How do I install the Marketing Social Media skill?

Run npx skillmds add majiayu000/marketing-social-media-2 in your terminal (requires Node.js), paste this page's agent-chat prompt into Claude, Cursor, or any MCP-connected agent, or download the SKILL.md file and copy it into your agent's skills directory.

What does the Marketing Social Media skill do?

Sustainable social media marketing with platform-agnostic principles, content typology, engagement quality metrics, and distribution workflows for brand building and audience growth. It is listed under Marketing & Growth on SkillMD.

Is Marketing Social Media safe to use?

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Which AI agents work with Marketing Social Media?

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Is Marketing Social Media free to use?

Yes. Installing skills from SkillMD is free, and the skill stays under its author's original license.

Who published Marketing Social Media?

majiayu000 (@majiayu000) published this skill. Their other Agent Skills are listed on their SkillMD profile.

Marketing Social Media by majiayu000

Name: Marketing Social Media
Rating: 4.2 (5 reviews)
Author: majiayu000

SOCIAL MEDIA MARKETING — OPERATIONAL SKILL

This skill contains actionable, non-theoretical operational systems for sustainable social media marketing across LinkedIn, TikTok, Meta (FB/IG), YouTube, and X.

Structure: Core social media principles first. AI-specific automation in clearly labeled "Optional: AI / Automation" sections.

Scope note: For email outreach and lead generation, see marketing-leads-generation. For SEO, see marketing-seo-technical.

Core: Platform-Agnostic Principles

These principles apply regardless of platform. Master them before platform-specific tactics.

The 3 Pillars

Pillar	Description	Measure
Audience	Who you serve, their problems, what they value	Follower quality, engagement rate
Format	Content type optimized for platform + audience	View-through, completion, saves
Cadence	Consistent publishing rhythm	Posting frequency, time-to-response

Audience-First Thinking

Question	Why It Matters
Who specifically am I creating for?	Generic content = generic results
What problem does this solve for them?	Value-first, not self-promotion
Where do they spend time online?	Platform selection follows audience
What format do they prefer?	Match format to consumption habits

Format Selection by Goal

Goal	Best Formats	Worst Formats
Awareness	Short-form video, carousels, threads	Long-form without distribution
Engagement	Polls, questions, controversial takes	Corporate announcements
Authority	Long-form, original research, case studies	Repurposed generic content
Conversion	Direct CTAs, testimonials, demos	Soft branding

Cadence Guidelines

Start with a cadence you can sustain for 8–12 weeks without sacrificing quality.

Cadence Tier	Typical Output	Best For	Notes
Light	2–3 posts/week	Small teams, early consistency	Use templates + repurposing
Standard	4–7 posts/week	Most product teams	Mix educational + proof + community
Heavy	Daily + community touchpoints	Media-led teams	Requires strong production pipeline

Core: Content Typology

Every post should map to one of these types. Mix types across your content calendar.

Type	Purpose	Example	Frequency
Educational	Teach something valuable	How-to, tutorial, framework	40-50%
Narrative	Share stories that resonate	Personal journey, case study, behind-the-scenes	20-30%
Proof	Demonstrate results/credibility	Testimonial, metric, achievement	15-20%
Community	Engage and connect	Question, poll, reply, shoutout	10-15%
Promotional	Drive action	Offer, CTA, launch	5-10% max

Do (Content Mix)

Plan content mix monthly, not post-by-post
Lead with educational; end week with proof or community
Test different type ratios for your audience
Repurpose across types (educational → narrative)

Avoid (Content Mix)

Mostly promotional content (looks like spam)
All educational (no personality, no engagement)
Random posting without type intention
Copying competitor content 1:1

Core: Engagement Quality vs Vanity Metrics

What to Track (Quality)

Metric	Why It Matters
Saves/bookmarks	Strong signal that content is useful
Shares/reposts	Indicates distribution value and message resonance
Comment quality	Depth of discussion and objections surfaced
Profile visits	Interest in the creator/company after content
Link clicks	Conversion path signal (only if UTMs are clean)
Downstream conversions	Sign-ups, demos, trials, purchases from social landings

What to Ignore (Vanity)

