Our Perspective
What this means for leaders navigating growth, change or transformation in their organisation.
The Real Choice Loop
Leaders often treat social as a numbers game, yet choice is shaped by risk, not reach. People buy when familiarity reduces doubt, when they can see how you work and why you’re a safer bet than the alternatives. The Sprout Social Index notes that more than three-quarters of consumers are likelier to purchase from brands they already follow on social media. That’s not a funnel; it’s a feedback loop. Your task on social isn’t to broadcast more. It’s to make evaluation easier: help the right buyers recognise themselves in your offer and feel confident acting now, not later.
Positioning As Risk Relief
Positioning is your most efficient tool for turning followers into customers. Define who you serve, the job you solve, and why you win — then prove it where people already pay attention. Social should carry your proof, not just your personality. Specific claims, clear outcomes, consistent language: these tighten the signal and lower decision risk.
Proof thrives in simple, credible formats:
- Before-and-after outcomes with context, not just highlights.
- Decision criteria: when you’re right, and when you’re not.
- Metrics with timeframes and baselines buyers care about.
- Repeatable methods that show how the result happens again.
Design Pathways, Not Posts
Long-term value appears when posts connect to pathways. Every piece of content should open a next step that matches where a buyer is in their thinking — from problem framing through to selection. Think less about weekly calendars, more about decision sequences that shorten time to a qualified conversation.
Build a few high-clarity routes:
- Early stage: short explainers and “what good looks like” checklists.
- Mid stage: comparison guides, value calculators, and proof libraries.
- Late stage: 90-second overview deck, pricing principles, and “how we work” threads.
Metrics That Matter
If the job of social is evaluation, measure for decision progress, not vanity. Useful signals include: qualified followers from priority accounts, time-to-first-conversation after a follow, conversion rates by follower cohort, and deal quality once social has touched an opportunity. Most organisations we work with unlock momentum once they track time-to-first-conversation — content choices get sharper within a quarter.
Two simple governance moves help. First, align what you say and show across channels so claims never drift. Second, review your proof monthly: retire weak evidence, elevate what closes gaps, and keep cadence steady rather than loud.
Trading volume for verifiable signals turns social from a feed into an asset — one that compounds trust, accelerates decisions, and strengthens the perception of value over time.
Sources:
Sprout Social Index