Summary: Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits by Claire Diaz-Ortiz
Summary: Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits by Claire Diaz-Ortiz

Summary: Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits by Claire Diaz-Ortiz

The SHARE Model for Social Media Success

SHARE stands for story, how, audience, reach and excellence. Here’s a quick overview of how every brand can use the SHARE model to dominate the competition on social media.



Use your brand story to open the story gap, move your followers up an engagement ladder and close the story gap when they take action. Remember:

  • Content is king.
  • Social media marketing is usually brand marketing, not direct marketing. This means most of what you do will not be an immediate sale.
  • Effective content always opens the story gap and moves the followers up an engagement ladder, then closes the gap with a call to action.
  • To balance your social media budget, vary the types of content you deposit and withdraw. Content should come from different envelopes like curated content, original content, articles, quotations, statistics, testimonials, call to actions, impactful visuals, etc.


#2 HOW

It’s not just about a story. You need to pay attention to practical logistics of your story to ensure optimal delivery. Remember:

  • Evaluate each social media platform to see what matters most to your brand.
  • Decide who many accounts you need on each. Remember the fewer the better.
  • Who posts matters less than you think. When to post matters more. Time of day, day of the week and season of the year are all considerations.
  • Third-party tools can make your day a lot easier. Tools like Hootsuite, Buffer, Sprout , and Sendible are all good with scheduling, curating and analytics.
  • Consistency is the name of the game. Be patient. Believe in your content calendar and stick to the rule.
  • Use pattern disruption and selective break-taking to your advantage.



Your audience is the hero of your social media marketing. Remember:

  • Your brand is not the hero, no matter how much you would like it to be. Your customer is.
  • Your customer is your follower. Reframe each action to make it about them.
  • Cultivate empathy on social media matters to build relationships with your customers and reach long-term success. Empathy + Connection = Engagement.
  • Generate empathy by telling a great story, helping someone and asking questions.
  • Don’t post and ghost. Great marketing requires real-time connection and interaction with your audience.



To amplify your brand message, it’s important to expand your reach. Remember:

  • Craft a killer profile that boosts your credibility and opens the story gap.
  • Prioritize your existing community over new followers every day of the week.
  • The three ways to get new followers are to 1) create great content 2) use influencer marketing 3) use paid advertising.
  • Great hashtags can put great content on steroids. Be as general as you can without using a term people already associate with something else.
  • Concentrate on reaching influencers in a way they like. Remember it’s a long-tail game that relies on finding the right niche, finding the right influencer and engaging with them over time.



Fine-tune your efforts as you go to achieve long-term excellence. Remember:

  • Always ask yourself how you can get followers into your story.
  • The real-time nature of social media means you don’t always know what’s going to happen. And that’s a good thing.
  • On social media, it’s about rolling with the punches. If you make a mistake, own it. Fast.
  • Social media gives your customers a public place to share their frustrations. If they’re not being offensive, let the dialogue take place. Whenever you can, try turning a negative feedback into a positive one.


Tip #1 How to beat Facebook algorithm to reach more people.
  • Post less. Curate less. Be more selective about what you post. The old days of posting ten times a day are gone.
  • Tell your evangelists to turn on notification settings to see more from you.
  • Encourage your fans to engage with your content to see more from you.
  • Share videos. Facebook videos have a 186 percent higher engagement rate and are shared over 1,000 percent more than videos linked to from other hosting sites.
  • Go live. Statistics show viewers spend three times as long on a live video as a recorded one.
  • Encourage your fans to join your group.


Tip #2 Try this simple three-step Instagram growth strategy.
  1. Take great pictures.
  2. Use lots of relevant hashtags.
  3. Repeat.


Tip #3 Use Twitter for influencer outreach.

Twitter is a platform that allows you to technically write to anyone you want – they don’t have to be your connection. And people do just that. Here’s how to reach out effectively to an influencer:

  1. Find the niche.
  2. Find the influencers.
  3. Start engaging.


Tip #4 Find the right time for a LinkedIn update.

As with all social media platforms, it’s important to know your character when you think about the best time of day and day of the week to post. Since LinkedIn is a professional platform, it makes sense the best times to post are between Tues and Thurs, either early in the morning, at lunch, or early in the evening after work.

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