Channel Playbooks

Spreading budget across every available channel is one of the most common mistakes small organizations make. This chapter does the opposite: it identifies four to five channels with the highest likelihood of return for lean teams, and provides a focused playbook for each — covering account setup, audience targeting, creative specifications, and the signals that indicate whether the channel is working.

Each playbook is written to be self-contained. You don't need to read them in sequence. The goal is to give a team member with limited platform experience enough structured guidance to launch and manage a channel with confidence.