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Good morning!

Welcome to Social Studies.

Here’s the agenda for today:

• Minimum viable social strategy for one person social media teams

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One person social teams:

Can I get your boss to believe in the power of social media, promote you to Social Media Director and hire you a staff of 5 incredibly talented marketers?

Probably not.

But can I give you a basic framework of how to think about organic social if you have a lot on your plate?

Time will tell.

Minimum Viable Social Strategy:

1. Pick a format

I’m thinking about social in a few buckets. Not saying that I’m right, just that it’s how I’m thinking about it.

You’ve got Instagram, Facebook, YouTube (Shorts), and TikTok: Short Form Video

You’ve got LinkedIn, Twitter/X, and Threads: Text

Is this exhaustive? Of course not. But 90% of brands fit neatly into one of these categories. (Most of the short form video based brands start with long form video via YouTube/Podcast and reformat for other platforms).

Which one makes the most sense for your brand?

My guess is, you already know. There’s probably one that’s a more natural fit based on your brand and what kind of content that you have access to.

Now…

2. Create a content plan

Try to think about social content differently than you ever have.

Your audience doesn’t care how much time you spend on your content.

Your audience doesn’t care how much you paid for a piece of content.

Your audience doesn’t care if the content follows AP style or even the fundamental principles of design.

Your audience ONLY cares if the content adds value to their life.

This should be incredibly freeing to you. You don’t need to spend 4 hours per graphic. Get the value to the audience as quick as possible.

Knowing this, how can you produce a high volume of content? Here are some ideas:

For text-based content: Write your post, then rewrite it 7 different ways. Get the same point across, but use varying examples, text formatting, etc.

For video-based content: Have a 2 hour long podcast? Throw into an AI editing software that automatically cut and captions the video for SF video. Won’t be 100% optimized, but it can give you a great head start.

If you can swing it, put a 2-4 hour block on your calendar every other week. Increase efficiency by batching the content creation and scheduling. Try to have a regular time and place where you’re incredibly consistent.

Here’s where it gets really cool.

Every month, you can look back and see what you posted 90 days ago. 90 days isn’t a magic number, but it’s my personal rule of thumb.

If something performed above average, repost it. If you have an idea to make it better, feel free to tweak, but you can also just throw it back in the queue.

Brands can sometimes be hesitant about this, but think about it…

None of your new followers have seen that content and the vast majority of your existing followers haven’t seen it either.

Why let the good content go to waste? Use it again!

Fun fact. I once posted a video on TikTok and got 364 views. I posted it 90 days later and it got 3.6 million views.

Repurpose. Repurpose. Repurpose.

When I first started on LinkedIn, I wrote a new post for every single day. It was a lot of work.

Over time though, I developed a library of content that I knew my audience would find valuable.

I still post new content all the time, but I’m also constantly pulling from the library to make the workload easier.

Alright… we’ve got a format and we’ve got a content plan.

3. Pick your ride-or-die

What’s the one platform that you NEED to win on?

B2B SaaS company? Probably LinkedIn.

DTC targeting Gen Z? Probably TikTok.

For this platform, you’ll post everything from your content plan PLUS dedicate a significant amount of time to networking.

Find your ideal customers and the accounts that they follow and show up in the comments. Be part of genuine conversations. Use social media to be… social.

4. Cross pollinate

If you’ve got a bunch of text based content and your ride-or-die is LinkedIn, you should obviously be posting that content on X and Threads.

Will it be as successful? Maybe not, but what’s the harm in posting it anyway?

You already made the content. Give it as many chances as possible to be seen.

Same with SF video. If your “must win” is Instagram, you might as well still post the content to TikTok and Shorts.

If you’ve got time at the end of the week, you can also look into cross pollinating across content formats. AI makes this easier than ever.

It’s incredibly quick to screenshot your LinkedIn posts and throw it on Instagram.

You could also take the captions of your TikTok and post it to Threads.

Again, don’t expect virality, but you’re giving more life to each piece of content. If one post really pops, then you can backtrack and create original content for that specific platform based on the data.

I really really hope that’s helpful! Social media managers in general tend to be overworked and underpaid. Probably 10X for 1 person social teams. In case you haven’t heard it lately… you’re crushing it! Keep it up!

- Jacob

Are you a 1 person social team? Send me the account that you run! Would love to highlight some in the next edition!

Hey! You’re still here!