Social
Social is proof of life, memory among the people who follow you, and reach through people. It is no longer a free distribution channel. Socialinsider measured 25 million posts from 130,683 Facebook business pages over 2024 and 2025 and found an average engagement rate of 0.15% (Socialinsider).
A post exists because a moment needs to be remembered or proved. “We should post more” isn’t a reason.
in 1 cell
Why it matters for being chosen
Of 23 moments, one scores above zero. Plant managers are among the choosers who know Kestrel least (Known 6). Nothing Kestrel has posted on social appears in any assistant’s answer.
A company page with 1,100 followers, mostly staff, alumni and partners, posting awards and “we’re hiring”. Four YouTube videos, the newest 14 months old, 610 views in total. 2 of 35 engineers post at all. The most-commented post about Kestrel last year was a client’s, unprompted.
Where your craft is
Nothing here is written by marketing for someone else. The craft is in choosing the question, filming it where it happened, cutting it so the answer lands in twenty seconds, and helping real people say what they did in their own words. Anatoli Colicev and colleagues found brands’ own posts raised awareness but not purchase intent; what customers said raised both.
The seven steps
The same anatomy as every build, with this build’s specifics and Kestrel’s example.
Map where the choosers already spend time, set by them, not you. Plant managers learn on YouTube and ask in forums, both places assistants read. LinkedIn reaches COOs through people, not pages.
Set the coverage unit: the question a firefighting plant manager would type into YouTube, answered in under three minutes by someone who’s fixed it, standing where it happened.
Turn each gap into a job. Seven one-question videos, one a month; engineers posting monthly in their own names; partners weekly; proof of life on the company page every week.
Plan in hours, not money. At Kestrel: about seven hours a week across the firm, and about A$9,000 a year for a freelance editor and kit. Reject daily company posts, ready-written posts for staff, boosting and chasing a viral hit.
Brief every video with the client before filming: the question, who answers, where, the one signed number, what a viewer can check on their own line this week, and what’s not allowed.
Check that every number is the signed number, word for word, and every client appears in their own words, with written permission for that post.
Steer by the feed audit score, the share of posts from real people, new clients who saw the feed, and assistants quoting the videos. Followers and likes stay diagnostic.
From the finished example
“One question, from the floor”, no. 1. The book writes it in full; this is how it opens.
Why does our line stop every time we change over? It’s the question I get asked most. The short answer: it’s usually not the people, and it’s rarely the machine. It’s the process around the changeover.
Kestrel, its clients and its people are invented.
The template
The measures
Common mistakes
A firm is proud of its award, its new hire, its tenth birthday, and assumes its buyers will be too. Plant managers care about why their line stops. The feed should be about that.
The Loop for this build
Each quarter the Loop asks: did the people who watched and read move closer to choosing, and did the machines pick up what was said? Watched past the answer but never cited means the titles don’t match the questions buyers ask assistants.
You should be, a little. One firm: the platforms its choosers already use, a question per moment answered on a client’s floor, captions edited by hand, written permission for every client name, eight engineers posting in their own words, and a feed scored every quarter. That’s why the method runs in software.
Do it in RocMode for Agencies
What stays yours: The question, the filming, the edit, and the coaching that helps people post in their own words.