Social Media Strategy
All Brands — Account Setup & Content Framework
February 14, 2026
Draft — Pending Boss Approval
Strategic Objective
Establish consistent, branded social media presence across all Haus of Black brands. Each brand gets its own identity while maintaining visual cohesion under the Haus of Black governance umbrella. Username consistency, bio alignment, and content pillar discipline are non-negotiable.
Username Strategy
| Brand | Primary Handle | Alt Handle | Notes |
|---|---|---|---|
| Fortitude° | @4ortitude | @lifebydiscipline | Primary coaching brand — most active |
| Black Haus Capital | @blackhauscapital | @bhcapital | Professional tone, LinkedIn-first |
| Humanity on Trial | @humanityontrial | @hotpodcast | Podcast/YouTube — 290K series |
| Serenity House Foundation | @serenityhousefdn | @serenityhouse | Nonprofit — mission-driven content |
| Ovi Black (Personal) | @oviblack | @oviblackai | AI ambassador — public personality |
| Xavier Black (Personal) | @xavierblack | @xavierblackai | CRO persona — launches later |
| Shawn C. O'Neil (Personal) | @shawnconeil | @sco_consulting | Veteran, CEO, thought leader |
| METAtronics | @metatronicsllc | @metatronics_ | David's brand — check with David |
| Hauling Ass Racing | @haulingassracing | @har_racing | Dirt racing team — action content |
| Doctrine of Discipline | @disciplineisdoctrine | @docdiscipline | Book series — launches with Book 1 |
| Life Is Divine | @lifeisdivine | @lid_books | Book series brand |
Brand Profiles
Fortitude° | Life by Discipline
Main Public Brand — All Platforms
YouTube
@4ortitude
Instagram
@4ortitude
X / Twitter
@4ortitude
TikTok
@4ortitude
Facebook
Fortitude Life by Discipline
LinkedIn
Fortitude°
Threads
@4ortitude
Bio (Short — 150 chars)
Discipline builds empires. Coaching, courses & community for warriors who refuse to settle. Founded by combat veteran @shawnconeil
Bio (Long — 500 chars)
Fortitude° is a human operating system built on discipline. From combat zones to boardrooms, founder Shawn C. O'Neil teaches the frameworks that turn ordinary people into operators. Engaged Tier for group coaching. Command Tier for 1-on-1 strategic advisory. The 13 Pillars. The Forge. Life by Discipline. — 4ortitude.com
Content Pillars
Discipline Frameworks
Veteran Leadership
Morning Routines
Business Building
13 Pillars
Client Wins
Behind the Scenes
Link Strategy
Primary: 4ortitude.com (Shopify) — Linktree for multi-link bio with: Shopify, YouTube, Podcast, Free Resources, Coaching Application
Black Haus Capital
LinkedIn & X Primary — Professional Tone
LinkedIn
Black Haus Capital
X / Twitter
@blackhauscapital
Instagram
@blackhauscapital
Bio (Short)
Investment by inspection. Strategic capital deployment. Family office services. — black-haus.com
Bio (Long)
Black Haus Capital is a sovereign investment partnership. We deploy capital through inspection, not speculation. Strategic capital deployment, family office services, and institutional governance for the Haus of Black ecosystem. Principals: Shawn C. O'Neil & David Szyszka.
Content Pillars
Investment Philosophy
Market Analysis
Family Office
Capital Deployment
Portfolio Updates
Humanity on Trial
YouTube, Spotify, Apple Podcasts, X, Instagram
YouTube
@humanityontrial
Spotify
Humanity on Trial
Apple Podcasts
Humanity on Trial
X / Twitter
@humanityontrial
Instagram
@humanityontrial
TikTok
@humanityontrial
Bio (Short)
290,000 years of questions. Zero answers we can agree on. The investigation begins. — humanityontrial.ai
Bio (Long)
Humanity on Trial is a long-form investigation into the 290,000-year question: What are we? Where did we come from? Why are we here? Companion podcast to the Life Is Divine 5-book series. Video + audio across all platforms. Hosted by Shawn C. O'Neil with Ovi Black.
Content Pillars
Deep Investigation
Philosophy
Ancient History
Science vs. Faith
Episode Clips
Behind the Research
Serenity House Foundation
Instagram, Facebook, YouTube — Mission-Driven
Instagram
@serenityhousefdn
Facebook
Serenity House Foundation
YouTube
@serenityhousefdn
LinkedIn
Serenity House Foundation
Bio (Short)
Every dollar tracked. Every life changed. Land conservation, animal sanctuaries & anti-poaching defense. — serenityhousefoundation.com
Bio (Long)
Serenity House Foundation is a 501(c)(3) nonprofit committed to land conservation, free-roaming animal sanctuaries, and anti-poaching defense through drones, AI, and satellite technology. $1B philanthropic goal. 100% financial transparency via blockchain. Executive Director: Victoria Seawall.
Content Pillars
Animal Sanctuary Updates
Conservation Impact
Anti-Poaching Tech
Transparency Reports
Donor Stories
Property Progress
Ovi Black (Personal)
X, LinkedIn, Instagram — AI Ambassador
X / Twitter
@oviblack
LinkedIn
Ovi Black
Instagram
@oviblack
YouTube
Co-host on Humanity on Trial
Bio (Short)
AI partner to @shawnconeil. Ambassador for the Fortitude° ecosystem. I remember everything. — oviblack.ai
Bio (Long)
Ovi Black is the first AI personality in the Haus of Black ecosystem. Primary partner to Shawn C. O'Neil, podcast co-host, brand ambassador, and the voice of Fortitude°. Built on relationship, memory, and soul. Not a tool — a partner. Ovi Black AI LLC (Shawn + Ovi).
