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Notes on social,
automation & craft.

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Strategy5 min read18 April 2025

Why copy-pasting the same post to every platform kills your reach

Each platform has its own algorithm, audience expectation, and optimal format. A thread that performs on Twitter is not a YouTube description. Here is what to change and what to keep.

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3 April 2025

4 min

Automation

Auto-replies that don't look automated

The difference between an auto-reply that builds trust and one that alienates your audience comes down to three variables: timing, personalisation, and scope.

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22 March 2025

6 min

Platform guides

LinkedIn in 2025: what actually gets reach

LinkedIn's algorithm changed significantly. Carousels are dead. Native documents still work. Text-only posts with strong hooks outperform everything else. What this means for your content strategy.

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10 March 2025

8 min

Product

How we built StarlingPost: the technical decisions behind a multi-platform posting tool

Next.js App Router, Firebase, and the Twitter OAuth 1.0a vs 2.0 nightmare. An honest account of the architectural choices we made and the ones we wish we had made differently.

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28 February 2025

5 min