Social media that compounds

Organic + paid + earned across Meta, LinkedIn, X, TikTok, and YouTube. Content engine first, paid amplification second, creator partnerships when the brand earns them. Built by senior practitioners with $50M+ in international social-paid spend depth.

By John Williams· Updated 2026-05-20· 8 min read
$50M+ Sandeep social-paid
5 platforms supported
70/30 typical paid/organic mix
$5K minimum organic / $10K+ w/ paid

Who runs the work

John Williams on B2B LinkedIn + X strategy, Kristy Morgan on partnerships + earned media, Sandeep Muley on Meta + LinkedIn paid amplification across international portfolios. Read the full team page.

Most social agencies sell vanity. We sell revenue contribution. The metric that matters isn't follower count — it's qualified pipeline (B2B) or first-purchase rate (B2C). Everything we recommend rolls up to one of those numbers.

Paid social + earned media portfolio

Real client engagements across Meta + LinkedIn + earned PR. Each brand below has a documented social motion John’s teams contributed to.

Portfolio · Paid media

Eventbrite — local events platform

Two-sided marketplace: organizer acquisition + attendee discovery. Branded + category search; PMax with feed-driven event listings; geo-tuned dayparting around event start times.

eventbrite.com →
Portfolio · Paid media

Groupon — local marketplace

Managed paid media for Groupon’s consumer marketplace. Local-deal ad units across Search + Display + Shopping; daily geo-tuned creative refresh; hyper-local landing pages tied to ZIP-level inventory.

groupon.com →
Portfolio · Paid media

NortonLifeLock — cybersecurity SaaS

Subscription consumer software with a brand and category-search funnel. 192% YoY growth period during John’s tenure. Branded protection terms + competitor conquest + identity-theft category expansion.

norton.com →
Portfolio · Paid media

Saatva — DTC mattresses

Direct-to-consumer luxury mattress. Long consideration window; value-based bidding tied to LTV; Performance Max with feed-only asset groups; Shop + retargeting layered.

saatva.com →

Our framework

Audience + platform fit audit

Where does your buyer actually spend time? B2B SaaS = LinkedIn + X. DTC fashion = TikTok + IG. Local services = Facebook + Nextdoor. We pick two platforms and go deep instead of spreading thin across five.

Content engine

Editorial calendar, voice + tone fingerprint, AI-assisted production with QA layers (Ghost Writer at /tools/writing-agent), creator partnerships when the brand fits.

Paid amplification

Boost posts that earn organic traction (signal-following, not blind boosting). Conversion API for first-party signal. LAL audiences from your CRM, not Meta's interest targeting.

Earned + community

PR placements, podcast guesting, conference speaking. The kind of authority signals that make paid social cheaper because the audience already knows the name.

Attribution + reporting

Conversion API + UTMs + post-purchase survey + Looker Studio dashboard. Revenue contribution per platform, not last-click ROAS.

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Frequently asked

Which platforms do you actually run?
Meta (FB + IG), LinkedIn, X, TikTok, YouTube. Sandeep has portfolio depth in Meta + LinkedIn paid; we partner for TikTok creator-led work where the brand fits. We don't pretend to be experts on every platform — pick the two that map to your audience and go deep.
Organic, paid, or both?
Both, sequenced. Organic establishes voice + content engine + audience signal. Paid amplifies the posts that actually resonate. Doing paid without organic gives you a hollow funnel; organic without paid is unscalable for revenue. Most engagements run 70/30 paid/organic by quarter two.
Do you do creator + influencer work?
Yes — for the right brands and the right creators. We don't run pay-per-post influencer schemes. We do build long-term creator partnerships where the creator has genuine audience match and the brand has a real product-fit story to tell. ROI shows up in 90 days, not 9.
How do you measure social ROI?
Conversion API for first-party signal back to Meta + LinkedIn. UTM-tagged tracking. Post-purchase survey ("How did you hear about us?"). Multi-touch attribution where data volume supports it. Vanity metrics (likes, follower count) are leading indicators only — revenue is the verdict.
Will you write the actual content?
Yes for B2B (long-form LinkedIn, X threads, YouTube scripts). Generally no for B2C lifestyle (we'd rather you have an in-house creator who actually lives the brand). We can hire and train an in-house creator if you don't have one.
What's the minimum?
$5K/month, organic-led; $10K+/month if paid amplification is part of scope. Below that, we'd rather train your team to run it in-house using Buddy's content tools.

Talk to a strategist

Tell us where you are. We respond within one business day with a written take. No demos, no slide decks, no pitch.

John, Kristy, or Sandeep will reply. One of the three of us will respond personally within 1 business day. No SDR queue.
We respond within 1 business day. No spam, ever. Read our privacy notice.

Related solutions

Content → The content engine that feeds social. Paid Search → Search + social work better together than either alone. Branding → Voice + tone + visual system for consistency. Analytics → Attribution that survives iOS privacy across social channels.
AI disclosure: Drafted with AI assistance, edited by a human. Public-brand benchmarks (Nike, Reebok, LinkedIn) cited as observable industry examples.

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