Journal
How we think about this
No industry newsletter. Only the questions we genuinely argued over while building the product, and what they became as rules.
Most social reports go unused, and the data is not the reason
Numbers that do not reconcile. Definitions that drift between cycles. Conclusions with no source. Any one of the three and the report can only be filed, never acted on. We treat all three as product requirements.
Engagement is not one number — it is a series of trade-offs
What likes, comments, shares, saves and views each actually tell you. Why we weight views at 0.01, and why we would rather drop a metric than estimate it.
One event, four retellings: how a single narrative carried ten months
A breakdown of how one European business school reused a single award across four waves of communication — and the conditions under which that playbook transfers.