08 · Maximising social media value — Event Strategy Playbook

Doctrine

Capture is a job, not a hope. A named person (Producer or hired) owns the shot list. Content value at an event is created live or never — there is no re-shoot.
Exec accounts out-perform the company page. The evidence is blunt: two substantive exec-authored posts in the week after an event outperform any company-page recap; the generic team-photo recap "gets 40 likes from colleagues and dies" (memo-05). Draft for the execs; the company page echoes.
Substance over presence. "Great to be here!" posts are noise. Every post carries a claim, an observation, or a question a Head of Product would find worth 20 seconds. The editorial pillars + quality bar apply to event content exactly as to everything else.
The window is two weeks. Post-event audience attention decays after ~14 days (memo-05) — the recap ladder completes inside it; only long-form/SEO assets run longer.

Before (T-4w → T-0)

Slot	Asset	Why
B1	"We'll be at X" + meeting CTA (company + exec)	Makes the outbound touches (chapter 07) feel ambient
B2	Speaker card / session promo, organiser tagged	Organisers reshare — free distribution to the exact attendee pool
B3	Exec POV: the question we're bringing to X	Positions the conversations before they happen; the best pre-event post is an opinion, not an announcement
B4	Newsletter block	Community layer

LinkedIn-first for INTO's audience; 80–220 words per post (output-discipline cap); petrol/saffron design rules via Graphic Designer for any tiles.

During (the live SOP)

Cadence: 1–2 company posts/day maximum; execs post opportunistically when they have a real observation. Volume guard: >5 published artefacts in 24h is a TEAM.md §6.8 escalation.
The same-day tag rule: tag people the day you meet them with a substance line ("X's point about eval pipelines in production was the sharpest take of day one"), not "great chat!". Tagged posts ride the event hashtag while it's hot, and the tag is itself a follow-up touch (chapter 10 sequences reference it).
Session-insight posts: each attending exec captures one sharp claim per session attended — this is the S2 content quota doing double duty as market intelligence.
The shot list (in the pack): establishing team shot, exec speaking, demo close-up with readable screen, permissioned 1:1s, table-wide at owned formats, and 3–5 vox-pop clips (one question, guests answer) — the vox-pops become the post-event ladder's best material.
Consent + confidentiality: faces/names from private formats need consent; dinners are off-record by default (chapter 12); green-room and sponsor-confidential content never posts (role SKILL.md).

After (the recap ladder)

Same-day/24–48h photo delivery to guests drives the sharing loop — attendees who receive photos share them, and attendee-shared content does more brand work than any recap post (memo-05: 30–50% of photo recipients share; UGC trust data). Then the ladder:

Slot	T+	Asset	Owner
A1	T+1	Photo recap + thank-yous, guests/partners tagged	SMM
A2	T+3	Exec insights post: "3 things we heard at X" — the highest-value single asset	Exec + Copywriter
A3	T+7	Video recap / session cut / vox-pop edit	Producer + SMM
A4	T+14	Long-form: what X says about <editorial pillar theme> (800–2,200w)	Copywriter → Editor

The ladder feeds follow-up (chapter 10): A2 and A4 are the "value add" links in the tier-B sequences — content and conversion are one system, not two calendars.

Multiplication rules

One talk = slides + recording cut + 3 quote tiles + 1 long-form + the abstract repurposed as a newsletter block. Budget the Producer's edit time in the event budget (chapter 03), not as an afterthought.
Owned events photograph their own future: the table-wide shot of this quarter's dinner is next quarter's invitation asset.
Everything lands in the asset pipeline (data/assets/, state machine §3.5.6) with related_assets: linking back to the event_id — the post-event report counts S2/S3 from there, and the Analyst pulls engagement without archaeology.