Paul’s Perspective:
Social is maturing from “post and hope” into an operating system for demand creation, recruiting, customer education, and reputation management. That forces a leadership decision: treat social as a measurable growth channel with owners, budgets, and performance standards, or accept random outcomes.
The tradeoff is focus. The winners won’t be on every platform—they’ll pick where their buyers actually spend time, build a consistent content engine, and connect social activity to real business metrics like leads, meetings, and retention.
The biggest risk is hidden: teams chasing trends without changing measurement. If your reporting still centers on impressions and likes, you’ll keep funding activity instead of outcomes.
Key Points in Article:
- Short-form video and creator-style content continue to outperform static posts for attention and shareability, pushing teams to build repeatable “content series” rather than one-off updates.
- Social search and SEO on-platform matter more as buyers use TikTok/Instagram/YouTube to research products, comparisons, and “how-to” content.
- Employee advocacy and executive visibility can produce outsized trust compared with brand-only posting, but require lightweight governance and a clear point of view.
- Paid social is increasingly about precision targeting and creative testing loops (multiple hooks, angles, and formats) tied to conversion events, not vanity metrics.
Strategic Actions:
- Reconfirm the business outcomes social must support (pipeline, retention, hiring, partner growth).
- Prioritize 1–3 platforms based on audience fit and content strengths.
- Build a repeatable content system (series, templates, cadence, ownership).
- Increase investment in video-first and creator-style formats where appropriate.
- Improve discoverability with on-platform SEO: keywords, titles, captions, and searchable “how-to” content.
- Launch structured creative testing for paid and organic (hooks, formats, CTAs) with clear success thresholds.
- Enable employee and executive participation with simple guidelines, training, and topic pillars.
- Standardize measurement that ties social efforts to conversion events and revenue influence.
Dive deeper > Full Story:
The Bottom Line:
- Signal: Social platforms are shifting toward AI-driven content, private communities, and measurable business outcomes.
- Audit your channel mix and metrics, then test a few high-confidence plays that improve reach, engagement, and pipeline without adding more tools.
Ready to Explore More?
If you want to turn social into a predictable growth channel, we can help you choose the right platform mix, define content pillars, and set up measurement that connects activity to pipeline. Reply if you’d like to compare what you’re doing now to a simple 90-day plan.