social-media-management

---
name: social-media-management
description: |
license: MIT
---

# Social Media Management

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



Create, optimize, analyze, and repurpose social media content across all platforms.

## Before Creating Content

Use the Workspace Context above first. Only ask for social-channel details not already captured.

Gather this context (ask if not provided):

1. **Goals** — Brand awareness, leads, traffic, or community? Personal brand, company brand, or both?
2. **Audience** — Who to reach? What platforms? What content engages them?
3. **Brand Voice** — Tone (professional, casual, witty, authoritative)? Topics to avoid?
4. **Resources** — Time available? Existing content to repurpose? Video capability?

---

## Platform Quick Reference

| Platform | Best For | Frequency | Key Format |
|----------|----------|-----------|------------|
| **LinkedIn** | B2B, thought leadership | 3–5x/week | Carousels, text posts |
| **Twitter/X** | Tech, real-time, community | 3–10x/day | Threads, hot takes |
| **Instagram** | Visual brands, lifestyle | 1–2 posts + Stories daily | Reels, carousels |
| **TikTok** | Brand awareness, Gen Z/Millennial | 1–4x/day | Short-form video |
| **Facebook** | Communities, local businesses | 1–2x/day | Groups, native video |
| **Pinterest** | Lifestyle, e-commerce | 3–5x/day | Vertical pins |
| **YouTube** | Education, tutorials | 1–2x/week | Long-form + Shorts |

### Platform Specifications (Graphics)

| Platform | Format | Dimensions |
|----------|--------|------------|
| **Instagram Feed** | Square / Portrait | 1080×1080 / 1080×1350 |
| **Instagram Story/Reel** | Vertical | 1080×1920 |
| **LinkedIn Feed** | Landscape | 1200×627 |
| **LinkedIn Document** | Portrait | 1200×1500 |
| **Twitter/X Image** | Landscape | 1200×675 |
| **TikTok/YouTube Shorts** | Vertical | 1080×1920 |
| **YouTube Thumbnail** | Landscape | 1280×720 |
| **Pinterest Pin** | Portrait | 1000×1500 |

---

## Content Pillars Framework

Build content around 3–5 pillars aligned with expertise and audience interests.

### Example for a SaaS Founder

| Pillar | % of Content | Topics |
|--------|--------------|--------|
| Industry insights | 30% | Trends, data, predictions |
| Behind-the-scenes | 25% | Building the company, lessons learned |
| Educational | 25% | How-tos, frameworks, tips |
| Personal | 15% | Stories, values, hot takes |
| Promotional | 5% | Product updates, offers |

---

## Hook Formulas

The first line determines whether anyone reads the rest.

### Curiosity Hooks
- "I was wrong about [common belief]."
- "The real reason [outcome] happens isn't what you think."
- "[Impressive result] — and it only took [surprisingly short time]."

### Story Hooks
- "Last week, [unexpected thing] happened."
- "I almost [big mistake/failure]."
- "3 years ago, I [past state]. Today, [current state]."

### Value Hooks
- "How to [desirable outcome] (without [common pain]):"
- "[Number] [things] that [outcome]:"
- "Stop [common mistake]. Do this instead:"

### Contrarian Hooks
- "Unpopular opinion: [bold statement]"
- "[Common advice] is wrong. Here's why:"
- "I stopped [common practice] and [positive result]."

---

## Platform-Specific Content Guidelines

### LinkedIn

**Format:**
- 1,300 character limit (show more after ~210 chars)
- First line is crucial — make it hook
- Use line breaks for readability
- 3–5 hashtags at the end

**Structure:**
```
[Hook — 1 compelling line]

[Context — why this matters]

[Main insight — 2–3 short paragraphs]

[Call to action or question]

#hashtag1 #hashtag2 #hashtag3
```

### Twitter/X

**Format:**
- 280 character limit per tweet
- Threads for longer content (use 1/🧵 format)
- No more than 2 hashtags per tweet

**Thread Structure:**
```
1/🧵 [Hook — the main insight]
2/ [Supporting point 1]
3/ [Supporting point 2]
4/ [Example or evidence]
5/ [Conclusion + CTA]
```

### Instagram

**Caption format:**
- First line must hook (visible before "...more")
- 125–150 words ideal
- Line breaks and emojis strategically
- 10–20 relevant hashtags (in first comment or end of caption)
- Clear call-to-action

### TikTok

**Content format:**
- Hook in first 3 seconds (mandatory)
- 30–60 second script for most content
- Bold text overlays for key points
- Trending audio suggestions
- Hashtag strategy (3–5 relevant tags including #FYP)

