Social Media Management

If your social strategy isn’t supporting the business, you don’t have a strategy… you have posts. Here’s the framework I use ↓ (save this for your next planning session) 1. Business Goals → What does leadership care about? Revenue, adoption, retention, reputation? → Social isn’t an island. Your piece has to fit the larger puzzle. 2. Marketing Goals → What’s your CMO or Boss laser-focused on? → These outcomes ladder to the business, but marketing defines the campaigns, events that you also have to support. 3. Social Goals → What are your team goals? (growth, publishing volume, share of voice) → Define the role social plays (awareness, consideration, conversion, loyalty) 4. Tactics + Content → Choose formats + channels that ladder up to the above.  → Speak their language. Show leadership why your wins are brand wins. → Use social as a testing ground—experiment, adapt, repeat. At Kickstarter, this framework shaped everything from “pre-campaign” hype posts to creator-driven launches to product announcements. Every post should ladder up the chain. If it doesn’t? Don’t post it. Read my full breakdown for Social Media Strategy today in Hootsuite's Blog: https://ow.ly/ESUs50Xeim7 #HootsuitePartner

"𝘚𝘰𝘤𝘪𝘢𝘭 𝘮𝘦𝘥𝘪𝘢 𝘪𝘴𝘯'𝘵 𝘢 𝘴𝘦𝘳𝘪𝘰𝘶𝘴 𝘉2𝘉 𝘴𝘢𝘭𝘦𝘴 𝘤𝘩𝘢𝘯𝘯𝘦𝘭." I hear this at least once a week. Then I show them this data. Millennials and Gen Z rank social media as their third most important buying resource - 38% rely on it, nearly double the rate of older generations. What's the message for enterprise leaders? If your business isn't strategically positioned on social, you're invisible to an entire generation of decision-makers who are researching solutions differently than their predecessors. The data isn't just showing a minor trend shift - it's revealing a complete transformation of the B2B buying process. Buyers are 69% of the way through their journey before they begin engaging with sellers. The truth is that social-influenced deals will keep growing. It will continue to be a critical revenue driver. Our enterprise clients embracing social are seeing: → Shortened sales cycles  → Higher quality leads  → Expanded influence in buying decisions Your buyers are making decisions right now based on who shows up in their feeds. The only question left is whether that's you or your competition.

I’ve been using Trigify.io for 1.5+ years now. Now, I’ve been tracking 25+ LinkedIn profiles on it, mostly for my clients. And one thing is very clear to me: Posting on LinkedIn isn’t the hard part.  Tracking what happens after is. Most people stop at “posting consistently”. That’s where the real problem starts. What usually goes wrong... 1. Everyone tries to create content for their ICP – very few do it consistently – even fewer attract the right people 2. Some posts get engagement – likes – comments – profile visits 3. And then… nothing – no tracking – no follow-up – no system That’s wasted INTENT. What actually works (when you track it): 1. Lead magnet → warm outbound → Post a lead magnet → Track who engages with it → Enrich those profiles → Use that list for outbound You’re no longer cold. You’re starting with context. 2. Competitor & creator engagement → Track engagement on competitor posts → Or people consistently posting in your niche → Scrape those interactions → Enrich the data Now you’re reaching out to people who are already active in the problem space. 3. Keyword-based intent signals (underrated) → Track engagement around keywords like:    ~ “intent signals”    ~ “GTM Engineer”    ~ “RevOps” → Build lead lists from those conversations → Reuse them for:    ~ outbound    ~ content ideas    ~ account research Same signal. Multiple plays. Why I’ve stuck with Trigify.io, it’s not because it’s flashy. But how it turns LinkedIn activity into usable intent. Post-level tracking. Profile-level monitoring. Keyword-level listening. And now, workflows make this operational. Instead of exporting data, stitching tools, and manually following up, you can: - track engagement - enrich profiles - route data where it needs to go - trigger next steps automatically They’ve also been adding integrations around enrichment, sequencing, and data sync, which makes these workflows practical in real GTM setups. But the core idea stays the same: If you’re already creating content and doing outbound, you should be tracking who’s raising their hand. Otherwise, you’re guessing. And guessing doesn’t scale. This is the difference between posting content and building a system. Do you actually know who’s engaging with your content?

