Leveraging Social Media Platforms

I often see people who misinterpret social media as a community building tool. It can be used as such, but very tough to do. (and most people who think they are doing it right are just building another distribution outlet — which is great, but different from building a community) It requires a slightly different approach than the average social strategy. Social Platforms (like X & LinkedIn) • Open networks • Content dependent • Great because people are usually spending lots of their time there • Tough to stand out since you’re competing against the algorithm, other creators, brands, and everyone else in the feed Community Platforms (like Discord, Slack, Circle) • Usually closed networks • Dependent on user engagement • Great for consolidating your core group of members • Very tough to maintain over time since you need people to come back to your specific group (even tougher if engagement is declining) Ok, so how do you use social platforms top build an online community? 1/ Define your community 2/ Share it on your social accounts, in your bio, etc. 3/ Align your content around this community and what they love 4/ When you create your content, keep this specific community in mind 5/ Share updates publicly just like you would within a Discord channel 6/ Allocate a good chunk of time per day to community management 7/ Nurture your most engaged followers by supporting their content 8/ Make introductions directly in the feed wherever possible 9/ Use your platform to elevate others in your community 10/ Introduce group language that people can use How do you know when you’re doing it right? • People will use your account to discover others with similar interests • People will use your language and phrases in their posts • People will use the comments section of your posts like a forum • People will host meetups or connect with one another IRL at events • People will often tag you in content related to your community In closing, Yes, you can use social platforms like X & LinkedIn to build an online community. But it requires much more effort than just posting content about your brand or the problem you solve. You’ve got to constantly keep the community you’re serving top of mind, put in the time to nurture your members, and be consistent over a long period of time.

Most people use social media to be seen. CEOs use it to move value. Validation-based posting optimizes for likes, comments, and short-term dopamine. Leverage-based posting optimizes for distribution, authority, and conversion. The platform doesn’t matter. The function does. When social media is treated as leverage, it becomes: • A traffic channel feeding owned assets (email, SEO, products) • A positioning tool that pre-sells trust before a transaction • A scalable way to compress time between idea and revenue Women who build financial freedom online don’t ask: “Does this perform well?” They ask: “Does this compound?” Attention without direction is noise. Attention with infrastructure is power. Real leverage looks like: • Content that answers buyer intent, not trends • Consistent messaging that reinforces one clear position • Systems that turn visibility into owned reach Social media should reduce dependence, not increase it. The goal isn’t to be admired. The goal is to own the path from attention to income.

Social media can be a goldmine for businesses, but without a clear purpose for each channel, your efforts might get lost in the noise. Before you hit "publish" again, ask yourself: What unique value are we bringing to this specific platform? Defining a powerful purpose for each of your social media channels isn't just about vanity metrics. It's about strategically tailoring your content to the specific audience and goals of each platform. This way, you can connect deeper, build meaningful relationships, and achieve results that matter. How does aligning with platform purpose unlock success? LinkedIn: Become a thought leader by sharing industry insights, engaging in relevant discussions, and showcasing expertise. Attract top talent and position your brand as a trusted authority. Facebook: Foster a vibrant community by encouraging interactions, hosting live events, and sharing fun, relatable content. Build brand loyalty and customer advocacy. Instagram: Capture attention with visually stunning posts that showcase your brand personality, products, or behind-the-scenes peeks. Drive engagement and brand awareness among a younger audience. Real-life examples: McKinsey & Company (@McKinsey) leverages LinkedIn to share thought leadership articles and engage in industry discussions, positioning themselves as a leading management consulting firm. Starbucks (@Starbucks) uses Instagram to showcase their brand aesthetic, delicious new drinks, and customer experiences, fostering a strong community of coffee lovers. Wendy's (@Wendys) uses Twitter's fast-paced environment for witty banter, pop culture references, and playful customer interactions, building brand personality and engagement. Remember, purpose isn't a one-size-fits-all approach. Tailor your content to the unique strengths and audience of each platform. By strategically aligning your purpose with each channel, you can unlock remarkable results and turn your social media presence into a powerful business tool. Share your experiences! What unique purposes have you defined for your different social media channels? #socialmedia #marketing #purpose #engagement #community #branding #linkedin #facebook #instagram