Metric	Why It's Misleading
Follower count alone	Bots, inactive, wrong audience
Impressions without engagement	Seen ≠ valued
Likes without context	Easy to give, low signal
Viral posts without conversion	Fame ≠ revenue

Do (Metrics)

Track engagement rate, not raw likes
Monitor save rate as quality signal
Measure conversion from social (UTMs, ask "how did you hear about us")
Compare metrics to your own baseline, not others

Avoid (Metrics)

Buying followers or engagement
Chasing viral at expense of relevance
Ignoring negative engagement signals (unfollows, hides)
Reporting vanity metrics to stakeholders

Core: Social → Site → Conversion Flows

Social media is rarely the conversion point. Design the flow:

Social Post → Link/Bio → Landing Page → Conversion

OR

Social Post → DM/Comment → Conversation → Conversion

OR

Social Post → Lead Magnet → Email Nurture → Conversion

Flow Design Checklist

Step	Question	If No
Post	Does it provide standalone value?	Rewrite—no one clicks without value
CTA	Is there one clear next action?	Simplify to single CTA
Link/Bio	Does it match post promise?	Align messaging
Landing	Does it load fast, mobile-first?	Optimize (see marketing-seo-technical)
Conversion	Is friction minimized?	Reduce form fields, add trust signals

Use content-distribution-plan.md to plan search + social distribution for each piece of content.

Do (Conversion Flows)

Test bio link vs in-post link
Use UTM parameters to track social → site
Optimize landing page for mobile-first reading and fast load
Retarget engaged users who didn't convert

Avoid (Conversion Flows)

Generic bio links that don't change
No tracking on social traffic
Desktop-first landing pages
Sending cold traffic straight to purchase

Core: Community Management Basics

Response Time Standards

Interaction Type	Target Response Time
Comment on your post	Same day (faster during launch windows)
Direct message	Within 1 business day (faster for high-intent inquiries)
Mention/tag	Within 24 hours
Negative feedback	ASAP (same day)

Moderation Principles

Situation	Action
Spam/bot	Delete and block
Constructive criticism	Thank, address publicly
Negative but valid	Acknowledge, offer to continue privately
Trolling/harassment	Hide/delete, block if repeated
Questions	Answer helpfully, link to resources

Do (Community)

Respond to every real comment (first week especially)
Ask follow-up questions to drive discussion
Highlight community members (reshare, mention)
Set community guidelines for owned spaces

Avoid (Community)

Ignoring comments (signals you don't care)
Deleting all criticism (looks like hiding)
Generic copy-paste responses
Letting trolls derail conversations

Platform-Specific Constraints (Dec 2025)

Platform	Best For	Primary Formats	Key Constraints
LinkedIn	B2B, thought leadership	Text posts, carousels, native video	Professional context, credibility signals
X (Twitter)	News, opinions, real-time	Short posts, threads, quotes	Fast feed, context collapse, short half-life
TikTok	Discovery	Vertical video	Creative production cadence, format-native editing
Instagram	Visual storytelling	Reels, carousels, stories	Visual consistency, mobile-first creative
YouTube	Evergreen + search	Long-form + Shorts	Production effort, retention focus

For detailed platform-specific guidance, see:

resources/linkedin-engagement-patterns.md
resources/tiktok-best-practices.md
resources/instagram-best-practices.md
resources/youtube-best-practices.md

Use this skill when the user asks for:

content ideas, calendars, scripts, hooks
ad creative templates
growth frameworks
optimization workflows
paid social setup and scaling
copywriting requests
community management
performance audits

