Introduction: The Butterfly Strategy by Val Roskens Tews
Before I share my thoughts on the book, let me say this. Most people who show up on LinkedIn are posting into the void. They wonder why no one engages with their content. They post, wait, and hear nothing back. The Butterfly Strategy by Val Roskens Tews answers that question directly and gives you a framework to fix it.
I’m also writing this for myself because the engagement on my posts have gone down significantly. This tells me I need to regroup.
Have you read?
Tribes by Seth Godin, Book Summary
What is The Butterfly Strategy About?
The 3 Cs: Connecting, Commenting, and Content
The book is built on three actions Tews calls the 3 Cs. Connecting, commenting, and creating content. None of the three works well in isolation. Together, they form what she calls the Social Media Impact Trifecta.
The butterfly metaphor structures the entire book. First, the body represents connecting. The left wing is commenting. The right wing is content. Each part matters, but the butterfly only flies when all three work together. Tews makes the case that most people skip connecting and commenting, go straight to content, and wonder why nothing is working.
Your brand on LinkedIn is more than a headline. It is where your values, your voice, your strengths, and your perspective come together. It is how others remember you, recommend you, and acknowledge your influence.
Why Commenting is the Most Underrated Tactic
Tews makes a bold claim. Commenting builds community faster than posting does. Tews also offers a simple tip for overcoming the discomfort of commenting on a stranger's post.
“Act as if you're already friends with them. Ask yourself, ‘What would I say to that friend?'”
It works. Some of those strangers become actual friends. Your comments can also start conversations with other commenters, not just the person who posted. That is a visibility multiplier most people overlook. I’ve heard it said to comment meaningfully on 10 posts each day.
The Content Equation
One insight worth keeping is her content repurposing equation:
1 Article + Leverage + Repurpose = 8 Impactful LinkedIn Posts
Publish one article twice a week, and you'll have a month's worth of content. That is practical thinking. It makes this book useful rather than purely motivational. Tews also recommends a blend of business posts and what she calls personality posts, content about your life outside of work. People do business with people. Letting others see who you are builds trust that eventually converts.
Five Post Ideas from the Book
- Origin Story: Share how you got to where you are, including the struggles. Vulnerability and relatability are the key ingredients.
- The Parable: A personal story that carries a lesson. Connection through emotion is the goal.
- Q&A: Answer your audience's most common questions. Practical and endlessly reusable.
- Turn a Comment into a Post: Expand a standout comment you made on someone else's post into original content of your own.
- Gratitude Reflection: Share what you're genuinely grateful for, even everyday things. It invites conversation and feels authentic.
Final Thoughts: The Butterfly Strategy by Val Roskens Tews
The Butterfly Strategy is a practical guide for small business owners, coaches, and authors. It helps you build a community on LinkedIn without burning out. The emphasis on relationships over reach sets it apart. Tews keeps bringing the reader back to people, and that is the right instinct.
The book also makes an important distinction about connecting. Tews says not to connect with just anyone. Look for people whose mission and values align with yours. The quality of a connection matters more than quantity.
For me, the book reinforced something I already believed. Your content only lands when you have built the relationships to support it. Community first, content second. If you are showing up on LinkedIn and feeling invisible, this book gives you a place to start. Each day, I’ll focus on commenting on 10 posts that show up in my feed.
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