Moving the Social Needle: Why A Simple Like, Comment or Share Matters

This post was originally written by Kathy Walsh on LinkedIn. We liked it so much that we asked to turn it into a blog post so we could share her insights more broadly.

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Yesterday, I shared a post from STARS. This incredible organization has been saving lives since the 1980s. Their post read:

“STARS is looking to work with a talented local artist in Alberta, Saskatchewan, or Manitoba to create a piece of art for the 2027 STARS Calendar — a special edition marking the calendar’s 35th year.”

I loved this idea (shout-out to STARS Marketing Manager Kristy Archibald and team) and immediately shared the post with a comment. That small gesture did a few things:

• It extended the post’s reach.

• It put it in front of people in my network who might be a fit.

• It gave me a chance to support an organization I admire.

And that’s what prompted this post.

The easiest way to “move the social needle” isn’t writing a viral post. It’s engaging with someone else’s.

The fastest move is a reaction (Like, Celebrate, etc.). It’s a signal that a post matters, and those signals help content get distributed more widely.

But a like is only the entry point. The real lift comes from adding context. A short comment or a repost with your thoughts increases the chance for others to stop, read, and join in. That’s the kind of behaviour social platforms reward. It’s also what builds trust with real humans, which matters more.

I recently reviewed performance for a client whose CEO consistently re-shares corporate posts with smart, human commentary that’s genuinely valuable to her audience. Since the start of the year, she has been gently teaching her team how to help without forcing it.

In the two months since:

⬆️ Total impressions are up 144%

⬆️ Clicks are up 149%

⬆️ Reactions are up 270% compared to the prior two months

I’m seeing similar patterns with other clients I’ve coached to take these same simple steps.

👍 Familiar names are reappearing (past clients and alumni).

👍 We are having more warm conversations.

👍 And there is a quieter benefit too: a positive impact on culture, employee retention, and recruiting.

What’s Holding You Back?

Is it the fear of saying the wrong thing or sounding salesy?

If so, here’s the rule: don’t be disingenuous. If you don’t have anything real to add, don’t add it. Your credibility matters more than the algorithm.

The other big reason I hear is: “I don’t know how.”

Here is a simple way to start.

1. React to a post or two each week from your company or leaders you genuinely respect.

2. Comment with something useful (one sentence is enough): what you learned, what stood out, or a thoughtful question.

3. Repost with your thoughts and say why it mattered. An especially easy one: share a job posting from a company you admire and simply say that and why.

So I challenge those of you who are still hesitating. Start with a like. Then add one real sentence.

You may be surprised by what happens next.

And if you need help taking that first step, reach out. I would welcome the opportunity to help. 😊