# Channel SOP — X

**Use when:** the ICP or adjacent practitioners actively converse on X and the founder can publish/respond several times weekly for at least four weeks.

**Avoid when:** the entire plan is one launch thread, recycled platitudes, fake controversy, or follower growth disconnected from the project.

## Three-post system

1. **Learn:** `{specific situation} taught us {non-obvious lesson}. Here is the useful detail: {example}.`
2. **Ship/do:** `We changed/delivered {thing} because {evidence}. It now {honest outcome}.`
3. **Ask:** `{ICP}: when {situation}, how do you handle {specific tradeoff}?`

Join relevant conversations before linking. One idea per post. Use a thread only when steps/examples genuinely need depth. Rewrite in the founder’s voice and never invent metrics.

When the ship/do post is a **real release** and Premium is live, the weekly artifact may be a portrait changelog MP4 via [../artifacts/changelog-video.md](../artifacts/changelog-video.md); still post the accompanying BIP text yourself.

## Weekly cadence

- 3 original posts: learn, do/ship, ask;
- 5–10 useful replies to real ICP/peer conversations;
- one soft CTA at the natural point;
- revisit qualified replies instead of chasing trend volume.

## Measure

Primary: qualified replies/DMs → profile-to-site action → conversations/activation/payment. Diagnose impressions, engagement, profile visits, and link clicks.

Continue a recurring theme that attracts the right people. Change format/hook if the right audience sees but does not stop; change topic/offer if engagement comes only from peers outside the ICP. Do not judge from one post.