On Social Media: You have to Give to Get

SEO

July 10, 2026

Ken Klein

June 18, 2025

Social media is an essential tool in our everyday lives. A 2017 Pew Research Center survey estimates 7 in every 10 Americans use it to share information, read news articles, and stay entertained every day. The average American has multiple social media accounts. Whether you’re a business owner spreading the word about your products and services or simply trying to reconnect with an old friend, social media is a tool for leveraging and creating connections.

Social media allows for 24 hour a day connection -- to the point where we’re so connected that we’ve reached a level of “connection saturation”. To stand out or make a lasting impact, connection is no longer enough. It’s all about authenticity.

“Like” doesn’t engage

When it comes to making a splash on social media, simply pressing “Like” is no longer an effective way to engage other users. You need to do more to break through the noise, especially on a platform like LinkedIn.

Last year, Business Insider reported that, of the top social media platforms, LinkedIn is the least effective at engagement. It boasts the second-largest unique digital population, but that population is spending the least amount of their social media time on the platform. That leaves a great opportunity, and makes it even more imperative to set yourself -- and your content -- apart.

Be personal

LinkedIn is not a “casual” social media platform, and for that reason there is not a lot of casual and genuine engagement going on. This is a gap LinkedIn nudges its users to fill, by doing things like sending daily notifications about connections’ work anniversaries and birthdays. In these cases, LinkedIn prompts you to send an automated message, which leads to an inbox full of identical notes. Instead, customize your note. It may take a minute longer, but you’ll know that your message stood out from the group.

Also, instead of just pressing the Like button on a post you enjoy, share it. Give to the community by spreading compelling content and strengthening your digital relationship with your connections. However, be sure to add a personal note about your thoughts on the post before pressing send. Don’t leave the default message intact.

Speak up

Most social media users are passive, mining different platforms for existing content. In 2015, Global Web Index reported that 4 in every 10 Facebook users browse the site passively, choosing browsing over posting or sharing. Use that to your advantage, and stand out by sharing articles or infographics you find compelling.

When it comes to sharing, don’t just share whatever you find. What you share should play into your personal brand. Share content you truly find interesting or that you can add a unique voice to. If you don’t curate your sharing, you’re just adding to the noise.

Don’t be afraid to join or spark the conversation. When you see that someone has offered sharp insight or achieved something notable in their field, compliment her. Be genuine in your approach and add value, and you’ll find the same level of interaction reciprocated on your posts as well.

Help your network, help yourself

Remember, your social media activity has a purpose. If you’re connected, you must work to positively differentiate yourself by adding value. As life coach and bestselling author Tony Robbins believes, the key to success is solving other people’s problems simply and elegantly.

If you remember this when you post, your social media content will rise above the rest.

edit post