Nobody Shares Software. They Share the Problem It Solved.
There is no photograph of a database anybody wants to look at, and your product is a series of screens people use at work while thinking about something else. That leaves exactly one thing worth posting: the problem, described precisely enough that the person who has it recognises themselves. It is a much harder brief than producing content, which is why most software accounts settle for a changelog nobody subscribed to.
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Six reasons software accounts read like a changelog
Every one of these is a reasonable decision made in isolation, and together they produce an account that only existing customers read.
- Features are the easiest thing to postThey arrive on a schedule · content does not
- The team is closest to the productAnd furthest from the problem
- Screenshots need explainingWhich is already too much work
- The buyer is not the userTwo audiences, one feed
- Nothing visible happensNo workshop, no before and after
- Results take a year to appearAnd budgets are set quarterly
The second row is the root of most of it. The people writing the posts know the software better than anyone alive, and that knowledge actively gets in the way — they describe capabilities because capabilities are what they think about, to an audience that is thinking about a Tuesday afternoon going badly. The useful content usually comes from support tickets and sales calls, not from the product team.
Describe the Tuesday afternoon, not the feature
The post that works is a precise description of a situation your customer has been in. The spreadsheet that three people are editing at once. The report that takes a day to assemble and is out of date when it lands. The client email asking for something you know exists somewhere. Nobody needs your product named in it — recognition is the whole mechanism, and the product is the obvious next question rather than the message.
That content is sitting in your support queue and your sales calls, and almost never in the product team. The single most useful thing we set up is a route from those conversations into the content plan: what people actually asked, in the words they used, before anybody translated it into a feature request. It costs about twenty minutes a week from somebody customer-facing and it is the difference between a feed that reads like software and one that reads like understanding.
The second thing is accepting the two audiences. The person who uses the product and the person who approves the spend want completely different things — one wants their week to be easier, the other wants to justify a line item. Trying to serve both in every post produces content that persuades neither. Deciding which one each channel is for, and being consistent about it, is more useful than any posting frequency.
And the timescale has to be admitted at the start. This is category education: it works by being read for months before anyone acts, by people who never engage with a single post. Judged on a quarter it will look like a failure, which is precisely when most software companies stop and conclude social does not work for them.
- ✓Post the situation, not the capability — Recognition is the mechanism. The product is the next question.
- ✓Mine support and sales, not product — The words people actually used, before anyone translated them.
- ✓Pick an audience per channel — The user wants an easier week. The buyer wants a defensible line item.
- ✓Admit the timescale upfront — It is category education. A quarter will look like failure.
- ✓Most readers never engage — And that is normal here. Engagement is the wrong success measure.
The people who know the software best are furthest from the problem. That is the whole difficulty.
What we run for a software company
Six things, and the first is a pipeline out of your support queue.
A Route From Support to Content
What customers actually asked, in their words, before it was translated into a feature request. Twenty minutes a week from somebody customer-facing, and it is where the good material is.
One Audience Per Channel
The user who wants an easier week and the buyer who wants a defensible line item, separated deliberately rather than addressed at once and persuading neither.
Problem-First Writing
The spreadsheet three people are editing, the report that is stale on arrival. Written so the person with that problem recognises themselves before the product is mentioned.
Product Shown, Not Announced
Short screen recordings of one thing being done, not release notes. A feature announcement is for people who already pay; a demonstration is for people who do not.
Founders and Specialists, Not the Logo
Software audiences follow people. Set up so it can be sustained by somebody with a job, which usually means fewer posts written properly rather than a daily brand account.
Measured on Enquiries and Recall
Demo requests, direct traffic, and what people say when they arrive. Not engagement, because most of the audience here reads for months and never touches a post.
What clients say
Real clients, quoted in their own words — published with their permission.
“Ghalib’s clear guidance has helped improve our website’s SEO performance.”
“It was a pleasure working with Ghalib and his team.”
“We’re very thankful to Ghalib and his team for building a fully-functioning website for our business.”
More of them, in full, on our reviews page.
— Our Proprietary Methodology —
The Visibility Framework™, applied in SaaS
The method doesn’t change by market. What it’s pointed at does.
Audit & Listen
Existing accounts, competitor feeds, audience demographics and every comment and review already written about you. Ends with a recommendation on which platforms to keep.
Position & Plan
Content pillars, brand voice, visual direction and a first calendar — agreed with you before a single post is produced.
Produce & Publish
Shooting, editing, writing, scheduling and replying. The part that has to happen every week without fail, which is where most in-house efforts quietly stop.
Amplify & Refine
Budget behind proven pieces, formats that underperform dropped, and the calendar rewritten monthly around what the data actually said.
Honest, No-Nonsense Commitment
Nobody controls a platform’s algorithm, so we will never promise you a viral post or a follower number. What we do commit to: the agreed content volume ships every month, every comment and DM is answered inside the agreed window, and if we miss either, that month is on us.
Social Media Management pricing for SaaS, in USD
Priced monthly, and we ask for a year rather than a quarter — not as a lock-in but because category education does not produce a readable signal in three months, and stopping inside that window guarantees you learn nothing except that you spent the money.
Focused
One channel, one audience.
- Support-to-content pipeline set up
- Problem-first writing, one audience
- Short product demonstrations, not release notes
Programme
The usual one. Two channels, both audiences.
- Everything in Focused, across two channels
- Founder and specialist posting supported
- Reported on enquiries and recall, not engagement
- Optional: bundle in SEO or Website Development
Full
Multi-product or multi-market.
- Per-product and per-segment planning
- Video and demo production included
- Paid amplification of what already landed
- Optional: combine all 4 services for full-funnel growth
Every plan is scoped around your market — get a free audit and we’ll recommend what fits, priced in USD.
What you’re actually committing to
Most agencies keep this in a contract you only see after the sales call. We would rather you knew now, because it is the question everyone asks second — right after the price.
- A 3-month initial term, then month to monthThree months is the shortest period in which a content approach can be judged honestly — month one is mostly setup and production. The wider industry standard is 6 to 12 months.
- 30 days’ notice to stopNo exit fee and no buy-out of the months you haven’t used. You leave when you decide to, not when the contract lets you.
- No setup or onboarding feeThe audit is free, and month one costs exactly what month two costs. Nothing is front-loaded.
- You own everythingAccounts, page roles, ad accounts, raw footage and every finished asset — in your name from day one, and still yours if we part ways.
- Ad spend never touches our invoiceYou pay the platform directly and keep the billing under your own control. Our fee is our fee.
- An agreed response windowThe time we commit to replying to comments and DMs is written into your agreement, not left to goodwill.
These are the terms as they appear in the agreement itself — nothing here is softened for the website. The full wording lives in our terms and conditions, and you get the agreement to read before anything is signed or invoiced.
SaaS Social Media Management questions, answered
Related Social Media Management pages
Same service, different angle — by market, by discipline and by platform.
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Get in touch with Ghalib Ashrafi HQ
Ghalib Ashrafi takes on work for brands in six markets — the UK, USA, UAE, Saudi Arabia, Australia and Pakistan. Every enquiry gets a reply within 24 hours.