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.

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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

Content Pillar Strategy

The 4 Content Pillars:

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

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

1. Platform-Native: Adapt format per platform
2. Consistency: Regular posting schedule
3. Value-First: Give before you ask
4. Authenticity: Real voice, real stories

Engagement Excellence

1. Respond Fast: Speed shows you care
2. Be Human: Personality over perfection
3. Encourage Conversation: Ask, don't just broadcast
4. Celebrate Community: UGC and recognition

Growth Excellence

1. Collaboration: Partner with others in niche
2. Trends: Participate when relevant
3. Cross-Promotion: Leverage other channels
4. Paid Boost: Amplify best organic content

Agent Integration

Anti-Patterns to Avoid

Metrics & Benchmarks

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 works
• references/content-formats.md - Format best practices
• references/engagement-tactics.md - Building engagement
• references/viral-mechanics.md - What makes content spread

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Supporting file: references/content-formats.md

Content Formats

Best practices for each social media content format.

Short-Form Video (Reels/TikToks)

Specifications

• Aspect ratio: 9:16 (vertical)
• Duration: 15-60 seconds optimal
• Resolution: 1080x1920

Structure

1. Hook (0-3 seconds): Stop the scroll
2. Content (3-25 seconds): Deliver value
3. CTA (last 5 seconds): What to do next

Best Practices

• Text on screen for sound-off viewers
• Fast pacing and transitions
• Trending audio boosts reach
• Native filming preferred over polished

Carousels

Specifications

• Instagram: Up to 10 slides
• LinkedIn: PDF documents
• Aspect ratio: 1:1 or 4:5

Structure

1. Cover: Hook headline
2. Slides 2-8: Content delivery
3. Final slide: CTA + summary

Best Practices

• Strong visual consistency
• One idea per slide
• Encourage swiping
• End with clear CTA

Stories

Specifications

• Duration: 15 seconds per story
• Aspect ratio: 9:16
• 24-hour lifespan

Content Ideas

• Behind-the-scenes
• Polls and questions
• Quick tips
• Product launches
• Real-time updates

Best Practices

• Post 3-7 stories daily
• Use interactive stickers
• Mix formats
• Save highlights

Long-Form Posts

LinkedIn

• 1,300-2,000 characters optimal
• Use line breaks every 1-2 lines
• Start with hook
• Include personal perspective

Twitter Threads

• 5-15 tweets optimal
• Number tweets (1/10, 2/10)
• First tweet must hook
• End with summary + CTA

Live Video

Best Practices

• Announce in advance
• Have clear agenda
• Engage with comments
• Repurpose as content
• Optimal length: 15-60 minutes

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Supporting file: references/engagement-tactics.md

Engagement Tactics

Strategies for building social media engagement.

Hook Formulas

Curiosity Hooks

• "Most people don't know this..."
• "Here's what no one tells you about..."
• "I tested X for 30 days. Results:"

Controversial Hooks

• "Unpopular opinion:"
• "Hot take:"
• "I disagree with the common advice to..."

Story Hooks

• "Last year I was [problem]. Here's what changed:"
• "I made a $X mistake so you don't have to"
• "The moment I realized..."

Value Hooks

• "X tips to [achieve result]"
• "How I [achieved result] in [timeframe]"
• "The framework I use to..."

Comment Engagement

Responding Strategy

• Respond within first hour
• Ask follow-up questions
• Add value in responses
• Pin best comments

Encouraging Comments

• End posts with questions
• Ask for opinions
• Request "drop a [emoji] if..."
• Create debate opportunities

Community Building

Tactics

• Create consistent series
• Build rituals (weekly posts)
• Spotlight community members
• Create inside jokes/language
• Host AMAs and Q&As

User-Generated Content

• Create shareable templates
• Run challenges
• Feature customer content
• Create brand hashtags

Influencer Collaboration

Finding Partners

• Micro-influencers (10K-100K)
• Aligned audience
• Authentic engagement
• Content quality match

Collaboration Types

• Content swaps
• Takeovers
• Co-created content
• Product features
• Affiliate partnerships

Engagement Metrics

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Supporting file: references/platform-algorithms.md

Platform Algorithms

How social media algorithms rank and distribute content.

