The Owned Media Thesis
Companies should own the media their target customers already choose to consume, not just rent attention from platforms and creators.
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Owned Media
Owned media is not a content calendar. It is the part of customer acquisition, category trust, and media IP that a company can actually own.
The useful question is not whether a company should post more. The useful question is what audience it has a right to own, what media asset should exist around that audience, and how that asset can compound instead of becoming another marketing task.
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Related work
If this is the problem inside your company, the useful first step is usually a blunt diagnosis.
What audience should you own, what asset should exist, and what operating system would have to be true for it to work?