campaigns to reconnect with users who have previously interacted with your brand organically. Whether they visited your website or engaged with your social profiles, retargeting ads serve as gentle reminders and encourage further engagement or conversions. 6️⃣ Data-Driven Analysis and Optimization: Regularly monitor and analyze the performance of both organic and paid content. Utilize social analytics tools to gain actionable insights and measure ROI. Adjust your strategies based on real-time data to optimize campaigns for better results. By integrating these strategies thoughtfully, you can harness the combined power of paid and organic social media to strengthen your brand presence, engage your audience, and drive meaningful results!

You're wasting your money if you hire a social media manager to just "keep up" with your social media pages. If maintenance is your perspective, it's time to step into the new world. 🙃 Social media is an EXTREMELY powerful tool, and to think that social media is just something to "maintain" is naive in this digital landscape. Cutting the BS - if you need social help for your SaaS tool, here's my exact playbook. 1. Your best ambassadors are right under your nose. Turn your employees into influencers, experts, and thought leaders. Give them ample, consistent training and resources, create an incentive system to reward them. Especially your sales team. 2. Go HARD on your executive personal branding. Twitter, Linkedin, press, video, everything for your exec team. 3. Forget one-time influencer partnerships. Forget volume. Find 1-2 influencers to partner with on long-term partnerships. Go beyond just posting. Collab on a feature, a podcast, a product, newsletter, something. Go hard on the engagement. 4. Implement social listening. Monitor all keywords related to your product and plug into every single relevant conversation. 5. Your company's organic social media pages are your last priority. They are for middle of funnel, not top of funnel (except paid, of course). Keep it simple. Have ONE reason people go to the page. Example, a content series of tips on how to use your product on twitter. - A "Day in the life" of your team on TikTok - A funny Ig page - etc. 6. Plug into alternative channels. Reddit. Facebook groups. Discord, BeReal. Doesn't matter what the channel is. As long as your audience is there. 7. Forget conventional advice. Forget doing whatever the latest HubSpot best practices is. Go crazy. Lean into what works. Be unique. #socialmedia #digitalmedia #socialmediastrategy

Effective Social Media Strategies for Small Businesses 1. Define Your Goals:   - Clearly outline your social media goals. Whether it's increasing brand awareness, driving website traffic, generating leads, or boosting sales, having specific and measurable objectives will guide your strategy. 2. Know Your Audience:   - Understand your target audience's preferences, behaviors, and demographics. Tailor your content to resonate with them and choose the social media platforms where they are most active. 3. Choose the Right Platforms:   - Focus on platforms that align with your business and target audience. For example, visual businesses may thrive on Instagram, while B2B companies might find LinkedIn more effective. 4. Create Engaging Content:   - Develop content that captivates your audience. Use a mix of visuals, videos, infographics, and text-based posts. Share valuable and relevant information, and include a variety of content types to keep your feed dynamic. 5. Consistent Branding:   - Maintain a consistent brand image across all social media platforms. Use the same logo, brand colors, and tone of voice to establish a cohesive and recognizable presence. 6. Content Calendar:   - Plan your content in advance with a content calendar. This helps you maintain a consistent posting schedule, ensures a diverse range of content, and allows for timely and relevant posts. 7. Engage with Your Audience:   - Actively engage with your audience by responding to comments, messages, and mentions. Encourage conversations, ask questions, and create polls to involve your audience in discussions. 8. Utilize Social Media Advertising:   - Leverage paid advertising options on social media platforms. Target specific demographics, interests, and behaviors to reach your ideal audience. Start with a small budget and optimize based on performance. 9. Run Contests and Giveaways:   - Organize contests or giveaways to encourage audience participation and expand your reach. Ensure that participants are required to engage with your brand, such as liking, sharing, or tagging friends. 10. Incorporate User-Generated Content (UGC):   - Encourage your audience to create content related to your brand. Repost user-generated content to build a sense of community and trust around your products or services. #SmallBusiness #socialmedia #marketing

🛍️ B2C Social Media Strategies: Connecting with Consumers In the fast-paced world of B2C marketing, social media is a dynamic playground for connecting with consumers. Here's a comprehensive guide on effective B2C social media strategies to foster meaningful connections and drive engagement across popular platforms. **1. Visual Content Dominance: B2C audiences are highly visual. Invest in captivating visuals, including images, graphics, and videos, to make your brand stand out. Platforms like Instagram and TikTok thrive on visually appealing content. **2. Storytelling Excellence: Craft compelling brand stories. Share narratives that resonate with emotions and experiences. Use platforms like Facebook and Instagram Stories for ephemeral content that creates a sense of urgency. **3. User-Generated Content (UGC): Encourage your customers to create content related to your brand. UGC not only provides authentic promotion but also strengthens the sense of community. Feature UGC prominently on platforms like Instagram. **4. Social Commerce Integration: Leverage the power of social commerce. Platforms like Facebook and Instagram offer seamless integration for shopping directly within the app. Make the purchasing process easy and enjoyable for consumers. **5. Influencer Collaborations: Partner with influencers who align with your brand. Influencers can bring authenticity and credibility, especially on platforms like Instagram and TikTok. Choose influencers whose audience matches your target demographic. **6. Engaging Polls and Surveys: Foster two-way communication by using polls and surveys. Platforms like Instagram and Twitter allow you to gather insights from your audience, making them feel involved and valued. **7. Live Streaming Events: Host live streaming events to connect with your audience in real-time. Platforms like Facebook Live and Instagram Live enable direct interactions, Q&A sessions, and product demonstrations. **8. Strategic Hashtag Usage: Create and use branded hashtags to enhance discoverability. Utilize trending and popular hashtags on platforms like Twitter and TikTok to broaden your reach and join relevant conversations. By implementing these B2C social media strategies, you can not only connect with consumers on a personal level but also build a loyal community around your brand. 🌐📱 #B2CSocialMedia #SocialMediaStrategies #ConsumerConnection