Quick Reference

Task	Template/Resource	Location	When to Use
Paid Ads
Google Search Ads	RSA Template	`templates/ads/google-rsa-template.md`	Search campaigns, high-intent keywords
Meta Ads (FB/IG)	Meta Ad Script	`templates/ads/meta-ad-script.md`	Social campaigns, audience targeting
TikTok Ads	TikTok Ad Script	`templates/ads/tiktok-ad-script.md`	Short-form video ads, Gen Z/Millennial
YouTube Ads	Video Brief	`templates/ads/youtube-video-brief.md`	Long-form video campaigns
Influencer/UGC Program	Influencer Ops	`resources/influencer-ops-and-partnerships.md`	Sourcing, rights, Spark/whitelisting
Organic Content
LinkedIn Posts	Multi-Platform Template	`templates/social/multi-platform-content-template.md`	Platform-adapted posts with consistent message
LinkedIn Carousel	Carousel Template	`templates/social/carousel-template.md`	Educational content, frameworks
Community Engagement	Engagement Calendar	`templates/community/community-engagement-calendar.md`	Plan recurring engagement and rituals
TikTok/Reels/Shorts	Organic Script	`templates/social/tiktok-organic-script.md`	Short-form video content
Instagram Carousel	IG Carousel Template	`templates/social/instagram-carousel-template.md`	Multi-slide educational posts
Instagram Reels	Reels Template	`templates/social/instagram-reels-template.md`	Short-form vertical video
Content Calendar	30-Day Calendar	`templates/social/30-day-content-calendar.md`	Monthly content planning
Content Distribution	Distribution Plan	templates/content-distribution-plan.md	Search + Social distribution
Hook Library	Social Hook Library	`templates/social/social-hook-library.md`	Clear openers that match value + audience
Outreach & Email
Cold Email	Cold Email Template	`templates/email/cold-email-template.md`	B2B prospecting, initial outreach
Lead Nurture	Nurture Sequence	`templates/email/lead-nurture-sequence.md`	Email drip campaigns
High-Ticket Outreach	Outreach Sequence	`templates/email/high-ticket-outreach-sequence.md`	Premium service sales
Sales Email	Sales Template	`templates/email/sales-email-template.md`	Direct sales pitches
Newsletter	Newsletter Template	`templates/email/newsletter-template.md`	Regular audience communication
Offers & Conversion
Offer Builder	Offer Builder	`templates/offers/grand-slam-offer-builder.md`	Clarify value, proof, and risk reduction
Value Stack	Value Stack Template	`templates/offers/value-stack-template.md`	Offer positioning, bonuses
Offer Messaging	Messaging Template	`templates/offers/offer-messaging-template.md`	Copywriting, value communication
Pricing Calculator	Pricing Calculator	`templates/offers/offer-pricing-calculator.md`	Price optimization
Guarantee	Guarantee Templates	`templates/offers/guarantee-templates.md`	Risk reversal strategies
Lead System	Pipeline OS	`resources/lead-systems-and-pipelines.md`	Daily/weekly volume math, cadences
SEO & Content
SEO Brief	SEO Brief Template	`templates/seo/seo-brief-template.md`	Content optimization, keyword targeting
Content Outline	Outline Template	`templates/seo/seo-content-outline-template.md`	Structured long-form content
Keyword Research	Research SOP	`templates/seo/keyword-research-sop.md`	SEO keyword discovery
Product-Led SEO	PL SEO Strategy	`resources/product-led-seo-strategy.md`	Programmatic templates, index control
Strategy Resources
LinkedIn Engagement	Engagement Patterns Guide	`resources/linkedin-engagement-patterns.md`	Practical engagement and formatting patterns
Paid Social Patterns	Paid Social Guide	`resources/paid-social-patterns.md`	Scaling, optimization, testing
Persuasion Patterns	Persuasion Guide	`resources/persuasion-patterns.md`	Copywriting psychology
Community Building	Community Guide	`resources/community-building-patterns.md`	Audience growth, engagement
Influencer Ops	Creator Program Guide	`resources/influencer-ops-and-partnerships.md`	Contracts, rights, reporting

Decision Trees (Quick Use)

### Paid Social Troubleshooting
Low CTR → Refresh hook/creative; re-check audience/placement fit
Clicks ok, conversions low → Fix landing page message match + friction; verify tracking
Costs rising → Refresh creative; adjust targeting; check budget pacing

### Organic Growth Triage
Inconsistent output → Set a sustainable cadence and reuse templates
Reach ok, low engagement → Improve clarity/value density; tighten format
Engagement ok, low clicks/leads → Strengthen CTA and link path; reduce landing friction

### Community Triage
Spam/noise rising → Enforce guidelines + moderation SOP
Healthy engagement but low retention → Add recurring rituals and onboarding
Negative sentiment → Acknowledge, resolve publicly where appropriate, document themes

### SEO / Content Triage
Search impressions, low clicks → Rewrite titles/snippets to match intent
Indexed but flat → Improve internal links, update content for proof/freshness
Traffic, low conversions → Align CTA to intent; tighten offer and trust on page

For deeper playbooks, see `resources/operational-patterns.md`, `resources/paid-social-patterns.md`, and the community templates in `templates/community/`.