Marketing isn't campaigns. It's creating continuous movement. [Watch this spinning wheel art] Look at that artist. Constant motion. Flowing strokes. Never stopping. Always creating. The wheel keeps spinning. The art keeps evolving. That's how marketing momentum works. 𝗧𝗵𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗺𝗶𝘀𝘁𝗮𝗸𝗲: Most founders think in finite terms. "Let's run a LinkedIn campaign." "Launch that email series." "Try a 30-day content push." Start. Stop. Evaluate. Start again. No momentum. No compound effect. 𝗧𝗵𝗲 𝗵𝗮𝗿𝗱 𝘁𝗿𝘂𝘁𝗵 𝗮𝗯𝗼𝘂𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Momentum beats perfection. Movement beats planning. Consistency beats creativity. Last month, I watched a founder spend six weeks perfecting a single email sequence. "It has to be perfect before we launch," he insisted. Meanwhile, his competitor was sending three pieces of content weekly, building relationships, creating conversations. Guess who had momentum by month's end? The perfectionist was still tweaking. The competitor was closing deals. 𝗧𝗵𝗲 𝗠𝗼𝘃𝗲𝗺𝗲𝗻𝘁-𝗙𝗶𝗿𝘀𝘁 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸: 1️⃣ 𝗕𝘂𝗶𝗹𝗱 𝗙𝗼𝗿 𝗦𝗽𝗲𝗲𝗱, 𝗡𝗼𝘁 𝗣𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻 Remove friction from creation: → Template libraries ready to use → Content formats that scale → Simple design systems → Quick approval processes → "Good enough" becomes your standard 2️⃣ 𝗖𝗿𝗲𝗮𝘁𝗲 𝗜𝗻𝗳𝗶𝗻𝗶𝘁𝗲 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 Multiple wheels spinning simultaneously: → Weekly thought leadership content → Monthly customer story campaigns → Quarterly industry insights → Ongoing social engagement → Continuous email nurturing 3️⃣ 𝗠𝗮𝗸𝗲 𝗘𝗮𝗰𝗵 𝗣𝗶𝗲𝗰𝗲 𝗙𝗲𝗲𝗱 𝘁𝗵𝗲 𝗡𝗲𝘅𝘁 Like that spinning art, everything connects: → LinkedIn posts drive newsletter signups → Newsletter content becomes webinar topics → Webinars generate case study material → Case studies fuel social proof content → Social proof drives more LinkedIn engagement 𝐓𝐚𝐤𝐞 𝐇𝐮𝐛𝐬𝐩𝐨𝐭 𝐚𝐬 𝐚𝐧 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀: HubSpot never runs "campaigns." They run continuous content engines. Blog posts become ebooks become webinars become courses become certification programs. Each piece feeds the next. Momentum never stops. 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗻𝗲𝘅𝘁 𝘀𝘁𝗲𝗽𝘀: 1. Identify what slows your content creation 2. Build templates for 80% of common formats 3. Plan 3 infinite campaigns to run simultaneously 4. Connect each piece to drive the next action 5. Measure momentum, not just individual campaign results Remember: Like that spinning wheel art, Marketing magic happens through movement. Continuous creation. Flowing momentum. Never stopping. Always building. The moment you stop moving, momentum dies. And in B2B, momentum is everything. What's slowing down your marketing momentum right now? ---- ❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. ♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. 🔔 Follow me for more helpful and entertaining videos to improve your go-to-market approach. 🤟

Next time, before leaving a comment on someone's post, try this quick exercise to avoid public embarrassment. Imagine you're at a conference, and you just heard someone speak from the main stage. You're in the room with experts, professionals, colleagues, and friends. The speaker has now opened the floor for questions, and someone is walking around with the mic. You raise your hand, the mic is yours, and everyone can hear you. What will you do? I know what you probably won't do... - Say "Great talk!" and sit back down - Repeat the speaker's main point word for word - Sell your services - Read a generic question you quickly searched in your AI chat And yet, this is exactly what so many LinkedIn comments look like. Instead, try this: - Share an insight that resonated with you and ask a follow-up question - Name something you didn't agree with and why, inviting dialogue - Connect their point to your own experience - Offer a different perspective from your industry or role Comments are weighted heavily in the new LinkedIn algorithm. Some of our clients' comments are getting more impressions than their posts these days. So put some thought into it. The best comments don't just react; they add to the conversation. That's what gets you remembered (and saves you the embarrassment).

