Is your social media marketing strategy failing because you're trying to control something that was never designed to be controlled?
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney discusses why most B2B social media strategies fail and how to build one that actually works. She explains that the problem isn't posting at the wrong time or using the wrong hashtags—it's trying to control random elements while ignoring the strategic elements you can actually manage.
McKinney compares social media marketing to Dungeons & Dragons for businesspeople, where you create your brand character, venture into different platforms, and deal with algorithm changes that feel like random dice rolls. She explains how companies waste time chasing algorithm hacks and viral content instead of focusing on evident expertise, understanding platform mechanics, and building genuine relationships. Her Rule of 15 provides a systematic approach: for every 15 posts, 10 should offer interesting industry insights, four should provide overtly helpful problem-solving content, and one can focus on a direct pitch. "The difference between reach and influence is everything," McKinney explains. "Reach is how many people see your content [at] once. Influence is being known and remembered for something useful by the right people." Getting this cadence right has a big effect on how people perceive your willingness to help them, which is a big part of building relationships that matter.
She also discusses how employee advocacy amplifies brand messaging by 561% when done authentically, why niche beats are often more effective, and how platforms like LinkedIn reward dwell time and meaningful conversations rather than traffic-driving links. McKinney emphasizes that success comes from building strategies so strong and clear that people seek you out regardless of platform changes, focusing on influence over reach and genuine expertise over viral moments.
If you’re ready to quit chasing the algorithm and get social influence right, you’ll want to learn more about her Social Influence Course.
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