We killed social retainers on this site because an owned system compounds; a monthly quota of posts often does not. The goal was not to publish less carefully, but to build pages that answer real questions and keep working after a campaign ends.
We removed the pressure to invent eight updates a month, trimmed performative reporting, and invested the time in clearer service pages, field notes, internal links, and a repeatable citation self-audit. That makes the site easier for people to use and easier for answer engines to understand.
Social can still be useful when it supports an owned asset. It is not the asset. Start with one durable guide, one case note, and a measurement habit before renting another retainer.