An audience is won between the posts.

The reactive side counts as much as the proactive side

A social retainer is judged on two strands that must never be blended. The proactive strand is the publishing calendar. The reactive strand is everything that comes towards you and is waiting for an answer: comments, direct messages, reviews, mentions. The second is the most neglected and the most profitable — a review left unanswered for three weeks costs more than a missed post.

• Channels covered — store reviews, your Google listing, Instagram, Facebook, TikTok, X.
• Replies to comments, direct messages, reviews and mentions, in the tone agreed with you.
• Escalation to support when it is a genuine customer question, and to you when it is sensitive: a dispute, a named accusation, a legal threat.
• Outbound engagement from Enterprise — likes, follows and comments on the accounts in your ecosystem. That is what brings new visitors in.

The calendar is arbitrated on measured performance, not on an impression

Posts are reviewed 24 to 72 hours after publishing to collect their real numbers, then scored on a scale that stays comparable from one network to the next: comments and shares weigh more than likes, because they are what pulls reach. The next calendar draws the consequences — two thirds of the slots go to what already works, one third stays reserved for exploration.

• Two thirds exploitation — a theme from the top half of the ranking, on the network where it performed best.
• One third exploration — an under-served theme, to keep discovering what lands. Without that share, an account locks itself into a single format within three months.
• A post that cannot be measured is left out of the aggregate, never counted as a zero: a channel with no public statistics must not penalise a theme.
• The ranking is passed on to you, so you can overrule the arbitration if your reading of the market differs from the measurement.

A daily pass is not a daily post

Two distinct rhythms, and confusing them leads straight to over-posting. We come through every day to handle the reactive side and decide what should go out; the publishing cadence itself is your setting. The calendar works out what is missing to hold that cadence over a rolling seven days, capped so that a week of backlog is never dumped at once.

• Cadence stated in plain terms — “3 posts a week”, “1 a day” — and changeable at any time.
• Quota already met: the proactive strand stands down, the reactive strand is still owed.
• Never a mass catch-up: three posts in a row to clear a backlog do more harm than the backlog itself.

No content repeats within a fortnight

This is a lesson paid for the hard way. An account was blocked for publishing a text almost identical to a message sent the same morning — platforms detect repetition and treat it as a red flag. Every selection of a product, a text, a caption or a comment therefore goes through a fourteen-day memory, per store and per network, which rules out anything already used.

• A 14-day memory per store and per network, on the product as much as on the copy.
• A clean fallback on a small catalogue: better to republish the best available candidate than to skip the pass — but never quietly.
• The entry is recorded even when the action fails: an attempt counts, otherwise repetition comes back through the back door.

Ramping up: never full speed from day one

A new account that suddenly posts and interacts at full volume gets restricted. Platforms read it as suspicious behaviour, and reach collapses with no notification — you only find out by looking at the numbers. So volume rises in stages over several weeks: browsing and a few interactions, then regular posting, then outbound engagement.

• Three to six weeks of ramp-up before reaching the target rhythm.
• Interaction volumes capped per day and per account, with natural variation.
• Reach watched closely: a drop triggers an immediate slowdown.
• Included from the Pro tier.

Influence

From Pro on, we identify and activate creators whose audience genuinely overlaps with your customers. We favour mid-sized, engaged accounts over large ones with weak response rates: the cost per acquired customer is almost always better. The channel is decided by the data — where a professional address is available, the approach goes out directly; otherwise the message is written and handed to you to send yourself.

• Selection on real engagement and audience composition, never on follower count.
• Outreach, negotiation and follow-up handled end to end.
• Message framing without writing in their place: content that sounds false does not convert.
• Results tracked per creator, so we stop what produces nothing.

Choosing the networks

We do not open four networks because the tier allows four. We start where your customers already are, set it up properly, then extend. One network properly run beats three left to rot — and a dead page does more harm than no page at all.