Which platforms should a company be on?

The ones where its buyers are, doing a job the company can name. Two done well beat five done thinly.

Do you produce the content?

Yes, in-house, from a system the company can keep producing against.

How is social measured?

By what it produced in the CRM and the store. Reach and engagement are context.

System

Social

Social is a channel, so it gets a strategy, a budget and a number like the others. We run it for the audience that buys, with creative made for the feed and paid amplification measured against the same CRM as everything else.

What it is

A social program works when it has a job. For a consumer brand the job is trial and repeat; for a service company it is proof and referrals; for a B2B company it is being known by the fifty accounts that matter. The content follows the job.

Organic builds the audience; paid puts the best of it in front of the people who have not bought yet. Both report into the same attribution, so social is judged by what it produced, not by followers.

What we build

Built once, owned by the company.

Channel strategy
Which platforms, for which audience, doing which job. Instagram, Facebook, LinkedIn, TikTok and YouTube, chosen, not defaulted to.
Creative system
Formats, templates and a voice the team can produce against every week.
Tracking
Paid social wired into the same attribution as search and Google, so a lead from Meta is a lead in the CRM.

What we run

Run monthly, against the number.

Content and community
Production, posting and replies against a monthly plan.
Paid amplification
The best content promoted to buyers, measured against cost per lead and order.
Partnerships
Creators and partners where they reach the audience the company cannot.

How it's measured

Leads and orders attributed to social, and the reach of the content that produced them.

Questions

Which platforms should a company be on?: The ones where its buyers are, doing a job the company can name. Two done well beat five done thinly.
Do you produce the content?: Yes, in-house, from a system the company can keep producing against.
How is social measured?: By what it produced in the CRM and the store. Reach and engagement are context.