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
Platform Selection Matrix
| Platform | Best For | Primary Audience | Content Type | B2B/B2C |
|---|---|---|---|---|
| Professional, B2B | Decision makers, 25-54 | Long-form, documents, carousel | B2B | |
| Twitter/X | News, tech, thought leadership | Early adopters, industry | Short-form, threads | Both |
| Visual brands, lifestyle | Millennials, Gen Z | Reels, carousels, Stories | B2C | |
| TikTok | Entertainment, trends | Gen Z, younger millennials | Short video, trends | B2C |
| 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 |
|---|---|---|---|
| Tue-Thu | 8-10am, 12pm | 1-2/day | |
| 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 |
| 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
- Platform-Native: Adapt format per platform
- Consistency: Regular posting schedule
- Value-First: Give before you ask
- Authenticity: Real voice, real stories
Engagement Excellence
- Respond Fast: Speed shows you care
- Be Human: Personality over perfection
- Encourage Conversation: Ask, don't just broadcast
- Celebrate Community: UGC and recognition
Growth Excellence
- Collaboration: Partner with others in niche
- Trends: Participate when relevant
- Cross-Promotion: Leverage other channels
- 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 worksreferences/content-formats.md- Format best practicesreferences/engagement-tactics.md- Building engagementreferences/viral-mechanics.md- What makes content spread