Strategy
Choosing Which Platforms Are Worth Your Time
Platforms differ in shelf life, intent and who they show you to. Those documented differences, not audience size, should decide where a small business posts.
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What we know, written down
Resources
Everything here comes out of the room. Real questions members ask, answered plainly, with the source for every number so you can check us.
PlatformsFacebook
How Facebook Decides What People See
Meta publishes a quarterly report on what Americans actually see in Feed. The numbers explain why your Page reach fell, and what still works.
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PlatformsInstagram
How Instagram Ranks Feed, Reels and Explore
Instagram runs several ranking systems, not one. Here is what Adam Mosseri and Meta have actually published, and what Meta told investors in 2026.
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Strategy
How Often Should You Post, According to the Data
Two large studies disagree about the best time to post. They agree about something more useful, and the platforms' own code explains why.
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PlatformsPinterest
How Pinterest Distribution Works, and Who It Suits
Pinterest is a search engine wearing a social network's clothes. Its own documentation says a Pin can gain engagement years after publication.
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Fundamentals
How Recommendation Systems Actually Work
Every feed is a ranking problem. Here is what the platforms themselves have published about how that ranking gets done, and what it means for your posts.
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PlatformsLinkedIn
How the LinkedIn Feed Actually Ranks Your Posts
LinkedIn rebuilt its feed ranking on large language models in 2026. Here is what its own engineers say, and what it means if you post for your business.
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PlatformsTikTok
How the TikTok For You Feed Actually Works
TikTok says follower count is not a ranking factor. Here is what else its explainer says, and what it has not updated since 2020.
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PlatformsX
How the X Algorithm Works, According to Its Own Source Code
X publishes the code that ranks the For You feed, including the actual weights. Here is what the numbers say, and what a business owner should do with them.
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Advertising
How to Read Ad Metrics Without Fooling Yourself
Ad dashboards are built to look successful. Here is how attribution, benchmarks and view-through credit mislead, and what to check instead.
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Strategy
How to Tell Whether Social Media Is Doing Anything for Your Business
Your analytics undercounts social and the platform dashboards overcount it. Here is a measurement approach a small business can actually run.
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Fundamentals
How to Write a Comment That Starts a Conversation
Great post does nothing. Here is the comment format we teach in the room, and the two habits that turn one comment into an actual relationship.
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PlatformsYouTube
How YouTube Decides Who Sees Your Video
YouTube publishes more about its ranking system than any other platform. Here is what it says, what it refuses to say, and how a small business should use it.
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Advertising
Organic Versus Paid Social, Compared Honestly
Paid social buys distribution, not affection. Here is what the platforms say each one does, and what the research says about whether you can tell if it worked.
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Advertising
What a Small Social Ad Budget Can and Cannot Buy
The platforms publish the numbers that decide whether a small budget can work at all. Here is the arithmetic, before you spend anything.
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Fundamentals
What Engagement Actually Signals, and What It Does Not
Likes are not payment for good behavior. They are evidence a model uses to predict a different person's next move, which changes what you should chase.
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Strategy
What to Automate in Your Social Routine, and What to Leave Alone
AI can carry the setup work. It cannot carry the sentence a real person reads. Here is the line we drew, and why we drew it where we did.
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PlatformsThreads
What We Actually Know About How Threads Works
Threads passed 500 million monthly users in 2026, and Meta has published almost nothing about how it ranks. Here is the honest state of the evidence.
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Strategy
Why Follower Count Is a Weak Metric
Meta's own report says 41% of US Feed views come from accounts people do not follow. Here is what followers still do, and what to watch instead.
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Strategy
Why Nobody Comments on Your Posts
If your posts get views and no replies, the problem is usually not the algorithm. It is that you have not given anyone anything to answer.
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Reading about it is one thing. Doing it with eight other business owners on a live call is another.
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