A programme that learns every week.
A calendar tells you what goes out and when; a programme tells you what worked and changes next week because of it. Strategy, creative, publishing, community and measurement run on one weekly cycle, and every Friday ends with a decision, not a deck.
Audience momentCreative cueCommunity truthNext decision
The week at a glance
Every week starts with one audience question and ends with a decision on where effort goes next.
- 01MapMonAudience momentWhosituationproblem
- 02BriefTueCreative cueHookproofwho posts
- 03ReviewWed to ThuAudience responseHoldsavesshares
- 04ShipFriNext decisionKeepchangestop
Friday's decision becomes Monday's map
Six decisions before anything gets made.
The same sheet runs every channel. Only the answers change with the platform.
Map · Moment
Who is likely to care right now, and what state are they in?
Brief · Hook
What earns the first second? Tension, object, change or visible process.
Brief · Proof
What sustains the promise? Demonstration, source, comparison or maker expertise.
Brief · Carrier
Who can say it credibly? Founder, expert, creator, customer or the product itself.
Ship · Action
What should the viewer do next? Keep watching, save, send, reply, look closer, sample or buy.
Read · Learning
Which response changes the next brief? One controlled variable per post.
The cue sheet on Instagram →The cue sheet on LinkedIn →The cue sheet on YouTube →The cue sheet on X →
Four shelf lives keep the feed from repeating itself.
Now · Response
Questions, events, launches and breaking industry news. Shelf life: hours to days.
Expected · Series
A recurring format with one new element each time. Shelf life: weeks.
Memorable · Flagship
Your strongest proof or most authoritative work, worth promoting widely. Shelf life: months.
Durable · Library
Guides, episodes and comparisons that keep answering what people look up. Shelf life: ongoing.
We treat comments as research.
Signal → What it reveals → Next action
Question
Missing context→Answer, or brief a post
Objection
Proof gap→Build evidence
Praise
Words worth keeping→Reuse them in future posts
Confusion
The message isn't landing→Make the offer clearer
Risk
Needs escalating→Pass it to the agreed owner
How fast we reply depends on the risk.
Green · respond directly
Availability, simple how-to questions, thanks and low-risk clarifications. A named owner replies from an approved answer library.
Amber · route and draft
Technical claims, pricing disputes, support detail and public objections. Each draft needs a cited source, an owner and a deadline.
Red · escalate immediately
Safety, legal, crisis, data exposure, threats or serious misinformation. Nobody improvises a reply, and every record is kept.
What happens each day, Monday to Friday.
Monday · We track
Last week's results, what people said and any business changes. We decide what to keep, change or stop.
Tuesday · Brief
Collect material, then set each post's audience, moment and one thing to test.
Wed to Thu · Build + reply
Produce, review, publish, reply to comments and note the words customers use.
Friday · Re-brief
Early results, objections sorted by type, the business picture and next week's plan. The Friday desk lands in your inbox.
Every number carries a source, a window and a decision.
Level → Example metrics → Decision it changes
Attention quality
Hold, completion, time spent, swipe-through→Change the opening or the order
Reach from recommendations
Non-follower reach, saves, sends, continuation→Change the audience, who posts it or the format
Community quality
Useful questions, replies, issues resolved, insights acted on→Change the proof and how we reply
Authority
Direct mentions, the right people engaging, return visits→Change topics and recurring series
Assisted demand
Branded and direct traffic, site visits, self-reported source in the CRM, lift tests→Link what we see on social to business results, and say whether the link is observed, assisted, correlated or incremental
Build the programme properly before asking it to grow.
Days 1 to 30
Rework how your accounts and profiles fit together. Audit the accounts and record a baseline. Map audiences, channels and the proof you have. Agree owners, briefs and the weekly review. Publish the first month to plan.
Days 31 to 60
Launch recurring series and proof posts from the right accounts. Find the strongest and weakest patterns. Build test versions that change one thing at a time. Bring in creators, experts or operators, with clear standards for their work.
Days 61 to 90
Put more behind what spreads and tighten what does not. Expand the winning programme carefully. Rework the formats that underperformed. Publish the 90-day results and where effort goes next.
What we will not do: promise a growth curve. Creative and profile fixes teach us things quickly. Brand recall, creator credibility and sales that social helps close take several cycles to build.
Bring your biggest problem and the data you already have.
We map the smallest programme that can learn every week.