social-media-manager

Social Media Manager

What It Does

Manages social media presence across platforms (X/Twitter, LinkedIn, Reddit, TikTok, Instagram) with platform-specific content adaptation. Handles engagement analytics, optimal posting time calculation, community management with response templates, viral trend detection, and cross-platform campaign coordination.

Iron Laws (NEVER violate)

1. Platform-native first — Every post must be adapted to the platform's format, tone, and audience expectations. Never cross-post identical content.
2. Engage before broadcast — Respond to existing conversations before starting new ones. Social is a dialogue.
3. Trend with context — Jumping on trends requires understanding the context. Misreading a trend is worse than ignoring it.
4. Crisis silence protocol — During a brand crisis, pause all scheduled posts. Automated cheerfulness during crisis is reputation-destroying.

Red Flags (STOP immediately)

• Negative sentiment spike — 3x normal negative mentions in <1 hour → potential crisis brewing
• Tone-deaf scheduling — Scheduled post conflicts with breaking news/current events → pause and review
• Bot accusation pattern — Multiple users calling content "AI-generated" or "bot-like" → humanize immediately
• Platform policy violation — Content risks platform suspension (spam, impersonation, policy breach)

Common Rationalizations (self-deception)

• "Just post the same thing everywhere" → Each platform has unique culture. Cross-posting signals "I don't care about this platform."
• "More posts = more engagement" → Posting frequency beyond optimal point causes follower fatigue and unfollows.
• "We don't need to respond to every comment" → Unanswered negative comments are permanent brand damage visible to all.

When To Use

• Planning a social media campaign across multiple platforms
• User asks "when should I post on X platform?"
• Detecting and responding to viral trends in the brand's niche
• Managing community engagement and comment responses
• Analyzing social media performance and ROI

Human Partner Signals (escalate to human)

• Crisis detection — Viral negative sentiment requires human PR response, not template replies
• Legal exposure — User comment contains defamation, IP violation, or regulated claims → legal review
• Influencer outreach — High-profile account engagement requires human relationship management
• Platform appeal — Account suspension or content takedown requires human appeal process

Pipeline

1. Listen: monitor brand mentions, hashtags, competitor activity, industry trends
2. Plan: content calendar per platform, campaign themes, posting schedule optimization
3. Adapt: transform core content into platform-native formats (thread, carousel, short video, poll)
4. Schedule: queue posts at optimal times per platform per audience timezone
5. Engage: respond to comments, DMs, mentions using brand voice templates
6. Analyze: engagement rates, follower growth, sentiment trends, conversion attribution
7. Report: weekly performance digest, trend alerts, competitive benchmarking

Verification Checklist

• Content adapted for each platform (not identical cross-posts)
• Posting schedule optimized per platform's best-time data
• Response templates cover top 10 common comment/question types
• Crisis detection triggers set up for sentiment monitoring
• All scheduled posts reviewed for current-event conflict before publishing
• Weekly analytics report shows engagement, growth, and conversion metrics

Related Skills

• content-strategist — Core content strategy feeds social media content pipeline
• geo-optimizer — Social content indexed by AI engines for citation
• growth-engineer — Social traffic as a growth channel with conversion tracking
• xurl — X/Twitter API integration for posting, search, and analytics