I recently re-listened to “Indistractable” by Nir Eyal. Here are ten illustrated ideas from the book 😊 Forethought is the antidote to impulsiveness: don't rely on willpower in the moment. Build systems and plan your actions before temptation hits. Distraction starts from within: external triggers get all the blame, but most distraction begins with an internal feeling we're trying to escape. It's also about what you don't do: success isn't just about adding good habits. It's equally about subtracting the bad ones. All motivation is escape from discomfort: understand that the urge to check your phone is really an urge to escape boredom, anxiety, or uncertainty. Watch your self-talk: saying "I have no willpower" becomes a self-fulfilling prophecy. Your identity shapes your actions. Protect your time like you protect your property: you'd never leave your front door wide open. Why leave your calendar open for anyone to fill? Your calendar should reflect your values: if health, family, or creativity matter to you, they need a time slot, not just good intentions. Beware the reciprocity trap: every message you send creates an obligation for a reply. Be intentional about when and how often you ping others. Use price pacts to raise the stakes: put money, reputation, or a commitment on the line. When distraction has a real cost, focus becomes easier. Say "I don't" instead of "I can't": "I can't check social media" sounds like deprivation. "I don't check social media during deep work" sounds like identity. If you haven’t read this book yet, I highly recommend it. It’s not about avoiding technology, it’s about understanding why we get distracted and building the skills to stay focused on what truly matters. Which of these ideas resonates most with you?

Don’t fall into the trap of posting incessantly on social media just for the sake of visibility. Choose presence instead.   Lately, I have been getting links with “Can you please like/comment/share?” requests.  When I ask about their goal for posting, the usual answers are:   ·      “I want broader personal visibility. Just being known to my boss or within my team feels limiting.” ·      “Good posts put me in front of the right people and help with my job search or get more leads/business” ·      “I hope one of my posts will go viral and bring instant fame.” ·      “If I post enough, someday I might become a social media influencer”   These goals aren’t wrong per se, but here’s what can help social media truly work for you: ·      Speak to a specific audience with content that’s intuitive, meaningful, and uniquely yours. Being generally “relevant” to everyone often means you’re meaningful to no one. Choose your audience wisely.   ·      Aim to be a trusted voice, a "go-to person" for a niche; not just another loud voice in the crowd.   ·      Posting just to post frequently? That’s missing the point. Quality beats quantity every time.   ·      Don’t add pictures. slides or videos just to stand out. Pictures and videos should elevate your message, not just fill space. Substance and style must work together.   ·      If you’re using agencies, communicators, or AI tools to write your posts, triple-check they reflect the real YOU. Authenticity can’t be faked.   Posting endlessly won’t automatically land you a job or business leads unless it is backed by a thoughtful, unique content strategy. And if you do land such opportunities that way, it won't always be the right fit for you.   Social media can be powerful but also a double-edged sword. Used without a strategy, it is just noise to everyone.   There’s a fine line between dignified presence and chasing visibility. Aim to be memorable for the right reasons.   #SocialMediaStrategy #PersonalBranding #CareerGrowth #LinkedInTips #ContentStrategy #ProfessionalDevelopment

Nobody likes flies! Like nobody likes negative comments. Let's make LinkedIn a better place and step up your comment strategy with these 5 Tips ↘️ Less: 1. "I disagree."      Pure negativity with no context. Offers no value or perspective. 2. "This is stupid. Fix your grammar."      Insulting and unprofessional. Burns bridges instead of building them. 3. "What a waste of time."      Dismissive and discouraging. Turns off both the poster and other readers. 4. "You’re wrong."      Without explanation or support, it’s just a baseless assertion. 5. "Great Post."      Adds nothing to the conversation. Not for you, not for them 5 Tips to Boost Your Comment Game: 1. Add Value      Provide additional insights, share relevant experiences, or ask thoughtful questions.          Example: "Great post, John! I’ve found that adding a personal touch to connection requests increases acceptance rates significantly. What’s your experience?" 2. Be Constructive      If you disagree, explain why and offer an alternative viewpoint.          Example: "I see your point, but I’ve found that focusing on quality over quantity in lead generation yields better long-term results. Have you tried this approach?" 3. Show Appreciation      Recognize the effort and value of the post.          Example: "Thanks for sharing this, Sarah! Your tips on social selling are always so actionable. Looking forward to implementing them." 4. Be Encouraging      Support others’ ideas and encourage further discussion.          Example: "Interesting take, Alex! I’m curious to see how this strategy pans out in the next quarter. Keep us posted!" 5. Stay Relevant      Keep your comments on-topic and related to the post.          Example: "Excellent insights on LinkedIn’s algorithm, Mike. I’ve noticed similar trends in my analytics. Have you noticed any changes in engagement rates recently?" By improving your comments, you're not just elevating your own LinkedIn presence; you're contributing to a more positive and valuable community for everyone. So, the next time you're about to comment, ask yourself: Am I a fly, or am I adding value? PS: Let's try this out! Leave an insightful comment on this post 📥 save for later 💬 comment using one of these tips ♻️ repost for more visibility and to show some love

