---
name: social-media-management
description: |
  Comprehensive social media management for all platforms (LinkedIn, Twitter/X, Instagram, TikTok, Facebook, Pinterest, YouTube). Covers content creation, content pillars, hook formulas, repurposing across platforms, platform-optimized graphics/visuals, content calendar, engagement strategy, analytics/ROI analysis, AI-powered content generation, and scheduling best practices.
  Use for: social media content, LinkedIn post, Twitter thread, Instagram reels, TikTok, content calendar, social scheduling, engagement strategy, social analytics, social media ROI, content repurposing, social graphics, thumbnails, captions, hashtags, viral content, content creator, social media manager, AI content generation, social media audit.
metadata:
  version: 1.0.0
  category: Marketing
---

# Social Media Management

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



Create, optimize, analyze, and repurpose social media content across all platforms.

## Before Creating Content

Use the Workspace Context above first. Only ask for social-channel details not already captured.

Gather this context (ask if not provided):

1. **Goals** — Brand awareness, leads, traffic, or community? Personal brand, company brand, or both?
2. **Audience** — Who to reach? What platforms? What content engages them?
3. **Brand Voice** — Tone (professional, casual, witty, authoritative)? Topics to avoid?
4. **Resources** — Time available? Existing content to repurpose? Video capability?

---

## Platform Quick Reference

| Platform | Best For | Frequency | Key Format |
|----------|----------|-----------|------------|
| **LinkedIn** | B2B, thought leadership | 3–5x/week | Carousels, text posts |
| **Twitter/X** | Tech, real-time, community | 3–10x/day | Threads, hot takes |
| **Instagram** | Visual brands, lifestyle | 1–2 posts + Stories daily | Reels, carousels |
| **TikTok** | Brand awareness, Gen Z/Millennial | 1–4x/day | Short-form video |
| **Facebook** | Communities, local businesses | 1–2x/day | Groups, native video |
| **Pinterest** | Lifestyle, e-commerce | 3–5x/day | Vertical pins |
| **YouTube** | Education, tutorials | 1–2x/week | Long-form + Shorts |

### Platform Specifications (Graphics)

| Platform | Format | Dimensions |
|----------|--------|------------|
| **Instagram Feed** | Square / Portrait | 1080×1080 / 1080×1350 |
| **Instagram Story/Reel** | Vertical | 1080×1920 |
| **LinkedIn Feed** | Landscape | 1200×627 |
| **LinkedIn Document** | Portrait | 1200×1500 |
| **Twitter/X Image** | Landscape | 1200×675 |
| **TikTok/YouTube Shorts** | Vertical | 1080×1920 |
| **YouTube Thumbnail** | Landscape | 1280×720 |
| **Pinterest Pin** | Portrait | 1000×1500 |

---

## Content Pillars Framework

Build content around 3–5 pillars aligned with expertise and audience interests.

### Example for a SaaS Founder

| Pillar | % of Content | Topics |
|--------|--------------|--------|
| Industry insights | 30% | Trends, data, predictions |
| Behind-the-scenes | 25% | Building the company, lessons learned |
| Educational | 25% | How-tos, frameworks, tips |
| Personal | 15% | Stories, values, hot takes |
| Promotional | 5% | Product updates, offers |

---

## Hook Formulas

The first line determines whether anyone reads the rest.

### Curiosity Hooks
- "I was wrong about [common belief]."
- "The real reason [outcome] happens isn't what you think."
- "[Impressive result] — and it only took [surprisingly short time]."

### Story Hooks
- "Last week, [unexpected thing] happened."
- "I almost [big mistake/failure]."
- "3 years ago, I [past state]. Today, [current state]."

### Value Hooks
- "How to [desirable outcome] (without [common pain]):"
- "[Number] [things] that [outcome]:"
- "Stop [common mistake]. Do this instead:"

### Contrarian Hooks
- "Unpopular opinion: [bold statement]"
- "[Common advice] is wrong. Here's why:"
- "I stopped [common practice] and [positive result]."

---

## Platform-Specific Content Guidelines

### LinkedIn

**Format:**
- 1,300 character limit (show more after ~210 chars)
- First line is crucial — make it hook
- Use line breaks for readability
- 3–5 hashtags at the end

**Structure:**
```
[Hook — 1 compelling line]

[Context — why this matters]

[Main insight — 2–3 short paragraphs]

[Call to action or question]

#hashtag1 #hashtag2 #hashtag3
```

### Twitter/X

**Format:**
- 280 character limit per tweet
- Threads for longer content (use 1/🧵 format)
- No more than 2 hashtags per tweet

**Thread Structure:**
```
1/🧵 [Hook — the main insight]
2/ [Supporting point 1]
3/ [Supporting point 2]
4/ [Example or evidence]
5/ [Conclusion + CTA]
```

