Every AV business owner I onboard has the same social-media problem and the same social-media plan. The problem: it is not getting done. The plan: hire an agency. The plan does not work, because an agency cannot post the install photo of last Friday's cinema room. Only you can. The agency cannot caption it with the joke the homeowner made on the day. Only you can.
So the realistic answer is not an agency. It is a framework you can actually run in four hours a week without it eating your Sunday. Below is the one I walk every new Echo customer through.
The three content sources you already own
- Install photos. Every job-site visit produces 10 to 30 phone-camera photos. Most of them are useless. Three are gold. The tech who took them needs a thirty-second-a-week prompt to upload them.
- The completed [work order](/work-orders). The before-and-after shot, the kit list, the one-line client quote. Specifi pulls the install photos off the work-order record automatically.
- Your own brain. The thing you noticed at CEDIA, the supplier price increase that surprised you, the conversation you had on Monday with the client who switched from a competitor.
The four-hour-a-week split
- 1 hour, Monday morning. Look at the previous week's install photos. Pick three. Write a caption for each (60-90 words, ends on a question or a one-liner). Schedule them.
- 1 hour, Wednesday lunchtime. Write one longer post: a story, an opinion, a behind-the-scenes note. LinkedIn loves these; Instagram tolerates them; Facebook likes the photo more than the story.
- 1 hour, Friday afternoon. Reply to every comment from the week. This is the single highest-leverage hour. The algorithm rewards reply velocity, and your clients see you as the person who actually shows up.
- 1 hour, floating. This is the buffer. Use it for the post you do not expect: the trade-show photo, the team milestone, the supplier announcement.
Cadence per platform (steal this)
- Instagram: 3 photo posts a week, plus 1-2 stories a day. Reels are bonus.
- Facebook: 2 posts a week. Local groups matter more than your business page.
- LinkedIn: 1 longer-form post a week. Comment on five others.
- TikTok / YouTube Shorts: optional. Do not start it until the rest is running.
Where Specifi Echo fits
Specifi Echo is the social-media surface inside the platform. It pulls install photos off your work orders, drafts captions with Bob the AI in your tone of voice, schedules across Facebook, Instagram and LinkedIn, and reports back on what is working. It is included on every Specifi plan at no extra cost.
It will not do the four hours for you. Nothing does, including the £2,500-a-month agency. What it does is cut the four hours to two, and put the content sources, the captions and the schedule in the same tab as the rest of the business.