The Consistency Paradox on LinkedIn In the past 18 months while building Creator Chart, I’ve spoken to 500+ professionals building their online presence on LinkedIn. And there’s a paradox I keep noticing: But first, 1) The Data Behind the Paradox Despite LinkedIn commanding 1.2 billion members, only about 1% of users post content weekly - yet this tiny segment generates 9 billion impressions weekly. Put simply: the professionals who consistently post are reaping outsized visibility and credibility, even though they represent a sliver of the platform. 2. Why Even Seasoned Professionals Struggle with Consistency Cognitive Overload. Executives managing high-stakes roles face decision fatigue which drastically reduces follow-through on creative commitments. 💎 Perfection Paralysis. Almost 7 in 10 professionals report deleting nearly complete LinkedIn drafts due to over-editing or self-doubt. 🧰 Lack of Systems. Without repeatable structures like content frameworks or batching routines, posting becomes transactional - not strategic. 3. Consistency as Strategic Brand Asset (Not a Posting Chore) ie. Trust that Frequency will beats Virality. It’s not a single viral hit that elevates thought leadership - it’s the regular rhythm of high-quality ideas. When you post weekly, you’re not just feeding an algorithm - you’re staying top of mind with decision-makers. 👻 Invisible Impact. Over 90% of LinkedIn users are silent watchers, not commenters. These lurkers are often the clients, leaders, and partners who remember you when they need to - not the ones who hit “like.” 4. Shift Focus: From Perfection to Presence. Prioritise a manageable cadence (e.g., one strong post/week) over “perfect” daily posts. Use 2–3 core themes to guide ideation - this is what turns consistency from a chore into a habit. Each post may get 20 reactions - but 200 silent leaders might just read it, remember it, and reach out later. This is the hidden ROI of consistency. Consistency is often dismissed as “just showing up.” But zoom out, and you’ll see it’s the foundation of long-term influence. Here’s what we’ve observed across professionals who’ve successfully built a visible voice on LinkedIn: 📅 They batch, not chase. Instead of struggling every morning with “what do I post today?” They dedicate one afternoon to drafting 3-4 posts for the week. ♻️ They recycle with nuance. Revisit core themes, adding fresh data, stories, or angles. 📊 They track invisible wins. Not every post will go viral. But the quiet DMs, speaking invitations, and unexpected client leads? That’s where the real ROI lives. If you’re a professional who’s serious about using LinkedIn as more than just a networking tool - if you want to turn it into a strategic amplifier of your expertise - start by building a system around your consistency. It’s not about being everywhere. It’s about being reliably present where it matters most.

So the first half of the year is gone and I can recall I found myself posting every single day this year, and all of a sudden it became an experiment even without knowing. I have been posting every single day this year which means I have shared here for more or about 182 days and there are some days when I have even shared up to three times. Meaning I may have shared 300 posts or even more. I cannot even tell at this point. Here are some of the lessons I have learned from posting every single day and why I have been consistent. 1. Don't be tied to a 20-day challenge etc. They are good to encourage yourself or even better when tied to a why. If not it would just be another activity and it would only mean intensity rather than consistency. So tie your post to a why. For me, it is to be an alternative voice and to contribute to the diversity of thoughts and inspiration, and by telling my story, I am encouraging others to share theirs. Whenever I don't feel like writing, my why keeps me going, or if people start asking for support I can't render and want to run away. My why reminds me of why I am on social media. 2. ⁠Scheduling clears your mind. Once you schedule, you have the time for other things and other tasks that may contribute to your creativity. So you would always have something to write. On days you have nothing to write about, you would have been saved by scheduling. I scheduled a month in advance. So it allows me to flex and do multiple free writings. 3. ⁠Create a content/title catalogue. So whenever you are out of ideas, you can always pick from your bank. 4. ⁠Repurpose an old post, a post that has gone viral, can go viral again. 5. ⁠Batch record videos and your featured videos or podcast can be a catalyst too. You can break them into short clips using an AI tool like OpusClip and you have more wider range of content to post from. I have videos that can last me for a whole year and I recorded most last year and earlier this year. 6. ⁠I gained at least 1500 followers every month but I lose at least 500 of those followers too which is fine. It is okay not everyone would resonate with your message and your consistency could be a problem for some. Looking forward to getting back to my 3 days per week or two days per week posting. However, I have gained at least a thousand followers every month. So consistency works. 7. ⁠Be flexible. There are posts I create and post on the spot because I am constantly doing and the quality of what you do, determines the quality of the insights you share. So don't live on social media, that you forget what is important. Living and doing. Looking forward to seeing new insights I would have by the end of the year and let us see if these experiments can last for 365 days. LinkedIn take note. These are not rules, these are my experiences and what I have learned from my not-so-cheeky experiment. Caption: Last month was also Eid al-Adha and never got to share the photos here. Now you have it