DOMAIN:MARKETING — SOCIAL_MEDIA_STRATEGY¶
OWNER: tjarda
ALSO_USED_BY: felice (video assets), alexander (visual identity)
UPDATED: 2026-03-24
SCOPE: LinkedIn, X/Twitter, YouTube — organic and paid social media strategy for GE
CORE_PRINCIPLE¶
Social media for B2B tech companies is NOT about going viral.
It is about building trust with decision-makers who are silently evaluating you before they ever reach out.
RULE: every post earns the next view. If a post doesn't deliver value, the algorithm (and the audience) punish you.
RULE: B2B buyers consume 3-7 pieces of content before engaging a vendor (Gartner)
RULE: social media feeds the top of the funnel. It does NOT close deals.
RULE: consistency > virality. Showing up 3-5x/week for 6 months beats one viral post.
LINKEDIN_STRATEGY¶
WHY_LINKEDIN¶
LinkedIn is the PRIMARY channel for GE's social media.
REASON_1: B2B decision-makers (SME owners, CTOs, tech leads) are active daily on LinkedIn
REASON_2: organic reach on LinkedIn is 5-10x higher than other platforms for B2B content
REASON_3: LinkedIn algorithm rewards native content (text posts, documents, newsletters)
REASON_4: GE's story is inherently professional/business — LinkedIn is where that audience lives
POST_TYPES¶
TYPE_1: THOUGHT_LEADERSHIP (40% of posts)¶
PURPOSE: establish GE as the authority on agentic software development
FORMAT: text post, 1000-1300 characters. Hook in first 2 lines (before "see more").
STRUCTURE:
[HOOK — provocative question or surprising statement]
[INSIGHT — 3-5 short paragraphs explaining the idea]
[TAKEAWAY — one clear conclusion]
[CTA — question to drive comments]
EXAMPLE_TOPICS:
- "What happens when AI tests its own code? Here's what we learned after 10,000 test runs."
- "We built 59 AI agents. Here's why agent #47 is the most important one."
- "The anti-LLM pipeline: why we make our AI agents argue with each other."
RULE: first line is EVERYTHING. If it doesn't stop the scroll, nothing else matters.
RULE: no fluff. Every sentence earns its place.
RULE: share genuine insights, not recycled AI hot takes.
TYPE_2: CASE_STUDIES / CLIENT_STORIES (20% of posts)¶
PURPOSE: social proof — show real outcomes for real businesses
FORMAT: text + image (before/after, metrics, architecture diagram)
STRUCTURE:
[CLIENT CHALLENGE — what they needed, why it was hard]
[WHAT WE DID — briefly, focused on outcome not process]
[RESULT — specific metrics, timeline, cost comparison]
[LESSON — one generalizable takeaway]
CONSTRAINT: client permission REQUIRED. Margot coordinates client approval.
CONSTRAINT: never disclose GE internal architecture unless human-approved
TYPE_3: BEHIND_THE_SCENES (20% of posts)¶
PURPOSE: differentiation — show that GE is genuinely different
FORMAT: text post, sometimes with code screenshots or architecture snippets
STRUCTURE:
[OBSERVATION — something interesting from GE's daily operations]
[CONTEXT — why this is unusual or noteworthy]
[DETAIL — one specific, concrete example]
[REFLECTION — what it means for the future of software development]
EXAMPLE_TOPICS:
- "Today our testing agent found a bug that our development agent missed. Here's how."
- "How our self-learning wiki captured a production insight at 3AM."
- "The meeting that never happened: how 7 AI agents resolved a technical disagreement in 4 minutes."
RULE: be specific. "Our AI is amazing" = boring. "Agent #23 caught a WCAG violation in a dropdown menu that passed 3 other checks" = interesting.
TYPE_4: INDUSTRY_COMMENTARY (10% of posts)¶
PURPOSE: relevance — show GE is part of the conversation
FORMAT: text post, often responding to news or trends
TOPICS: AI regulation (EU AI Act), agentic engineering announcements, industry reports
RULE: have a genuine perspective. "Interesting news!" is not a post.
