In the Crypt of Consistency, solitary posts echo off cold stone walls, before fading into weeks of absolute silence. The air is stale with the dust of abandoned LinkedIn profiles, and in the corner, the Social Media Skeleton grins.
He thrives in the gaps. He waits for those long stretches when you vanish from the digital world, burying your brand alive while you’re busy out on site.
How the Skeleton Haunts Survey Firms
The Social Media Skeleton doesn’t attack with noise and clever tricks; he attacks with neglect. He convinces you that marketing is something you only do when you have “spare time”, which, in the surveying world, is basically never.
You’ll hear his rattling bones when:
- You only post when it’s quiet – you panic-post three times in a slow week, then disappear for a month when a big project lands
- You commit “Random Acts of Marketing” – there’s no plan, just the occasional spur-of-the-moment photo uploaded from the van, followed by radio silence
- Your audience forgets you exist – while you’re working hard in the field, your network assumes you’ve gone quiet (or worse, out of business)
The Skeleton cackles as your competitors take the spotlight.
Why It Matters
In the modern market, inconsistent visibility = inconsistent trust = inconsistent pipeline.
When a potential client hears your name, the first thing they do is check you out online. If they arrive at your LinkedIn profile only to find digital cobwebs and a last post dated six months ago, doubt creeps in. They wonder if you are still active, still relevant, or even still in business.
The Skeleton makes you look smaller than you are. He strips the flesh off your reputation until there’s nothing left to engage with. Mwa ha ha ha!
How to Defeat the Skeleton
You don’t need to be a content machine to banish this monster. You just need a pulse. Defeating the Skeleton is about replacing “random” with “reliable.”
Here’s how to put meat back on the bones:
- Commit to a light, weekly rhythm
Stop trying to post every day. A steady heartbeat of one or two high-quality posts a week is infinitely better than a burst of noise followed by a month of silence. - Build a simple editorial calendar
Know what you’re going to say before you get busy. A basic plan keeps you consistent so you aren’t scrambling for ideas at 5 PM on a Friday. - Schedule your visibility
Use scheduling tools to queue up your content. This ensures your expertise shows up in your client’s feed even when you are up to your knees in mud or stuck in a day of meetings.
👉 In Phase 4 of The Academy 2.0, we give survey firms the strong bones of a repeatable workflow.
We show you how to build a system where your reputation continues to grow and your message keeps working, even on your busiest days.
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