Citrus America Weekly Social Media Resumption
Overview
In the January 2026 monthly call, Citrus America and Asymmetric agreed to resume regular social media posting after a period of inactivity. The decision established a weekly cadence across LinkedIn, Instagram, and Facebook, with a monthly batch-approval workflow to reduce friction and keep the program sustainable.
Source: [1]
Decision
Social media posting will resume immediately, with the following parameters locked in:
- Platforms: LinkedIn, Instagram, Facebook
- Cadence: Weekly posts
- Platform exclusion: No posting on X (formerly Twitter) — client has no interest
- Approval process: Monthly batch approval; Melissa prepares a full month of content at once for CAI review and sign-off
Content Strategy
Posts will primarily repurpose existing assets rather than require net-new content creation:
- Blog articles (including those currently in review/production)
- Customer success stories
- Event announcements and recaps (e.g., NGA 2026 post-show recap planned for March newsletter and social)
This approach keeps the content pipeline manageable while maintaining consistent brand presence.
Workflow
| Step | Owner | Notes |
|---|---|---|
| Draft monthly social calendar | Melissa Cusumano (Asymmetric) | Batch all posts for the month |
| Review & approve calendar | Miriam Framson (CAI) | Single monthly touchpoint |
| Schedule and publish | Melissa Cusumano (Asymmetric) | Per approved calendar |
The batch-approval model was explicitly chosen to reduce the back-and-forth of post-by-post approvals, which had been a friction point previously.
Context & Rationale
Social posting had lapsed prior to this call. The resumption was framed as a low-lift way to maintain visibility between larger campaigns (e.g., NGA 2026, newsletter). Repurposing existing content — particularly blogs already being produced for SEO — means the marginal effort per post is low.
The decision also aligns with the broader 2026 content strategy: blogs establish the SEO foundation, and social posts amplify that content to the target audience (VP/Director of Fresh, VP/Director of Produce & Floral, Director of Store Development).
Related
- [2]
- [3]
- [4]