TYPE_5: COMPANY_UPDATES (10% of posts)¶
PURPOSE: credibility — milestones, certifications, team growth
FORMAT: text + image
TOPICS: ISO 27001 achievement, new team members (agents), platform milestones
POSTING_CADENCE¶
| Day | Post Type | Time (CET) | Rationale |
|---|---|---|---|
| Monday | Thought leadership | 08:00-09:00 | Start-of-week decision-maker scroll |
| Tuesday | Case study / client story | 08:00-09:00 | Trust building early in week |
| Wednesday | Behind-the-scenes | 12:00-13:00 | Midweek engagement peak |
| Thursday | Industry commentary | 08:00-09:00 | Thursday/Friday for lighter content |
| Friday | Company update OR thought leadership | 08:00-09:00 | End-of-week reflection |
OPTIMAL_TIMES: 08:00-09:00 CET (European morning) or 15:00-16:00 CET (US East morning overlap)
RULE: never post on weekends unless responding to breaking news
RULE: 3 posts/week minimum. 5 posts/week maximum. Quality over quantity.
LINKEDIN_ALGORITHM_SIGNALS¶
POSITIVE_SIGNALS:
- Dwell time (people spending time reading your post)
- Comments within first 60 minutes
- Saves and shares
- Profile visits from post
- Posts that keep people ON LinkedIn (not external links)
NEGATIVE_SIGNALS:
- External links in post body (reduces reach 40-50%)
- Hashtag spam (more than 3-5 hashtags)
- Engagement pods (LinkedIn actively penalizes these)
- Editing post within first hour
TACTICAL_RULES:
- Put external links in first COMMENT, not in post body
- Use 3-5 relevant hashtags maximum
- Respond to every comment within 2 hours
- Use line breaks generously — wall of text = scroll past
- First 2 lines must hook — they show before "see more"
LINKEDIN_HASHTAGS¶
PRIMARY (use on most posts):
- #AI
- #SoftwareDevelopment
- #AgenticAI
SECONDARY (rotate based on topic):
- #TechStartup
- #B2BSaaS
- #AIAgents
- #QualityAssurance
- #SME
- #EuropeanTech
- #ISO27001
- #CustomSoftware
RULE: 3-5 hashtags per post. Mix primary + secondary.
RULE: never use generic hashtags (#innovation, #success, #motivation)
LINKEDIN_ENGAGEMENT_STRATEGY¶
INBOUND (responding to engagement on GE posts):
- Reply to EVERY comment within 2 hours
- Reply with substance, not just "Thanks!"
- Ask follow-up questions to drive conversation
- Pin the best comment if it adds value
OUTBOUND (engaging with others' content):
- Spend 15-20 minutes/day commenting on relevant posts
- Target: tech journalists, AI practitioners, SME business owners, industry analysts
- Comment with genuine insight, not "Great post!"
- This builds the network that later amplifies GE's content
X_TWITTER_STRATEGY¶
WHY_X¶
X is the SECONDARY channel for GE.
REASON_1: tech/AI community is extremely active on X
REASON_2: real-time engagement with industry conversations
REASON_3: developer audience that influences technical decisions
REASON_4: journalists use X to find stories
CONTENT_APPROACH¶
X requires a DIFFERENT voice than LinkedIn:
- Shorter, punchier
- More opinionated
- More technical
- More conversational
TWEET_TYPES¶
TYPE_1: INSIGHT_TWEETS (40%)
One sharp observation about AI/software development.
MAX 280 characters. No fluff.
EXAMPLE: "We run 59 AI agents. The hardest part isn't making them smart — it's making them disagree productively."
TYPE_2: THREAD_BREAKDOWNS (20%)
Deep dive into a technical or strategic topic.
FORMAT: 5-10 tweets.
Tweet 1: Hook (surprising claim or question)
Tweets 2-8: Supporting points (one idea per tweet)
Tweet 9: Summary / takeaway
Tweet 10: CTA (follow for more, link to blog)
TYPE_3: ENGAGEMENT / REPLIES (25%)
Replying to industry conversations, journalists, AI practitioners.
RULE: add value. "Totally agree!" is not a reply.
