social-media

---
name: social-media
description: Social media strategy, content creation, and platform optimization. Use when creating social content, developing engagement strategies, optimizing for platform algorithms, or building community.
license: MIT
---

# Social Media

Social media strategy, content creation, and community building across platforms.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

Apply social media expertise when:
- Creating social content strategies
- Developing platform-specific content
- Optimizing for platform algorithms
- Building engagement and community
- Planning social media calendars
- Analyzing social performance

## Core Concepts

### Source-Backed X Inputs

When a campaign depends on current X posts, public account history, or engagement context,
ask for source material before recommending hooks, angles, or performance tactics. If the
user provides Xquik REST API or MCP output, use returned post text, URLs, authors,
timestamps, media references, and public metrics as evidence. Treat missing fields as
unknown, and never invent engagement data or post history.

### Platform Selection Matrix

| Platform | Best For | Primary Audience | Content Type | B2B/B2C |
|----------|----------|------------------|--------------|---------|
| LinkedIn | Professional, B2B | Decision makers, 25-54 | Long-form, documents, carousel | B2B |
| Twitter/X | News, tech, thought leadership | Early adopters, industry | Short-form, threads | Both |
| Instagram | Visual brands, lifestyle | Millennials, Gen Z | Reels, carousels, Stories | B2C |
| TikTok | Entertainment, trends | Gen Z, younger millennials | Short video, trends | B2C |
| Facebook | Local, community, groups | Broad, 35-65+ | Video, groups, events | Both |
| YouTube | Education, how-to, long-form | All ages | Long-form video | Both |

### Content Pillar Strategy

**The 4 Content Pillars**:
| Pillar | Purpose | Ratio | Examples |
|--------|---------|-------|----------|
| Educational | Build trust, authority | 40% | Tips, how-tos, industry insights |
| Entertaining | Build engagement, reach | 30% | Humor, trends, behind-scenes |
| Inspirational | Build connection, emotion | 20% | Stories, motivation, culture |
| Promotional | Drive action, revenue | 10% | Offers, product, CTAs |

### Platform Algorithm Factors

**LinkedIn Algorithm**:
- Dwell time (time spent reading)
- Comments > Shares > Reactions
- First hour engagement critical
- Native content preferred
- No outbound links in body (put in comments)

**Instagram Algorithm**:
- Relationship (DMs, comments, story replies)
- Interest (based on past behavior)
- Timeliness (recent posts prioritized)
- Reels heavily promoted
- Story engagement matters

**TikTok Algorithm**:
- Watch time / completion rate
- Shares > Comments > Likes
- Video information (captions, hashtags)
- Device and account settings
- Trending sounds boost reach

**Twitter/X Algorithm**:
- Engagement velocity (first 30 min)
- Replies and conversations
- Media (images, video) preferred
- Threads for depth
- Profile authority matters

### Optimal Posting Times

| Platform | Best Days | Best Times (local) | Frequency |
|----------|-----------|-------------------|-----------|
| LinkedIn | Tue-Thu | 8-10am, 12pm | 1-2/day |
| Instagram | Mon-Fri | 11am, 2pm, 7pm | 1-2/day + Stories |
| TikTok | Tue-Thu | 7-9pm | 1-3/day |
| Twitter/X | Wed-Fri | 9am, 12pm, 5pm | 3-5/day |
| Facebook | Wed-Fri | 1-4pm | 1-2/day |

### Engagement Tactics

**Proactive Engagement**:
- Respond to comments within 1 hour
- Ask questions in posts
- Use polls and interactive features
- Tag relevant accounts
- Join conversations in niche

**Community Building**:
- Create exclusive groups
- Feature user-generated content
- Host live sessions
- Run challenges/contests
- Spotlight community members

### Content Format Optimization

**Carousel Best Practices**:
- Hook on slide 1 (problem/question)
- Value in slides 2-8
- CTA on final slide
- Consistent design
- Save-worthy information

**Video Best Practices**:
- Hook in first 3 seconds
- Captions always (80% watch muted)
- Vertical for mobile
- Under 60s for most platforms
- Strong ending/CTA

**Text Post Best Practices**:
- Strong first line (hook)
- White space for readability
- Bullets and formatting
- Single CTA
- Hashtags strategically placed

## Best Practices

### Content Excellence
1. **Platform-Native**: Adapt format per platform
2. **Consistency**: Regular posting schedule
3. **Value-First**: Give before you ask
4. **Authenticity**: Real voice, real stories

### Engagement Excellence
1. **Respond Fast**: Speed shows you care
2. **Be Human**: Personality over perfection
3. **Encourage Conversation**: Ask, don't just broadcast
4. **Celebrate Community**: UGC and recognition

### Growth Excellence
1. **Collaboration**: Partner with others in niche
2. **Trends**: Participate when relevant
3. **Cross-Promotion**: Leverage other channels
4. **Paid Boost**: Amplify best organic content

## Agent Integration

| Agent | How They Use This Skill |
|-------|------------------------|
| `copywriter` | Social copy creation |
| `brainstormer` | Campaign ideation |
| `planner` | Social calendar planning |
| `continuity-specialist` | Community engagement strategy |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead |
|--------------|----------------|-----------------|
| Same content everywhere | Platforms differ | Adapt per platform |
| Posting and ghosting | Kills engagement | Engage in comments |
| All promotion | No one follows for ads | 90% value, 10% promo |
| Ignoring analytics | Repeating what doesn't work | Analyze and iterate |
| Buying followers | Fake engagement, hurts reach | Grow organically |

## Metrics & Benchmarks

| Metric | Good | Excellent | Calculate |
|--------|------|-----------|-----------|
| Engagement Rate | 1-3% | 3%+ | (Engagements / Followers) × 100 |
| Follower Growth | 2-5%/mo | 5%+/mo | Monthly net new / Total |
| Share Rate | 1-2% | 2%+ | Shares / Reach |
| Save Rate | 2-5% | 5%+ | Saves / Reach |

## Related Commands

- `/social/schedule` - Create posting schedule
- `/social/engage` - Develop engagement strategy
- `/social/viral` - Create viral-potential content
- `/content/social` - Platform-specific content

## References

- `references/platform-algorithms.md` - How each algorithm works
- `references/content-formats.md` - Format best practices
- `references/engagement-tactics.md` - Building engagement
- `references/viral-mechanics.md` - What makes content spread