By James R — Feb 28, 2024

The Power of Strategic Commenting

Sometimes we forget that it’s called social networking.

We get caught up in follower counts, post reach, and conversions to sales. However, the key feature of social networks is that we can engage in discussions with other people.

It’s through discussions that we are able to foster genuine connections and grow our professional network. It’s these connections that lead us to expand our reach, build authority, and ultimately, generate more sales.

So in this week’s Sell with Social, we’ll review strategies for making the most out of your network by joining discussions in the comments section.

The Minimal Effective Dose

In the world of medicine, there is the concept of the “minimal effective dose” (MED). This is the smallest dose that will produce a result. If you do any less, you won’t get results. If you do too much more, you’ll potentially cause harm.

In my social selling hierarchy, I place comments at the point of the minimum effective dose. Because regularly commenting is where you begin to see results with your strategy.

Even if you don’t become a LinkedIn influencer, creating your own posts, hosting live events, and building a large audience… Simply commenting gives you the opportunity to start benefiting from a LinkedIn strategy.

Here’s why:

Low Time Investment, High Return: Commenting requires significantly less time than crafting original posts but still keeps you active and visible on LinkedIn. A few well-thought-out comments a day can elevate your professional profile and keep you in the loop with key industry discussions.
Boosts Engagement Incrementally: Regular commenting helps to build your presence gradually and sustainably. Each comment introduces you to new networks and potential connections in a way that feels organic and authentic.
Fosters Relationships: By engaging with others through comments, you're not just broadcasting your expertise; you're participating in a two-way dialogue. This engagement is crucial for building trust and rapport, which are foundational to successful social selling.

So now let’s discuss the who and what of a commenting strategy.

Who’s Content Should You Comment?

Engaging with content on LinkedIn isn't just about staying active; it's about strategic interaction that fosters relationships and positions you as a thoughtful leader in your space.

Here's who you should focus on commenting on and why:

Prospects

Approach: Connect and follow them, or add them in Sales Navigator to keep tabs on their activity. Commenting on their posts is a non-invasive way to initiate or maintain contact, keeping you top of mind.

Why It Matters: Regularly engaging with prospects through insightful comments can gently nudge them through the sales funnel. It demonstrates your genuine interest in their challenges and success, laying the groundwork for a stronger professional relationship.

Industry Influencers

Approach: Engage with content posted by thought leaders and influencers within your industry. Your comments should add value, reflect your understanding of the industry, and contribute to the ongoing conversation.

Why It Matters: Commenting on influencers' posts increases your visibility not only to the influencers themselves but also to their followers, who are likely to be interested in similar topics. This can help establish your credibility and authority in your field.

People in Your Network

Approach: Don't overlook the value of engaging with your current network. Comment on updates, achievements, and content shared by your connections.

Why It Matters: Supporting and engaging with your existing network strengthens your relationships and encourages reciprocal engagement. It helps maintain an active, supportive presence within your community, fostering loyalty and mutual support.

Wherever You Can Add Value

Approach: Beyond chasing engagement for its own sake, focus on opportunities to genuinely contribute. Whether it's offering expertise, sharing experiences, or providing encouragement, ensure your comments bring something to the table.

Why It Matters: Quality over quantity should be your mantra. In a platform saturated with superficial interactions, meaningful comments stand out. By prioritizing value-added engagement, you not only enrich the conversation but also enhance your own professional brand.

What Types of Comments Should You Make?

Engaging effectively on LinkedIn involves varying the types of comments you leave.

This not only keeps your interactions fresh but also demonstrates your ability to engage in meaningful conversations from multiple angles.

Here are several types of comments you can leave, each serving a unique purpose in your engagement strategy.

Congratulatory

These are by far the most common I see people make, and often used to celebrate achievements, milestones, or recognitions of others. These comments are positive and uplifting. But the key is to say more than simply “Congrats!” and say something more meaningful.

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Example: "Huge congratulations on your new role, Alex! Your dedication to innovation in our industry is truly inspiring. Wishing you every success in this next chapter of your career!"

Simple Appreciations

You can express gratitude or appreciation for the insights shared in the post. These are straightforward and genuine. They help show the author that you value their content.

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Example: "Thank you for sharing these insights, Jordan. This perspective on market trends is incredibly helpful!

Agree/Disagree

Another common comment is to politely express agreement or offer a respectful counterpoint to the post's viewpoint. This type encourages healthy discussion, which is great for relationships and visibility in the algorithm.

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Example for Agree: "Absolutely agree, Taylor. Emphasizing customer experience is key to driving long-term growth. Your example perfectly illustrates this point."

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Example for Disagree: "Interesting take, Morgan. I see your point but tend to think that emerging technologies might play a larger role in this scenario than traditional strategies. Would love to hear your thoughts on this."

Asking Questions

You can also pose questions to delve deeper into the topic or to clarify certain points. This type of comment invites further explanation and discussion.

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Example: "Fascinating analysis, Sam. How do you see this trend evolving over the next quarter in light of recent regulatory changes?"

It’s great to share a personal or professional story relevant to the post. Anecdotes add a personal touch and can make the discussion more relatable.

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Example: "This reminds me of a project I worked on last year where we faced a similar challenge. Overcoming it was a turning point for our team, emphasizing the importance of collaboration you mentioned."

And finally, you can offer your own perspectives or insights that add value to the original post. This type of comment showcases your expertise and contributes to the richness of the discussion.

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Example: "Building on your point about sustainability, incorporating green technologies not only benefits the environment but can also lead to substantial cost savings over time. It’s a win-win that I believe more companies should consider, especially given the positive consumer response we’ve seen in recent case studies."

Creating Opportunities Through Discussions

Strategic commenting on LinkedIn does more than engage—it unlocks opportunities.

This simple act of participating thoughtfully in discussions can be the bridge to new connections and opportunities, with minimal effort but significant impact.

Commenting is the minimum effective dose of a great social strategy.

Embrace commenting as your secret weapon in the digital sales arsenal. It’s a straightforward yet powerful approach to propel your professional journey forward, connecting you to the vast potential within your social selling strategy.

For this week’s action items, I want you to start joining the discussions in your network. Adding comments, sharing insights, and starting conversations are the name of the game.

Here are the actions to take this week:

Leave 5+ Comments Each Day - Comment on a minimum of 5 posts a day. Scroll through your feed and use the examples above to start leaving comments in a meaningful way.
Keep Conversations Alive - As people begin to respond and interact with your comments, don’t leave them hanging. Respond back and keep the conversation going. Who knows, these might be potential opportunities you are creating!