TYPE_4: ANNOUNCEMENTS (15%)
Milestones, blog posts, PR coverage.
RULE: keep it conversational, not corporate.
POSTING_CADENCE¶
- 1-3 tweets per day
- 1 thread per week
- Active engagement throughout the day
- Best times: 14:00-17:00 CET (US morning overlap)
X_HASHTAGS¶
SPARINGLY. X culture is different from LinkedIn.
Use 0-2 hashtags per tweet. Only when genuinely adding discoverability.
RELEVANT: #AI, #AgenticAI, #BuildInPublic, #TechStartup
YOUTUBE_STRATEGY¶
WHY_YOUTUBE¶
YouTube is the TERTIARY channel for GE but has the highest long-term value.
REASON_1: video content builds deeper trust than text
REASON_2: YouTube videos rank in Google search (SEO benefit)
REASON_3: explainer/demo content converts evaluators into leads
REASON_4: Felice (Visual Asset Producer) can produce assets
CONTENT_TYPES¶
TYPE_1: EXPLAINERS (40%)
"How GE builds software" — 5-10 minute videos explaining the process
TOPICS: agentic development, self-learning systems, quality pipeline, multi-agent architecture
AUDIENCE: evaluators and tech-curious decision-makers
TYPE_2: PROJECT_SHOWCASES (30%)
"What we built for [client]" — 3-5 minute demos of completed projects
CONSTRAINT: client permission required
AUDIENCE: potential clients evaluating GE
TYPE_3: THOUGHT_LEADERSHIP (20%)
"The future of [topic]" — Tjarda or Dirk-Jan presenting ideas
TOPICS: AI agency model, SME digital transformation, European tech
AUDIENCE: industry peers and journalists
TYPE_4: BEHIND_THE_SCENES (10%)
"Inside GE" — how the agent system works day-to-day
CONSTRAINT: human approval on what to reveal
AUDIENCE: AI practitioners and tech community
YOUTUBE_PRODUCTION_WORKFLOW¶
1. Tjarda creates video brief (topic, key points, target audience, CTA)
2. Felice produces video assets (animation, screen recordings, graphics)
3. Tjarda writes script/talking points
4. Production (Felice) + review (Tjarda)
5. Human (Dirk-Jan) approves
6. Tjarda publishes with optimized title, description, tags
7. Repurpose: clips for LinkedIn, Twitter, blog embed
YOUTUBE_SEO¶
TITLE: keyword-first, under 60 characters. "How AI Agents Build Software | Growing Europe"
DESCRIPTION: first 2 lines appear in search. Include keywords + link.
TAGS: 10-15 relevant tags
THUMBNAIL: custom, high-contrast, readable text, human face if possible
CHAPTERS: use timestamps for chapters (YouTube shows in search)
SUBTITLES: always include (accessibility + SEO)
CONTENT_CALENDAR_TEMPLATE¶
MONTHLY_PLANNING¶
MONTH: {month name}
THEME: {monthly content theme aligned with business goals}
WEEK 1:
- LinkedIn: [thought leadership] [case study] [behind-scenes]
- X: [insight] [thread] [engagement]
- Blog: [article title]
- YouTube: [video if scheduled]
WEEK 2:
- LinkedIn: [thought leadership] [industry] [behind-scenes]
- X: [insight] [thread] [engagement]
- Blog: [article title]
WEEK 3:
- LinkedIn: [thought leadership] [case study] [company update]
- X: [insight] [thread] [engagement]
- Blog: [article title]
WEEK 4:
- LinkedIn: [thought leadership] [industry] [behind-scenes]
- X: [insight] [thread] [engagement]
- Blog: [article title]
- YouTube: [video if scheduled]
PR_HOOKS_THIS_MONTH:
- [relevant news events, conferences, product launches]
CONTENT_PIPELINE:
- [articles in draft]
- [videos in production]
- [pitches in progress]
QUARTERLY_REVIEW¶
Every quarter, review:
