Public Social Media Audit and Best Practices
Potential 2 Results Purpose Leader Accelerator
A channel-by-channel review of how Bob Willumsen's authority, Purpose Leader's message, and the audience journey currently show up across LinkedIn, Facebook, and Instagram.
Social presence, audience response, content patterns, channel roles, campaign continuity, and practical best practices.
01 | Executive summary
Not a credibility problem. A focus, consistency, and conversion opportunity.
Bob has the authority, experience, audience, and proof needed to lead the conversation. The social system now needs to make Purpose Leader easier to recognize, understand, remember, and act on.
What is already working
Bob has an established professional audience
His LinkedIn profile shows more than 3,300 followers, more than 560 posts, and 22 long-form articles. This is a real authority base, not a cold start.
Faith and leadership already belong together
The strongest public content does not hide the faith-driven positioning. It connects conviction, leadership, work, and real people in a way that attracts meaningful comments.
The program has credible outcomes
The Purpose Leader page contains detailed testimonials, a clear four-step path, and Bob's 25 years of C-suite experience. Social content has strong raw material available.
There is a live call-booking path
Purpose Leader already points visitors toward a scheduled call. The opportunity is to make social posts consistently prepare the right person for that next step.
The three immediate priorities
Use Bob Willumsen, Potential 2 Results, and Purpose Leader Accelerator in a consistent relationship on every active channel.
Let Bob's LinkedIn lead authority, Instagram humanize the message, and Facebook support campaigns and community.
Connect content to a current resource, conversation, or call and track which posts create qualified action.
02 | Evidence base
The findings are grounded in the public audience experience and the movement around individual posts.
The review follows the same journey a prospective Purpose Leader participant can follow today. It examines the profiles, recent and indexed content, visible reactions and comments, comment quality, calls to action, program pages, and the continuity between social content and the next step.
How the presence is structured
- Profile names, bios, links, locations, phone numbers, and follower counts
- Relationships between Bob, Potential 2 Results, Purpose Leader, and Marketplace Calling
- Purpose Leader and Kingdom Purpose campaign language
- Website calls to action and social-to-site continuity
- Platform roles, account overlap, and profile-level friction
What earns visible attention
- Seven LinkedIn posts compared by theme, structure, reactions, and comments
- Comment substance, including conviction, curiosity, personal reflection, and intent
- Differences between story-led, founder-led, educational, and promotional content
- How clearly each post connects attention to a resource, program, or conversation
- Official platform guidance on original content and thought leadership
03 | Channel inventory
Six public identities are competing to explain one offer.
The issue is not that every account is weak. The issue is that the audience has to work too hard to understand which account leads, which supports, and where Purpose Leader lives.
| Channel | Public signal | Best role | Primary gap | Status |
|---|---|---|---|---|
| Bob's LinkedIn | 3,302 followers, 561 posts, 22 articles on the reviewed public pages | Lead authority and founder-led thought leadership | The profile promise is broader than Purpose Leader, so the program needs a clearer recurring bridge | Lead |
| Potential 2 Results LinkedIn | 123 followers and a company profile with older Memphis details | Company credibility, team proof, and program reinforcement | Low audience size, little public content visibility, and business information that conflicts with the current site | Align |
| Potential 2 Results Facebook | 483 page likes and 1 person publicly shown as talking about the page | Campaign support, events, native video, and community conversation | Broad page description, limited publicly verifiable interaction, and no persistent program journey | Refocus |
| Bob's Instagram | 859 followers, 638 following, and 371 posts in the public profile result | Founder presence, short teaching, personal conviction, and behind-the-scenes trust | The bio promotes broad coaching services but does not make Purpose Leader visible | Build |
| Potential 2 Results Instagram | 87 followers and an old seasonal bio message | Either a clearly maintained company page or a redirected legacy account | Small audience, outdated positioning, and unclear reason to follow instead of Bob | Legacy |
| Bob's personal Facebook | Relationship-oriented personal profile with no clearly defined program role | Optional relationship and personal-network support | The profile currently works best as secondary relationship context, not as the primary program destination | Support |
Profile corrections to make first
Standardize the public identity
Every active bio should explain the relationship in one line: Bob Willumsen is the executive coach, Potential 2 Results is the business, and Purpose Leader Accelerator is the faith-driven coaching program.
Resolve location and phone inconsistencies
The Potential 2 Results LinkedIn page shows Memphis and 901-290-0162. The current Purpose Leader site shows 901-206-4746, while Bob's public positioning also connects him with Broken Arrow. Search platforms should not be left to decide which details are current.
Choose what happens to the older Instagram account
At 87 followers, the company account is not carrying enough value to justify audience confusion. Either maintain it with a distinct company role or update its bio and pinned content to direct people to Bob's active account.
