When you meet someone in person for the first time, you don’t immediately jump into deep conversation or try to sell them something. You start with light chit-chat, maybe a compliment, a shared laugh, or a mutual interest. That small talk sets the stage for a potential friendship.
The same principle applies to social media. Before someone buys from you, joins your team, or becomes an engaged follower, they need to feel a connection. This is where the Social Warmup comes in—the process of warming up new social audiences through intentional engagement. It’s about growing your friend circle, building know-like-trust, and working with the algorithms to create organic relationships that convert into loyal followers and buyers. Think of it like stretching before a workout—except here, you’re flexing your social muscles so you don’t pull a relationship hamstring by going in too hard, too fast.
Why the Social Warmup Matters
Social media is noisy. People are constantly bombarded with ads, promotions, and sales pitches. If you jump in with a cold “Buy from me!” approach, you’ll get ignored faster than a spam email. But when you take the time to warm up your audience through genuine interaction, you stand out in a way that feels natural and inviting.
The Social Warmup strategy helps you:
- Expand your reach and visibility without paid ads
- Build meaningful connections that lead to business growth
- Increase engagement so the algorithm favors your content
- Position yourself as a trusted, go-to person in your niche
Step 1: Optimize Your Facebook Personal Profile
Imagine walking into a party where no one knows you. If you’re wearing sunglasses indoors, looking mysterious, and standing in the corner saying nothing, do you think people will approach you? Nope. That’s your Facebook profile if you haven’t optimized it for social engagement.
Your personal profile is like your handshake and first impression all rolled into one. It’s the easiest way for people to decide if they like you, trust you, or want to engage with you. Facebook LOVES active users who engage and socialize - it’s like being the life of the (digital) party.
Here’s how to make it work for you:
- Use a friendly profile photo that reflects your personality (bonus points for a genuine smile!)
- Make your bio clear and inviting—mention your interests, passions, and business without being overly salesy
- Feature a cover photo that reflects your brand or lifestyle (Think: “Would a stranger instantly get my vibe?”)
- Check your privacy settings to ensure key posts are visible to the right audience
- Have a mix of content: personal life, interests, business insights, and engagement posts
Example: If you're in health and wellness, your bio might say, "Helping busy women feel amazing in their skin—one smoothie at a time! 🍓💪 DM me for my fave recipes."
Step 2: Grow Your Friend Circle Strategically
Think of Facebook like high school—you’ve got your close friends, some friendly acquaintances, and then a whole bunch of people you don’t know yet but might vibe with. The goal? Expand your circle without being that weird kid who hands out business cards at the lunch table.
If you're trying to build a business online, you have to grow your circle. You don’t want to randomly add people just for the sake of it—you want quality connections. The key is engaging with people who already share interests with you.
- Friend people in your niche (potential customers, collaborators, or industry peers)
- Join and engage in relevant Facebook Groups where your ideal audience hangs out
- Send friend requests to those you genuinely connect with in comment threads or group discussions
- Use Messenger to introduce yourself in a casual, friendly way (not a pitch—let’s not be that person!)
Example: If you’re in the beauty industry and see someone asking for makeup recommendations in a group, comment with helpful advice and then send a friend request with a friendly DM: “Hey Sarah! Loved your post about finding the perfect red lipstick—totally relatable. I’d love to connect!”
Step 3: Build Know-Like-Trust Through Socializing
Picture this: You meet someone at a party, and within 30 seconds, they’re telling you about their life story, their childhood pet, and their side business selling essential oils. It’s a lot, right? Social media works the same way. You need to ease into conversations before dropping the business bomb.
Ways to nurture your social connections:
- Engage on their posts (like, comment, and reply thoughtfully—bonus points for humor)
- DM people with compliments or follow-ups from previous conversations
- Ask engaging questions in your posts that invite discussion (no one can resist a fun “this or that” question!)
- Be social outside your own content—show up in comment sections, Lives, and Stories
- Share value before you sell (helpful tips, relatable stories, or industry insights—make them WANT to stick around!) I call this purposeful content.
Example: If you’re in fitness coaching, post: “What’s your go-to workout song? I need to update my playlist!” Then, when people engage, you can naturally segue into a convo about fitness goals.
Step 4: Engage on Other People’s Content
If you only post on your own profile and expect people to flood your inbox, that’s like throwing a party and not sending any invitations. You need to go where the people are and engage with their content first.
- Comment on posts from people in your target audience (this gets you seen by their friends too—hello, organic reach!)
- React to Stories (quickest way to start a conversation in DMs—low effort, big impact)
- Engage with people who comment on industry leaders’ posts
- Support other business owners by sharing their content (they’ll often reciprocate, and boom—new eyes on you!)
Example: If you sell home organization products, comment on someone’s post about their messy pantry: “I feel this on a spiritual level! Have you ever tried stackable bins? They saved my sanity!”
Step 5: Work WITH the Algorithm (Not Against It)
Facebook’s algorithm is like a high-maintenance friend—it loves attention, consistency, and interaction. The more you engage, the more your content will be shown to others.
Here’s how to stay in the algorithm’s good graces:
- Post consistently (aim for 3-5 times per week on your personal profile—no ghosting!)
- Reply to every comment on your posts (keeps the conversation alive and tells Facebook you’re interesting)
- Engage on others’ posts before and after posting your own (this signals the algorithm to show your post to more people)
Example: If you post about your morning coffee ritual, follow it up with an engaging question like, “Are you a coffee or tea person?” Then, interact with every comment to keep the convo rolling.
Step 6: Create Conversation and Connection
People buy from people they like. Your job? Be likable. That means showing up like a real human, sharing stories, and making your audience feel like they’re part of something fun.
Try these tactics:
- Use open-ended questions to invite responses
- Tell personal stories that resonate with your audience
- Share behind-the-scenes moments of your life and business
Example: If you’re in fashion, post a Story showing two outfit options and ask, “Which should I wear today? Help me decide!” People LOVE giving their opinion.
Final Thoughts
Start today by engaging, connecting, and being social—because the best way to grow your business is by first growing your relationships. And hey, if all else fails, just drop a hilarious meme—because nothing warms people up like a good laugh!
Social warmup is such an important topic, that I created 366 Engagement + Conversation Starters to get you going. These easy, engaging, and low-risk posts will help you start chatting, learn about your people, and extend the conversation every day for a whole year! Grab it here!