S2 Ep 52: Hashtags, Handles, and How to Be Found Online

Social media isn’t just a place to post anymore—it’s where customers are actively searching, comparing, and deciding what to buy. In this episode, John, Kelly, and Jim explore how platforms like TikTok, Instagram, YouTube, LinkedIn, and Pinterest have evolved into full-fledged search engines—and what that means for your visibility.

Key Themes & Insights

• Social platforms as search engines TikTok, Instagram, and YouTube are no longer just content hubs—they’re where customers type full questions and seek highly specific answers.
• Long-tail searches drive purchase intent From “best jeans for short legs” to “how to fix a cracked iPhone screen,” specific searches often lead to quick buying decisions.
• User-generated content as influence Community voice often outperforms brand voice, with tutorials, reviews, and creative use cases fueling trust at scale.
• B2B social search matters too LinkedIn is where buyers validate credibility, check leadership activity, and gauge thought leadership before reaching out.

Memorable Quotes

• “If you’re not searchable, you’re skippable.” – Kelly
• “You can get to know someone just by reading their posts before you even meet them.” – Jim
• “Social isn’t just engagement anymore—it’s part of your buyer’s journey.” – Kelly

Strategies You’ll Learn

• Optimize every line of your profiles with clear, keyword-rich descriptions.
• Keep handles and hashtags consistent across platforms to improve discoverability.
• Leverage video and captions to meet platform search preferences.
• Invite LinkedIn connections to follow your company page every month to grow authority.
• Use alt tags for images to boost visibility in voice and visual search.

Real-World Examples

• Canva’s ambassador program turning product launches into waves of searchable content.
• A viral olive oil + ice cream video showing how niche content sparks product curiosity.
• Using Pinterest boards to drive home design decisions—proof that social search isn’t just impulse-driven.

By the end of the episode, you’ll see exactly how to make your brand easy to find, hard to skip, and impossible to ignore when customers search on social.