A programme that learns every week.
A calendar schedules. A programme learns. Strategy, creative, publishing, community and measurement run as one accountable decision rhythm across the channels that matter, and every Friday ends with a decision, not a deck.
Audience momentCreative cueCommunity truthNext decision
- 01 · The cue sheetSix decisions before anything gets made.
- 02 · Four horizonsFour horizons keep the feed from becoming repetitive.
- 03 · Community intelligenceCommunity is a listening system.
- 04 · Response governanceSpeed follows risk, not bravado.
- 05 · Weekly rhythmOne rhythm from evidence to decision.
- 06 · The evidence ladderEvery number carries a source, a window and a decision.
Weekly control room
Every week starts with one audience question and ends with a clear allocation decision.
Four cells: Map · Audience moment · Person · state · tension — Brief · Creative cue · Hook · proof · carrier — Read · Native response · Hold · saves · shares — Ship · Next decision · Keep · change · stop
Six decisions before anything gets made.
Four horizons keep the feed from becoming repetitive.
Now · Response
Questions, events, launches and live category moments. Shelf life: hours to days.
Expected · Series
A stable promise with one fresh variable each time. Shelf life: weeks.
Memorable · Flagship
High-conviction proof or category authority worth distributing. Shelf life: months.
Durable · Library
Guides, episodes, comparisons and assets that keep resolving intent. Shelf life: ongoing.
Community is a listening system.
Signal → What it reveals → Next action
Question
Missing context · Answer or brief
Objection
Proof gap · Build evidence
Praise
Language to preserve · Carry into future creative
Confusion
Message failure · Clarify the proposition
Risk
Escalation need · Route to the approved owner
Speed follows risk, not bravado.
Green · respond directly
Availability, simple how-to, gratitude and low-risk clarification. Named owner and an approved answer library.
Amber · route and draft
Technical claims, pricing disputes, support detail and public objections. Source required, owner and deadline.
Red · escalate immediately
Safety, legal, crisis, data exposure, threats or material misinformation. No improvisation; preserve evidence.
One rhythm from evidence to decision.
Monday · Read
Portfolio response, community truth and business context. Keep, change and stop decisions.
Tuesday · Brief
Source capture, audience moment and one learning question per asset.
Tue–Thu · Build + participate
Native production, review, publish, respond and capture customer language.
Friday · Re-brief
Early signal read, objection coding, commercial context and next allocation. The Friday desk lands in your inbox.
Every number carries a source, a window and a decision.
Layer → Representative evidence → Decision it changes
Attention quality
Hold, completion, dwell, progression · Change the opening or sequence
Recommendation response
Non-follower reach, saves, sends, continuation · Change audience, carrier or format
Community quality
Useful questions, replies, resolution, insight conversion · Change proof and response
Authority
Direct mentions, qualified participation, return · Change territory and franchise
Assisted demand
Branded/direct movement, site, CRM self-report, lift evidence · Join the social pattern to business evidence, stating whether it is observed, assisted, correlated or incremental
Install the advantage before asking it to scale.
Days 1 to 30
Rebuild the relationship architecture. Audit the accounts and baseline. Map audiences, surfaces and proof. Lock owners, briefs and the decision rhythm. Ship the first controlled month.
Days 31 to 60
Launch native series and carrier proof. Read the strongest and weakest patterns. Build controlled creative variants. Bring creators, experts or operators into the system with acceptance criteria.
Days 61 to 90
Scale what travels, tighten what does not. Expand the winning programme carefully. Rework the formats that underperformed. Publish the 90-day evidence and the next allocation.
What we will not do: promise a curve. Creative and profile fixes create learning quickly. Brand memory, creator credibility and commerce assist compound over cycles.
Bring the constraint and the evidence you already have.
We map the smallest programme that can learn every week.