Social marketing should be 80% tactical, 20% tweeting


That feeling. You know the one I mean.

There you are, sitting in front of your computer. OK, you’re probably on your phone, but for the sake of setting the scene. There you are at your computer.

You are about to post something to Twitter. The idea is perfect. It is so clever and witty and bold. You are so excited about getting this thought out there and setting it free into the world that if you don’t, it’s going to burst right out of your forehead. Like some kind of 280 character Ridley Scott-esque nightmare.

But then you stop dead.


Trembling fingers hovering over cold keys.


“What if no-one likes it?”

“What if it gets misinterpreted?”

“What if that guy who constantly seems to be one step ahead of me already said it last week?”

“What if I look like a fool?”


Walk with me my Lean friend. It doesn’t have to be this way. There are some simple things you can do to avoid this all-to-common situation. I have made mistakes, I have had successes, I have seen big companies monumentally funk things up.

I have amalgamated all of that experience, into a little pink book of social media solutions that will help you.

Back to you

My bad. I left you there for a moment. So, there you are, frozen in time, anxiety vibrating through every vein, from your chest to the tips of your fingers.

The solution is simple. Just stop. It is time to assess. If you’re ever not sure, you can permanently avoid this feeling and reassure yourself by spending some time not posting at all.



Social marketing is 80% tactical, 20% tweeting.

If you’re ever not sure, pull back from the screen and consider the purpose of this content. Does it relate to your brand? Does it work to one of your goals? If you don’t know, then ask yourself some questions.

  • The key to the 80/2- rule is to evaluate 3 key things before you post. Firstly your self, your company, your service and your purpose. What makes you different? What did you set out to do?
  • The second thing, is of course, your customer. Who are they? What are they up to right now? How can you make their day easier, sunnier or funnier?
  • And thirdly, your message. Knowing what you do. What is appropriate to say right now? What would feel authentic and dare I say it nice?

If you apply this then for every 2 minutes you spend writing a tweet (we say tweet, but it could be any post, on any channel), you have to commit to 8 minutes thinking. This means deep thinking. Not just ‘will they like it?’ but some really important evaluation.

There are many more situations where social media might get the better of you.

So, I have included many ways to win at social and included all of my juicy little social secrets. Because we’re in this together.


Download your free copy of Lean Social Marketing here.


Get rid of horrible feelings and have a share of the good stuff.

(If you want to find this exact section, head to page 27).