Marketing Social
LinkedIn, X, YouTube, Facebook, Instagram and Reddit, set up and automated. Publishing pipelines that turn one piece of work into several placements, mentions routed to a person, and reporting that measures what social actually sent you.
4 placements from one release note, one of them held back for a person
Why this matters
A product company does not need to invent daily content, and trying to is why most of these programs are abandoned by month three. You already produce the raw material: releases, documentation, support answers, community threads, things you learned building the product. The work is turning that into a consistent presence without one person carrying it, putting it where your users already are, and knowing afterwards whether it sent you anybody. That is an operations problem, and operations is something we can actually build.
Where to show up
Being on fewer channels properly beats being on all of them badly, and the most valuable thing this section can do is help you decide which ones to skip.
Where B2B software actually gets discussed. Works when a named person posts rather than the company page, and rewards specifics about how something was built over announcements that it was.
Still where a lot of developer and WordPress conversation happens, and fast for launches and support. Reach is unreliable now, so it earns a place as one channel rather than the strategy.
The highest-effort channel and the longest-lived. A walkthrough recorded once keeps answering the same question for years, which makes it closer to documentation than to social.
Groups remain genuinely useful for WordPress and community-led products. Instagram earns its place when the product is visual, and honestly does not when it is not.
High trust, zero tolerance for marketing. Worth being in only if somebody with real expertise is doing the posting, and actively harmful if it is handed to a scheduler.
The channel nobody counts as social and the only one you own outright. Activity there is the best source of what to post elsewhere, and the place traffic should usually be sent.
What we set up
Content is rarely what kills a social program. It stops because the process depended on somebody having a spare hour, and nobody could tell whether it was working anyway.
Repurposing
A release, a documentation page, a support answer or a community thread is raw material for several posts across several channels. Automating that split is the difference between a channel that keeps running and one that depends on somebody finding an hour.
Publishing stops competing with real work.
Operations
Approval steps, a queue with enough depth to absorb a bad week, and a documented cadence per channel. Most social programs do not die from bad content, they die when the one person carrying it gets busy.
The quiet weeks stop being visible from outside.
Automation
We work with Buffer, Hootsuite, Later, Metricool and Sprout Social, and where a scheduler is the wrong shape we build the pipeline directly against the platform APIs with n8n or a small service, so publishing triggers off events in your product rather than off a spreadsheet.
A release ships and the posts go with it.
Routing
Comments, mentions and direct messages routed to the place your team already works, whether that is the support desk or a Slack channel, with the ones that are actually support tickets treated as support tickets.
Nothing sits unanswered in an app nobody opens.
Community loop
The questions people ask inside your community are the posts that perform outside it, and social is how people find their way in. Wiring those two together is work most social agencies cannot do because they did not build the community.
Two channels compounding instead of two calendars.
Community platform developmentReporting
Followers are the metric platforms give you because it is the one they can grow. What matters is sessions, signups and trials that started from social, tracked to the same customer record as every other channel.
Judge it on what it sent you, not on applause.
CRM implementationWhat it costs
Two channels with a publishing pipeline and a multi-channel programme with routing, community integration and custom reporting are the same sentence and very different projects. Here is what moves the number.
What moves the number
Small, well-defined work is usually better handled as an hourly block than scoped as a project, and we will say so rather than inflate it into one.
Rough idea to delivery
Quick enquiry
Tell us which channels you are on and what you already publish elsewhere. If the honest answer is that the accounts exist and go quiet for weeks, that is the normal starting point.
Prefer the full form? Start a project
Common questions
We build and automate the operation, and we can run it on an ongoing basis where that fits. What we are not is a daily lifestyle-content studio, and for a product company that is rarely the thing that works anyway. The posts that earn attention come from your releases, your documentation, your support queue and your community, which is material you already generate.
We write and adapt the posts that come out of your own material, and set up the pipeline that turns one piece of work into several placements. Where a channel needs a named expert speaking in their own voice, which is true of Reddit and largely true of LinkedIn, we help that person publish consistently rather than ghostwriting something that will read as marketing.
Buffer, Hootsuite, Later, Metricool and Sprout Social among others, and we are not tied to any of them. When a scheduler is the wrong shape for what you need, usually because publishing should trigger off events in your product, we build the pipeline directly against the platform APIs instead.
Selectively. It is a poor primary acquisition channel for most product companies and a good distribution and trust channel, which is a different job. If somebody promises you pipeline from a posting calendar, be careful. What it reliably does is make the thing you already published reach more of the people it was written for.
Community is a platform you own and people join. Social is rented attention on somebody else's platform, useful for reaching people who have not found you yet. They work best wired together, which is what we build, and we would usually argue the owned side deserves the larger share of the effort.
This is estimated against scope rather than sold at a list price. Setting up two channels with a publishing pipeline and running a multi-channel programme with routing, community integration and custom reporting are very different projects. The section above sets out what moves the number.
Where to go next
Next step
A discovery call is free. Most companies are producing more usable material than they realise and putting almost none of it where their users would see it.
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