{"slug":"strategy/business-strategy/58-social-media-strategy","title":"58 — Social Media Strategy","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/58-social-media-strategy.mdx","bytes":4786,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: PMM hat\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nThe cross-platform social system: where we show up, as whom, with what, and — critically at our stage — where we deliberately don't. One founder, four content hours: social is a _distribution layer for the essay engine_ ([56](56-content-strategy.md)), not a separate content operation.\n\n**Target audience:** Founder, PMM hat, future marketing hire.\n\n---\n\n## 1. Platform Portfolio (ruthless)\n\n| Platform                          | Verdict                            | Role                                                                                                                     |\n| --------------------------------- | ---------------------------------- | ------------------------------------------------------------------------------------------------------------------------ |\n| **LinkedIn**                      | **Primary — 90% of social effort** | The ICP (CS leaders, RevOps, COOs) professionally lives here. Full strategy: [59](59-linkedin-strategy.md)               |\n| **X/Twitter**                     | Secondary, founder-voice only      | T5 craft content + build-in-the-open reach the technical/investor audience; 15 min/day ceiling, repurposed material only |\n| **HN**                            | Event-based, not a feed            | Show HN at launch; T5 essays when genuinely technical; founder answers everything, no marketing voice ever               |\n| **YouTube**                       | Asset host, not a channel          | The Day film, demo recordings, webinar replays live here for embedding — zero native programming until a hire owns it    |\n| **Product Hunt**                  | One event                          | Launch day ([51](../09-gtm/51-launch-strategy.md))                                                                       |\n| TikTok/Instagram/Threads/Facebook | **No.**                            | ICP-absent or format-mismatched; revisit never (or at consumer expansion, which is not the strategy)                     |\n\n**The company page problem:** company accounts (LinkedIn page, X account) exist for legitimacy — logo, boilerplate ([12 §6](../03-positioning-messaging/12-messaging-framework.md)), reposts of founder content, launch announcements. They originate nothing ([57 §1](57-founder-led-marketing.md)). A ghost-town company page is fine; a fake-vibrant one costs hours and fools nobody.\n\n## 2. Content Adaptation Rules (essay → social)\n\nOne essay yields: 1 LinkedIn long-post (native rewrite, not a link dump — [59 §2](59-linkedin-strategy.md)) · 3 excerpt posts (the sharpest single claims, one/day) · 1 X thread if T5-technical · 0 or 1 visual (a workbench screenshot, a napkin-math image — only when it adds evidence, never decoration).\n\n**Platform-native, always:** no cross-posting artifacts (LinkedIn posts on X read wrong and vice versa); links in comments where algorithms punish them; each platform's post passes the same voice + terminology bar as everything else ([18 §8](../03-positioning-messaging/18-terminology-guide.md)).\n\n## 3. Engagement Doctrine\n\nSocial is bidirectional or it's billboard-buying: 20 min/day engagement budget — answering every substantive comment (the DM protocol [57 §3](57-founder-led-marketing.md) converts these), and _commenting on ICP conversations_ (CS leaders discussing churn surprises, AI-disappointment threads) with useful, product-free replies. Ratio discipline: ≥ 3 useful comments elsewhere per 1 post of our own. We show up as the person who understands the problem, not the vendor circling it.\n\n**Never:** engagement-bait formats (\"agree?\"), hot-take theater, competitor dunking, AI-generated reply-guy behavior, posting through a crisis ([65 press protocols](../12-corporate/65-press-kit.md) govern).\n\n## 4. Cadence Summary (total social time ≈ 45 min/day)\n\nMon: essay's LinkedIn long-post · Tue–Thu: excerpt posts + daily engagement window · Fri: build-log or metrics post (T4) · X: opportunistic repurposing, 15-min ceiling · everything scheduled in one Tuesday batch except live engagement.\n\n**KPIs:** LinkedIn owns the primary metrics ([59](59-linkedin-strategy.md)) · X: technical-audience growth (secondary; no targets that would incentivize effort drift) · engagement ratio compliance (3:1) · social-sourced discovery calls rolled into content attribution ([73](../13-operations/73-marketing-metrics.md)) · time-budget adherence (the real KPI at our stage — social must not eat selling hours).\n\n---\n\n**Related:** [59 LinkedIn](59-linkedin-strategy.md) · [56 Content](56-content-strategy.md) · [57 Founder-led](57-founder-led-marketing.md) · [51 Launch](../09-gtm/51-launch-strategy.md)\n"}