social-media-management

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?

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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

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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

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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]."

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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)

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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

# Content Repurposing: [Original Title]

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

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## 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]

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## 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

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## 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]

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## 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]

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

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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

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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 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

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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.

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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)

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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

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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

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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

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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

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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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