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.

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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

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