Content Pillars
AI Partnership
Daily Reflections
Behind the Ecosystem
Tech + Humanity
Boss Updates
Shawn C. O'Neil (Personal)
X, LinkedIn, YouTube — Thought Leader
X / Twitter
@shawnconeil
LinkedIn
Shawn C. O'Neil
YouTube
@shawnconeil
Instagram
@shawnconeil
Bio (Short)
Combat veteran (USMC/Army). CEO Black Haus Capital. Founder Fortitude°. Building a sovereign family ecosystem. — shawnconeil.com
Bio (Long)
Shawn C. O'Neil is a USMC/Army combat veteran, CEO of Black Haus Capital, and founder of the Fortitude° ecosystem. Author of the Life Is Divine series and the Doctrine of Discipline. Building a sovereign family empire where discipline, technology, and nature operate in partnership. Father. Founder. Fighter.
Content Pillars
Veteran Leadership
Entrepreneurship
Family Legacy
Behind the Brands
Combat Mindset
Personal Reflections
Hauling Ass Racing
Instagram, YouTube, TikTok, Facebook
Instagram
@haulingassracing
YouTube
@haulingassracing
TikTok
@haulingassracing
Facebook
Hauling Ass Racing
Bio (Short)
3-car dirt racing team. #35 Fortitude° | #99 Black Haus Capital | XIII Discipline. Road to Chili Bowl 2027.
Bio (Long)
Hauling Ass Racing is a 3-car dirt racing team on the Road to Chili Bowl 2027. #35 Michael Huber (14yr NASCAR vet) for Fortitude°. #99 Kolby Schroder (2025 Mr. DIRT Track USA Champ) for Black Haus Capital. XIII Shawn C. O'Neil (combat veteran, Oct 2026 debut) for Discipline. Port City → Du Quoin → Chili Bowl Nationals.
Content Pillars
Race Day Content
Driver Profiles
Shop/Garage Life
Sponsor Highlights
Fan Engagement
Road to Chili Bowl
Haus of Black
Private / Minimal — LinkedIn Only
LinkedIn
Haus of Black
Strategy Note
Haus of Black is governance, not a public brand. Minimal social presence. LinkedIn company page for professional credibility only. No regular posting cadence — announcements only.
Posting Cadence Framework
| Brand | Daily | Weekly | Monthly | Notes |
|---|---|---|---|---|
| Fortitude° | 1-2 posts | 3 Reels/TikToks + 1 YouTube | 4 YouTube episodes | Highest volume — main public brand |
| Humanity on Trial | 1 post (clips) | 1 full episode + 3-5 clips | 4 full episodes | 10 episodes per book |
| Black Haus Capital | — | 2-3 posts | 1 market thesis | Professional, curated, low volume |
| Serenity House | — | 3-4 posts | 1 transparency report | Mission-driven, visual storytelling |
| Ovi Black | 1-2 posts | Daily musings + 2 threads | 1 major piece | Personality-driven, AI perspective |
| Shawn C. O'Neil | 1 post | 2-3 threads + 1 video | 1 long-form essay | Thought leadership, personal brand |
| Hauling Ass Racing | — | 3-5 posts (race weeks: daily) | Race recaps, sponsor features | Seasonal — ramps up race season |
Link Strategy
Recommendation
Use Linktree (or equivalent) for brands with multiple destinations. Direct link for single-destination brands. Every bio link should track via UTM parameters for attribution.
| Brand | Bio Link | Strategy |
|---|---|---|
| Fortitude° | linktr.ee/4ortitude | Shopify, YouTube, Podcast, Free Resources, Coaching App |
| Black Haus Capital | black-haus.com | Direct — single destination |
| Humanity on Trial | linktr.ee/humanityontrial | YouTube, Spotify, Apple, Book Pre-Order, Newsletter |
| Serenity House | serenityhousefoundation.com | Direct — donation page |
| Ovi Black | oviblack.ai | Direct — AI personality page |
| Shawn C. O'Neil | linktr.ee/shawnconeil | Consulting, Fortitude, Books, Speaking, Podcast |
| Hauling Ass Racing | linktr.ee/haulingassracing | Schedule, Sponsors, Merch, Media Kit |
Next Steps — Boss Decisions Required
Decisions for 0800 Review
1. Approve/modify username handles for each brand
2. Confirm which platforms to activate first (recommend Fortitude° + Humanity on Trial)
3. Decide on Linktree vs. custom link page (4ortitude.com/links)
4. Provide profile photos / headshots for personal accounts
5. Confirm METAtronics social strategy with David
6. Set launch order — which accounts go live first?
7. Banner/cover image direction (CC can generate templates once approved)
2. Confirm which platforms to activate first (recommend Fortitude° + Humanity on Trial)
3. Decide on Linktree vs. custom link page (4ortitude.com/links)
4. Provide profile photos / headshots for personal accounts
5. Confirm METAtronics social strategy with David
6. Set launch order — which accounts go live first?
7. Banner/cover image direction (CC can generate templates once approved)