What is social selling?
Social selling is a salesperson using social networks to connect with prospects and build relationships before pitching. LinkedIn defines it as “a strategic method for sellers to connect and build relationships with prospects through social networks.” The seller does it, not the company’s brand account.
PortifyLead is a Chrome extension that saves LinkedIn contacts to the CRM you already use, so we work at the point where a social-selling conversation becomes a record. This page defines the term; our LinkedIn social selling guide covers the practice.
What is the definition of social selling?
Social selling is a seller using social networks to connect with prospects and build relationships, instead of starting with a cold call or cold email. LinkedIn’s current wording is “a strategic method for sellers to connect and build relationships with prospects through social networks.” HubSpot’s is “a sales strategy that uses social media platforms to connect, engage, and build relationships with potential customers.”
Both name the same three things: a seller, a social network and a relationship that comes before the pitch. Neither definition names a paid tool.
Sources: LinkedIn Sales Solutions: Social selling, checked 11 October 2026; HubSpot: The Social Selling Sales Playbook, last updated 24 March 2025.
How is social selling different from cold outreach?
Cold outreach starts from a list and a pitch. Social selling starts from something the prospect has already said in public. The table sets the two side by side; it is our editorial summary, not a measured comparison.
| Cold outreach | Social selling | |
|---|---|---|
| Starts from | A list of target accounts | A post, comment or topic the prospect shared |
| First contact | A private message or call from the seller | A public comment or reply, then a private message if the prospect responds |
| First message is about | The seller’s product or request | What the prospect said |
In our reading, social selling does not replace outreach. A private message still follows; it opens with the prospect’s own words instead of yours.
Is social selling the same as social media marketing or employee advocacy?
No. In social selling the individual seller builds relationships with prospects. Social media marketing runs the company’s own accounts, and employee advocacy asks staff to share company messages. Oktopost, an employee advocacy vendor, puts the difference in goals: social selling is “primarily focused on driving sales,” while advocacy aims to “amplify your brand’s message.”
If you arrived from the marketing side, the practical test is who is talking. A brand post reaches an audience. A seller’s comment on a prospect’s post speaks to one person.
Source: Oktopost: Social selling vs. employee advocacy, published 31 January 2024, checked 11 October 2026. The test in the second paragraph is ours.
Where does social selling happen?
The definition names social networks in general, not one site. Our guide covers LinkedIn because that is where PortifyLead works, and we do not rank other networks without a source. For the LinkedIn practice, from a first comment to a private message, read LinkedIn social selling.
Does social selling work?
LinkedIn publishes statistics that link social selling to more opportunities and quota attainment. They are vendor-reported and show an association, not a cause. We cover what they can and cannot show in our LinkedIn guide instead of repeating them here.
How do you measure social selling?
LinkedIn’s own measure is the Social Selling Index, a score from 0 to 100 for activity on its platform. It describes activity, not sales, so read it next to your own results: how many conversations started from a comment or post, and how many reached a next step. For what the score covers and how to check it, see LinkedIn SSI score.
Questions
What is a simple definition of social selling?
A seller using social networks to build relationships with prospects before pitching them. LinkedIn and HubSpot both define it that way.
Is social selling just posting on LinkedIn?
No. Posting is one part. The definition is about relationships with specific prospects, which means commenting on their posts and replying to them, not only publishing your own.
Is social selling the same as cold outreach?
No. Cold outreach opens with the seller’s pitch. Social selling opens with something the prospect shared, and a private message comes after.
Do I need a paid tool for social selling?
Neither LinkedIn’s nor HubSpot’s definition requires one. It needs a profile, a network and someone worth talking to.