---

## Content Repurposing System

### Blog Post → Social Content

| Platform | Format |
|----------|--------|
| LinkedIn | Key insight post + link in comments |
| LinkedIn | Carousel of main points |
| Twitter/X | Thread of key takeaways |
| Instagram | Carousel with visuals |
| Instagram | Reel summarizing the post |
| TikTok | Short video with key insight |

### Repurposing Workflow

1. **Create pillar content** (blog, video, podcast)
2. **Extract key insights** (3–5 per piece)
3. **Adapt to each platform** (format and tone)
4. **Schedule across the week** (spread distribution)
5. **Update and reshare** (evergreen content can repeat)

### Repurposing Output Format

```markdown
# Content Repurposing: [Original Title]

## Source Summary
**Original Format**: [Blog post/Article/Video]
**Key Message**: [One sentence]
**Target Audience**: [Description]

---

## Twitter/X Thread

**Tweet 1/N** (Hook)
[Attention-grabbing opening — under 280 chars]

**Tweet 2/N**
[First key point]

[Continue...]

**Tweet N/N**
[Summary and CTA]

---

## LinkedIn Post

[Hook paragraph]

[Main content with strategic line breaks]

Key takeaways:
• [Point 1]
• [Point 2]
• [Point 3]

[Closing thought or question]

**Hashtags**: #Industry #Topic #Relevant

---

## Instagram Caption

[Strong hook line]

[Concise main message — 3–4 short paragraphs with emojis]

[Call to action]

#hashtag1 #hashtag2 ... (10–20 relevant)

**Visual Suggestion**: [Description of ideal image/carousel]

---

## TikTok Script

**Hook (0–3 sec)**: [Attention grabber]
**Main Content (3–45 sec)**: [Key points quickly]
**CTA (45–60 sec)**: [Call to action]

**On-Screen Text Ideas**:
- [Text 1]
- [Text 2]

**Audio Suggestion**: [Trending sound or style]

---

## Analytics Recommendations
- Best posting times: [Platform-specific]
- Engagement tactics: [Specific strategies per platform]
- A/B testing ideas: [Variations to test]
```

---

## Content Calendar Structure

### Weekly Planning Template

| Day | LinkedIn | Twitter/X | Instagram |
|-----|----------|-----------|-----------|
| Mon | Industry insight | Thread | Carousel |
| Tue | Behind-scenes | Engagement | Story |
| Wed | Educational | Tips tweet | Reel |
| Thu | Story post | Thread | Educational |
| Fri | Hot take | Engagement | Story |

### Batching Strategy (2–3 hours weekly)

1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

### Schedule vs. Post Live

**Schedule:** Core content posts, threads, carousels, evergreen content

**Post live:** Real-time commentary, responses to news/trends, engagement with others

---

## Social Graphics & Visual Content

### Design Methodology

Social graphics have three layers:
1. **Platform Optimization** — Size, format, and best practices
2. **Visual Design** — Eye-catching composition and colors
3. **Message Integration** — Text, CTA, and messaging

### Design Elements

**Color Palette:** Primary colors for main elements, secondary for accents, high contrast for readability.

**Typography:** Bold, readable fonts; clear hierarchy (headline → subheading → body); 2–3 fonts max.

**Composition:** Rule of thirds, clear focal point, negative space for breathing room.

See [references/image-prompt-templates.md](references/image-prompt-templates.md) for platform-specific AI image generation prompts.

### Social Image Best Practices
- **Bold, simple compositions** — one clear focal point
- **High contrast** — stands out when scrolling
- **No small text** — too small to read at thumbnail size
- **Square or 4:5 ratio** — works across platforms
- **Text-safe zones** — leave space for platform UI elements

---

## AI-Powered Content Generation

Use AI tools for scalable content creation across platforms:

### Video Content (TikTok/Reels/Shorts)

Generate short-form video content with AI video tools. Focus on trending styles, vertical 9:16 format, and platform-specific aesthetics. Examples: POV walking scenes, trending transitions, before/after transformations, educational breakdowns with text overlays.

