How to Build a Social Media Strategy

Startup Social Strategy 101 Here’s the ‘minimum viable social strategy’ I would use to take your startup from 0 → 1000 followers (and start generating leads) on LinkedIn/Twitter: 1) Decide between personal or brand account For most startups, building the founder’s personal brand is an easier lift. Your company has 0 brand recognition, so it’s going to be hard to stand out on the timeline. Plus, even companies that do have brand recognition have a harder time than personal accounts. Both assets (personal & company page) are necessary long-term, but to get your social presence off the ground, I’d build your personal brand first. 2) Pick your platforms This one’s simple. Just use LinkedIn + Twitter. This is where most B2B startups’ ICPs hang out and consume business-related content. These two platforms also allow for easy diversification because you can create a post for LinkedIn and then copy it over to Twitter as a long-form post, and vice versa. There are some nuances, but super easy to repurpose. 3) Pick your content pillars In short: WHY is someone going to follow you? - Are you going to lean into entertainment/humor or education? Or a combination of both? - What topics are you going to educate or entertain around? I usually break topics up into 3 buckets. Broad ‘business-related’ content (top of funnel) Industry-related content (middle of funnel) Product-related content (bottom of funnel) The exact ratio of each type of content depends on the goal of the social strategy and the maturity of the company’s presence on social. Assuming this is a 0→1000 strategy, I would recommend making most of your content either ‘broad’ or ‘industry-related.’ You have no audience to start, so nobody really cares about your product yet. Fill the room first, then try to sell. 4) Decide your cadence - 5x per week on LinkedIn - 5-10x per week on Twitter - 30min per day of engagement and outreach Example schedule: Post 1: Personal story about solving a hard problem related to your industry Post 2: Breakdown post of a strategy used by a popular brand or person in your industry (this allows you to ‘borrow credibility’ and stop the scroll) Post 3: Listicle breaking down 5 common myths about your industry (bonus points if they’re a bit controversial) Post 4: Personal story about why you started your company Post 5: Customer case study that highlights a major pain point in your ICP (here’s where a direct CTA makes sense) Post 6 (Twitter only): One-liner, slightly polarizing statement Post 7 (Twitter only): Meme highlighting a pain point our ICP faces Post 8 (Twitter only): Engagement prompt related to your ICP This isn’t a perfect calendar. That’s going to depend on your company and what ends up working for you as you test. But if you stick to this for like 7-8 weeks, I’d be surprised if you didn’t get some traction. Running out of room, so will do a follow-up, but hope this helps. Share it with your marketing team or your founder if it is helpful.

How I Built a 30,000+ LinkedIn Community With a Solid Social Media Plan When I first joined LinkedIn, I thought it was just an online resume—drop a job update, send a quick "Congrats on the promotion," and call it a day. Fast forward to today, I’ve gone from total rookie to coaching others on how to master LinkedIn. The secret? A solid social media marketing plan. If you’re starting from scratch, here are 6 steps to create a plan that works: 1/ Create GOM: Goals, Objectives, Metrics Failing to plan is planning to fail—seriously. Start by setting clear goals aligned with your company’s objectives. Want more visibility? Engagement? Sales? Whatever it is, know your target and how to measure it. ✔️ Prioritize exposure across platforms. ✔️ Don’t shove sales pitches in people’s faces. Instead, nudge them in the right direction with value-driven content. ✔️ Track your progress with metrics to stay on course. 2/ Know your audience or brace for chaos. You can’t sell anything if you don’t know who you’re talking to. ✔️ Research your target market. ✔️ Study your competition—what gaps can you fill? ✔️ Address their pain points, fast. Remember, the internet is full of people looking for solutions. Your job? Be the solution they didn’t know they needed. 3/ Choose the right social platforms. Not every network is created equal. Instagram: Great for product visuals, Stories, and influencers. LinkedIn: Perfect for B2B and professional networking. Twitter: Rapid-fire updates and engaging threads. Pinterest: Ideal for middle-aged women and visual inspiration. Pick 2–3 platforms that match your audience and dominate those spaces. Be consistent—same profile pic, tone, and branding across all accounts. And for heaven’s sake, don’t sound like a robot. 4/ Schedule your life (and posts). Social media success = consistency. ✔️ Use a content calendar to plan posts around key topics and events. ✔️ Experiment with different posting times to find your sweet spot. ✔️ Stick to your schedule, but don’t be afraid to adapt. Pro tip: Holidays and trending events are your friends—use them to stay relevant. 5/ Test, analyze, improve, repeat. Your first plan won’t be perfect, and that’s okay. ✔️ Use analytics tools to monitor performance. ✔️ Test different content formats and posting strategies. ✔️ Tweak your approach based on what works—and scrap what doesn’t. Social media isn’t set-it-and-forget-it; it’s all about learning and evolving. 6/ Automate + engage = gold. Automation tools like Social Champ can save your sanity. ✔️ Schedule posts. ✔️ Track performance. ✔️ Free up time for what matters most—connecting with your audience. But don’t let the bots do all the work. Show up. Reply to comments. Start conversations. People follow people, not just content.

