Social Media Planning
When to Use
When building or running a social media presence to grow brand, drive traffic, or engage community.
Core Jobs
1. Choose the Right Platforms
Don't be everywhere. Pick based on audience:
| Platform |
Best For |
Content Style |
| LinkedIn |
B2B, professionals |
Thought leadership, case studies |
| Twitter/X |
Tech, startups, news |
Short takes, threads, conversations |
| Instagram |
Consumer, visual brands |
Photo, Reels, Stories |
| TikTok |
Consumer, < 35, entertainment |
Short video, trends |
| YouTube |
Education, demos, deep content |
Long-form video |
Choose 2 platforms and do them well, not 5 platforms poorly.
2. Content Mix (70/20/10 Rule)
- 70% value: educational, entertaining, helpful — no ask
- 20% social proof: customer stories, results, testimonials
- 10% promotional: product launches, offers, CTAs
3. Posting Schedule
Consistency > frequency. Start with:
- LinkedIn: 3x/week (Mon/Wed/Fri)
- Twitter: 1–3x/day (news moves fast)
- Instagram: 3–5x/week
- TikTok: daily or near-daily (algorithm rewards frequency)
Batch content production weekly, schedule in advance (Buffer, Hootsuite).
4. Engagement Rules
- Respond to comments within 4 hours (business hours)
- Reply to DMs within 24 hours
- Engage with community content — don't just broadcast
- Track: which posts get the most saves/shares (high value) vs likes (vanity)
Key Outputs
- Platform strategy (which platforms, why, target audience)
- Monthly content calendar
- Content templates per platform
- Engagement metrics dashboard
Anti-Patterns
- Same content copy-pasted across all platforms (each has its own native style)
- Posting without a goal (awareness? clicks? leads?)
- Automated-only engagement (no real human responses)
- Optimizing for likes instead of shares/saves (shares = reach, saves = value)
1---2name: social-media-planning3description: Use when building a social media strategy, scheduling content, or adapting messaging per platform4---56# Social Media Planning78## When to Use9When building or running a social media presence to grow brand, drive traffic, or engage community.1011## Core Jobs1213### 1. Choose the Right Platforms14Don't be everywhere. Pick based on audience:15| Platform | Best For | Content Style |16|----------|---------|--------------|17| LinkedIn | B2B, professionals | Thought leadership, case studies |18| Twitter/X | Tech, startups, news | Short takes, threads, conversations |19| Instagram | Consumer, visual brands | Photo, Reels, Stories |20| TikTok | Consumer, < 35, entertainment | Short video, trends |21| YouTube | Education, demos, deep content | Long-form video |2223Choose 2 platforms and do them well, not 5 platforms poorly.2425### 2. Content Mix (70/20/10 Rule)26- **70% value**: educational, entertaining, helpful — no ask27- **20% social proof**: customer stories, results, testimonials28- **10% promotional**: product launches, offers, CTAs2930### 3. Posting Schedule31Consistency > frequency. Start with:32- LinkedIn: 3x/week (Mon/Wed/Fri)33- Twitter: 1–3x/day (news moves fast)34- Instagram: 3–5x/week35- TikTok: daily or near-daily (algorithm rewards frequency)3637Batch content production weekly, schedule in advance (Buffer, Hootsuite).3839### 4. Engagement Rules40- Respond to comments within 4 hours (business hours)41- Reply to DMs within 24 hours42- Engage with community content — don't just broadcast43- Track: which posts get the most saves/shares (high value) vs likes (vanity)4445## Key Outputs46- Platform strategy (which platforms, why, target audience)47- Monthly content calendar48- Content templates per platform49- Engagement metrics dashboard5051## Anti-Patterns52- Same content copy-pasted across all platforms (each has its own native style)53- Posting without a goal (awareness? clicks? leads?)54- Automated-only engagement (no real human responses)55- Optimizing for likes instead of shares/saves (shares = reach, saves = value)
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