The most overlooked, underutilized tool in organic social.
Your DMs aren’t admin, they’re opportunities. A similar case can be made for comments (especially the ones you seek out yourself). We live in the micro-moments (those small but mighty signals of interest) that become entire communities when given enough time and space.
Our team has built entire communities from a single comment or DM, but you can’t wait for people to find you first.
A bit shy? See below: our guide to slide.
Perfecting The Slide
A Guide We Live (& DM) By:
1. Respond Consistently
Every DM or comment is a signal of interest. Don’t skip it!
Thoughtfully, timely replies built the kind of trust that algorithms can’t fake. (PS: Even negative inquiries are rich opportunities to win.)
The moment someone reaches out, even with something that might seem small, is the moment they’re inviting you into their world. Your response shapes their perception of the pulse behind your brand. Your community will remember how you made them feel leaving this (often) once-in-a-lifetime opportunity with you. Be present. Be timely. Be human.
Your presence will be remembered.
2. Engage Proactively
Slide first.
It’s called social media because we’re encouraged to be social. Start conversations with the people already taking about what you love (even relevant, adjacent topics count!). And watch new relationships take shape.
Proactive engagement isn’t desperate – it’s strategic! You are showing people you see them. The way you talk to someone in their comments or DMs is the closest you may get to shaking their hand online. It’s an invitation, not an ask. Extend it.
A brand that engages proactively feels alive.
3. Find New Fans
Reach beyond your follower list to spark curiosity.
Connect with creators, kindred brands, or even people who simply share your love for a local cafe.
Sow the seeds and watch them grow.
Algorithms reward discovery, whereas people reward familiarity. The sweet spot is showing up where your future fans already spend their time. Some of the best growth strategies begin long before someone taps the ‘follow’ button.
4. Speak Their Language
Cultural fluency = trust.
Meet people where they are, in the language, tone, or references that make them feel seen.
Have awareness.
Know when to use humor.
When to be soft.
When to mirror someone’s energy.
When to pull back.
Fluency is attention to detail.
Respect is the strategy we bring to back it.
5. Keep it Human
The message that makes them smile makes them stay.
A genuine note beats a boring emoji every time.
Automation can scale your output, but only humanity deepens your relationship.
We understand the desire to invest in AI and respect how advanced some of the tools are today. But Community Management isn’t the place where you want to save money to scale. We feel similarly about customer service. Use this opportunity to understand your community in a deeper way, to bring surprise & delight moments to their lives, and even to build your creator campaign or list.
This is just the beginning of a deepened, robust strategy that makes social the incredible platform that it is.
We’ve Got Receipts!
A Case Study ft. Camille Zapata and Laelia Tequila
We’ve been obsessed with the cheeky, quick-witted content coming out of Gavin Newsom’s social media recently. And, as it turns out, one of our clients felt the same.
So we reached out to the woman behind it all: Camille Zapata.
We took the opportunity to slide into her DMs (respectfully!), sent a small gift, and sparked a genuine connection.
Then, a week later, she featured our client’s tequila botte on her grid.
No pitch. No placement. Just mutual respect.
This is how modern brand relationships are now formed! Not through mass AI outreach or cold pitches, but through cultural fluency and intuition. Whether the person on the other side posts or not is up to them – but the sweetness in the exchange is what we’re aiming for.
We have countless stories like this that describe the commitment our team takes to the matter. It’s the same as if we were to show up to your dinner party. Not a single one of us is leaving without remembering your name, what you care about, and if you lean more towards blanco or reposado.
Connect before thinking about conversion.
Find the thread.
Nurture the relationship.
If you remember us, great. If not, no biggie. It’s the sweet spot we’re after for you, for us, and for the brands we represent.
TL;DR:
- Respond consistently. Every DM is a signal. Thoughtful, timely replies build trust, connection, and long-term affinity.
- Engage proactively. Sliding first sparks conversations, deepens relevance, and expands your community beyond your own feed.
- Find new fans. Reach beyond current followers to ignite curiosity and grow the audience that hasn’t met you yet (but will love you).
- Speak their language. Cultural fluency builds credibility. Match tone, context, and energy to make people feel seen.
- Keep it human. Genuine messages outperform scripts; warmth and personality are what people remember and act on.
Share The Guide with your team!
