Social Media
Your Social Feed Has Two Jobs Now
Social media done properly in 2026 is not about presence. It's about whether that presence feeds the citation layer AI engines retrieve from. The two-function playbook.
Tag
social media
Social Media
Stop Posting for the Feed. Post for the Bots.
For 15 years social media was a reach discipline. In 2026 it has a second job: feeding the citation layer AI engines retrieve from. The two-function playbook for ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
Social Media
Caring About Consumers To Avoid PR Crises
Elmo asked four words on X and got tens of thousands of replies about exhaustion and despair. The upside and the crisis were the same event — and the Sesame Workshop response is the most instructive brand case study of the last several years.
Social Media
How YouTube PR Actually Works
YouTube PR in 2026 — the platform is a search engine, a retrieval substrate, and the second-largest source of consumer product research after Google itself. Discovery architecture, thumbnails, retention, community, and how the platform now feeds the AI engines.
Social Media
Creating Effective Social Media Policies
Purpose, scope, voice, fact-checking, crisis protocols, response time, data privacy, influencer guidelines. The framework for effective social media policy.
Editorial
How the Private Submersible Industry Can Rebuild Consumer Trust After the OceanGate Titan Implosion
The OceanGate Titan implosion became the canonical case study in how a niche category loses its license to operate when one operator fails catastrophically. The five-step trust-rebuild framework, what the U.S. Coast Guard investigation documented, and why the lesson extends beyond submersibles.
Social Media
Bluesky: The Decentralized Social Platform at 44 Million Users and a $100 Million Series B
Bluesky is a decentralized social platform on the AT Protocol — 30M users, journalist-heavy, AI-engine-indexed. The 2026 reference for communicators.
Social Media
Instagram Conversion Funnel Basics
Four-stage Instagram funnel: sports awareness → promotional consideration → first-deposit conversion → retention. DraftKings' $1.2B marketing operation. Booking.com's compressed intent capture ($7B spend, Meta #2 channel). Airbnb's brand-discovery-to-owned-search model. 2026 update with DM-led conversion and Reels-first production.
Social Media
How to Choose a Social Platform Stack
The 2026 social platform stack decision framework. Eight platforms, by function. The four questions every brand has to answer. Typical stacks by category. Platform-native production rules. The team that operates the stack.
Social Media
The 2026 X Audience Growth Playbook: Engagement Rate, Reply-Thread Depth, AI Citation Share
From the September 2022 follower-focused playbook to the 2026 X audience growth recipe — engagement-rate-per-post, reply-thread depth, AI engine Citation Share. With Toyota, Exxon, Lovable, Red Bull, OnlyFans, and the Tier B/C SaaS and consumer cases.