04 | Visible engagement
The strongest posts make faith at work personal, specific, and consequential.
Across the reviewed LinkedIn sample, the clearest movement appears when Bob begins with a real person or a bold conviction, names a tension leaders recognize, and connects it to a practical expression of faith at work. Generic expertise is credible. Specific human stakes are what make the audience stop and respond.
| Public sample | Content structure | Visible interaction | Interaction-to-follower index | Pattern revealed |
|---|---|---|---|---|
| Marketplace Calling launch | Bold Kingdom thesis, real conversation, founder voice, new podcast | 48 reactions and 10 comments | 1.76% | The strongest total interaction in the sample. A sharp belief statement and a new shared initiative created both support and curiosity. |
| Leadership conviction and Ian's story | Client voice, leadership tension, proof of development, podcast connection | 50 reactions and 6 comments | 1.70% | Named people, quoted conviction, and a real organizational outcome make the message credible and relevant. |
| Everett's NICU prayer story | High-stakes personal story, prayer, photos, podcast invitation | 43 reactions and 3 comments | 1.39% | Emotional specificity and real-life stakes generate strong reaction volume even without a discussion question. |
| The next chapter for Potential 2 Results | Founder story, business milestone, program announcement | 35 reactions and 7 comments | 1.27% | The audience responds when Bob explains the risk, the calling, and the new direction in his own voice. |
| Self-leadership book recommendation | Practical teaching with an easy discussion question | 22 reactions and 7 comments | 0.88% | The explicit question produced the highest comment concentration in the sample, showing the value of an easy, relevant prompt. |
| Oikos and faith at work | Educational concept, historical context, native video, podcast invitation | 18 reactions and 3 comments | 0.64% | Useful teaching earns response, but it trails posts built around a person, a decision, or a high-stakes moment. |
| Danielle guest story | Guest summary, faith and work lesson, podcast invitation | 13 reactions and 3 comments | 0.48% | A guest recap is aligned with the message, but it has less movement when Bob's own tension and perspective are not the opening focus. |
What the high-response posts have in common
A person gives the idea weight
Ian, Landon, Everett, and Bob's own business story make the leadership lesson concrete. The audience reacts to a lived experience more strongly than to an isolated principle.
Bold faith language is an advantage
The strongest posts do not dilute the Kingdom perspective. They state what Bob believes and connect it directly to business, leadership, prayer, purpose, or calling.
There is something meaningful at stake
Security versus calling, faith versus compartmentalization, people development versus strategy, and self-leadership versus position all give the reader a decision to consider.
A simple prompt increases comment depth
The book recommendation produced 7 comments from 22 reactions because the closing question was easy to answer and relevant to the audience's experience.
What the comments reveal
The comments show more than passive encouragement. Leaders reflect on integrating Christ into work, describe the message as a paradigm shift, add their own leadership recommendations, and ask where they can find the podcast. That combination confirms audience fit and exposes a conversion gap. Interest is present, but the path from a strong post to the next resource is not always obvious enough.
What creates less movement
Educational or guest-summary posts still fit the brand, but the reviewed examples receive less visible interaction when they open with explanation instead of Bob's own conviction, a real person's tension, or a consequential moment. The lesson is not to stop teaching. It is to lead the teaching with a human story, a sharper point of view, or a question the audience already feels.
05 | Content findings
Good content exists. The missing layer is a recognizable Purpose Leader system.
A prospect can see that Bob knows leadership. They do not consistently see a repeated social story that explains who Purpose Leader is for, what changes, and how to begin.
Bob's authority is stronger than the program's recognition
Bob's profile has scale and credibility. Purpose Leader appears inside a broader stream of executive coaching, communication, team development, faith, books, podcasts, and personal insight. The program needs repeated visual and verbal signals, not occasional promotion.
Marketplace Calling currently carries the strongest social momentum
Four of the seven reviewed LinkedIn samples lead directly into Marketplace Calling, and several of the best visible responses come from those posts. The podcast is proving demand for the faith-and-work conversation. Purpose Leader should be the structured coaching destination for leaders who want to apply that conversation, not a separate message competing for attention.
Campaign activity is present, but the evergreen journey is weak
Facebook content promoted Kingdom Purpose Breakthrough with announcements, curriculum details, urgency, questions, and comment-based calls to action. That is useful campaign behavior. Once the promotion passes, a new visitor still needs evergreen content that explains the relationship between the workshop and Purpose Leader Accelerator.
The social campaign and website are out of sync
Social posts promoted Kingdom Purpose Breakthrough as an active May 15 and 16 workshop, while the current Resources page says it is coming soon. This creates doubt at the point of action and makes it harder to reuse successful campaign posts.
Testimonials are stronger on the website than in the social proof system
The Purpose Leader page includes detailed transformation stories from Terri King, Jason Brock, and Will Jackson. These can become founder-led videos, quote carousels, before-and-after narratives, and comment prompts. They should not remain buried on one web page.