Instagram Algorithm

Key Signals

• Engagement velocity: Fast engagement = more reach
• Saves and shares: Weighted heavily
• Watch time: For Reels especially
• Relationship: Past interactions with viewer

Optimization

• Post when audience is active
• Use all features (Stories, Reels, Posts)
• Encourage saves with valuable content
• Respond to comments quickly

TikTok Algorithm

Key Signals

• Watch time: Most important factor
• Completion rate: Full watches matter
• Replays: Signals high value
• Shares: Strong distribution signal

Optimization

• Hook in first 1-3 seconds
• Keep videos short initially
• Use trending sounds
• Post 1-3 times daily
• Engage in comments

LinkedIn Algorithm

Key Signals

• Dwell time: Time spent reading
• Comments: Especially meaningful ones
• Shares with commentary: Personal takes
• Relevance: To your network

Optimization

• Write long-form posts (1000+ chars)
• Use line breaks and formatting
• Ask questions at the end
• Respond to every comment
• Post during business hours

Twitter/X Algorithm

Key Signals

• Replies: Conversation starters
• Retweets: With and without comment
• Impressions: Overall reach
• Profile clicks: Interest signals

Optimization

• Tweet 3-5 times daily
• Use threads for long content
• Engage with others in niche
• Time tweets for US hours
• Include media when relevant

Facebook Algorithm

Key Signals

• Meaningful interactions: Comments, shares
• Content type: Video prioritized
• Relationship: Friends/family first
• Recency: Newer content favored

Optimization

• Focus on groups
• Use video content
• Encourage discussion
• Go live regularly
• Share personal stories

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Supporting file: references/social-media-playbook.md

Social Media Playbook

Based on research from Sprout Social (https://sproutsocial.com/), Hootsuite (https://www.hootsuite.com/), Later (https://later.com/).

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Platform Comparison

Audience Demographics

Platform Content Types

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Content Strategy

Content Pillars (Example)

Content Mix Framework

70% Value content (educational, helpful)
20% Shared content (curated, UGC)
10% Promotional content (sales, offers)

Content Formats by Platform

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Posting Best Practices

Optimal Posting Times

Posting Frequency

Character Limits & Specs

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Platform-Specific Strategies

LinkedIn

Twitter/X

Instagram

TikTok

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Engagement Strategy

Engagement Actions

Community Building

Handling Negative Comments

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Social Media Metrics

Key Metrics

Benchmarks by Platform

Vanity vs Actionable Metrics

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Content Calendar

Calendar Template

Planning Workflow

Weekly:
1. Review previous week performance
2. Identify top performers to repeat
3. Plan 7-day content calendar
4. Create/source visual assets
5. Write copy and schedule
6. Prepare engagement time blocks

Batch Content Creation

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Social Media Tools

Management Platforms

Creation Tools

Analytics Tools

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Influencer Marketing

Influencer Tiers

Vetting Checklist

• Engagement rate realistic
• Comments are genuine
• Audience demographics match
• Content quality consistent
• Brand alignment
• No controversial history
• Previous brand work quality

Campaign Types

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Crisis Management

Response Levels

Crisis Response Steps

1. Pause scheduled content
2. Assess situation severity
3. Gather facts internally
4. Draft response (legal review if needed)
5. Respond publicly
6. Monitor and engage
7. Post-mortem and process update

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Supporting file: references/viral-mechanics.md

Viral Mechanics

What makes content spread on social media.

Emotional Triggers

High-Arousal Emotions (Spread)

• Awe: Mind-blowing facts, transformations
• Excitement: Breaking news, announcements
• Humor: Relatable comedy, wit
• Anger: Injustice, controversy
• Anxiety: FOMO, warnings

Low-Arousal Emotions (Don't Spread)

• Sadness (without hope)
• Contentment
• Relaxation

Shareability Factors

Why People Share

1. Social Currency

   • Makes them look smart/informed
   • Signals their values
   • Shows they're "in the know"

2. Triggers

   • Associated with common occurrences
   • "Every time I see X, I think of Y"

3. Emotion

   • Strong emotional response
   • High-arousal states

4. Public

   • Visible to imitate
   • Social proof built in

5. Practical Value

   • Useful information
   • Tips and how-tos
   • Lists and resources

6. Stories

   • Narrative structure
   • Relatable journey
   • Hero transformation

Viral Content Patterns

Transformation Content

• Before/after reveals
• Progress journeys
• Skill development

Educational Content

• "X things you didn't know"
• "The truth about..."
• Myth busting

Relatable Content

• "POV: When you..."
• "Nobody: ... Me:"
• Specific experiences

Controversy

• Hot takes
• Unpopular opinions
• Industry critiques

Trend Jacking

How to Trend Jack

1. Spot trend early
2. Find relevant angle to your brand
3. Execute quickly
4. Add unique twist
5. Use trending audio/format

When to Skip

• Trend misaligned with brand
• Too late (>48 hours old)
• Forced connection
• Sensitive topics

Viral Content Checklist

• Strong hook in first 3 seconds
• Emotional trigger identified
• Shareable (makes sharer look good)
• Easy to consume quickly
• Clear, simple concept
• Native to platform format
• Relevant to trending moment
• Rewatchable/re-readable