What’s up everyone! We’re back with another issue. We’re almost to the weekend. I’m excited for today’s issue. And yes, social growth can happen offline. Like…beyond social. Keep reading and let’s dive in.

In this issue, we will go over the following:

Let’s go.

-Sam

If you’re like me, then you’re chronically online.

It’s just a part of working in social media.

You’re online searching for inspiration. You’re scanning for trends. You’re engaging with your community. You’re posting. And so much more.

I get it. It’s exhausting. But it’s just a part of the job.

There’s a common thought that social media professionals need to be online 24/7. And that the more you’re online, the more successful your brand will be on social media.

There’s truth in this. But then there isn’t.

One of the biggest lessons I have learned throughout my career of working in social media for 10+ years with some of the biggest brands in the health & fitness space is this…

Real social growth happens offline.

Yes, offline.

Like…off of social media.

I learned this firsthand at Cadence, and especially at C4 Energy where I served as the Director of Social Media. I learned so much throughout my time at C4. But one critical lesson was that social growth really does happen offline.

Here’s what I mean, and how you can apply it to your brand.

1.IRL Experiences Win Consumers and Culture.

Good social media professionals make posts. Great social media professionals create and amplify IRL (in real life) experiences for social impact and performance. I saw some of my biggest spikes in follower growth following events and activations. Then I would turn those moments into content capsules that would net 5+ in-feed posts and 20+ TikTok posts. We need to make memorable brand experiences in real life, make them shareable for attendees, and then bring it to life through an integrated social approach. Win in the real world. Amplify on social.

2.Real social growth happens in the group texts.

Real social growth happens in the group texts. When your social content is highly shareable, you then enable consumers to pass it along to more target consumers. When you are able to create shareable content, you win. Plain and simple. You can turn one interaction into 50+. Your efforts are multiplied and your content works harder for you.

Create content your community wants to share in the group texts and you will win social and accelerate social growth.

3. Word of mouth

Good social media teams generate a lot of likes and comments. Great social media teams create something worth talking about.

There is no better KPI than your CEO getting a text from someone saying how they liked a social post the brand made. When people are genuinely talking about your content, you’ll win. And you’ll see growth.

Create campaigns and creative that other social accounts talk about, competitors talk about, and industry news talk about. And you will see social growth like never before.

Before you go…here are a few quick hitters for you! We’ve got a new Instagram update and a few reminders.

✍️ View the archive. Learn more about social media topics across strategy development, career development, social insights, and more in the archive. New issues weekly

👀 New Instagram Update just dropped! Adam Mosseri (Head of Instagram) announced a new feature where tagged photos and posts can be added to your profile feed. Check out the announcement here.

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Thanks for reading and hope you have a great week!

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