Instagram needs a defined job
Bob's Instagram has an audience, but the bio is broad and the publicly indexed interaction is lighter than LinkedIn. Instagram should not become a duplicate feed. It should make the program more human through short teaching, personal conviction, client language, behind-the-scenes moments, and Stories.
The audience is invited to react, but not always guided to progress
Some posts ask for comments or place a link in the comments, while other posts end with broad reflection. The next-step architecture should match content intent: discuss, download, attend, message, or schedule a call. One post should not ask the audience to do everything.
06 | Best-practice comparison
Best practice is not more posting. It is clearer value, more original voice, and better measurement.
The recommendations below connect the current Purpose Leader presence with official platform guidance and the engagement patterns already visible in Bob's content.
| Current position | Best practice | Gap | Recommended action |
|---|---|---|---|
| Bob has a strong founder profile and several business identities | LinkedIn says people relate to people more than companies and recommends activating leaders as thought-leadership voices | Bob's authority is not consistently routed to Purpose Leader | Keep Bob's profile primary and add a repeated Purpose Leader bridge in the headline, featured section, posts, and pinned media |
| Content covers leadership, faith, communication, books, programs, and podcasts | LinkedIn recommends thought leadership that is accurate, digestible, shareable, actionable, and relevant | The range is credible but can feel broad to a first-time visitor | Organize every post under five clear pillars and connect each pillar to a defined audience tension |
| Visible strong posts use Bob's perspective and real stories | Meta and Instagram are prioritizing original content and reducing the reach of unoriginal or recycled content | Graphic-led or reused posts can underuse Bob's strongest advantage, his lived experience and voice | Lead with original founder video, client stories, live teaching, and first-person frameworks |
| Some posts create thoughtful comments | LinkedIn recommends welcoming conversation, learning from it, and adjusting the plan | Conversation is not yet treated as a measurable content asset | Respond intentionally, log recurring questions, and turn high-value comments into future posts and direct conversations |
| Calls to action vary between links, comments, registration, and reflection | Each piece of content should support a clear objective and measurable outcome | The audience journey is inconsistent and the website resource is not current | Assign one primary action to each post and use tracked links for resources, events, and calls |
| Instagram has 859 followers, but the public sample does not establish strong discovery | Instagram recommends short, original Reels, consistency, collaborations, and testing content with non-followers | The account needs structured format testing, not assumptions | Run a 30-day test of short founder Reels, carousels, and collaborations, then use the weekly performance review to decide what scales |
07 | Recommended content system
Build recognition before asking for conversion.
The content system should make the same strategic promise feel native on each platform. It should not copy and paste identical posts everywhere.
Five content pillars
Purpose in practice
Real decisions about staying, growing, or going. Show what aligning career and calling looks like in ordinary leadership moments.
Faith at work
Practical ways to put Jesus at the center of leadership without separating spiritual conviction from business excellence.
Leadership transformation
Client stories, assessments, before-and-after decisions, team outcomes, and the language clients use to describe change.
The Purpose Leader Path
Teach the four steps: gain Kingdom clarity, elevate communication, grow leadership, and create Kingdom results.
Bob's founder perspective
Personal stories, C-suite experience, podcast insights, books, mentors, and the convictions shaping the next chapter.
60 / 25 / 15
Use about 60 percent teaching and conversation, 25 percent proof and program understanding, and 15 percent direct promotion or invitation.
Turn the strongest content into a clear audience journey
Use stories, bold convictions, and real faith-at-work tensions to earn attention from leaders who already feel the problem.
Translate the conversation into diagnostic content such as stay, grow, or go, Kingdom clarity, communication, and leadership growth.
Show a specific transformation, name the coaching path, and guide the right leader to one resource, event, message, or call.
Recommended role by platform
| Platform | Primary job | Best formats | Baseline rhythm |
|---|---|---|---|
| Bob's LinkedIn | Build authority and start qualified conversations with faith-driven business leaders | Founder stories, client stories, document carousels, short native video, podcast insight, discussion posts | 3 posts per week, plus intentional comment engagement |
| Bob's Instagram | Humanize the message and make purpose concepts easier to feel and remember | 30 to 60 second Reels, 5 to 7 slide carousels, Stories, Q and A, behind-the-scenes clips | 2 feed posts and 3 Story sequences per week |
| Potential 2 Results Facebook | Support campaigns, events, testimonials, longer native video, and relationship-based conversation | Native video, event posts, testimonials, live Q and A, discussion prompts, workshop follow-up | 2 posts per week, increasing during a defined campaign |
| Potential 2 Results LinkedIn | Validate the organization and reinforce Bob's founder-led content | Company proof, program milestones, client outcomes, team or partner updates | 1 to 2 posts per week after profile details are corrected |
The first three featured pieces
A clear founder-led video naming the leader, the tension, the promise, and the next step.
