Stronger Social is officially here. Which is crazy to say. I get it though…another social media newsletter?! However, the goal with Stronger Social isn’t to just tell you the news and share all that’s happening across the social media ecosystem. I’m not going to break down every trend, share every update that our good friend Adam Mosseri drops, and analyze every.single.brand on social.

The goal is to create the ultimate cheat code for social media professionals. To become a playbook for developing high-performing social strategies, a library of highly applicable social media lessons & insights, and serve as a a social media career coach.

Everything in here is built to be applied to your day-to-day and to help YOU become a stronger social media professional. Sounds pretty cool, right? But I’m done yapping, let’s get to it.

In today’s issue, we will go over the following:

Let’s get started 💪

When you’re doomscrolling and not on the clock, how often do you find yourself sending posts in the group chat? Personally, I find myself constantly sending memes, interesting posts, breaking news, and entertaining posts in the group chat with my friends.

To me, it somewhat feels like a game. Or even a challenge of who can send the funniest post in the group chat.

For example, here’s the most recent post that I sent in the group text with the guys👇

Pretty great…right? 🤣

This is the power of shareability.

As social media professionals, we must continuously ask ourselves “what content would my community screenshot or share in the group chats?” and then we need to create that content, perfect it, and scale it.

The days of just generating likes and comments are over. We need to focus on shares. I mean, don’t just listen to me and take my word for it. Adam Mosseri, the head of Instagram even mentioned how Instagram is prioritizing shares.

The mission is simple for us as social media professionals: we need create more than interactions, but enable consumers to share our content in the group chats.

We need to transition from generating just interactions (likes & comments) to enablement (shares).

Shares are powerful because it can turn a simple like & comment into an enablement phase where content is then shared directly in the group chats with new consumers. When you focus on and prioritize shareable social content, all other KPI’s will benefit as a byproduct.

I mean…think about it. When content is shared in group chats - you're reaching new consumers who are most likely your target demographic and are likely to like, comment, and hit a follow back. Well look at that. That’s followers, impressions, engagements - which are most likely your three core Social KPI’s.

More than anything…shareable social content generates word of mouth, which is the ultimate social KPI for brands. Real social growth (and brand growth) happens when social content and moments are worth talking about. When consumers, competitors, and media outlets are talking about and sending sharing your social content - you’ve made it. And you’ll drive growth.

The goal is simple. We need to create social moments worth talking about and worth sending in the group chats.

To summarize, here’s a list of KPI’s amplified and affected when you prioritize shareable social content 👇

As social media professionals, we have to be community-led and community inspired. If you don’t know who you are speaking to, their wants, their desires, their struggles - then YOU will struggle creating high performing social content. Better yet, highly shareable social content.

The most important step in creating shareable social content is understanding who you are speaking to and then creating “escape-worthy” social content that sparks an emotion, which leads to enablement (shares).

Why? Because consumers come to social to escape their busy days.

Whether it’s during a meeting with the camera off (let’s be honest…we all do this), during their bathroom break, in between (or during) classes - consumers are escaping to consume content to then share in the group chats.

Once you know who they are, focus on the “Big 3” shareable social content pillars 👇

1️⃣ Delivering value by educating, entertaining, or inspiring
This generally generates the responses from consumers such as “you gotta see this” and “this is incredible”

2️⃣ Driving relatability
This generally generates the responses from consumers such as “this is so us” and “felt this”

3️⃣ Driving urgency & timeliness
Consumers will usually react with “did you see this?!” or “in case you missed it”

Once you understand your audience and you create content that satisfies these three pillars…test it, analyze it, gather insights, and scale that content.

If you’re like me and prefer a visual slide to digest information. I got you.

Let’s have a great rest of the week! Here are a few things top of mind that I want to share before you go.

📲 Are you looking to scale content creation? 👀 I’d highly recommend checking out Slate - the content creation tool made for social teams. Slate is also used by some of the biggest brands in the world. And yes, it has been a game changer for me and makes my life so much easier creating content. Learn more and book a demo here!

✍️ Let’s amplify the voices of social media professionals. Have you recently scrolled across a highly valuable and educational social media post on Linkedin that deserves more hype and attention? You can submit it here for a chance to be featured in the next social pro shoutout.

🙏 Do me a favor and drop a “social team needs a raise” on your favorite brand post this week. Trust me, you’ll make that social teams’ day. We need to hype each other up some more.

🤔 Do you have a topic that you want to see addressed in a future issue? If so, respond to this email and let me know!

Thanks for reading and hope you have a great week!

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