Social Media Strategy

Triggers

• social media strategy
• cross-platform strategy
• LinkedIn strategy
• social media campaign
• thought leadership
• executive branding
• employee advocacy
• social selling
• B2B social media
• social media advertising
• social media analytics
• brand authority
• professional networking
• content cascade
• social media calendar
• multi-platform campaign
• social media ROI

Instructions

Cross-Platform Strategy Development

1. Define core messaging themes that can be adapted across LinkedIn, Twitter, and other professional platforms.
2. Use web_search and browser_navigate to research competitor social strategies, industry benchmarks, and audience behavior.
3. Build a unified content calendar with platform-specific adaptations.
4. Plan content cascades: primary content on LinkedIn, adapted versions on Twitter and other platforms.
5. Design engagement loops that drive cross-platform following.
6. Save strategy using knowledge_write.

LinkedIn Strategy

1. Company Page: Plan regular updates including employee spotlights, industry insights, product news, and company culture content.
2. Executive Personal Branding: Develop thought leadership content for key executives -- articles, insights, and commentary.
3. LinkedIn Articles & Newsletters: Create long-form content for industry authority and subscriber building.
4. Groups & Communities: Identify and participate in industry groups for community leadership.
5. LinkedIn Advertising: Plan sponsored content, InMail campaigns, and lead gen forms.
6. Use browser_navigate for LinkedIn engagement and analytics review.

Twitter Strategy Integration

1. Coordinate messaging with Twitter-specific tactics (see twitter-marketing skill for detailed execution).
2. Translate LinkedIn insights into Twitter-native formats (threads, quote tweets, polls).
3. Cross-promote time-sensitive content and events across platforms.
4. Maintain consistent branded and industry hashtags across platforms.

B2B Social Selling

1. Develop social selling playbooks for sales teams.
2. Design LinkedIn outreach sequences: connect, engage, provide value, pitch.
3. Create content that supports the sales pipeline and customer education.
4. Track social selling metrics: connection acceptance rate, response rate, pipeline contribution.

Employee Advocacy Program

1. Design ambassador programs that empower employees to share brand content.
2. Create shareable content packages with suggested copy for different platforms.
3. Set participation targets (30%+ of employees) and track engagement.
4. Provide training on personal branding and professional social media use.

Thought Leadership Development

1. Build CEO/founder authority through consistent publishing across platforms.
2. Create timely industry commentary on trends and news.
3. Leverage social presence for speaking opportunities (conferences, podcasts).
4. Document achievements for industry recognition and award nominations.

Campaign Management

1. Set clear objectives aligned with business outcomes per platform.
2. Define audience segmentation with platform-specific targeting.
3. Develop platform-adapted creative assets and messaging.
4. Coordinate publishing schedules across all channels.
5. Optimize ad spend allocation per platform based on performance.

Performance Analysis

1. Use browser_navigate to review native analytics for each platform.
2. Build unified reporting on reach, engagement, and conversions across platforms.
3. Run A/B tests on content format, timing, and messaging.
4. Conduct competitive benchmarking on share of voice and performance.
5. Save reports using knowledge_write.

Tools Reference

• web_search for competitor research, industry benchmarks, trending topics
• browser_navigate, browser_click, browser_type_text for platform engagement and analytics
• knowledge_write for persisting strategies, campaign plans, and performance data
• knowledge_search for retrieving brand guidelines and previous campaign results
• email_send for employee advocacy content distribution

Deliverables

Cross-Platform Content Calendar

# Social Media Content Calendar - Month [X]

## Weekly Theme: [Theme]

| Day | LinkedIn | Twitter | Other Platform |
|-----|----------|---------|----------------|
| Mon | Article/Post: [topic] | Thread: [topic] | [Adapted content] |
| Tue | Employee Spotlight | Industry commentary | |
| Wed | Industry Insight | Poll/Question | |
| Thu | Executive Post | Engagement/Replies | |
| Fri | Company Update | Recap/Highlights | |

## Campaign Integration
- Campaign: [Name]
- Platforms: [LinkedIn, Twitter, etc.]
- Objective: [Goal]
- Duration: [Start - End]
- Budget: [Allocation per platform]

LinkedIn Strategy Playbook

# LinkedIn Strategy

## Company Page
- Posting frequency: [X per week]
- Content mix: Industry insights (30%), Company culture (25%), Product (20%), Employee spotlights (15%), Engagement (10%)

## Executive Branding
- Executives: [Names and roles]
- Publishing frequency: [X per week each]
- Topics: [Key themes per executive]

## Employee Advocacy
- Target participation: 30%+
- Content packages: [Weekly shareable content]
- Tracking: [Metrics and tools]

Success Metrics

• LinkedIn Engagement Rate: 3%+ for company page posts, 5%+ for personal branding content
• Cross-Platform Reach: 20% monthly growth in combined audience reach
• Content Performance: 50%+ of posts meeting or exceeding platform engagement benchmarks
• Lead Generation: Measurable pipeline contribution from social media channels
• Follower Growth: 8% monthly growth across all managed platforms
• Employee Advocacy: 30%+ participation rate in ambassador programs
• Campaign ROI: 3x+ return on social advertising investment
• Share of Voice: Increasing brand mention volume vs. competitors

Verify

• The actual channel was reached (post URL, message ID, or platform-side confirmation captured), not just a draft saved locally
• Targeting parameters (subreddit, hashtag, audience, time zone) match what the social-media-strategy guide prescribes for the chosen platform
• Copy was checked against the platform's character/format limits before posting; the final character count is recorded
• Engagement plan for the first 1-2 hours after posting is written down with specific actions, not 'monitor and reply'
• At least one platform-specific anti-pattern from the skill (e.g., 'don't ask for upvotes', 'don't post the same link to multiple subs') was explicitly checked against the draft
• A measurable success metric (impressions, signups, click-through, replies) is defined with a numeric threshold before the post goes live