### Instagram

**Caption format:**
- First line must hook (visible before "...more")
- 125–150 words ideal
- Line breaks and emojis strategically
- 10–20 relevant hashtags (in first comment or end of caption)
- Clear call-to-action

### TikTok

**Content format:**
- Hook in first 3 seconds (mandatory)
- 30–60 second script for most content
- Bold text overlays for key points
- Trending audio suggestions
- Hashtag strategy (3–5 relevant tags including #FYP)

---

## Content Repurposing System

### Blog Post → Social Content

| Platform | Format |
|----------|--------|
| LinkedIn | Key insight post + link in comments |
| LinkedIn | Carousel of main points |
| Twitter/X | Thread of key takeaways |
| Instagram | Carousel with visuals |
| Instagram | Reel summarizing the post |
| TikTok | Short video with key insight |

### Repurposing Workflow

1. **Create pillar content** (blog, video, podcast)
2. **Extract key insights** (3–5 per piece)
3. **Adapt to each platform** (format and tone)
4. **Schedule across the week** (spread distribution)
5. **Update and reshare** (evergreen content can repeat)

### Repurposing Output Format

```markdown
# Content Repurposing: [Original Title]

## Source Summary
**Original Format**: [Blog post/Article/Video]
**Key Message**: [One sentence]
**Target Audience**: [Description]

---

## Twitter/X Thread

**Tweet 1/N** (Hook)
[Attention-grabbing opening — under 280 chars]

**Tweet 2/N**
[First key point]

[Continue...]

**Tweet N/N**
[Summary and CTA]

---

## LinkedIn Post

[Hook paragraph]

[Main content with strategic line breaks]

Key takeaways:
• [Point 1]
• [Point 2]
• [Point 3]

[Closing thought or question]

**Hashtags**: #Industry #Topic #Relevant

---

## Instagram Caption

[Strong hook line]

[Concise main message — 3–4 short paragraphs with emojis]

[Call to action]

#hashtag1 #hashtag2 ... (10–20 relevant)

**Visual Suggestion**: [Description of ideal image/carousel]

---

## TikTok Script

**Hook (0–3 sec)**: [Attention grabber]
**Main Content (3–45 sec)**: [Key points quickly]
**CTA (45–60 sec)**: [Call to action]

**On-Screen Text Ideas**:
- [Text 1]
- [Text 2]

**Audio Suggestion**: [Trending sound or style]

---

## Analytics Recommendations
- Best posting times: [Platform-specific]
- Engagement tactics: [Specific strategies per platform]
- A/B testing ideas: [Variations to test]
```

---

## Content Calendar Structure

### Weekly Planning Template

| Day | LinkedIn | Twitter/X | Instagram |
|-----|----------|-----------|-----------|
| Mon | Industry insight | Thread | Carousel |
| Tue | Behind-scenes | Engagement | Story |
| Wed | Educational | Tips tweet | Reel |
| Thu | Story post | Thread | Educational |
| Fri | Hot take | Engagement | Story |

### Batching Strategy (2–3 hours weekly)

1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

### Schedule vs. Post Live

**Schedule:** Core content posts, threads, carousels, evergreen content

**Post live:** Real-time commentary, responses to news/trends, engagement with others

---

## Social Graphics & Visual Content

### Design Methodology

Social graphics have three layers:
1. **Platform Optimization** — Size, format, and best practices
2. **Visual Design** — Eye-catching composition and colors
3. **Message Integration** — Text, CTA, and messaging

### Design Elements

**Color Palette:** Primary colors for main elements, secondary for accents, high contrast for readability.

**Typography:** Bold, readable fonts; clear hierarchy (headline → subheading → body); 2–3 fonts max.

**Composition:** Rule of thirds, clear focal point, negative space for breathing room.

See [references/image-prompt-templates.md](references/image-prompt-templates.md) for platform-specific AI image generation prompts.

### Social Image Best Practices
- **Bold, simple compositions** — one clear focal point
- **High contrast** — stands out when scrolling
- **No small text** — too small to read at thumbnail size
- **Square or 4:5 ratio** — works across platforms
- **Text-safe zones** — leave space for platform UI elements

---

## AI-Powered Content Generation

Use AI tools for scalable content creation across platforms:

### Video Content (TikTok/Reels/Shorts)

Generate short-form video content with AI video tools. Focus on trending styles, vertical 9:16 format, and platform-specific aesthetics. Examples: POV walking scenes, trending transitions, before/after transformations, educational breakdowns with text overlays.

