Social media

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Three different things

Social gets talked about as one item and is actually three, with quite different economics. Knowing which you are buying prevents the most common source of confusion in this section. The monthly batch is a full month of content produced in one pass—roughly forty posts with graphics, written to your voice, loaded and scheduled with advocacy and reposting configured. This is the default for any partner running a consistent cadence, and it is materially more efficient per post than producing them individually. The management layer is the ongoing tending: calendar planning, publishing oversight, platform maintenance, and watching what is being said. Roughly an hour a week. It is sold alongside the batch, not instead of it. A single post is exactly that—one graphic, one caption, for an announcement that will not wait for the next batch. Useful occasionally. Expensive as a habit, and if you find yourself asking for several a month, the batch is the answer.

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Why batching

Because the expensive part of a social post is not making it. It is deciding what it should be. Produced in a batch, that thinking happens once across forty posts, with a coherent shape to the month. Produced one at a time, it happens forty times, each from a standing start, and the output is both costlier and less coherent—a month of posts that were each individually reasonable and together say nothing in particular. Much of the batch is drawn from your recordings and long-form pieces, which is why this section costs less when Chapter 3’s engine is running.

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Employee advocacy

People buy from people, not from companies. A post from a named person with a face and a history outperforms the same words from a company account, and it does so consistently enough that we treat it as the default rather than an experiment. So where there is a choice, we publish from a person’s account. We still post from company accounts—there is a real role for them, particularly for announcements—but the personal account is more authentic and it travels further. The second half is amplification. We add three to five senior leaders to the Ordinal workspace, and their accounts like and repost the work as it goes out. That early engagement is what decides whether a post reaches beyond the people who already follow you. This is mostly a LinkedIn practice, because that is where it works. It asks very little of the people involved—no writing, no thinking, just permission and a few seconds—and it is the highest-return unglamorous thing available in this section.

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What we need from you

One consolidated approval per batch. This is the step that determines whether you publish on cadence. A note of anything coming that we should build around—an event, a hire, an announcement, a quiet period. A batch built without knowing about next month’s launch is a batch that gets rebuilt. For employee advocacy, a short conversation with the people whose accounts are involved. It works well and it works considerably better when the participants understand what it is before posts start appearing.

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What you will have

A scheduled month of content across your platforms, on brand and on message, with tracking on every link so the Scale layer can tell which posts did something rather than which posts felt good.

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What sits outside the fee

Scheduling and design platform seats, and stock imagery, billed at cost.

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What this is not

Not clips derived from an episode, which belong to the V2M package. Not paid social, which we coordinate through a specialist rather than run.