Most social plans begin as a calendar: thirty slots, filled. They work for about eight weeks. Then the ideas thin out, the posts start repeating, and the brand drifts back to whatever is easiest to produce.
Pillars are not topics
Give each post a job to do, not just a subject to cover. "Our product" is a subject, and it runs out quickly. "Answer the reason people hesitate before buying" is a job — and it never runs out, because new hesitations keep appearing.
- Proof — evidence the brand does what it claims.
- Objection — the specific reason someone hesitates, answered.
- Authority — the thing you know that your audience does not.
- Culture — the people, quarantined from client-facing claims.
With four pillars defined this way, the calendar becomes a scheduling exercise rather than a creative one. Volume stops being the constraint, and consistency stops depending on whoever is feeling inspired that week.
Filed under Social MediaAll insights
