# Social Media Strategy > Creates a comprehensive social media strategy with platform selection, posting cadence, content mix, and growth targets. Use when building or overhauling your social media presence. - Skill: `reaperinvest/social-media-strategy` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/social-media-strategy` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/social-media-strategy/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/social-media-strategy --- # Social Media Strategy ## When to Use This Skill Use this skill when you need to: - Build a social media strategy from scratch for a business - Overhaul an unfocused social media presence with a clear plan - Select the right platforms and define a content mix - Set realistic growth targets and a sustainable posting cadence **DO NOT** use this skill for writing individual posts, creating social calendars (use social-media-calendar skill), or ad campaign strategy. This is for high-level social media planning. --- ## Core Principle SOCIAL MEDIA STRATEGY IS ABOUT CHOOSING WHERE TO SHOW UP, WHAT TO SAY, AND HOW OFTEN — NOT BEING ON EVERY PLATFORM AND POSTING RANDOMLY. --- ## Phase 1: Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Business** | "What does your business do?" | No default — must be provided | | **Target audience** | "Describe your ideal follower/customer." | No default — must be provided | | **Current presence** | "Which platforms are you on now? How active?" | None — starting fresh | | **Business goal** | "What should social media achieve? Brand awareness, leads, sales, community?" | Brand awareness + leads | | **Time budget** | "How many hours per week can you spend on social media?" | 5 hours per week | | **Content resources** | "Can you create video, or text/image only?" | Text and image only | **GATE: Confirm brief before building strategy.** --- ## Phase 2: Outline ### Strategy Sections ``` 1. Platform Selection — where to focus (and where NOT to) 2. Audience Personas — who you are talking to on each platform 3. Content Pillars — 3-4 recurring content themes 4. Content Mix — ratio of content types (educational, entertaining, promotional) 5. Posting Cadence — frequency per platform 6. Growth Tactics — organic strategies for follower growth 7. Engagement Plan — how to interact beyond posting 8. Metrics & Goals — what to track and target ``` **GATE: Approve outline before full strategy.** --- ## Phase 3: Write ### 1. Platform Selection ``` ## Platform Recommendation | Platform | Recommendation | Reason | |----------|---------------|--------| | [Platform 1] | **Primary** | [Why — audience match, content fit, business goal alignment] | | [Platform 2] | **Secondary** | [Why — supports primary, different format] | | [Platform 3] | **Skip for now** | [Why — audience mismatch, too time-intensive, low ROI] | ``` Rules: - Solopreneurs: maximum 2 platforms until one is profitable - Choose platforms where your audience already spends time - Match platform to content capability (no video platform if they cannot make video) ### 2. Content Pillars ``` ## Content Pillars **Pillar 1: [Name]** ([X]% of content) - What: [Description] - Example: "[Specific post idea]" **Pillar 2: [Name]** ([X]% of content) - What: [Description] - Example: "[Specific post idea]" **Pillar 3: [Name]** ([X]% of content) - What: [Description] - Example: "[Specific post idea]" **Pillar 4: Promotional** (max 20% of content) - What: Direct promotion of products/services - Example: "[Specific post idea]" ``` ### 3. Content Mix ``` ## Content Mix (80/20 Rule) **80% Value content:** - Educational (tips, how-tos, frameworks): [X]% - Entertaining (relatable, funny, storytelling): [X]% - Inspirational (wins, motivation, behind-the-scenes): [X]% **20% Promotional content:** - Product/service promotion: [X]% - Testimonials and case studies: [X]% ``` ### 4. Posting Cadence ``` ## Posting Schedule | Platform | Frequency | Best Days | Best Times | Content Type | |----------|-----------|-----------|------------|-------------| | [Primary] | [X posts/week] | [Days] | [Times] | [Types] | | [Secondary] | [X posts/week] | [Days] | [Times] | [Types] | ``` Rules: - Consistency beats frequency. 3 quality posts/week beats 7 mediocre ones. - Match cadence to time budget. Never recommend more than the user can sustain. ### 5. Growth Tactics ``` ## Growth Plan (First 90 Days) ### Month 1: Foundation - Optimize profiles (bio, links, visual consistency) - Post consistently at planned cadence - Engage with 10 accounts in your niche daily (comment, share, add value) ### Month 2: Expansion - Start collaborative content (tags, shares, joint posts) - Repurpose top-performing content into different formats - Test content types and track what resonates ### Month 3: Acceleration - Double down on top-performing content themes - Launch a weekly series or recurring content format - Cross-promote across platforms ``` ### 6. Metrics & Goals ``` ## Key Metrics | Metric | Target (90 days) | Why It Matters | |--------|-----------------|----------------| | Followers | [Realistic target] | Audience growth | | Engagement rate | [X]% | Content resonance | | Link clicks | [X/month] | Traffic to business | | DMs / inquiries | [X/month] | Lead generation | | Revenue attributed | $[X] | Business impact | ``` --- ## Phase 4: Polish ### 1. Strategy Checklist ``` ## Social Media Strategy Checklist - [ ] Platform selection is justified (not "be everywhere") - [ ] Content pillars are defined with examples - [ ] Content mix follows the 80/20 value-to-promo ratio - [ ] Posting cadence is sustainable within the time budget - [ ] Growth tactics are specific and actionable - [ ] Metrics have realistic 90-day targets - [ ] Strategy can be executed by a solopreneur (not a team of 5) - [ ] Profile optimization checklist is included ``` ### 2. Profile Optimization Checklist ``` ## Profile Setup - [ ] Profile photo: professional headshot or brand logo - [ ] Bio: who you help + what you help with + CTA - [ ] Link: direct to landing page, linktree, or website - [ ] Visual consistency across platforms ``` --- ## Example: Strategy for a Freelance Web Designer ``` Primary platform: LinkedIn (B2B clients, decision-makers) Secondary platform: Instagram (portfolio showcase, visual proof) Skip: TikTok (audience mismatch), Twitter (low ROI for local services) Content pillars: 1. Design tips (40%) — quick website improvement ideas 2. Client wins (30%) — before/after showcases, testimonials 3. Behind the scenes (10%) — process, tools, day-in-the-life 4. Promotional (20%) — service offerings, availability, packages Cadence: LinkedIn 4x/week, Instagram 3x/week Time: 5 hours/week (2 hours creating, 2 hours engaging, 1 hour scheduling) ``` --- ## Anti-Patterns - **Being on every platform** — solopreneurs cannot sustain 5 platforms. Pick 1-2 and dominate. - **All promotion, no value** — social feeds that are 100% "buy my thing" get unfollowed. Follow the 80/20 rule. - **Vanity metrics obsession** — 10,000 followers who never buy is worth less than 500 who do. - **Inconsistent posting** — 10 posts one week, nothing for three weeks destroys algorithm favor. - **No engagement plan** — posting without engaging is like talking at a party and never listening. - **Copying competitors' strategy** — their audience, budget, and goals are different. Build YOUR strategy. --- ## Recovery - **No time for social media:** Reduce to 1 platform, 3 posts per week, and batch content creation into 1 session. - **Zero followers:** Focus on engagement first (commenting on others' posts) before worrying about your own content. - **No content ideas:** Use the content pillar framework and generate 20 post ideas across pillars. That is 5 weeks of content. - **Feeling overwhelmed:** Start with just 30 days. Post 3x/week on one platform. Evaluate before expanding. - **No results after 90 days:** Audit content quality, posting consistency, and engagement effort. Usually one of these three is the bottleneck.