Social Media Strategy

Social Media Strategy

Overview

Social media for B2B is not about going viral — it's about being the first person your ICP thinks of when they have a problem. Every post should build trust, demonstrate expertise, or start a conversation. This skill covers platform-specific strategy, content formats, sizing guides, and engagement tactics for LinkedIn (primary B2B channel) and X/Twitter (secondary).

When to Use

• "Build a social media strategy"
• "Plan LinkedIn content"
• "What should I post?"
• "Social media image sizes"
• "Increase engagement on LinkedIn"
• "Content calendar for social"

Authoritative Foundations

• Charlie Hills — social media strategy frameworks for B2B. Multi-channel content distribution. Personal brand as growth lever.
• Brendan Gahan — creator economy and social engagement. Community over audience.
• Richard van der Blom (Just Connecting) — Algorithm Insights Report — rewards: dwell time + completion rate, comment threads (especially author replies), saves, native documents (carousels). Punishes: external links in post body, hashtag stuffing (posts without hashtags now outperform by 5-10%), 5+ person tags, over-posting (>1/day), AI-sounding text. Full data and format rankings → linkedin-algorithm.
• Jessie Lizak (Reveting) — weekly LinkedIn Live as anchor content; repurpose into clips, carousels, and feed posts. → linkedin-live-strategy.

Step-by-Step Process

Phase 1: Platform Selection

Phase 2: LinkedIn Content Strategy

Content mix: 40% insights from your work, 30% reactions to industry news, 20% personal stories/lessons, 10% promotion. Never: 100% company content. Best formats per van der Blom's 2026 data: document carousels (top reach ~1.39x and engagement ~6.6%), image + text (volume workhorse), short sharp text posts (under 600 characters trending up). See linkedin-algorithm for the full ranking.

Posting time: Tuesday-Thursday, 8-10am or 12-1pm local time. Test what works for your audience.

Phase 3: Social Media Sizing Guide

LinkedIn:

• Profile photo: 400x400px
• Banner: 1584x396px
• Post image: 1200x627px (single), 1080x1080px (square)
• Carousel document: 1080x1080px per slide
• Video: 1080p, under 10 min

X/Twitter:

• Profile photo: 400x400px
• Header: 1500x500px
• In-stream image: 1200x675px (16:9)
• Video: 1080p, under 2:20

Phase 4: Engagement Tactics

Comment on 5-10 ICP-relevant posts before posting your own. Reply to every comment within 1 hour. DM people who engage consistently. Build relationships in DMs, not just public posts.

Output Format

Social media strategy with platform mix, content calendar (weekly), sizing cheat sheet, engagement playbook, and 30-day posting plan.

Quality Check

Before delivering, verify:

• All required sections are complete
• Output matches the user's stated need
• Named frameworks are cited for key recommendations
• No vague claims — every recommendation has a specific action
• Deliverable is ready for operational use, not just conceptual

Common Pitfalls

1. Company page as primary — people follow people, not companies. Founder and employee profiles outperform company pages 10:1.
2. Links in LinkedIn posts — algorithm severely deprioritizes external links. Put links in comments or "link in bio."
3. Inconsistent posting — posting 5x one week then nothing for 3 weeks kills momentum. Consistency > frequency.
4. Broadcasting, not engaging — posting without commenting on others' content is talking to an empty room.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

• Charlie Hills Social Media: apply only the part that directly improves the requested deliverable.
• Brendan Gahan Creator Economy: apply only the part that directly improves the requested deliverable.
• Richard van der Blom — Algorithm Insights Report: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

• A crisp diagnosis of the current situation
• A recommended path with tradeoffs, not a generic list
• A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
• A measurement plan with leading and lagging indicators
• Risks and edge cases called out before execution

Adaptation Rules

• For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
• For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
• For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

Execution Artifacts

• references/framework-notes.md — Named frameworks and reference tables
• templates/output-template.md — Deliverable shell for agent output
• scripts/check-output.py — Lightweight deliverable validator

Related Skills

• linkedin-algorithm: LinkedIn reach mechanics (van der Blom report data)
• founder-brand: Personal brand strategy for founders (Adam Robinson playbook)
• social-selling: LinkedIn for prospecting and sales
• copywriting: Social media copy frameworks
• graphic-design-gtm: Visual asset creation for social