---
aliases: ["Social Media Scheduling"]
Is A: Procedure
Belongs to: "[[responsibility-content-production]]"
Cadence: Weekly
Owner: "[[person-luca-rossi]]"
---
# Social Media Scheduling

Social media extends the reach of newsletter content to audiences who have not yet subscribed, and reinforces key ideas with those who have. This weekly procedure repurposes the latest newsletter content into LinkedIn and Twitter posts, scheduled in advance so that social media presence stays consistent without requiring daily attention. The goal is not to create new content for social — it is to extract maximum value from content that already exists. This directly supports [[responsibility-grow-newsletter]] by driving traffic and building awareness.

## Steps

- [ ] Review the latest newsletter edition and identify 3-5 key insights, quotes, or frameworks that stand alone as social media posts
- [ ] Adapt each insight into the native format for each platform: LinkedIn (longer, narrative, professional) and Twitter (concise, punchy, thread-friendly)
- [ ] Write 2-3 LinkedIn posts for the week: one insight post, one personal reflection or behind-the-scenes post, and one engagement prompt or question
- [ ] Write 4-5 tweets for the week: a mix of standalone insights, newsletter highlights with a subscribe CTA, and replies or engagements with relevant conversations
- [ ] Add relevant visuals or formatting (line breaks, bullet points, emojis where appropriate for the platform) to maximize readability
- [ ] Schedule all posts using the scheduling tool, spacing them throughout the week for consistent visibility
- [ ] Include a link to the newsletter or podcast in at least 2 posts per platform per week to drive traffic back to owned channels
- [ ] Review last week's post performance: identify which topics and formats drove the most engagement and factor that into this week's scheduling

## Notes

- Social media is a distribution channel, not a content creation burden. If it starts to feel like a separate content operation, you are doing too much. Repurpose ruthlessly.
- LinkedIn posts that tell a short story or share a specific lesson consistently outperform generic advice posts. Lead with a concrete experience, not an abstract principle.
- Do not post and forget. Spend 10-15 minutes after each post goes live responding to comments and engaging with others' content. The algorithm rewards conversation, not broadcasting.
- Track which social posts drive the most newsletter signups, not just likes or impressions. Vanity metrics are noise; subscriber conversion is the signal that matters for [[measure-subscribers]].
- Batch the scheduling into a single 30-45 minute session. Context-switching between social media and deep work throughout the week is the most expensive way to handle this.
