New: 📱 What's Working On Social #7

Hey friend,

More brands are realizing the importance of having both their employees and C-suite actively present on social media.

Why? Because people want to connect with a company’s human side, and marketing teams have finally managed to convince leadership that this trend is worth embracing.

However, with employee advocacy and executive branding comes a flood of questions—one that I hear often from my colleagues in social media is:

“What do we post?”

But honestly, I think the first question should be “Where?”—not “What?”

Once you figure out where your employees and leadership should be posting, even if the content isn’t perfect, it’ll start gaining traction over time. So, where should they post?

Start by focusing on where your audience already spends most of their time—and don’t overlook LinkedIn. Despite Elon Musk’s gripes about LinkedIn being “cringey,” it’s still the go-to platform for thought leadership. And frankly, it’s outperforming Twitter at the moment, which might explain Elon’s irritation.

Now that we’ve settled the “where,” let’s move on to the “what.”

Cure ideas droughts with the AVA framework:

1. AWARENESS

Here, your primary goal is to create awareness and attract a broad audience to your product.

In this stage, potential customers might not yet be familiar with your brand, and your aim is to introduce yourself to them and pique their interest.

Content that works well in this stage:

↳ Memes
↳ Infographics
↳One-liners
↳ Contrarian takes

2. VALUE

Now you begin to nurture people who have shown interest in your brand/content.

Your goal?

Provide more detailed information, build trust, and guide potential customers closer to making a decision.

How?

Creating content that helps them solve a problem NOW.

↳ How I ....
↳ How They ...
↳ How To...
↳ 7 { preferred noun } to { Desired outcome }

3. AUTHORITY

This is where you focus on converting leads into paying customers.

Show them you've got skin in the game — Authority.

Here's how you show them who's boss:

- Case studies
- Testimonials
- MRR Milestones

Your content at this stage should be highly focused on facilitating the purchase process.

So you Reel them in with a 'Call to outcome':

↳ "If you want X {result} in {short amount of time} DM me/Comment {preffered keyword}

This is How I Use AVA over 7 days:

Mon: Awareness
Tue: Value
Wed: Value
Thur: Authority
Fri: Authority
Sat: Awareness
Sunday: Awareness

How will you use this in the coming weeks?

Talk soon,

Darius ✌🏻