Social Media
Social media strategy, content creation, and community building across platforms.
Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
When to Use This Skill
Apply social media expertise when:
- Creating social content strategies
- Developing platform-specific content
- Optimizing for platform algorithms
- Building engagement and community
- Planning social media calendars
- Analyzing social performance
Core Concepts
Platform Selection Matrix
| Platform |
Best For |
Primary Audience |
Content Type |
B2B/B2C |
| LinkedIn |
Professional, B2B |
Decision makers, 25-54 |
Long-form, documents, carousel |
B2B |
| Twitter/X |
News, tech, thought leadership |
Early adopters, industry |
Short-form, threads |
Both |
| Instagram |
Visual brands, lifestyle |
Millennials, Gen Z |
Reels, carousels, Stories |
B2C |
| TikTok |
Entertainment, trends |
Gen Z, younger millennials |
Short video, trends |
B2C |
| Facebook |
Local, community, groups |
Broad, 35-65+ |
Video, groups, events |
Both |
| YouTube |
Education, how-to, long-form |
All ages |
Long-form video |
Both |
Content Pillar Strategy
The 4 Content Pillars:
| Pillar |
Purpose |
Ratio |
Examples |
| Educational |
Build trust, authority |
40% |
Tips, how-tos, industry insights |
| Entertaining |
Build engagement, reach |
30% |
Humor, trends, behind-scenes |
| Inspirational |
Build connection, emotion |
20% |
Stories, motivation, culture |
| Promotional |
Drive action, revenue |
10% |
Offers, product, CTAs |
Platform Algorithm Factors
LinkedIn Algorithm:
- Dwell time (time spent reading)
- Comments > Shares > Reactions
- First hour engagement critical
- Native content preferred
- No outbound links in body (put in comments)
Instagram Algorithm:
- Relationship (DMs, comments, story replies)
- Interest (based on past behavior)
- Timeliness (recent posts prioritized)
- Reels heavily promoted
- Story engagement matters
TikTok Algorithm:
- Watch time / completion rate
- Shares > Comments > Likes
- Video information (captions, hashtags)
- Device and account settings
- Trending sounds boost reach
Twitter/X Algorithm:
- Engagement velocity (first 30 min)
- Replies and conversations
- Media (images, video) preferred
- Threads for depth
- Profile authority matters
Optimal Posting Times
| Platform |
Best Days |
Best Times (local) |
Frequency |
| LinkedIn |
Tue-Thu |
8-10am, 12pm |
1-2/day |
| Instagram |
Mon-Fri |
11am, 2pm, 7pm |
1-2/day + Stories |
| TikTok |
Tue-Thu |
7-9pm |
1-3/day |
| Twitter/X |
Wed-Fri |
9am, 12pm, 5pm |
3-5/day |
| Facebook |
Wed-Fri |
1-4pm |
1-2/day |
Engagement Tactics
Proactive Engagement:
- Respond to comments within 1 hour
- Ask questions in posts
- Use polls and interactive features
- Tag relevant accounts
- Join conversations in niche
Community Building:
- Create exclusive groups
- Feature user-generated content
- Host live sessions
- Run challenges/contests
- Spotlight community members
Content Format Optimization
Carousel Best Practices:
- Hook on slide 1 (problem/question)
- Value in slides 2-8
- CTA on final slide
- Consistent design
- Save-worthy information
Video Best Practices:
- Hook in first 3 seconds
- Captions always (80% watch muted)
- Vertical for mobile
- Under 60s for most platforms
- Strong ending/CTA
Text Post Best Practices:
- Strong first line (hook)
- White space for readability
- Bullets and formatting
- Single CTA
- Hashtags strategically placed
Best Practices
Content Excellence
- Platform-Native: Adapt format per platform
- Consistency: Regular posting schedule
- Value-First: Give before you ask
- Authenticity: Real voice, real stories
Engagement Excellence
- Respond Fast: Speed shows you care
- Be Human: Personality over perfection
- Encourage Conversation: Ask, don't just broadcast
- Celebrate Community: UGC and recognition
Growth Excellence
- Collaboration: Partner with others in niche
- Trends: Participate when relevant
- Cross-Promotion: Leverage other channels
- Paid Boost: Amplify best organic content
Agent Integration
| Agent |
