# Marketing Social Media

> Sustainable social media marketing with platform-agnostic principles, content typology, engagement quality metrics, and distribution workflows for brand building and audience growth.

- Skill: `majiayu000/marketing-social-media-2` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds add majiayu000/marketing-social-media-2`
- Raw SKILL.md: https://api.skillmd.com/api/skills/majiayu000/marketing-social-media-2/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: majiayu000 (https://skillmd.com/u/majiayu000)
- Updated: 2026-09-09
- Page: https://skillmd.com/skills/majiayu000/marketing-social-media-2

---


# 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](../marketing-leads-generation/SKILL.md). For SEO, see [marketing-seo-technical](../marketing-seo-technical/SKILL.md).

---

## 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:

```text
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](../marketing-seo-technical/SKILL.md)) |
| **Conversion** | Is friction minimized? | Reduce form fields, add trust signals |

Use [content-distribution-plan.md](templates/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/linkedin-engagement-patterns.md)
- [resources/tiktok-best-practices.md](resources/tiktok-best-practices.md)
- [resources/instagram-best-practices.md](resources/instagram-best-practices.md)
- [resources/youtube-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](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)

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

**Optional: AI / Automation**
- [resources/ai-marketing-patterns.md](resources/ai-marketing-patterns.md)
- [resources/ai-marketing-governance.md](resources/ai-marketing-governance.md)

### Templates
#### Ads
- [templates/ads/google-rsa-template.md](templates/ads/google-rsa-template.md)
- [templates/ads/meta-ad-script.md](templates/ads/meta-ad-script.md)
- [templates/ads/tiktok-ad-script.md](templates/ads/tiktok-ad-script.md)
- [templates/ads/youtube-video-brief.md](templates/ads/youtube-video-brief.md)

#### Email & Outreach
- [templates/email/cold-email-template.md](templates/email/cold-email-template.md)
- [templates/email/lead-nurture-sequence.md](templates/email/lead-nurture-sequence.md)
- [templates/email/high-ticket-outreach-sequence.md](templates/email/high-ticket-outreach-sequence.md)
- [templates/email/appointment-setting-email.md](templates/email/appointment-setting-email.md)
- [templates/email/newsletter-template.md](templates/email/newsletter-template.md)
- [templates/email/sales-email-template.md](templates/email/sales-email-template.md)
- [templates/email/abandoned-cart-email.md](templates/email/abandoned-cart-email.md)

#### Social Content
- [templates/social/30-day-content-calendar.md](templates/social/30-day-content-calendar.md)
- [templates/social/social-hook-library.md](templates/social/social-hook-library.md)
- [templates/social/tiktok-organic-script.md](templates/social/tiktok-organic-script.md)
- [templates/social/instagram-carousel-template.md](templates/social/instagram-carousel-template.md)
- [templates/social/instagram-reels-template.md](templates/social/instagram-reels-template.md)
- [templates/social/multi-platform-content-template.md](templates/social/multi-platform-content-template.md)
- [templates/social/ugc-brief-template.md](templates/social/ugc-brief-template.md)
- [templates/social/viral-post-templates.md](templates/social/viral-post-templates.md)
- [templates/social/carousel-template.md](templates/social/carousel-template.md)

#### LinkedIn

- [templates/linkedin/profile-rewrite-template.md](templates/linkedin/profile-rewrite-template.md)

#### SEO & Content Hubs
- [templates/seo/seo-brief-template.md](templates/seo/seo-brief-template.md)
- [templates/seo/seo-content-outline-template.md](templates/seo/seo-content-outline-template.md)
- [templates/seo/content-hub-template.md](templates/seo/content-hub-template.md)
- [templates/seo/keyword-research-sop.md](templates/seo/keyword-research-sop.md)
- [templates/seo/local-seo-template.md](templates/seo/local-seo-template.md)
- [templates/seo/seo-audit-template.md](templates/seo/seo-audit-template.md)
- [templates/seo/on-page-seo-checklist.md](templates/seo/on-page-seo-checklist.md)

#### Offers
- [templates/offers/grand-slam-offer-builder.md](templates/offers/grand-slam-offer-builder.md)
- [templates/offers/value-stack-template.md](templates/offers/value-stack-template.md)
- [templates/offers/offer-messaging-template.md](templates/offers/offer-messaging-template.md)
- [templates/offers/offer-naming-template.md](templates/offers/offer-naming-template.md)
- [templates/offers/offer-pricing-calculator.md](templates/offers/offer-pricing-calculator.md)
- [templates/offers/offer-funnel-template.md](templates/offers/offer-funnel-template.md)
- [templates/offers/guarantee-templates.md](templates/offers/guarantee-templates.md)
- [templates/offers/offer-delivery-onboarding-template.md](templates/offers/offer-delivery-onboarding-template.md)

#### Community
- [templates/community/community-strategy-template.md](templates/community/community-strategy-template.md)
- [templates/community/community-guidelines-template.md](templates/community/community-guidelines-template.md)
- [templates/community/community-engagement-calendar.md](templates/community/community-engagement-calendar.md)
- [templates/community/community-event-template.md](templates/community/community-event-template.md)
- [templates/community/community-moderation-sop.md](templates/community/community-moderation-sop.md)
- [templates/community/community-onboarding-sequence.md](templates/community/community-onboarding-sequence.md)

### Related Skills

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

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

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

**Data & Analytics**
- [../ai-ml-data-science/SKILL.md](../ai-ml-data-science/SKILL.md) — Predictive modeling for CTR/CVR, customer segmentation, and churn analysis
- [../data-sql-optimization/SKILL.md](../data-sql-optimization/SKILL.md) — SQL for marketing analytics, attribution queries, and customer data warehousing

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

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

---

## External Resources

See [data/sources.json](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](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 |