Social Media
Define channel roles, cadence, community behavior, and proof for social distribution.
Key takeaways
- Social media is not one channel; each network has its own audience behavior, content rhythm, and trust signals, so treat it as distribution plus conversation.
- Channel roles span authority, conversation, proof, recruiting, and amplification, each with typical content.
- Cadence is layered: daily listening, weekly publishing, campaign bursts, and monthly theme review.
- Every post should have a clear role (teach, prove, invite, announce, or learn) and adapt format per channel rather than copying one message everywhere.
- Capture social proof for sales and landing pages, and track assisted pipeline when social builds trust before conversion.
Social media is not one channel. Each network has its own audience behavior, content rhythm, and trust signals. Treat social as distribution plus conversation, not only broadcasting.
Channel Roles
| Channel role | Purpose | Typical content |
|---|---|---|
| Authority | Build expertise and trust | Point-of-view posts, frameworks, cases |
| Conversation | Learn and engage | Comments, polls, community replies |
| Proof | Show traction and outcomes | Customer stories, launches, testimonials |
| Recruiting | Attract partners and talent | Culture, team craft, public roadmap |
| Amplification | Extend campaign reach | Repurposed clips, threads, visuals |
Cadence Design
| Cadence | Use |
|---|---|
| Daily listening | Track questions, complaints, and competitor moves |
| Weekly publishing | Ship consistent points of view and proof |
| Campaign bursts | Coordinate around launch, event, or report |
| Monthly review | Decide which themes deserve deeper investment |
Quality Rules
- Each post should have a clear role: teach, prove, invite, announce, or learn.
- Do not copy the same message across every channel without adapting the format.
- Treat comments and replies as research inputs.
- Capture social proof for later use in sales and landing pages.
- Track assisted pipeline when social creates trust before conversion.
Review Questions
- Which audience are we trying to reach here?
- What should they believe or do after this post?
- Does the post carry a distinctive brand point of view?
- Is the proof strong enough for a skeptical reader?