8 Strategies to Improve Your Social Media Reach

As I’m sitting here working on some rebranding and new site designs to further extend my personal brand, I came up with an idea for an article that I thought would be helpful to readers who enjoy my marketing content. Specifically, improving upon the breadth and depth of your social media reach. Of course, these strategies apply to individuals as well as companies, so apply as needed.

There are several strategies and best practices you could consider to improve your social media impressions, deepen engagement, and broaden your overall reach. While some of these recommendations are general, they can be tailored based on your existing brand and the nature of your content:

1. Consistent Branding and Messaging: Maintaining uniform visuals and messaging across all profiles helps people immediately recognize you and trust your expertise. This consistency quickly positions you as a reliable authority in your niche, encouraging users to follow and engage without confusion about your core value.
   
   • Profile Consistency: Ensure that all social profiles (LinkedIn, Twitter/X, YouTube, etc.) have a cohesive visual identity, including a well-designed banner, profile image, and a succinct, keyword-rich bio.
   • Unified Content Themes: Highlight your areas of expertise—in my case, that would be Microsoft 365, collaboration tools, productivity best practices—across all social channels to make it immediately clear what you offer.
2. Leverage Video Content and Live Streams: Video is a powerful, dynamic format that amplifies your personality and insights in ways text alone can’t. By connecting with audiences in real-time or through short, impactful clips, you foster human connection and keep your brand top of mind.
   • Short-Form Video (Reels, Shorts): Repurpose key moments from presentations, interviews, or webinars into short, snackable videos for platforms like LinkedIn or YouTube Shorts.
   • Live Q&A Sessions: Host periodic “ask me anything” sessions or panels with other experts. Live content often boosts reach due to higher engagement and real-time interaction.
3. Use Platform-Specific Features: Every social platform rewards users who adopt its unique posting tools and interactive elements. Capitalizing on these built-in features not only increases algorithmic favor but also shows you’re savvy with the medium, reinforcing credibility.
   
   • LinkedIn Newsletters: Launch a recurring LinkedIn newsletter on the niche topic/s you are building your brand around,  leveraging LinkedIn’s notification system to consistently engage subscribers.
   • Twitter/X, Bsky, Mastodon, Threads, or LinkedIn Carousel Posts: Offer detailed how-tos, top tips, or market trends using multi-part posts or carousels. These formats encourage dwell time and are often prioritized by algorithms.
4. Engagement With the Community: Social media is not a one-way broadcast but a conversation, and genuine interaction builds loyalty and trust over time. By actively participating and showing interest in others, you encourage reciprocity—often leading to higher reach and lasting relationships.
   
   • Respond to Comments and Mentions Quickly: Timely responses boost visibility and encourage repeat engagement.
   • Highlight Other Experts and Community Members: Occasionally showcase up-and-coming voices in your ecosystem. This generosity can build goodwill and encourage others to share your content.
5. Strategic Partnerships and Collaborations: Teaming up with peers or complementary brands exposes your content to entirely new audiences, magnifying your visibility. Collaboration also signals credibility, suggesting that other trusted voices see value in what you have to offer.
   
   • Guest Appearances: Join or host roundtable discussions, guest on podcasts beyond your usual circles, or partner with complementary brands and communities (e.g., project management groups, digital adoption forums).
   • Influencer Cross-Promotion: Work with well-known MVPs, consultants, or industry figures to run joint campaigns, webinars, or e-books. Shared audiences mean greater reach.
6. Data-Driven Approach to Scheduling and Topics: Informed decisions based on analytics ensure that you’re posting content your followers actually want—when they want it. Rather than guesswork, relying on performance data maximizes engagement and avoids wasted effort on ineffective strategies.
   
   • Analytics Tracking: Use platform analytics to identify which posts perform best. Double down on formats, topics, and posting times that yield higher engagement and impressions.
   • SEO and Keywords: Incorporate relevant keywords and hashtags (for example, #Microsoft365, #SharePoint, #MVPbuzz, etc.) to improve discoverability.
7. Diversify Content Types: Don’t just blog. Or create videos. Or answer questions on bulletin boards. Offering a mix of formats—videos, images, content, text posts—keeps your audience engaged and caters to different content preferences. Diversity prevents monotony and positions you as a versatile, resourceful thought leader in your field.
   
   • Case Studies and Success Stories: Share before-and-after scenarios or highlight client success stories to demonstrate practical value.
   • Infographics and Visual Guides: Visual representations of workflows, productivity hacks, or architecture diagrams can stand out in busy feeds.
8. Thought Leadership and Original Research: Providing new insights or data-backed perspectives gives people a compelling reason to follow and share your work. When you’re viewed as a go-to source for fresh, trustworthy information, your influence within the community grows exponentially.
   
   • Unique Insights: Regularly share findings from any research, training, or deep reading that you’ve completed, providing them in accessible, social-friendly summaries. Providing new data-driven insights gives followers a reason to check in regularly.
   • Opinion Pieces on Industry Trends: Offer thought-provoking commentary on OEM (Microsoft Salesforce, Cisco, etc.) evolving roadmaps, competitor activity, or market shifts to position yourself as a trusted authority.

By systematically applying these strategies—focusing on consistent branding, varied and high-value content, community engagement, and data-driven refinements—you can enhance your social media presence and extend your influence within the Microsoft ecosystem and beyond. But it takes time and, most of all, consistency.