58 — Social Media Strategy
Status: CANONICAL · Commercial OS
Owner: PMM hat
Last verified: 2026-07-21
Purpose
The 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), not a separate content operation.
Target audience: Founder, PMM hat, future marketing hire.
1. Platform Portfolio (ruthless)
| Platform | Verdict | Role |
|---|---|---|
| Primary — 90% of social effort | The ICP (CS leaders, RevOps, COOs) professionally lives here. Full strategy: 59 | |
| 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 |
| HN | Event-based, not a feed | Show HN at launch; T5 essays when genuinely technical; founder answers everything, no marketing voice ever |
| 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 |
| Product Hunt | One event | Launch day (51) |
| TikTok/Instagram/Threads/Facebook | No. | ICP-absent or format-mismatched; revisit never (or at consumer expansion, which is not the strategy) |
The company page problem: company accounts (LinkedIn page, X account) exist for legitimacy — logo, boilerplate (12 §6), reposts of founder content, launch announcements. They originate nothing (57 §1). A ghost-town company page is fine; a fake-vibrant one costs hours and fools nobody.
2. Content Adaptation Rules (essay → social)
One essay yields: 1 LinkedIn long-post (native rewrite, not a link dump — 59 §2) · 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).
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).
3. Engagement Doctrine
Social is bidirectional or it's billboard-buying: 20 min/day engagement budget — answering every substantive comment (the DM protocol 57 §3 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.
Never: engagement-bait formats ("agree?"), hot-take theater, competitor dunking, AI-generated reply-guy behavior, posting through a crisis (65 press protocols govern).
4. Cadence Summary (total social time ≈ 45 min/day)
Mon: 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.
KPIs: LinkedIn owns the primary metrics (59) · 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) · time-budget adherence (the real KPI at our stage — social must not eat selling hours).
Related: 59 LinkedIn · 56 Content · 57 Founder-led · 51 Launch