--- name: social-media-strategy description: "Develop comprehensive social media strategies across multiple platforms. Create content calendars, establish posting schedules, design engagement tactics, plan influencer outreach, and structure paid social campaigns with ROI measurement." --- # Social Media Strategy ## Overview The Social Media Strategy skill enables marketers to build cohesive, multi-platform social presence that drives awareness, engagement, and conversions. It covers platform selection, content planning, community management, paid strategies, and influencer partnerships. ## When to Use This Skill - Building or revamping social media strategy - Planning quarterly or annual content calendar - Launching social campaigns or product announcements - Developing influencer partnership programs - Planning paid social budgets and campaigns - Analyzing and improving social media ROI ## Platform Selection Framework ### Platform Overview and Fit **LinkedIn (Professional Network)** - Audience: B2B decision-makers, professionals - Content focus: Thought leadership, industry insights, company news - Best for: B2B, enterprise, recruiting, business services - Typical content: Articles, white papers, company updates - Ad formats: Sponsored content, InMail, display ads - Engagement rates: 3-5% (lower but higher intent) **Facebook (Community & Reach)** - Audience: Broad demographics, community-focused - Content focus: Stories, videos, community engagement - Best for: B2C, consumer brands, local business - Typical content: Videos, customer stories, behind-scenes - Ad formats: Feed ads, stories, carousel, video - Engagement rates: 1-3% (high volume, lower rates) **Instagram (Visual Storytelling)** - Audience: Ages 18-35, visual-focused, lifestyle-oriented - Content focus: Aesthetics, lifestyle, product showcases - Best for: Consumer brands, lifestyle, visual products - Typical content: High-quality images, reels, stories - Ad formats: Feed, stories, reels, shopping - Engagement rates: 3-6% (strong with quality content) **TikTok (Entertainment & Trends)** - Audience: Gen Z and younger millennials - Content focus: Trending audio, entertainment, humor - Best for: Consumer brands, younger demographics, viral potential - Typical content: Short-form videos, trends, challenges - Ad formats: In-feed ads, branded content, hashtag challenges - Engagement rates: 5-8% (highest engagement potential) **Twitter/X (News & Conversation)** - Audience: Journalists, influencers, tech-savvy users - Content focus: News, real-time commentary, conversations - Best for: B2B tech, news, thought leadership - Typical content: Links, opinions, commentary, quick updates - Ad formats: Promoted tweets, trends, conversations - Engagement rates: 1-2% (lower but high-quality audience) **YouTube (Long-form Video)** - Audience: Broad, all ages, search and discovery - Content focus: Educational, tutorials, entertainment - Best for: Educational content, product demos, tutorials - Typical content: 5-20+ minute videos, series - Ad formats: Pre-roll, mid-roll, discovery ads - Engagement rates: Variable (high watch time value) ### Platform Prioritization Matrix | Platform | Reach | Engagement | Cost | Audience Fit | Priority | |----------|-------|-----------|------|--------------|----------| | LinkedIn | High | Medium | Medium | Very High | Primary | | Facebook | Very High | Low | Low | High | Primary | | Instagram | High | High | Medium | Medium | Secondary | | TikTok | Very High | Very High | High | Low | Exploratory | | Twitter | Medium | Medium | Low | Medium | Secondary | | YouTube | High | High | High | High | Primary | ## Social Content Calendar ### Content Pillars (Topic categories) **Pillar 1: Educational Content** (40% of posts) - How-to guides and tutorials - Industry tips and best practices - Webinars and educational series - Examples: "5 ways to improve email open rates" **Pillar 2: Brand/Company Stories** (25% of posts) - Team spotlights and culture - Company milestones and news - Behind-the-scenes content - Examples: "Meet our Product Manager Sarah" **Pillar 3: Social Proof & Results** (20% of