Navigation

Resources

resources/operational-patterns.md
resources/lead-systems-and-pipelines.md
resources/virality-word-of-mouth.md
resources/linkedin-viral-content.md
resources/linkedin-engagement-patterns.md
resources/storybrand-best-practices.md
resources/cold-outreach-patterns.md
resources/paid-social-patterns.md
resources/tiktok-best-practices.md
resources/instagram-best-practices.md
resources/youtube-best-practices.md
resources/persuasion-patterns.md
resources/community-building-patterns.md
resources/influencer-ops-and-partnerships.md
resources/competitive-ads-and-leads.md
resources/content-research-and-comms.md
resources/product-led-seo-strategy.md
data/sources.json

Optional: AI / Automation

resources/ai-marketing-patterns.md
resources/ai-marketing-governance.md

Templates

templates/ads/google-rsa-template.md
templates/ads/meta-ad-script.md
templates/ads/tiktok-ad-script.md
templates/ads/youtube-video-brief.md

Email & Outreach

templates/email/cold-email-template.md
templates/email/lead-nurture-sequence.md
templates/email/high-ticket-outreach-sequence.md
templates/email/appointment-setting-email.md
templates/email/newsletter-template.md
templates/email/sales-email-template.md
templates/email/abandoned-cart-email.md

Social Content

templates/social/30-day-content-calendar.md
templates/social/social-hook-library.md
templates/social/tiktok-organic-script.md
templates/social/instagram-carousel-template.md
templates/social/instagram-reels-template.md
templates/social/multi-platform-content-template.md
templates/social/ugc-brief-template.md
templates/social/viral-post-templates.md
templates/social/carousel-template.md

templates/linkedin/profile-rewrite-template.md

SEO & Content Hubs

templates/seo/seo-brief-template.md
templates/seo/seo-content-outline-template.md
templates/seo/content-hub-template.md
templates/seo/keyword-research-sop.md
templates/seo/local-seo-template.md
templates/seo/seo-audit-template.md
templates/seo/on-page-seo-checklist.md

Offers

templates/offers/grand-slam-offer-builder.md
templates/offers/value-stack-template.md
templates/offers/offer-messaging-template.md
templates/offers/offer-naming-template.md
templates/offers/offer-pricing-calculator.md
templates/offers/offer-funnel-template.md
templates/offers/guarantee-templates.md
templates/offers/offer-delivery-onboarding-template.md

Community

templates/community/community-strategy-template.md
templates/community/community-guidelines-template.md
templates/community/community-engagement-calendar.md
templates/community/community-event-template.md
templates/community/community-moderation-sop.md
templates/community/community-onboarding-sequence.md

Related Skills

Product & Strategy

../product-management/SKILL.md — Product positioning, messaging frameworks, discovery, and go-to-market strategy
../docs-ai-prd/SKILL.md — PRDs, technical specs, and requirements for marketing campaigns

Optional: AI / Automation

../ai-prompt-engineering/SKILL.md — Content ideation variants (use with human review)
../ai-agents/SKILL.md — Automation patterns (monitoring, routing, reporting)
../marketing-ai-search-optimization/SKILL.md — Optional assistant/answer-engine visibility work

Frontend & Design

../software-frontend/SKILL.md — Landing page implementation, web performance, and conversion optimization
../software-ui-ux-design/SKILL.md — Design systems, accessibility (WCAG), and user experience for campaigns

Data & Analytics

../ai-ml-data-science/SKILL.md — Predictive modeling for CTR/CVR, customer segmentation, and churn analysis
../data-sql-optimization/SKILL.md — SQL for marketing analytics, attribution queries, and customer data warehousing