For years, podcasting was confined to audio—a niche medium with a loyal following. But today, podcasters are breaking free from these boundaries to become full-fledged content creators. By embracing a creator mindset, they can expand their impact in big ways. When I launched FRQNCY Media in 2018 (practically decades ago in pod-time), our focus was on producing high-quality audio narratives that resonated with listeners. We prided ourselves on delivering pristine sound and engaging storytelling. Admittedly simpler times. However, as the media landscape has evolved, so has our strategy. We began by repurposing our client’s podcast episodes into compelling video clips (not just audiograms) tailored for platforms like Instagram, YouTube, and TikTok. These clips attract new listeners beyond our traditional audience. Simultaneously, we developed companion content, like blog posts and newsletter blurbs, that dive deeper into each episode's themes, enhancing SEO and providing additional value to our client’s audiences. But our boldest pivot came with the integration of social platform analytics into our podcast-specific metrics. We realized that to truly measure our success and maximize our impact, we needed to embrace a holistic approach that included all social platform analytics alongside podcast metrics. We started measuring engagement rates across the platforms where our clients were promoting their podcasts (with aforementioned assets). This approach not only expanded our reach but also gave us a comprehensive view of our audience's preferences and behaviors. The results have been transformative. Our podcasts see increased engagement across platforms, and each podcast’s visibility flourishes in new, unexpected ways. By embracing a multi-platform strategy, we not only amplify the impact of our client shows but also help them foster deeper connections with their audience. If you're a podcaster looking to broaden your horizons, consider adopting the creator mindset. Think beyond traditional metrics and explore how your content can thrive across multiple platforms (but be choosy about where you show up). Embrace video content, leverage social media analytics, and reimagine your approach to engagement. The future of podcasting is dynamic and multi-dimensional—ready for creators like you to innovate and inspire.

I'm tired of hearing PR = traditional media. Most agencies are getting it wrong too. 🙃 It isn’t… The NY Times The WSJ  <Insert any other big-name publication> people get excited about Even if you land in a top-tier publication, chances are people will read about it like you are right now - on their LinkedIn feed - rather than the actual media platform where it was published. These traditional platforms may provide varying degrees of credibility, but they don't provide distribution. Today, EVERYTHING is media. Here’s what that might look like: Targeted Content: - Niche Podcasts: Identify the specific podcast your ideal CIO (Chief Information Officer),  CMO (Chief Marketing Officer), or whoever listens to based on their industry and interests. These podcasts are GOLD for moving prospects from awareness to consideration. - Curated Newsletters: Seek out targeted Substack newsletters relevant to your niche, not just "gems." Think "Bankless" for crypto enthusiasts or "The Information" for tech insiders. - Engaging Collaborations: Partner with influencers who genuinely understand your audience and know how to engage them on platforms like Instagram Live. Look for influencers who spark conversations and promote meaningful interactions. - LinkedIn Fireside Chats: Host live-streamed chats with industry leaders and your CEO, and top clients. This adds credibility and attracts a wider audience. - Leveraging Trends: Create TikTok accounts or tie into those that creatively engage with relevant trends and topics specific to your industry. Interactive & Community-Driven: - Virtual Conferences: Participate in or host virtual conferences that attract your target audience, offering valuable content and networking opportunities. - Twitch Streams: Consider live-streaming on Twitch for real-time interaction, especially if your target market is tech-savvy or in the gaming industry. - Reddit AMAs: Host Reddit AMAs (Ask Me Anything) on relevant subreddits to directly engage with your audience and answer their questions in an informal setting. - Pinterest Boards: Create curated Pinterest boards around themes your target market actively searches for, showcasing your brand's expertise and visual appeal. Content with Reach & Impact: - YouTube Channels: These channels have content optimized for search, and one interview alone can drive targeted traffic. - Data-Driven Insights: Prioritize creating content backed by data and industry insights that your target market craves, like reports, white papers, or infographics. Remember: If you aren't seeing the results you want with PR, it's almost ALWAYS one of two things. Either your definition of media is too narrow (and hence, strategies are outdated and underperforming), and/or you don't have a distribution plan to go with it. #pr #publicrelations #strategiccommunications #marketing #tech #b2b

Platform changes can make or break your business - and we’ve thrived throughout 3+ years of them. Here’s how: 1. Diversify Your Platform Strategy Don't put all your eggs in one basket. If you're only on X, you're vulnerable. If you're only on LinkedIn, you're vulnerable. The brands that survive platform changes post across multiple platforms consistently. 2. Own Your Audience Social media followers aren't really "yours." The platform owns them. This is why email lists and communities are pure gold. Every piece of content should funnel people to something you actually own. 3. Build Deep Relationships, Not Just Reach 1 million shallow followers won't save you when the algorithm changes. But 10,000 people who actually know, like, and trust you will. Focus on real connections: • Reply to comments personally • Send DMs to engaged followers • Show up consistently with your highest quality content 4. Create Systems That Scale When platform changes hit, you need systems that keep working regardless. • Content frameworks that work anywhere • Lead generation that isn't platform-dependent • Sales systems that convert across all channels Our PESTO framework works everywhere because it's about human psychology, not a particular algorithm. 5. Have Conviction You'll Figure It Out Here's the truth: platforms will change. And your content’s performance might take a hit as a result. But if you keep taking shots, eventually one will hit big. The education brands that win long-term aren't the smartest - they're the ones who refuse to quit when things get hard. Have you ever had a dry streak on social media? If so, how did you get through it? Let us know below.

