Podcast Summary: Social Media Decoded

Host: Michelle Thames
Episode: How We Took a Dead Account and Grew It by 18K Views in 30 Days
Date: December 8, 2025

Episode Overview

In this insightful episode, Michelle Thames dives into a real-life case study of resuscitating a so-called "dead" social media account. Michelle challenges the myth that you need a viral moment to grow online, emphasizing instead the power of strategic clarity, purposeful content, and authentic engagement. Listeners receive step-by-step tactics that led to 18,000 new views, nearly a thousand interactions, and significant follower growth—in just 30 days. This episode is a strategic blueprint for anyone feeling stuck or invisible on social media.

Key Discussion Points & Insights

1. The Myth of “Dead” Accounts (01:29 – 02:15)

• Core Concept: Accounts are rarely truly dead; it’s the strategy that’s lacking.
• Michelle shares:

  “When a client comes to me and says, ‘Michelle, this account is dead, nothing is working.’ I already know what's going on. The account isn't dead. The strategy is.” (01:43)

Common Pitfalls:

• Posting without intention.
• Content that’s attractive but disconnected from the business purpose.
• No clear content pillars or understanding of the audience.
• An erratic “visibility rhythm”: cycles of posting, disappearing, and panicking.

2. Foundation: Simplifying Content Pillars (02:16 – 03:15)

• Michelle’s first step: Simplify!

  • Reduced content topics from 8–10 scattered ideas to three crystal-clear “visibility categories”:
    • Authority Content: Shows expertise.
    • Community Content: Connects and builds relationships.
    • Conversion Content: Invites action and moves audience down the funnel.

• Key Quote:

  “We don’t need more content, we need purpose. And when we cleaned up the purpose, their audience finally understood what they do with the content.” (03:07)

3. Audience Diagnostic: Understanding What Resonates (03:16 – 04:36)

• Moved focus from what the brand likes to what the audience responds to:

  • What’s shared or saved the most?
  • What causes direct messages or meaningful interactions?
  • What real problems are surfacing in the DMs?

• Vital Shift:

  • Switched from polished, “cute” aesthetics to real, practical, and relatable content.
  • Results: Engagement tripled once the tone became more authentic.

4. Building Momentum: Intentional Daily Engagement (04:37 – 05:51)

• Michelle’s philosophy: Engagement isn’t optional; it’s part of a visibility system.

• Implemented a 10–15-minute daily engagement rhythm:

  • Thoughtfully commenting on aligned accounts.
  • Responding quickly to comments.
  • Engaging with audience stories.
  • Following ideal audience profiles.
  • Starting/continuing DM conversations as appropriate.

• Memorable Guidance:

  “This is not hustle culture. This is relationship culture. Visibility is not just posting. Visibility is presence.” (05:00)

• Critical Factor for Success:

  • The client trusted the process, took action consistently, and didn’t self-sabotage.

5. The Results: Numbers That Matter (05:52 – 06:37)

• In just 30 days:

  • 18,000 new views
  • 950 new interactions
  • 67 new followers
  • 76 shared posts

• Michelle emphasizes clarity over quantity or algorithm hacks:

  “We did it in one [month]…not because we posted more, but because we posted with purpose.” (06:15)
  “Not because we hacked the algorithm, but because we understood the audience.” (06:20)

6. Reflect: Is Your Strategy Clear? (06:38 – 07:02)

• Provocative self-assessment questions for listeners:

  • Do you wake up knowing what to post and why?
  • Are your content pillars clear?
  • Do you know your visibility rhythm and what connects with your audience?
  • Can you tie your content to revenue?

• Quote:

  “If not, you don’t have a social media problem. You have a strategy problem. And that’s fixable.” (06:54)

7. Next Steps and Invitation (07:02 – 07:52)

• Michelle offers personal help through VIP Visibility Day for listeners wanting hands-on strategy.
• Promotes an upcoming webinar to build a personal brand and a 2026-ready visibility strategy.

Notable Quotes & Memorable Moments

• “Your visibility will always reflect your clarity. If you’re unclear, your audience is unclear.” – Michelle Thames (02:01)
• “Engagement is not optional. It’s part of your visibility system. Every day. Yes, every day.” – Michelle Thames (04:43)
• “Visibility is not just posting. Visibility is presence.” – Michelle Thames (05:00)
• “If you want me to come into your business and do for you what I did for this client, book a VIP Visibility Day.” – Michelle Thames (07:02)

Timestamps for Key Sections

• 01:29 – Introduction to the case study and “dead accounts”
• 02:16 – The need for clear content pillars
• 03:16 – Audience diagnostic and shift in content style
• 04:37 – Daily engagement rhythm and building relationships
• 05:52 – 30-day results and the power of strategic clarity
• 06:38 – Reflecting on your own strategy
• 07:02 – Next steps: VIP Day and webinar invitation

Final Takeaway

Michelle emphasizes that social media growth doesn’t require starting from scratch or chasing viral trends. Lasting results come from simplifying your strategy, aligning content with your business goals, and showing up consistently—rooted in clarity, not chaos.

For anyone feeling invisible or frustrated online, this episode delivers a practical, motivating roadmap to reviving dormant social media accounts and building momentum—with strategy at the heart of it all.