How They Use This Skill |
copywriter |
Social copy creation |
brainstormer |
Campaign ideation |
planner |
Social calendar planning |
continuity-specialist |
Community engagement strategy |
Anti-Patterns to Avoid
| Anti-Pattern |
Why It's Wrong |
Do This Instead |
| Same content everywhere |
Platforms differ |
Adapt per platform |
| Posting and ghosting |
Kills engagement |
Engage in comments |
| All promotion |
No one follows for ads |
90% value, 10% promo |
| Ignoring analytics |
Repeating what doesn't work |
Analyze and iterate |
| Buying followers |
Fake engagement, hurts reach |
Grow organically |
Metrics & Benchmarks
| Metric |
Good |
Excellent |
Calculate |
| Engagement Rate |
1-3% |
3%+ |
(Engagements / Followers) × 100 |
| Follower Growth |
2-5%/mo |
5%+/mo |
Monthly net new / Total |
| Share Rate |
1-2% |
2%+ |
Shares / Reach |
| Save Rate |
2-5% |
5%+ |
Saves / Reach |
Related Commands
/social/schedule - Create posting schedule/social/engage - Develop engagement strategy/social/viral - Create viral-potential content/content/social - Platform-specific content
References
references/platform-algorithms.md - How each algorithm worksreferences/content-formats.md - Format best practicesreferences/engagement-tactics.md - Building engagementreferences/viral-mechanics.md - What makes content spread
1---2name: social-media3description: Social media strategy, content creation, and platform optimization. Use when creating social content, developing engagement strategies, optimizing for platform algorithms, or building community.4---5
6# Social Media
7
8Social media strategy, content creation, and community building across platforms.
9
10## Language & Quality Standards
11
12**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
13
14**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
15
16---
17
18## When to Use This Skill
19
20Apply social media expertise when:
21- Creating social content strategies
22- Developing platform-specific content
23- Optimizing for platform algorithms
24- Building engagement and community
25- Planning social media calendars
26- Analyzing social performance
27
28## Core Concepts
29
30### Platform Selection Matrix
31
32| Platform | Best For | Primary Audience | Content Type | B2B/B2C |
33|----------|----------|------------------|--------------|---------|
34| LinkedIn | Professional, B2B | Decision makers, 25-54 | Long-form, documents, carousel | B2B |
35| Twitter/X | News, tech, thought leadership | Early adopters, industry | Short-form, threads | Both |
36| Instagram | Visual brands, lifestyle | Millennials, Gen Z | Reels, carousels, Stories | B2C |
37| TikTok | Entertainment, trends | Gen Z, younger millennials | Short video, trends | B2C |
38| Facebook | Local, community, groups | Broad, 35-65+ | Video, groups, events | Both |
39| YouTube | Education, how-to, long-form | All ages | Long-form video | Both |
40
41### Content Pillar Strategy
42
43**The 4 Content Pillars**:
44| Pillar | Purpose | Ratio | Examples |
45|--------|---------|-------|----------|
46| Educational | Build trust, authority | 40% | Tips, how-tos, industry insights |
47| Entertaining | Build engagement, reach | 30% | Humor, trends, behind-scenes |
48| Inspirational | Build connection, emotion | 20% | Stories, motivation, culture |
49| Promotional | Drive action, revenue | 10% | Offers, product, CTAs |
50
51### Platform Algorithm Factors
52
53**LinkedIn Algorithm**:
54- Dwell time (time spent reading)
55- Comments > Shares > Reactions
56- First hour engagement critical
57- Native content preferred
58- No outbound links in body (put in comments)
59
60**Instagram Algorithm**:
61- Relationship (DMs, comments, story replies)
62- Interest (based on past behavior)
63- Timeliness (recent posts prioritized)
64- Reels heavily promoted
65- Story engagement matters
66
67**TikTok Algorithm**:
68- Watch time / completion rate
69- Shares > Comments > Likes
70- Video information (captions, hashtags)
71- Device and account settings
72- Trending sounds boost reach
73