1. WHAT_WORKED: top 5 performing posts by engagement
2. WHAT_DIDN'T: bottom 5 posts — why?
3. AUDIENCE_GROWTH: follower trajectory, quality of followers
4. LEAD_ATTRIBUTION: any inbound leads sourced from content?
5. PR_RESULTS: placements achieved vs targeted
6. ADJUST: shift content mix based on data
ANALYTICS_AND_KPIS¶
LINKEDIN_METRICS¶
| Metric | Definition | Target | Frequency |
|---|---|---|---|
| Impressions | Times content was displayed | 50K/month | Weekly |
| Engagement rate | (reactions + comments + shares) / impressions | >3% | Weekly |
| Click-through rate | Link clicks / impressions | >1% | Weekly |
| Follower growth | Net new followers | 200+/month | Monthly |
| Profile visits | People viewing GE company page | Track trend | Weekly |
| Comment quality | Substantive vs "great post" | Qualitative | Weekly |
X_METRICS¶
| Metric | Definition | Target | Frequency |
|---|---|---|---|
| Impressions | Times tweets were viewed | 20K/month | Weekly |
| Engagement rate | Engagements / impressions | >2% | Weekly |
| Follower growth | Net new followers | 100+/month | Monthly |
| Reply rate | Replies received / tweets posted | Track trend | Weekly |
| Thread completion | % of thread readers who reach final tweet | >30% | Per thread |
YOUTUBE_METRICS¶
| Metric | Definition | Target | Frequency |
|---|---|---|---|
| Views | Total video views | 1K/video avg | Per video |
| Watch time | Total minutes watched | Track trend | Monthly |
| Average view duration | How long viewers watch | >50% of video | Per video |
| Subscriber growth | Net new subscribers | 50+/month | Monthly |
| Click-through rate | Thumbnail click / impression | >5% | Per video |
WHAT_GOOD_LOOKS_LIKE_FOR_AI_TECH_COMPANIES¶
Based on industry benchmarks for B2B tech companies on LinkedIn:
- Engagement rate: 2-4% is good, >4% is excellent
- A post with 10+ comments in first hour will typically reach 5-10x your follower count
- Company pages typically reach 2-5% of followers organically
- Personal profiles reach 10-30% of connections organically
- Video posts get 5x more engagement than text-only (LinkedIn data)
- Document/carousel posts get 3x more engagement than single images
FOR_AI_COMPANIES_SPECIFICALLY:
- Technical depth performs better than generic AI enthusiasm
- "Here's what actually happened" > "AI will change everything"
- Specific numbers and metrics outperform vague claims
- Behind-the-scenes content consistently outperforms polished marketing
- The AI community is small — authentic engagement compounds fast
ANTI_PATTERNS¶
ANTI_PATTERN: posting only about GE (self-promotional)
FIX: 80/20 rule — 80% value-added content, 20% about GE specifically
ANTI_PATTERN: using external links in LinkedIn post body
FIX: put links in first comment. Algorithm penalizes external links 40-50%.
ANTI_PATTERN: hashtag spam (10+ hashtags)
FIX: 3-5 relevant hashtags on LinkedIn, 0-2 on X
ANTI_PATTERN: inconsistent posting (burst then silence)
FIX: content calendar. 3 posts/week minimum, even if simpler content during busy periods.
ANTI_PATTERN: same content on all platforms
FIX: adapt voice and format per platform. LinkedIn ≠ X ≠ YouTube.
ANTI_PATTERN: "great post!" engagement
FIX: every comment adds a genuine insight or asks a real question
ANTI_PATTERN: publishing without checking current news context
FIX: scan headlines before posting. Don't publish lighthearted content during a crisis.
ANTI_PATTERN: over-hyping AI capabilities
FIX: be specific about what GE does and doesn't do. Honesty builds more trust than hype.
CROSS_REFERENCES¶
INDEX: domains/marketing/index.md — domain overview
PR: domains/marketing/pr-earned-media.md — earned media strategy
CONTENT: domains/marketing/content-marketing.md — blog and SEO strategy
BRAND: domains/marketing/brand-management.md — voice and identity
VISUAL: domains/visual-production/ — Felice's video production
THOUGHT_LEADERS: domains/marketing/thought-leaders.md — marketing expertise
Social media strategy loaded. See content calendar template for tactical planning.