My approach to social media
My approach to social media always starts with one question: What’s the actual goal here? Are you trying to generate sales leads? Appeal to future employees? Improve your SEO footprint? Or position yourself alongside industry thought leaders? Without clarity on that, everything else is just noise.
Once we’ve locked in the “why,” everything I create centers around three pillars: educate, entertain, or connect. Every piece of content should do at least one of those things: ideally two. This framework keeps your brand focused and consistent, while still giving us room to experiment.
From there, it’s about building the right strategy for the right platform:
YouTube is your long game. It’s where you invest in deeper storytelling, build authority, and gain evergreen SEO value. A well-structured YouTube channel can keep working for your brand years after a post goes live — unlike most platforms where content fades after a week unless it goes viral.
TikTok and Instagram, on the other hand, are more experimental and trend-responsive. These platforms reward immediacy and authenticity, so I focus on short-form content that taps into cultural moments, visual storytelling, and repeatable formats that build familiarity. It's about showing the personality behind the brand, building trust at scale, and giving the algorithm something it can work with.
LinkedIn is where I shift the focus toward credibility and connection. It’s ideal for thought leadership, team culture, and aligning with industry voices. For companies hiring or trying to position themselves within a niche, this is the place to post with intention. Short video snippets, founder POVs, behind-the-scenes insights — these build reputation and open doors.
Facebook still plays a role, especially for community-based brands or paid ad funnels. Organic reach might be limited, but it's still a solid platform for targeted campaigns and event-based engagement, especially when paired with strong creative.
X (formerly Twitter) works best when the brand has something to say consistently. It’s for quick takes, trend reactions, or thought-driven threads. If a brand wants to stay relevant in ongoing conversations — especially in tech, news, or entertainment — this is where you keep a pulse.
Beyond that, it’s about choosing platforms with intention — not just posting everywhere, but focusing on where your audience actually pays attention. If you're spread thin, you're not building depth anywhere. The goal isn’t to be loud — it’s to be heard.
Each platform has its own language — I help brands speak it fluently.