74**Twitter/X Algorithm**:
75- Engagement velocity (first 30 min)
76- Replies and conversations
77- Media (images, video) preferred
78- Threads for depth
79- Profile authority matters
80
81### Optimal Posting Times
82
83| Platform | Best Days | Best Times (local) | Frequency |
84|----------|-----------|-------------------|-----------|
85| LinkedIn | Tue-Thu | 8-10am, 12pm | 1-2/day |
86| Instagram | Mon-Fri | 11am, 2pm, 7pm | 1-2/day + Stories |
87| TikTok | Tue-Thu | 7-9pm | 1-3/day |
88| Twitter/X | Wed-Fri | 9am, 12pm, 5pm | 3-5/day |
89| Facebook | Wed-Fri | 1-4pm | 1-2/day |
90
91### Engagement Tactics
92
93**Proactive Engagement**:
94- Respond to comments within 1 hour
95- Ask questions in posts
96- Use polls and interactive features
97- Tag relevant accounts
98- Join conversations in niche
99
100**Community Building**:
101- Create exclusive groups
102- Feature user-generated content
103- Host live sessions
104- Run challenges/contests
105- Spotlight community members
106
107### Content Format Optimization
108
109**Carousel Best Practices**:
110- Hook on slide 1 (problem/question)
111- Value in slides 2-8
112- CTA on final slide
113- Consistent design
114- Save-worthy information
115
116**Video Best Practices**:
117- Hook in first 3 seconds
118- Captions always (80% watch muted)
119- Vertical for mobile
120- Under 60s for most platforms
121- Strong ending/CTA
122
123**Text Post Best Practices**:
124- Strong first line (hook)
125- White space for readability
126- Bullets and formatting
127- Single CTA
128- Hashtags strategically placed
129
130## Best Practices
131
132### Content Excellence
1331. **Platform-Native**: Adapt format per platform
1342. **Consistency**: Regular posting schedule
1353. **Value-First**: Give before you ask
1364. **Authenticity**: Real voice, real stories
137
138### Engagement Excellence
1391. **Respond Fast**: Speed shows you care
1402. **Be Human**: Personality over perfection
1413. **Encourage Conversation**: Ask, don't just broadcast
1424. **Celebrate Community**: UGC and recognition
143
144### Growth Excellence
1451. **Collaboration**: Partner with others in niche
1462. **Trends**: Participate when relevant
1473. **Cross-Promotion**: Leverage other channels
1484. **Paid Boost**: Amplify best organic content
149
150## Agent Integration
151
152| Agent | How They Use This Skill |
153|-------|------------------------|
154| `copywriter` | Social copy creation |
155| `brainstormer` | Campaign ideation |
156| `planner` | Social calendar planning |
157| `continuity-specialist` | Community engagement strategy |
158
159## Anti-Patterns to Avoid
160
161| Anti-Pattern | Why It's Wrong | Do This Instead |
162|--------------|----------------|-----------------|
163| Same content everywhere | Platforms differ | Adapt per platform |
164| Posting and ghosting | Kills engagement | Engage in comments |
165| All promotion | No one follows for ads | 90% value, 10% promo |
166| Ignoring analytics | Repeating what doesn't work | Analyze and iterate |
167| Buying followers | Fake engagement, hurts reach | Grow organically |
168
169## Metrics & Benchmarks
170
171| Metric | Good | Excellent | Calculate |
172|--------|------|-----------|-----------|
173| Engagement Rate | 1-3% | 3%+ | (Engagements / Followers) × 100 |
174| Follower Growth | 2-5%/mo | 5%+/mo | Monthly net new / Total |
175| Share Rate | 1-2% | 2%+ | Shares / Reach |
176| Save Rate | 2-5% | 5%+ | Saves / Reach |
177
178## Related Commands
179
180- `/social/schedule` - Create posting schedule
181- `/social/engage` - Develop engagement strategy
182- `/social/viral` - Create viral-potential content
183- `/content/social` - Platform-specific content
184
185## References
186
187- `references/platform-algorithms.md` - How each algorithm works
188- `references/content-formats.md` - Format best practices
189- `references/engagement-tactics.md` - Building engagement
190- `references/viral-mechanics.md` - What makes content spread
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