You can't deposit social media likes into the bank. Yet reps burn hours scrolling, liking, and reposting, mistaking motion for progress. Let's be honest: for many people, "working" on social media is just creative avoidance with a business excuse, especially on LinkedIn.
It feels productive, but it rarely moves the needle. Social media can be a powerful tool for sales. But like any tool, it's only as useful as your ability to handle it with purpose, precision, and a clear outcome in mind.
Pay Time vs. No Pay Time
If you're in sales, your pay time is when you do activities that directly lead to revenue—things like prospecting, holding actual sales calls with new prospects, and discussing expanding opportunities with current clients.
Most social media use falls under no pay time—activities that are easy to justify but don't lead directly to income. That's fine, if you're honest about it. But when reps confuse the two? That's when performance starts to dip.
Here's what intentional social prospecting looks like—and how to stop scrolling and start selling.
1. Set a Timer
One rep I coach sets a 20-minute timer after lunch each day, hits 10 profiles, starts three conversations, and logs off. It's become part of his rhythm—and it works.
If you're using social to prospect, don't let it take over your day. Time-block 15–30 minutes and stick to it: no aimless scrolling, no rabbit holes. Just like cold calling or pipeline reviews, your social time should have a start and stop.
2. Know Your Target
Who are you trying to reach? You're just wandering the feed if you don't have a list of ideal profiles, job titles, or company types. Start with a list. Use LinkedIn filters. Be intentional.
3. Have a Message
Connecting for the sake of connecting isn't prospecting—it's noise. Before you hit that Connect button, ask: Why this person? Why now? Then lead with that context. Follow up with a thoughtful question or a quick insight that shows you're not just another pitch machine. Open the conversation. Don't force the sale.
4. Engage Where It Counts
Don't just post—comment. Join conversations. Congratulate wins. Show up in your target audience's world in ways that register. Algorithms favor people who participate, not just broadcast.
5. Post
As sales professionals, we have to embrace marketing. Your posts build your "brand within a brand". It can separate you from competitors and keep you relevant to the connections you are building. Most posts need to be "for the greater good"—meaning, providing insights about
your industry, marketplace, etc. Occasionally, let your audience know what you've accomplished, events that are coming up, and how you and your company are solving your clients' problems.
Coaching Your Team on This
If you lead a sales team, this is worth digging into. Start by asking: "How much time are you spending on LinkedIn this week—and what are you hoping to accomplish while you're there?"
That question alone can separate real strategy from digital busywork. Define what success looks like on the platform, just like you would for cold calls or email outreach. Is it a set number of quality conversations? New connections within a target industry? Track it. Coach to it. Make it part of the broader prospecting picture, not an afterthought.
It's not about being everywhere or going viral—it's about being deliberate and relevant in the right places.
Social selling isn't the shiny new tactic it once was, but too many still treat it like a game of chance. If your strategy sounds like "just post consistently and hope something sticks," you might be staying active—but you're not staying effective.
The best salespeople—and the best teams—use time with intention. They know what they're there to do and who they're speaking to and approach every interaction with purpose.
If you want a plan your team will follow with real structure and accountability baked in—let's talk about how we can support smarter, more strategic outreach that fits your world.