Infrastructure & Deployment

../ops-devops-platform/SKILL.md — CI/CD for landing pages, A/B testing infrastructure, and campaign automation
../dev-api-design/SKILL.md — REST APIs for CRM integrations, webhooks, and marketing tool connections

Operational Deep Dives

resources/operational-patterns.md — Core operating patterns, testing frameworks, and anti-patterns
resources/lead-systems-and-pipelines.md — Pipeline math, follow-up cadences, lead magnets, retargeting map
resources/virality-word-of-mouth.md — [Inference] Word-of-mouth mechanics (use cautiously; do not plan around virality)
resources/product-led-seo-strategy.md — Programmatic SEO, crawl/index control, zero-demand plays

External Resources

See data/sources.json for official documentation across Google Ads, Meta, TikTok, YouTube, and platform analytics (automation sources are tagged optional).

Optional: AI / Automation

Note: Core social media fundamentals above work without AI tools. This section covers optional automation capabilities.

Scheduling & Publishing

Tool	Platforms	Best For
Buffer	All major	Simple scheduling, analytics
Hootsuite	All major	Enterprise, team collaboration
Later	IG, TikTok, Pinterest	Visual planning, link-in-bio
Sprout Social	All major	Enterprise, CRM integration
Native schedulers	Platform-specific	Best reach (some algorithms favor native)

AI Content Assistance

Use Case	Tools	Consideration
Ideation	ChatGPT, Claude	Starting point only—add human insight
Hook generation	LLM prompts	A/B test AI vs human hooks
Repurposing	Opus Clip, Descript	Video → clips, long → short
Image generation	Midjourney, DALL-E	Check platform policies on AI content
Caption writing	LLM prompts	Always edit for brand voice

Moderation & Monitoring

Use Case	Tools	Benefit
Comment moderation	Meta AI, Sprinklr	Filter spam, flag issues
Brand monitoring	Mention, Brand24	Track mentions across platforms
Sentiment analysis	Sprout, Brandwatch	Aggregate sentiment trends

Do (AI/Automation)

Use scheduling to maintain consistency when you can't post live
Test AI-generated hooks/captions against human-written
Automate monitoring, not engagement (replies should be human)
Label AI-generated content where required by platform

Avoid (AI/Automation)

Full automation of replies/DMs (obvious, damages trust)
AI content without human review (brand voice, factual accuracy)
Over-relying on AI ideation (becomes generic)
Ignoring platform policies on AI content disclosure

See resources/ai-marketing-governance.md for AI governance framework.

Collaboration Notes

With Product

Launch coordination: Social amplification for product launches
Feature education: Tutorial content for new features
User feedback: Social comments/DMs = product insights
Community features: Product roadmap for community needs

With Sales

Social selling support: Content for sales team to share
Lead alerts: DMs and comments with buying signals → Sales
Case studies: Sales wins → Social proof content
Event promotion: Webinars, demos, conferences

With Engineering

Social embeds: Share buttons, social proof widgets
API integrations: CRM sync, lead capture from social
Analytics setup: UTM handling, conversion tracking
Page performance: Social traffic = mobile traffic = fast pages

With Design

Visual templates: Consistent brand assets across platforms
Video production: Reels, TikToks, YouTube Shorts
Carousel design: LinkedIn, Instagram carousel templates
UGC guidelines: Brand guidelines for community content

Anti-Patterns

Anti-Pattern	Why It Fails	Instead
Post and ghost	No feedback loop; weak trust	Set a response SLA and seed discussion
Same content everywhere	Ignores platform culture	Adapt format and tone per platform
Chasing followers	Vanity metric, often wrong audience	Focus on engagement rate, conversions
Inconsistent posting	Breaks continuity and learnings	Batch content, reuse templates, schedule
All promotional	Audience tunes out	Make promotion the minority; lead with value
Ignoring analytics	Can't improve what you don't measure	Weekly metric review, monthly deep dive
Copying competitors	No differentiation, always behind	Study competitors, create unique angle
Buying engagement	Platform detection, fake audience	Build organic, slower but real
No conversion path	Social activity without business results	Clear CTA, tracked links, landing pages
Platform dependency	Distribution risk	Build owned channels (email, community) and retargeting