Social media isn’t a strategy - it’s a tool. And if you're using it without a clear objective, you're just making noise. If you’re a real estate sponsor, your goal is simple: attract, nurture, and convert prospects. Social media, particularly LinkedIn, can help but only if you use it strategically. Here’s how: ↳ Set clear business objectives What’s your endgame? More investor leads? Increased engagement? Define it before you post. ↳ Map your business ecosystem Your network includes more than investors. Brokers, lenders, and operators all play a role - connect with them. ↳ Listen before you post Study what content resonates. What are your prospects liking, commenting on, and sharing? ↳ Leverage visuals Real estate is inherently visual. Showcase your projects with high-quality images and strategic tagging. ↳ Automate, but personalize Tools like Publer or Sendible can help schedule posts, but engagement requires a human touch. ↳ Tell stories, not just facts Investors connect with people, not spreadsheets. What lessons have you learned? What insights can you share? ↳ Speak your audience’s language Read their reviews, comments, and questions. Mirror their concerns and priorities in your content. ↳ Educate, don’t sell Teaching builds trust. Break down complex real estate concepts in ways that provide real value. ↳ Survey your network Ask existing investors what they value most and shape your content strategy around their responses. Your social media success isn’t about being perfect, it’s about consistency, authenticity, and strategic connection. Are you actively using social media to attract investors or just hoping they notice you? *** Access the latest white paper by scanning the QR code on the last page of the carousel or comment ‘White Paper’ and I’ll send you a link.

I believe high quality organic content and social presence are two of the biggest missing piece of why outbound (cold email) performance is so sh**ty today for B2B businesses. Why? 1) Your company lacks awareness and credibility with the community of buyers you are selling into... 2) Most importantly, you lack message-market-fit 🔑 Posting high-quality content on social gives you some of the most instantaneous feedback when it comes to understanding what messaging and content resonates with a potential buyer. Rather than waiting 6-18 months for an SEO strategy to tell you what brings in buyers... I believe social should be the leading indicator for you to test and iterate fast on multiple content angles in a fraction of the time. 👉 It's also a HECK of a lot cheaper to invest in a social strategy to find message-market-fit before investing serious $$ into any further marketing efforts. You will not achieve 1 and 2 from just posting check the box Canva infographics or having your junior marketer schedule your latest blog post from your company social. But instead it comes from leaning in to a thought leadership social strategy where you leverage founder brand or evangelist + community (which I talked all about in my last post on Friday). This can be difficult for a lot of B2B companies to figure out and scale out month over month... but speaking from experience of running this exact strategy at several high-growth B2B start-ups, it's truly what separates OK from great. When you know what content & messaging performs best with your ideal customer + you have wide awareness at the top of the funnel... your sales teams life becomes infinitely easier. And this is exactly why I started Content Army. To help B2B companies easily invest in an organic content strategy that helps solves pipeline challenges and message-market-fit faster and with confidence. Outbound doesn't have to be sh**ty if you invest in organic content and a winning social strategy! #b2bmarketing #sales

A good lesson from the Leveraging Social panel at Scaling Up: You can't run the same ad on two different social media platforms and expect to get the same result. Diversifying your channel mix is great, but part of understanding your audience is understanding that every social media platform has its own style and expectations... and failing to meet those runs the risk of alienating your potential patients. ➤ Videos of real patient stories are invaluable. Blogs can help you build trust with your audience. Ads, well those are for conversions. Use different formats to speak to different audience segments. ➤ One of the most powerful social content types has been a patient podcast that Bonnie's team developed called "A View From The Bed". Get creative and evocative in your content types. ➤ TikTok thrives on humor and quick hits while LinkedIn demands professionalism and value. Tailor your content to fit each platform’s vibe—don’t just copy-paste ads everywhere. ➤ Understand WHO is on each platform and how they interact. Dive into metrics and social listening to create content that clicks. ➤ Engage, don’t just post. Respond to comments, ask questions, and listen. Your audience’s feedback is social gold for improving your strategy. ➤ Pick the right platforms for your business. Facebook and Instagram are staples but don’t ignore experimenting with platforms like LinkedIn for professional connections or Nextdoor for local targeting. ➤ It’s all about the big picture. Social isn’t just about likes. Tie your efforts to real goals like booking appointments or building brand awareness. S/O to our expert panel: Maria Harper, Bonnie Ward, and Tracy Stemple, –their insights are making me feel smarter already. #healthcare #healthcaremarketing #healthcaresocialmedia #tiktokdoeshaveusoldpeopleonit

Let’s get something straight: social media is not just a brand awareness tool. If you're a B2B startup using it just to “build a presence,” you’re leaving serious strategic value on the table. When you treat social like a real-time R&D lab, a GTM pressure test, and a demand signal generator—it strengthens every part of your go-to-market game. Here are five out-of-the-box ways social media sharpens your go-to-market (GTM) strategy that most startups are missing...