Social media used to feel like the last place you’d expect consultants to shine. But over the past few years, that’s completely changed. These platforms have gone from nice-to-have marketing tools to must-use business development engines. And if you’re a consultant trying to grow your practice, this stuff matters more than ever.

I’ve seen firsthand how consultants are using LinkedIn and X to build credibility, attract new clients, and stay top of mind in a crowded market. It’s not about dancing on TikTok or posting motivational quotes—it’s about having smart conversations, sharing useful content, and being visible where your potential clients already spend time.

Here’s how it really works.

Why LinkedIn and Twitter Are Still the Power Duo

If you’re only going to pick two platforms to focus on, LinkedIn and X are the ones that make the most sense—especially if you’re in B2B or professional services.

LinkedIn is your professional showroom. It’s where you connect with decision-makers, show what you know, and have deeper conversations. X is like your public microphone—it’s fast, wide-reaching, and great for sharing quick takes or pointing people toward more thoughtful content.

Together, they create a nice rhythm. X grabs attention, and LinkedIn helps you turn that attention into relationships (and hopefully, projects).

What to Actually Do on X

The trick with X is not to be too “salesy.” No one wants to follow someone who only posts links to their services or latest blog. What works is showing up regularly with useful thoughts. You can:

• Drop quick insights from client work or industry trends
• Link out to longer content (your blog, LinkedIn post, article)
• Respond to what others are saying—get involved in real conversations

Think of X as the place to spark curiosity. Then send people where they can learn more about what you do—like your LinkedIn profile or your website.

LinkedIn: The Long Game That Pays Off

LinkedIn takes a bit more effort, but it’s worth it. The people on there are already in a business mindset, and if you’re thoughtful, you can really stand out.

Here’s what I recommend:

• Make sure your profile tells your story clearly—who you help, how you help them, and what makes your approach different
• Post consistently, even if it’s just once a week
• Don’t just “post”—comment on others’ content, join discussions, and message people to build real connections

And no, you don’t need to have thousands of followers. A few hundred engaged connections can be more powerful than a massive but silent audience.

Content Is Still King (But It Doesn’t Have to Be Complicated)

No matter what platform you’re on, the consultants who succeed online are the ones who share stuff that actually helps people. You don’t need to write 2,000-word essays or produce slick videos—just focus on being useful and clear.

Some ideas:

• Share a short story from a recent client challenge and how it was solved
• Break down a complex industry trend into something simple
• Offer a checklist, diagram, or 3-step framework from your consulting toolkit

And always think about what happens next. If someone likes what they see, where should they go? Your website? A lead magnet? A consultation form? Make it easy for them to keep moving closer.

What the Big Firms Are Doing Right (And how you can emulate)

Even firms like McKinsey are treating social media as more than just a press release channel. They’ve built a whole system around it:

• They regularly post their latest research and reports
• Their leaders chime in on big industry issues
• They host webinars and online events
• They even make slick visuals and short videos to make their insights easier to digest

Now, you don’t need a design team or research department to do this. But you can adopt their mindset: share what you know, speak up about what’s happening in your field, and invite people into your world with content that educates and inspires.

Putting It All Together: A Balanced Approach

So, what’s the takeaway here?

• Use X to show up, share thoughts, and drive traffic
• Use LinkedIn to go deeper, build relationships, and turn trust into leads
• Keep your content valuable, consistent, and actionable
• And treat social media like a conversation, not a broadcast

The consultants who thrive on social are the ones who show up with substance, not just polish. If you can stay consistent, be yourself, and truly care about helping others—social media becomes a growth engine, not just another chore.