service
Social management.
On-brand, on-cadence content engineered for each platform's algorithm — not the templated vendor calendar that most agencies sell.
What we operate when we operate social
The owned-channel function of the business — typically LinkedIn, X, YouTube, and the one or two niche platforms where the buyer actually lives. We treat each as its own system with its own algorithm, its own native format, and its own measurement loop. The agency mistake we don’t make is treating “social” as one workstream with one calendar; the platforms are not the same, and the work doesn’t compose.
Per-platform mechanics
The B2B citation surface. We operate founder accounts and company accounts as a paired system — founder posts carry voice, company posts carry brand. Cadence is 3–5 posts per week per active founder, mixed: original opinion (50%), reactions to public news (25%), case-study summaries (15%), repurposed long-form from research (10%). We do not run engagement pods, we do not buy comments, we do not “automate” engagement. Both are detectable and both punish the account.
X
Conversational, asymmetric, and where the AI engines do a meaningful share of their citation crawling. We operate accounts for opinion and replies, not for promotional copy. Threading and bookmarking behavior are the signals that compound; follower count alone is a vanity metric.
YouTube
Promoted from “downstream channel” to its own workstream because YouTube is the #2 search engine and AI Overviews increasingly cite video. Format mix per the playbook (Part 10): one substantive long-form video per month, repurposed into 4–6 shorts, paired with a written transcript published as a research piece so the same idea earns presence across surfaces.
Niche platforms
Reddit, Hacker News, category-specific Slack/Discord communities, industry forums. We participate substantively, in the named account of the team member, with a verifiable bio. We don’t astroturf and we don’t deploy DMs for prospecting. Public, useful answers, on cadence.
How we measure it
Follower count is a vanity metric. We track: brand-search lift (people searching the firm’s name in Google), share-of-voice on category prompts in AI engines (per GEO), qualified inbound from organic channels with social attribution, and platform-native conversion (LinkedIn DM-to-meeting, YouTube subscribe-to-website, etc.).
Frequently asked questions
Will you write the posts or just schedule them?
Both, but mostly the first. We write the posts, against the firm’s voice, with the firm’s review on anything substantive. The scheduling is mechanical; the writing is the value. We don’t sell scheduling-as-a-service.
Do you guarantee follower growth?
No. Anyone who guarantees follower growth either buys followers (detectable, punishable) or counts the irrelevant ones. We track outcomes that map to revenue.
What about paid social?
That’s a separate engagement, and we’ll do it where it’s the right tool — typically B2B LinkedIn for ABM-style campaigns, or YouTube pre-roll where the creative actually warrants it. We don’t run paid social as a default. Most of the spend that flows there from agencies that should know better is wasted.
Do you use scheduling tools?
Buffer, Hypefury, native schedulers depending on the platform. The tool is a commodity; the writing isn’t.