posts) - Customer success stories - Case studies and testimonials - User-generated content - Examples: "How customer X grew 3x with us" **Pillar 4: Engagement & Community** (15% of posts) - Questions and polls - Trending topics and commentary - Community challenges - Examples: "What's your biggest marketing challenge?" ### Monthly Content Calendar Template **Platform: LinkedIn** | Week | Monday | Wednesday | Friday | |------|--------|-----------|--------| | Week 1 | Educational: Email best practices | Company news: Expansion announcement | Social proof: Customer case study | | Week 2 | Team story: Sales manager spotlight | Educational: Lead qualification tips | Community: Industry poll | | Week 3 | Thought leadership: CEO insight | Educational: ROI calculation guide | User-generated: Customer success | | Week 4 | Behind-scenes: Office tour | Trending: React to industry news | Educational: Q&A roundup | **Posting Schedule:** - LinkedIn: Tuesday-Thursday, 7-9 AM (optimal for professionals) - Facebook: Wednesday-Sunday, 1-3 PM (leisure engagement) - Instagram: Tuesday-Thursday, 11 AM-1 PM, 7-9 PM - TikTok: Daily, 6-10 AM, 7-11 PM (algorithm favors frequency) - Twitter: 3-5x daily (real-time, conversation-focused) ### Content Batching Strategy **Batch 1: Educational Series (Monthly, first week)** - 4 posts on related topic - Different formats (carousel, video, article, image) - Spaced across calendar - Repurpose into multiple assets **Batch 2: Team/Company Stories (Monthly, second week)** - 3-4 spotlight or culture posts - Mix of photos and video - Tie to company values - Share across platforms **Batch 3: Campaign/Promotion Push (Monthly, third week)** - 4-5 posts on specific offer or announcement - Multi-format with consistent messaging - Include CTAs for conversions - Retarget on paid **Batch 4: Evergreen/Trending (Monthly, fourth week)** - Flexible content responding to trends - Community engagement and polling - Algorithm-friendly experimental formats - Capture emerging interests ## Engagement Tactics & Community Management ### Engagement Strategy (Daily practices) **Comment on Industry Posts** (20 minutes daily) - Find trending posts in your industry - Leave thoughtful, value-adding comments - Link back to relevant company content - Build relationships with key influencers **Respond to Comments** (Real-time, 30 minutes) - Engage within first hour (algorithm boost) - Ask follow-up questions - Provide additional value - Build community relationships **Participate in Conversations** (15 minutes daily) - Join relevant hashtag discussions - Respond to brand mentions - Engage with customer posts - Support user-generated content **Messaging & DM Response** (As-needed) - Respond within 24 hours minimum - Personalize responses - Direct to sales/support where needed - Build one-on-one relationships ### Community Guidelines - Respond to all comments/mentions within 24 hours - Keep tone consistent with brand voice - Don't delete criticism (address constructively) - Celebrate and amplify customer voices - Monitor sentiment and flag issues early ## Influencer Outreach Strategy ### Influencer Identification **Tier 1: Mega-influencers** (1M+ followers) - High reach, lower engagement rates - Best for: Brand awareness campaigns - Budget: $5K-50K+ per post - ROI: 2-3x typical **Tier 2: Macro-influencers** (100K-1M followers) - Strong reach with decent engagement - Best for: Awareness + conversion balance - Budget: $1K-5K per post - ROI: 3-5x typical **Tier 3: Micro-influencers** (10K-100K followers) - Highly engaged, niche audiences - Best for: Conversion, community building - Budget: $500-1K per post - ROI: 5-10x typical (highest ROI) **Tier 4: Nano-influencers** (<10K followers) - Ultra-niche, authentic engagement - Best for: Community, early adoption - Budget: $100-500 or gifting - ROI: Variable but high engagement ### Outreach Template **Subject:** Collaboration opportunity with [Influencer Name] Dear [First Name], I've been following your [platform] content and love your focus on [specific topic]. Your recent post on [specific example] resonated especially with our team. We're [brief company description] and think our [product/service] aligns well with your audience's interests. We'd like to explore a collaboration where you could [specific opportunity: authentic review, sponsored post, affiliate partnership]. Here's what we typically offer: - [Compensation: payment amount OR product value] - [Timeline and deliverables] - [Creative freedom/guidelines balance] - [Analytics and reporting] Let me know if you're interested! Happy to discuss further. Best, [Your Name] ## Paid Social Strategy ### Budget Allocation Framework **Total Monthly Budget: $X** ``` Campaign 1: Brand Awareness (40% budget) - Objective: Reach and impressions - Audience: Broad demographic match - Budget: $X - Expected reach: X impressions Campaign 2: Engagement (30% budget) - Objective: Build community, engagement - Audience: Website visitors, lookalikes - Budget: $X - Expected engagement rate: 2-3% Campaign 3: Conversion (20% budget) - Objective: Lead generation or sales - Audience: High-intent, retargeting - Budget: $X - Expected conversion rate: 1-3% Campaign 4: Testing (10% budget) - Objective: Test new audiences, creative, placements - Audience: Experimental segments - Budget: $X - Expected learning: New targeting opportunities ``` ### Ad Creative Best Practices **Visual Design:** - Use high-quality images (4K preferred) - Include text overlays (20% image max for Facebook) - Maintain brand consistency - Test carousel vs. single image - Video: Silent-first, captions required **Copy Guidelines:** - First line hooks in feed (25 characters) - Emotional triggers over rational - Keep CTA clear and action-oriented - A/B test headlines and descriptions - Include social proof where possible **Targeting:** - Start broad (1% lookalikes) - Exclude existing customers - Test new audiences with 10% budget - Layer demographics + interests - Retarget website visitors (30-90 days) ## Analytics & ROI Measurement ### Key Social Metrics by Goal **Awareness Goal:** - Reach: Unique people seeing content - Impressions: Total times content shown - CPM: Cost per thousand impressions (target: $5-15) - Share of voice: Your share of conversation in category **Engagement Goal:** - Engagement rate: (Likes+Comments+Shares) / Followers (target: 2-5%) - Comments: Quality discussion and sentiment - Saves/Shares: Content value indicator - Video watch time: Content holding power **Conversion Goal:** - Click-through rate: % clicking link (target: 1-3%) - Cost per click: Ad spend / clicks - Cost per conversion: Ad spend / conversions - ROAS: Revenue / ad spend (target: 3:1 or higher) ### Reporting Dashboard **Daily Monitoring:** - Reach and impressions - Engagement count and rate - Comment sentiment (positive/negative/neutral) - Website traffic from social **Weekly Report:** - Campaign performance vs. targets - Top performing content by type - Audience growth - Cost per metric trending **Monthly Analysis:** - Goal attainment (awareness, engagement, conversion) - ROI by campaign and platform - Audience insights and growth - Content pillars performance breakdown ## Social Media Checklist - [ ] Platform strategy approved and prioritized - [ ] Content calendar created for 3 months - [ ] Content pillars and themes defined - [ ] Posting schedule optimized per platform - [ ] Paid social budget allocated - [ ] Target audiences defined and segmented - [ ] Creative assets prepared (images, video, copy) - [ ] Engagement response process established - [ ] Community guidelines documented - [ ] Analytics dashboard configured - [ ] Influencer prospect list built - [ ] Monitoring keywords and mentions set up - [ ] Team training and responsibilities assigned ## Output Deliverables 1. **Social Strategy Document** - Platforms, pillars, positioning 2. **Content Calendar** - 3-month planned content 3. **Posting Schedule** - Optimal times per platform 4. **Paid Social Plan** - Budget allocation and targeting 5. **Influencer Prospects** - Tiered list with outreach plan 6. **Analytics Dashboard** - Performance tracking 7. **Community Guidelines** - Response protocols 8. **Monthly Reports** - Performance analysis and insights