The magic isn't just in HAVING warm audiences—it's in knowing HOW to enrich and activate them strategically across platforms. Here are some interesting examples you might not have considered. 1. Companies Engaging with Your Ads • Capture companies clicking on your LinkedIn ads • Enrich with prospect data • Expand targeting to the entire buying committee 2. ABM List Enhancement • Start with your account-based marketing list • Enrich with decision-maker data • Target full buying committees, not just primary contacts 3. Leverage Profile Engagement • Identify good-fit personal profile viewers & company page followers • Enrich with complete contact data • Expand to reach multiple stakeholders at each company 4. Web Visitor Identification • Use web identification tools to capture visiting companies • Enrich with prospect intelligence • Expand outreach to all relevant decision-makers 4. Pipeline Acceleration • Focus on companies already in your sales pipeline • Enrich with additional prospect data • Surround the buying committee with consistent messaging CROSS-CHANNEL ACTIVATION: The real power comes when you OWN these enriched audiences and activate them consistently across: A. LinkedIn ads B. Programmatic display, native image, native video, CTV, Audio C. Facebook/Meta ads D. LinkedIn connection campaigns E. Personalized email sequences This orchestrated approach creates a "surround sound" effect that significantly shortens sales cycles and increases conversion rates. What's working in your B2B audience strategy? Are you leveraging enrichment across all your warm audience segments? More resources + frameworks here - https://lnkd.in/gB-WQ82f #B2BMarketing #AudienceStrategy #ABM #MarTech #RevenueTech

✨How OTs Can Leverage Social Media for Advocacy✨ Social media offers Occupational Therapists a powerful platform to advocate for our profession, share insights, and raise awareness about the value of OT in healthcare. By creating and sharing meaningful content, we can educate the public, connect with colleagues, and inspire positive change. It’s an opportunity to amplify our voices and showcase the life-changing impact of our work. Through strategic use of social media, we can foster engagement and drive advocacy efforts further. Here are some ways OTs can leverage social media for advocacy. 1. Share Educational Content ✅ Post insights about OT’s role in improving daily lives. ✅ Provide tips and resources to support clients and caregivers. 2. Highlight Success Stories ✅ Showcase real-life examples of clients achieving meaningful goals. ✅ Inspire others by demonstrating the value of Occupational Therapy. 3. Engage with the Community ✅ Respond to comments and questions to build meaningful connections. ✅ Foster conversations that promote understanding of OT’s importance. 4. Collaborate with Other Professionals ✅ Partner with healthcare providers to share interdisciplinary perspectives. ✅ Expand reach by connecting with related fields and influencers. 5. Advocate for Policy Change ✅ Raise awareness about issues impacting OT and healthcare access. ✅ Mobilize support for legislation that benefits clients and therapists. 6. Promote Awareness Campaigns ✅ Participate in OT month or health-related social media initiatives. ✅ Use hashtags to amplify advocacy efforts and increase visibility. 7. Create Visual Content ✅ Share videos or infographics to simplify complex OT concepts. ✅ Make information accessible and engaging for diverse audiences. 8. Encourage Peer Collaboration ✅ Share professional development opportunities and innovative practices. ✅ Build a network of OTs advocating for shared goals and growth. Social media provides Occupational Therapists with a unique opportunity to advocate for our profession, share knowledge, and connect with a global audience. By using these platforms thoughtfully, we can amplify our impact, inspire change, and demonstrate the value of OT in transforming lives. Together, we have the power to use social media as a tool for advocacy, education, and advancing the profession we are so passionate about. #OccupationalTherapy #OccupationalTherapist #WhyOT #OTMatters #OT #OTR #OTD #UnitedStatesOT

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

Are you active on all social media platforms? No, you don’t need to be active on all social media platforms to have success with your business. In fact, trying to be everywhere at once can be counterproductive and overwhelming. Instead, you should focus on the platforms that are most relevant and effective for your business goals, audience, and industry. Here are some factors to consider when choosing the best social media platforms for your business: ➡️Your target audience. You should know who your ideal customers are and where they spend their time online. You should also understand their preferences, behaviors, and pain points. This will help you choose the platforms that can help you reach and connect with them. ➡️Your business goals. You should have clear and specific goals for your social media marketing strategy. You should also know how you will measure and track your progress. This will help you choose the platforms that can help you achieve your desired outcomes. ➡️Your industry and niche. You should know what kind of content and messages resonate with your industry and niche. You should also know what kind of platforms are popular and influential in your field. This will help you choose the platforms that can help you establish your authority and credibility. ➡️Your resources and capabilities. You should know how much time, money, and effort you can invest in your social media marketing. You should also know what kind of skills and tools you have or need to create and manage your content. This will help you choose the platforms that can help you optimize your resources and capabilities. By considering these factors, you can narrow down your options and focus on the platforms that can help you grow your business. You can also experiment with different platforms and see what works best for you. Remember, quality is more important than quantity when it comes to social media marketing. #marketing #personalbranding #branding #networking #socialmedia #bestweekever