Social Media Boot Camp Day 2: Everything Is Intentional

Looking for Day 1 of this Social Media Boot Camp series? Click here to start from the beginning.


Take a break from this post (well, that was quick!), open up your preferred social media platform, and look at the most-recent post you made. Then, ask yourself this: “How does this post benefit someone?” Did you post something that could potentially help others like my suggestion in the previous step? Or did it maybe benefit you in someway? Since we already know what might benefit others, let’s look at what a real benefit for you might look like.

Let’s say that I’ve posted a photo of my pet. Everybody does that, right? I know Caity and I do every few days, if not more often. But how might this benefit us?

First, lots of our friends and family are connected to us on social media, and those who’ve met our pet seem to enjoy her. That’s one group of potentially engaged followers: Friends and Family.

We also know that lots of folks out there love dogs. This is common-enough knowledge. That’s group two of people that our post might relate to: Dog owners.

Now, what is our pet doing in this picture? Maybe she’s wearing her favorite football jersey. Searching for “Dogs in costume” on Google returns 132,000 results! There’s group three: People who relate to the subject of the image.

In the marketing world, these are called verticals, and by touching on a few of these in one, short post, you’re bound to reach many more people without doing, in this case, three times the amount of work.

Have you seen any great examples of verticals (from any company)? I'd love to see them (I'm a nerd like that), so please tweet me when you’re finished reading!


Dan Schenker is a photographer, the son of entrepreneurs, an Independent Distributor at It Works! Global, and a puppy-dad to a beagle/chihuahua mix named Pepper with his lovely fiancé, Caity.

Dan Schenker

Newton, NJ

Dan is a Google Trusted Photographer, an ambassador for Insta360, and an aerial drone and event photographer based in northern New Jersey. When he’s not taking photos, he’s a dad and husband, a puppy dad, and a part-time time traveler.