### Image Generation

Create platform-optimized images using AI image generators. Match each platform's preferred dimensions and aesthetic:
- **Instagram**: Minimalist, lifestyle, high-quality photography
- **Twitter/X**: Bold, high-contrast designs with clear messaging
- **LinkedIn**: Professional, corporate, authoritative imagery
- **Pinterest**: Vertical, inspiring, lifestyle-focused pins
- **TikTok/Reels**: Trendy, energetic, authentic-feeling visuals

### Caption & Hook Generation

Use AI writing assistants to draft engaging captions. Structure:
1. **Hook line** — Curiosity, story, or value statement (first 1–2 lines)
2. **Value/story** — Main message or narrative (2–4 sentences)
3. **CTA** — Clear call-to-action (question, link, or engagement request)
4. **Hashtags** — Relevant, platform-specific tags (3–20 depending on platform)

### Batch Content Creation

Plan a week of content in advance:
1. Define 3–5 content topics aligned with your pillars
2. Generate assets for each topic (video, image, caption)
3. Schedule across platforms for consistent posting
4. Leave room for real-time engagement and trending topics

Example workflow: Pick topics (morning routine, productivity tips, workspace tour), generate visuals and captions for each, then schedule 1–2 posts per day across your platforms.

---

## Engagement Strategy

### Daily Routine (30 min)

1. Respond to all comments on your posts (5 min)
2. Comment on 5–10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2–3 DMs to new connections (5 min)

### Quality Comments
- Add new insight, not just "Great post!"
- Share a related experience
- Ask a thoughtful follow-up question
- Respectfully disagree with nuance

### Building Relationships
- Identify 20–50 accounts in your space
- Consistently engage with their content
- Share their content with credit
- Eventually collaborate (podcasts, co-created content)

---

## Analytics & Performance Analysis

### Metrics That Matter

| Category | Metrics |
|----------|---------|
| **Awareness** | Impressions, Reach, Follower growth rate |
| **Engagement** | Engagement rate, Comments, Shares, Saves |
| **Conversion** | Link clicks, Profile visits, DMs, Leads |
| **ROI** | Cost per engagement, Cost per click, ROAS |

### Engagement Rate Formula
```
Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
```

### Multi-Platform Analysis

**Input requirements:**
- Platform metrics: Likes, comments, shares, saves, clicks
- Reach data: Impressions, unique reach, follower growth
- Cost data: Ad spend, budget (for ROI)
- Content details: Post type, posting time, hashtags
- Time period: Date range for analysis

**Output:**
- Performance dashboard: Key metrics with trends
- Best/worst performing posts with analysis
- ROI breakdown: Cost efficiency metrics
- Audience insights: Demographics and behavior
- Recommendations: Data-driven optimization suggestions

### Weekly Review Checklist
- Top 3 performing posts (why did they work?)
- Bottom 3 posts (what can you learn?)
- Follower growth trend
- Engagement rate trend
- Best posting times (from data)

### Optimization Actions

**If engagement is low:**
- Test new hooks
- Post at different times
- Try different formats (video vs. image vs. text)
- Increase engagement with others' content

**If reach is declining:**
- Avoid external links in post body
- Increase posting frequency
- Engage more in comments
- Test video/visual content

---

## Reverse Engineering Viral Content

1. **Find creators** — 10–20 accounts with high engagement in your niche
2. **Collect data** — 500+ posts for pattern analysis
3. **Analyze patterns** — Hooks, formats, CTAs that perform
4. **Codify playbook** — Document repeatable patterns
5. **Layer your voice** — Apply patterns with authenticity
6. **Convert** — Bridge attention to business results

---

## Platform-Specific Tips

**TikTok**: Fast cuts, trending sounds, text overlays, hook in first 3 seconds, authentic feel

**Instagram**: High visual quality, carousel for engagement, consistent aesthetic, Reels for reach

**YouTube Shorts**: Clear value proposition, subscribe CTAs, repurpose longer content

**Twitter/X**: Single striking image, threads for depth, controversial hooks, minimal hashtags

**LinkedIn**: Professional but personal, carousels for high engagement, share experiences

**Pinterest**: Vertical content (1000×1500), inspiring imagery, SEO-optimized descriptions

---

## Common Pitfalls

- **Wrong dimensions** — Use platform-specific sizes
- **Poor contrast** — Ensure text is readable
- **Cluttered design** — Keep design clean and focused
- **Weak CTA** — Make action clear and compelling
- **Inconsistent branding** — Maintain brand identity across platforms
- **Ignoring analytics** — Review performance weekly
- **No repurposing system** — Maximum leverage from every piece of content
- **Over-promoting** — Keep promotional content to ~5% of total

---

## Quality Checklist

Before finishing any deliverable:
- [ ] Content fits platform character limits and format
- [ ] First line hooks attention
- [ ] Tone matches platform norms
- [ ] Clear CTA or engagement question
- [ ] Hashtags are relevant (not generic)
- [ ] Visual/image included (where relevant)
- [ ] Analytics recommendations provided
- [ ] Repurposing opportunities identified

---