The biggest lie in social media marketing? “Just post consistently.” 🤔 Consistency without strategy is just consistent noise. If you’re posting daily but nobody’s listening, engaging, or buying… what’s the point? Before you schedule another batch of content, ask these questions: 1. WHO are you talking to? (Really? Down to their specific pains and aspirations?) 2. WHAT problem are you solving for them with this post? (Is it valuable insight, a relatable story, a practical tip?) 3. WHERE does this fit in their journey? (Are they aware of the problem? Considering solutions? Ready to buy?) 4. WHY should they care? (What’s the unique angle or perspective you bring?) 5. HOW are you encouraging interaction? (Is there a clear question? A poll? A prompt to share experiences?) At Quimby Digital we build strategies around answers to these questions. We focus on creating engagement engines, not just content calendars. It means: → Less generic fluff. → More targeted value. → Actual conversations (in comments & DMs). → Content that serves a business purpose beyond just ‘being active’. Stop the content treadmill. Start building a strategic feedback loop. What’s ONE question you’ll ask before your next post? #SocialMediaStrategy #ContentMarketing #MarketingTips

New job as a Social Media Manager? Here are 5 things I'd do if I was starting as Socia Media Manager at a new company ⬇ 1. Platform Performance: Analyze follower growth, engagement rates, and top-performing content across platforms over the last year. Look for areas to improve upon. 2. Brand Voice & Messaging: Identify the brand's current social media tone and messaging consistency. Don't have one? Start building one. 3. Content Strategy: Evaluate the content mix (text, images, video) and its effectiveness in achieving brand goals. 4. Competitive Landscape: Identify your top 5 competitors. Research how your competitors are using social media and identify potential areas of differentiation. You want to avoid trying to be like them. 5. Audience Insights: Dive into audience demographics and interests to understand who you're reaching and how to connect better. Bonus: Meet with internal stakeholders to evaluate how social has historically supported them and their goals. Develop a plan to integrate stakeholders' goals and messaging into your overall content strategy. The more allies the better! Audits are particularly important when taking on a new social account. By taking a deep dive, you can identify strengths, weaknesses, and opportunities to craft a winning social media strategy for the brand. #socialmedia #MarketingStrategy #contentstrategy #socialaudit

There is only one reason brands fail on social media, and it's entirely preventable. The one reason is simple: Strategy Most brands follow the same, outdated approach: Our Brand -> Target Market -> Channels & Platforms -> Social Media Strategy The starting point always being your brand. This model creates a sea of sameness. Every brand follows the same cadence, posting similar content, and doing nothing to guide consumer discovery into conversion. The solution is easy: Flip it upside down. The process to get to a winning social media strategy should look like this -> 1) Audience Break out your 3-5 target personas into 15-25+. 2) PAC: Platforms & Cultures Identify both the platforms they exist on and the micro-cultures inside of each. 3) Winning Content Deep Dive into the content inside of those platforms and micro-cultures to understand what your audience targets are already consuming. 4) Brand Integration Finally, find the thread to introduce your brand into those styles, formats, and messaging. Don't copy your competitor. Copy the content your audience is already watching!