I love diving into my archive. There are so many amazing conversations there, like this one with Deirdre Tshien. We talked about the difference between creating fun content for the feed and functional content that starts conversations and drives prospects to your door.

If your social media feels like shouting into the wind, you’re not alone. So many business owners post, promote, repeat, and then wonder why no one responds. The problem usually isn’t the platform. It’s the approach.

In this conversation, I sat down with Deirdre Tshien to talk about what it really means to be social on social media. And spoiler alert, it has a lot less to do with posting more often and a lot more to do with starting better conversations.

Deirdre shares a simple four-part content rhythm that helps turn random posts into a smart strategy.

• Start with awareness Ask a question. Share an opinion. Use a poll. Give people an easy way to jump into the conversation. If no one engages, it’s hard to build momentum.
• Follow with elaboration Once people show interest, go deeper. Share advice, explain the topic, or answer questions. This is where you show your expertise without sounding like a know-it-all.
• Build community Talk about clients, partners, collaborators, or even life lessons that connect to your message. Tag people when it makes sense. Social media works better when it feels human.
• Then make the ask After you’ve opened the conversation and offered value, invite people to take the next step. Listen to the podcast. Join the webinar. Download the guide. Timing matters.

Too many women business owners treat social media like a billboard. But it works much better as a coffee shop conversation. People don’t gather around billboards. They do gather where they feel seen, heard, and included.