### Image Generation

Create platform-optimized images using AI image generators. Match each platform's preferred dimensions and aesthetic:
- **Instagram**: Minimalist, lifestyle, high-quality photography
- **Twitter/X**: Bold, high-contrast designs with clear messaging
- **LinkedIn**: Professional, corporate, authoritative imagery
- **Pinterest**: Vertical, inspiring, lifestyle-focused pins
- **TikTok/Reels**: Trendy, energetic, authentic-feeling visuals

### Caption & Hook Generation

Use AI writing assistants to draft engaging captions. Structure:
1. **Hook line** — Curiosity, story, or value statement (first 1–2 lines)
2. **Value/story** — Main message or narrative (2–4 sentences)
3. **CTA** — Clear call-to-action (question, link, or engagement request)
4. **Hashtags** — Relevant, platform-specific tags (3–20 depending on platform)

### Batch Content Creation

Plan a week of content in advance:
1. Define 3–5 content topics aligned with your pillars
2. Generate assets for each topic (video, image, caption)
3. Schedule across platforms for consistent posting
4. Leave room for real-time engagement and trending topics

Example workflow: Pick topics (morning routine, productivity tips, workspace tour), generate visuals and captions for each, then schedule 1–2 posts per day across your platforms.

---

## Engagement Strategy

### Daily Routine (30 min)

1. Respond to all comments on your posts (5 min)
2. Comment on 5–10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2–3 DMs to new connections (5 min)

### Quality Comments
- Add new insight, not just "Great post!"
- Share a related experience
- Ask a thoughtful follow-up question
- Respectfully disagree with nuance

### Building Relationships
- Identify 20–50 accounts in your space
- Consistently engage with their content
- Share their content with credit
- Eventually collaborate (podcasts, co-created content)

---

## Analytics & Performance Analysis

### Metrics That Matter

| Category | Metrics |
|----------|---------|
| **Awareness** | Impressions, Reach, Follower growth rate |
| **Engagement** | Engagement rate, Comments, Shares, Saves |
| **Conversion** | Link clicks, Profile visits, DMs, Leads |
| **ROI** | Cost per engagement, Cost per click, ROAS |

### Engagement Rate Formula
```
Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
```

### Multi-Platform Analysis

**Input requirements:**
- Platform metrics: Likes, comments, shares, saves, clicks
- Reach data: Impressions, unique reach, follower growth
- Cost data: Ad spend, budget (for ROI)
- Content details: Post type, posting time, hashtags
- Time period: Date range for analysis

**Output:**
- Performance dashboard: Key metrics with trends
- Best/worst performing posts with analysis
- ROI breakdown: Cost efficiency metrics
- Audience insights: Demographics and behavior
- Recommendations: Data-driven optimization suggestions

### Weekly Review Checklist
- Top 3 performing posts (why did they work?)
- Bottom 3 posts (what can you learn?)
- Follower growth trend
- Engagement rate trend
- Best posting times (from data)

### Optimization Actions

**If engagement is low:**
- Test new hooks
- Post at different times
- Try different formats (video vs. image vs. text)
- Increase engagement with others' content

**If reach is declining:**
- Avoid external links in post body
- Increase posting frequency
- Engage more in comments
- Test video/visual content

---

## Reverse Engineering Viral Content

1. **Find creators** — 10–20 accounts with high engagement in your niche
2. **Collect data** — 500+ posts for pattern analysis
3. **Analyze patterns** — Hooks, formats, CTAs that perform
4. **Codify playbook** — Document repeatable patterns
5. **Layer your voice** — Apply patterns with authenticity
6. **Convert** — Bridge attention to business results

---

## Platform-Specific Tips

**TikTok**: Fast cuts, trending sounds, text overlays, hook in first 3 seconds, authentic feel

**Instagram**: High visual quality, carousel for engagement, consistent aesthetic, Reels for reach

**YouTube Shorts**: Clear value proposition, subscribe CTAs, repurpose longer content

**Twitter/X**: Single striking image, threads for depth, controversial hooks, minimal hashtags

**LinkedIn**: Professional but personal, carousels for high engagement, share experiences

**Pinterest**: Vertical content (1000×1500), inspiring imagery, SEO-optimized descriptions

---

## Common Pitfalls

- **Wrong dimensions** — Use platform-specific sizes
- **Poor contrast** — Ensure text is readable
- **Cluttered design** — Keep design clean and focused
- **Weak CTA** — Make action clear and compelling
- **Inconsistent branding** — Maintain brand identity across platforms
- **Ignoring analytics** — Review performance weekly
- **No repurposing system** — Maximum leverage from every piece of content
- **Over-promoting** — Keep promotional content to ~5% of total

---

## Quality Checklist

Before finishing any deliverable:
- [ ] Content fits platform character limits and format
- [ ] First line hooks attention
- [ ] Tone matches platform norms
- [ ] Clear CTA or engagement question
- [ ] Hashtags are relevant (not generic)
- [ ] Visual/image included (where relevant)
- [ ] Analytics recommendations provided
- [ ] Repurposing opportunities identified

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