A carousel that helps faith-driven leaders diagnose the career and calling question they are carrying.
A client story that shows the problem, Bob's coaching process, the decision, and the outcome in the client's own words.
A repeatable weekly flow
Insight
Teach one practical leadership or purpose idea. End with a focused question that invites leaders to share their experience.
Story
Use a client, podcast guest, founder, or workplace story. Show the tension and the change before explaining the lesson.
Proof or invitation
Share a testimonial, framework, resource, live session, or call invitation. Use one clear action and a tracked link.
Conversation
Reply to relevant comments, comment on aligned leaders' posts, collect recurring questions, and turn those questions into future content.
08 | 90-day roadmap
Fix the foundation, establish the pattern, then scale what earns attention and action.
The roadmap starts with corrections that can be made quickly, then moves into a measured content test. It does not recommend adding more channels before the current ones have clear jobs.
Align the foundation
- Define the active account structure, purpose, and ownership for each channel
- Record the 90-day baseline from LinkedIn, Facebook, and Instagram
- Standardize naming, phone, location, bios, profile links, and program language
- Decide whether the Potential 2 Results Instagram account is active or legacy
- Correct the Kingdom Purpose Breakthrough status on the Resources page
- Record the baseline metrics before changing the system
Build recognition
- Create and feature the three core pieces: audience, tension, transformation
- Launch the five content pillars and the Monday, Wednesday, Friday rhythm
- Produce four short founder-led videos from Bob's strongest teaching themes
- Turn two website testimonials into social proof stories
- Use one tracked action per post and establish response rules for comments and direct messages
Test and learn
- Compare founder story, client story, framework, carousel, and short-video performance
- Test two hooks and two calls to action around the same audience problem
- Use Instagram collaboration or guest content with an aligned leader
- Turn the best comments and podcast questions into new posts
- Review qualified profile visits, messages, resource clicks, and calls, not only reactions
Scale the winners
- Double down on the two topics and formats producing the best qualified response
- Build one focused resource or live session around the strongest audience question
- Use the best organic post as the only candidate for paid amplification
- Document the content-to-conversation-to-call path
- Decide whether each supporting company account is creating enough value to maintain
09 | Measurement
Measure the journey, not only the applause.
Likes and comments show whether content earns visible attention. They do not prove business impact by themselves. Purpose Leader needs a small scoreboard that connects audience response to qualified conversations.
| Level | Track | Why it matters | Review rhythm |
|---|---|---|---|
| Visibility | Reach, impressions, non-follower reach, profile visits, follower growth | Shows whether original content is reaching beyond the existing network | Weekly |
| Engagement | Reactions, comments, shares, saves, video retention, and comment quality | Shows what earns attention, usefulness, and real conversation | Weekly |
| Intent | Link clicks, resource downloads, direct messages, event registrations | Shows whether the content is creating a next step | Weekly and per campaign |
| Pipeline | Qualified inquiries, booked calls, attended calls, applications, enrollments | Shows whether the social system contributes to the program's growth | Monthly |
| Learning | Best topic, format, hook, audience question, and call to action | Turns performance data into the next content decision | Monthly decision review |
10 | Public evidence reviewed
The links behind the findings.
The audit follows the primary profiles, the connected public accounts, the program journey, sampled posts with visible interaction, and official platform guidance.
Primary profiles reviewed
- Bob Willumsen's LinkedIn profile
- Potential 2 Results Facebook page
- Bob Willumsen's personal Facebook profile
Connected accounts and program journey
- Bob Willumsen on LinkedIn
- Potential 2 Results on LinkedIn
- Potential 2 Results on Facebook
- Bob Willumsen on Instagram
- Potential 2 Results on Instagram
- Purpose Leader Accelerator page
- Potential 2 Results Resources page
- Potential 2 Results website
Sampled content and campaign evidence
- Leadership conviction and marketplace calling post
- Marketplace Calling launch post
- Everett's NICU prayer story
- Potential 2 Results next chapter post
- Self-leadership book recommendation post
- Oikos and faith at work post
- Danielle marketplace calling guest post
- Faith-led decision post on Instagram
- Kingdom Purpose Breakthrough announcement
- Kingdom Purpose Breakthrough curriculum post
- Kingdom Purpose Breakthrough registration proof post
- Kingdom Purpose Breakthrough question post
Platform best-practice sources
- LinkedIn: Creating a thought-leadership marketing plan
- LinkedIn: Top Voices content guidance
- Meta: Rewarding original creators on Facebook
- Instagram: Create engaging content
- Instagram: Tips for improving reach
- Instagram: Trial Reels for non-follower testing